What Is Identity?

Identity consists of the values that a consumer associates with a company and its products and services. Corporate identity, or brand identity, is the graphic and verbal representation of a company.

Brand identity is the essence of how you would like the customers and the public to perceive your company. People base their perceptions of your company on the emotional benefits they associate with it as well as its attributes, personality, and symbols.

A brand associated with a product or service has certain qualities or characteristics that make it special, better or unique. Identity may be developed by attributing personality to or associating an image with a product or service, wso thet the personality or image is “branded” into the minds of customers. Therefore, a brand is one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace.

Use of effective identity design can elevate one’s small business to the next level of success and take one head-to-head with larger competitors Though often overlooked or undervalued by small business owners, brand and identity are essential in the effort to stand out in an increasingly competitive marketplace. Corporate identity, or brand identity, is the graphic and verbal representation of a company.

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