Action oriented | Aligned to a cause |
Aligned to social justice | Ambitious |
Athletic | Attractive |
Authentic | Bigger & better |
Bizarre | Caring |
Classy | Clean |
Comfortable | Connections to history |
Conservative | Consistent |
Convenient | Coolness |
Craft | Cultural connections such as a fashion brand that's immersed in a music scene |
Custom choices | Cuteness |
Cutting edge | Delicious |
Design prowess | Desirable |
Diverse | Doing Good |
Durable | Easy to use |
Effective | Efficiency |
Elegance | Engaging |
Entertaining | Environmental |
Exciting | Fair |
Fascinating | Feminine |
Flexible / Reasonable | Fresh |
Friendly | Fun |
Green | Handmade |
Hard working | Health and wellness |
Heart | Heritage |
High performance | High quality |
Honest and candid | Humorous |
Improvement and opportunity | Inclusive |
Individualism | Informative |
Innocence | Inventive |
Legacy | Local |
Luxurious | Makes things possible |
Masculine | Minimalistic |
Mysterious | National identity such as made in USA |
Natural | Neighborly |
Nostalgic | Organic |
Passion such as a streaming service that's obsessed with sports | Patriotic |
Products that are the real thing | Rational |
Rebellious | Reduces risk |
Refined | Reliable |
Responsibly sourced | Risk & adventure |
Romantic | Saves time |
Scientific | Social status |
Sophisticated | Source of beauty |
Source of belonging and inclusion | Source of deep emotion |
Source of family life | Source of freedom |
Source of growth | Source of happiness |
Source of productivity | Source of self-fulfillment |
Source of self-indulgence | Stable |
Stylish | Surreal |
Sustainable | The best |
The intelligent choice | The safe choice |
Thrilling | Traditional |
Trendy and new | Upper class |
Value for money | Youthful |
Elements of Brand Identity
Brand identity includes both visual and non-visual elements including intangible things such as a brand concept and tangible things such as packaging.Brand name | Logo |
Symbols | Trade dress of packaging |
Colors | Typography |
Visual style | Visual consistency |
Brand concept | Brand values |
Mission & vision | Taglines and slogans |
Brand Story | Voice and tone |
Brand messaging | Brand promise |
Brand persona | Brand representatives such as founders, designers or brand ambassadors |
Mascots | Brand Heritage |
Brand Positioning | Interior designs |
Graphics | Brand experiences |
Brand Identity vs Brand Image
Brand identity is what you want customers to think about your brand and brand image is what they actually think. Brand identity is within your control and includes your visual identity and marketing efforts such as brand story. Brand image reflects your real world results.| Overview: Brand Identity | ||
Type | ||
Definition (1) | The target personality of a brand. | |
Definition (2) | The visual identity, qualities, values and traits that give a brand a valuable position in a market. | |
Related Concepts | ||
