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A company’s brand identity reveals how it wants consumers to perceive it.

A brand identity comes from visible elements, such as the company name, the design of its logo, its packaging design, and the colors, tagline and typeface used in its marketing endeavors. A recognizable identity is essential for any company that wants to stick in the minds of its consumers. A company’s brand identity should therefore reflect the company’s values.

Brand identity is different from brand image, which is how consumers actually perceive the company. If brand identity and image don’t match, the company is probably out of touch with market sentiment. Business becomes more difficult to conduct, and its value can fall.

For example, brands such as Coca Cola and Apple have succeeded in conveying a simple, positive message by ensuring their brand identity elements work cohesively together. Consumers might think “refreshing” when they hear Coca-Cola, or “sleek” for Apple. When these kind of brand associations prevail, their products are top of mind.

Building a strong and consistent brand identity requires a company to analyze the market and know itself. It must determine its key goals and identify its customers before choosing the personality and message it wants to communicate.

The brand is usually one of the most valuable assets on a company’s balance sheet.

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