Okuzeka
Marketing vocabulary · Branding & Positioning

Brand identity

Meaning in marketing, with examples

nounCore term

In marketing, brand identity means: The way a company wants its brand to look, sound and feel, including its name, logo, colours, fonts, tone of voice and values.

In Turkish: marka kimliği, kurumsal kimlik

How it is used

Created by the company or its agency and usually written down in brand guidelines. Designers talk about visual identity; marketers use brand identity more broadly. Identity is what the company sends out, while brand image is what people actually receive.

Example sentences

  1. The new brand identity uses warmer colours and a friendlier tone of voice.

  2. All franchise stores have to follow the same brand identity.

Common collocations

  • visual brand identity
  • develop a brand identity
  • consistent brand identity
  • brand identity guidelines
  • brandThe name, design and reputation that make a company or product recognisable, together with the ideas and feelings people connect with it.
  • brand imageThe picture of a brand that exists in customers' minds: what they believe, feel and remember about it, whether positive or negative.
  • brandingThe work of creating and shaping a brand: choosing its name, visual style and voice, and managing how people see it over time.
  • taglineA short, memorable phrase that sums up a brand's promise or personality and usually appears next to its logo in ads.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Branding & Positioning

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