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Brand identity

| Article: 2 min read | Brand

Brand identity is what a brand owner creates so that shoppers perceive the brand the way the owner wants: the name, logo, colors, fonts, images, tone of voice and values. A visual identity system is the visual and written part of the identity, fixed in a set of rules.

In plain words

Wikipedia explains that brand identity is shaped by the brand owner and reflects how the owner wants consumers to perceive the brand. Brand image is the picture of the brand in the shopper's mind, built from experience and beliefs, and owners try to close the gap between the two. Among the models of identity it mentions Kapferer's six facets: physique, personality, culture, reflection, relationship and self-image (Wikipedia, Brand).

Put simply: identity is what you show, image is what the shopper sees. The broader concept that includes this is branding.

What it consists of

According to IxDF's description of brand guidelines, these are standards that define how a brand presents itself in digital products. They keep colors, typography, logos and images consistent, which supports recognition and trust. The components:

  • logo usage: size, clear space, placement, correct and incorrect examples;
  • a color palette with exact codes for print and screen;
  • typography: fonts, sizes, weights;
  • image style;
  • tone of voice with example phrasing;
  • usage examples: business cards, the site, advertising (IxDF, Brand Guidelines).

The same material distinguishes guidelines (the "how") from a brand book (the "why": mission, vision, values, personality, positioning) (same source). The key sources here are Wikipedia and IxDF Brand Guidelines.

What this means for an online store

In a store, identity is not just the logo in the header:

  • how product cards, buttons and banners look;
  • the tone of the text: descriptions, order emails, chat replies;
  • photos: one consistent style or a random mix;
  • messages about delivery and returns (returns).

Consistency helps recognition. In practice, put together a short rules page (palette, two fonts, photo style, tone examples) so that new pages and emails do the same thing.

Common mistakes

  • Making only a logo and considering the identity finished.
  • Not writing the rules down: after six months everyone on the team does it their own way.
  • Copying a competitor's identity: the differences disappear.
  • Not checking how the style looks on mobile and in emails.
  • Confusing "pretty" with "recognizable": consistency is the key.

FAQ

What is brand identity in plain words? The set of signs by which a brand is recognized: name, logo, colors, fonts, image style and tone of voice.

How is identity different from branding? Identity is what you create and show. Branding is all the work on the brand, including how it is perceived.

How is identity different from a logo? A logo is one of the elements. Identity also includes the palette, fonts, images and voice.

What is a brand book? According to IxDF, a brand book explains the "why": the mission, vision, values and positioning, while guidelines cover the "how" of presenting them.

Sources

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Brand identity

A corporate style that sets the brand apart: logo, palette, patterns and applications.

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