Definition: A brand identity is how a business showcases itself and is perceived by its clients and consumers. The logo, design, slogan and differentiating characteristics are all a part of a brand’s identity.

Example: The brand identity of a popular soft drinks giant is that the product is cheap, refreshing and for bold young people.

Business insight: A brand identity can help make your business stand out among the competition. Customers may look to you for a certain differentiating qualities, leading to customer loyalty.