Think of a brand identity as the suit of clothes you wear, the expression on your face, and the words which you speak.
Are you dressed in jeans and a t-shirt or are you in a formal suit and tie?
Is your face serious and business-like or is it open and friendly?
Do you say “hi, how are you” with a casual smile or do you say “let’s get down to business” with a firm handshake? Or do you need to be a bit of both of these?
Once you have decided how you want to be, you must be like this all of the time.
That’s how a brand works.What is a brand for?
A brand identity is about two very simple, very basic human needs:
Recognition and trust.
It’s made of every single instance of communication between you and your customers.When do we use a brand identity?
Everywhere. All the time.
So how does a brand identity work for me?
In exactly the same way that a good brand identity works for any business or organisation.
It says who you are.
It tells what you do.
It shows you are special.
What you have that no-one else has.