What is identity: essence, elements and role for the brand

02 Oct 11:10

2 min. read

This content has been automatically translated from Ukrainian.

Identity (from English. identity <TAG1> – identity, identity«) » is a system of visual and communication elements that shape the image of the brand and make it recognizable. If logo – is just one character, then the identity covers a whole range of solutions: from color palette and fonts to photo style, packaging and customer communication tone.

Identity helps not only to stand out from competitors, but also to create a holistic view of the company. It builds emotions, associations and trust, and provides stability in brand communication at all levels – in advertising, on the site, in social networks or even in business documentation.

Basic elements of identity

Logo <TAG1> is the main symbol of the brand.
Brand colors <TAG1> palette that evokes the right emotions and creates associations.
Fonts <TAG1> typography that reflects the character of the brand.
Graphic elements <TAG1> icons, patterns, illustrations.
Visual style of content <TAG1> photos, videos, presentation design.
Tone of communication <TAG1> is the language the brand speaks to its audience.
Branded media <TAG1> business cards, packaging, souvenir products, website.

Examples

Apple <TAG1> minimalism, simplicity, manufacturability.
Coca-Cola <TAG1> red color, characteristic font, positive emotions.
IKEA <TAG1> blue and yellow colors, simplicity of design, availability.

Identity vs. branding – are different concepts. Branding – is a strategy for creating a company image, positioning and values. Identity – is the visual and communication shell of this image.

Interesting facts

According to the study, people remember visual information 6 times better than textual information.
The color palette can increase brand recognition by 80%.
A consistent identity increases customer trust and affects their decision to buy.

Identity – is the face of the brand that customers see. It helps the company to be consistent, understandable and recognizable. Without a thoughtful identity, even a good product can go unnoticed, while a strong visual identity can turn a brand into a symbol.