Brand Identity


  • Describes how a brand connects emotionally with the values, culture and needs of its constituencies, both internal and external. It takes time to fulfill the brand identity, and therefore revisited infrequently.

Why it matters:

  • The Brand Identity explains how the brand will support the organization’s overall mission and objectives, and forms a bridge to making decisions about more than just marketing.
  • Successful companies use the brand as a filter for determining whom to hire, which businesses to participate in, what partnerships to pursue and more.
  • The best practice is to internalize it up and down the organization, so that everyone making decisions that impact the brand is working from the same understanding and ensures the same brand filters are applied.