REPORT The State of Branding Report: 2021 Edition

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Definition: Brand identity

What is a brand identity?

Brand identity is more than just your brand’s logo or product. It’s the general impression you leave on consumers, and the recognizable brand attributes that make you distinguishable from competitors.

Put simply, a brand’s identity is its personality. It’s based on every experience and interaction with your brand—those you control and those you don’t. Your brand identity is the defining emotional bond between you and your consumers. And that bond is key when purchase decisions are made.