Subject areaRevenue and sales
Brand identity is the set of elements a company chooses to present itself with: name, visual signs, tone of voice, values and promises.
It is what the company sends out, while brand perception is what the public takes from it.
The articles on this site describe a direct link between brand identity and brand equity: a clear and strong identity is the foundation on which equity is built, and equity is the result of a coherent identity and of promises kept over time. A company website is the first place where brand identity takes shape online. Consistency matters more than beauty, because customers recognise an identity only if they find it unchanged at every contact.
An example
An asset management firm picks sober colours, jargon-free language and a promise of transparency on fees; if its statements are then unreadable, the declared brand identity and the customer's experience contradict each other.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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