Brand Identity

creative brand identity

What is Brand Identity?

Creative brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Firstly, Creative brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.

Secondly, the term branding refers to the marketing practice of actively shaping a distinctive brand. In other words, brand is the perception of the company in the eyes of the world.

Let’s dig a little deeper.

For instance, let’s say you are a middle school student. As an awkward pre-adolescent, you want to be perceived as cool and get invited to sit at the best table in the cafeteria. But you can’t just force other people to have that image of you. In other words, to develop this brand, you need to do some work.

So you make sure you watch the right YouTube channels so you always know the latest meme. Similarly, maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. In conclusion, these actions are the work you’re putting towards develop your desired image; they’re your branding.

Finally, you need to make sure you look the part. You save up your money to buy the new Adidas shoes everyone covets. In addition, you get a new haircut. You try out for (and join) the basketball team.

Above all, those tangible elements—the shoes, the haircut, the team membership—that’s creative brand identity.

Most importantly, building a creative brand identity is a multi-disciplinary strategic effort, and every element needs to support the overall message and business goals. However, it can include a company’s name, logo, and design; its style and the tone of its copy; the look and composition of its products; and, of course, its social media presence.

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