Brand identity

Encapsulates a brand’s self-perception—the understanding of its core essence and what it represents. This identity includes the brand’s unique characteristics, values, purpose, personality, and emotional attributes. The emphasis on these elements might vary depending on the specific brand identity model in use. Brand identity communicates both outwardly to consumers and the general public, and inwardly to the brand representatives, through brand communication, offerings, and consistent behaviors. This identity serves as the foundation for crafting the external brand image.