A brand identity is like a personality of the company. It describes the company's ideals and targets in a flash with just one or two words. Brand identity has been defined as, 'A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name'.
A brand identity is usually a unique and visually appealing combination of a brand name, a related tag line, an emblem or a symbol with specific designs, colors and fonts to suit the company's identity and preferences of the company's prospective customer base. Here is how a company's brand identity is established.
Creating a Brand Identity
Once the process of establishing the company begins, the promoters of the company need to answer some basic management questions viz. What are the company's goals, What are the strategies of the company to reach the goal, What is the nature of prospective market that might help the company achieve its goal. These questions might seem irrelevant to a layman. But to a company's promoter or manager, these very questions help to strategise the brand identity of the company.
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