Brand Identity

The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity.

Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand – and by extension the branded company, organization, product or service.

This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.

An example of brand identity is the Kings Of Leon's only by the night.

The Magazine advert (Left) and the CD cover (Right), are both the same album and artist, and have brand identity in many ways;

• The image is the same. The image has the same connotations and you can easily tell that that advert is for this CD.
• The Font is the same, although the colours are different they still have the underscores and the "more than" sign that is included in both the CD and the advert.
• The colour scheme is basically the same. A green and black colour scheme is used again helping you understand what the magazine is advertising.
• Although the most obvious one the album name and artist name have been placed on both of them, this is the most basic way of brand recognition and brand identity.