Brand identity
Content and brand
Content and brand
Brand identity is how your brand looks, sounds and behaves: logo, colours, typography, imagery, language and how you treat customers.
A visual identity is the visible part; identity is broader and includes your story and behaviour. Consistency is what makes it valuable: recognition comes from repetition, not variation.
Record the agreements in a brand book so everyone — internal, agency, printer, developer — works from the same starting points.
Related terms
- PositioningPositioning is the place you occupy in your audience's mind: who you're for, how you differ, and why that difference matters.
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
- Brand bookA brand book documents how your brand must be used: logo, colours, typography, imagery, tone of voice and examples of right and wrong.