Defining brand identity

From: Building Brand Identity

The timeless search for identity is a fundamental quest for humankind. The answer to the lifelong question, “Who am I?” is sought after in an organic process shaped by experience, environment and biology. For upmarket brands, finding identity is equally important. Unfortunately though, brands cannot afford to "find themselves" over a lifetime on the market. Methods, energy and skill are required to find and grow brand identity.

Brand identity, defined as the outward communication of your brand, is the foundation of building brand equity. It is what consumers see, hear, touch, taste, smell and ultimately feel about the brand. Without an identity, or without a relevant identity that differentiates the brand from others, brands have nothing for consumers to connect with. The product remains a commodity, without any meaning to the consumer.