Brand Identity

Identity is how you look, how you are perceived by others.  Your Identify, your Brand needs to be robust enough to withstand market change while be individual enough to stand out from the crowd. Your Identity also must communicate who you are and what your core values are.

Isn't it just a logo?

Maybe that's how it starts out but it goes way beyond being ‘just a logo'.
Sure, there can be a logo, a distinctive font and colour scheme, but successful branding takes these elements and applies them to all marketing materials and channels to make your organisation attractive to your target audience. It's how you choose them and pull them all together that sets you apart.

"A brand is a symbolic depiction of all the information connected to a business and serves to create associations and expectations around it." Powerful stuff! But then again, isn't that what you want from your brand?