What is 'Brand Identity'?
Brand identity is the visual elements of a brand (colour, design, and logo) that help to identify and distinguish a brand in consumers' minds. Having your brand identity be the same/similar on everything you produce will help consumers know you from your competitors and make it a lot easier for you to be recommended to others as things such as your logo colour can be easily transferred information than trying to explain the specific product and its name.
Why is it important?
Brand identity is important as it helps consumers understand which products are yours compared to other competitors. Having a specific thing about your identity (whether that be a colour palette, logo design, slogan or other) makes your brand stand out and be recognisable against other products. Companies such as Apple use this to their advantage as while their identity stays simplistic everyone knows something is an Apple product when they see the Apple logo.
Creating and sharing your brand identity
When creating your brand identity, you need to make sure that it suits what your brand produces as well as the audience you target with your products. For example; if your brand aims on making products targeted at children, brighter colours and simplistic and/or fun designs are better to use as they are a lot more likely to grab a child's attention, whereas products targeted at adults often get a better response from things with a simple, darker and more minimalistic design. Where you share your products is also something you should keep in mind when creating your brand identity, for example, if you are producing something for people interested in technology it is better to share information on your product(s) on social media and in areas commonly seen and used by younger audiences.
Existing products
Apple uses a simple yet effective logo and naming scheme for their company. The logo is simple and minimalistic as well as being easily recognisable while the name links directly to it. The effectiveness of the branding is proven by the fact that almost everyone in the world has heard of Apple and knows what products they produce (iPhone, Apple Watch etc)
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Amazon is another company that has very effective and recognisable branding. The logo is simple and uses colours that stand out from each other (black and orange) which helps draw attention to it. The logo itself also helps describe the website by showing customers that they have everything from A to Z, indicated by the arrow going from one letter to the other.
customers
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