Brand identity

What is a brand identity?

Brand identity is the foundation of every brand. It is a company’s deliberately crafted self-image: it defines what a brand stands for, what sets it apart, and how it aims to be perceived both internally and externally. This encompasses core values and mission as well as visual identity.

Companies that understand their identity communicate more clearly, come across as more consistent, and build trust more quickly—with customers and employees alike.

It’s important to note that identity and image are not the same thing. Brand identity is actively shaped and communicated. Image, on the other hand, is formed in people’s minds. Only identity can be controlled—and, indirectly, of course, the image as well.

The Building Blocks of Brand Identity

Brand Personality: Every brand needs a character. Brand personality gives it human traits and determines whether it is perceived, for example, as an approachable companion, a bold trailblazer, or a confident expert.

Brand Values: Values are more than just nice words on a website. They are a company’s internal compass and show—both internally and externally—what it truly stands for.

Brand Essence: The brand essence is what remains when everything else is stripped away. In just a few words, it captures what makes a brand unique and the promise it consistently delivers on.

Corporate Design: The eye makes its decision in seconds. A well-thought-out corporate design ensures that a brand is instantly recognizable across all channels—through the perfect interplay of logo, color palette, typography, and visual language.

Tone of Voice: The way a brand speaks is just as defining as its appearance. The tone of voice determines whether it communicates in a casual, informal manner or in a professional, formal manner—and gives the brand a distinctive voice.