Brand Identity is one of the most crucial aspects of branding, yet it is often misunderstood. Many people limit brand identity to the visual elements of a brand, such as its logo, colors, or design. This is especially common among those working on personal branding, who may fall into the trap of thinking that designing a logo is the first step in creating their brand. They believe that without a logo, they can’t begin building their personal brand.

In this post, I try to clarify the definition of Brand Identity and how it differs from another key concept: Brand Image.

As I wrote in Brand Positioning post, one of the first approaches to branding was the concept of brand positioning, introduced by Al Ries and Jack Trout in the 1980s. Their view of branding was largely competitive, focusing on question like “How can you climb higher on the ladder of competition?” They believed that being second in the market was nearly as bad as not being there at all.

A few years later, Jean-Noël Kapferer, a leading figure in the field of branding, introduced a new concept that gained widespread acceptance and has since become a staple in branding discussions: the concept of Brand Identity. He proposed that brands, much like humans, have an identity. Kapferer did not reject the idea of positioning; rather, he suggested that branding has two pillars: defining your own identity independently and determining your position in relation to others. Identity is what makes each brand distinct from others. It is not defined by competition but exists independently. Even if you were on a deserted island with no one to compete against, you would still have an identity.

Brand identity is not about what others think of your brand; it’s about how the brand perceives itself. What others think of your brand is your Brand Image, not your brand identity.

Although brand identity and brand image are distinct, they are not entirely independent of each other. The identity you define for your brand influences your actions and decisions, which in turn shape the image of your brand in the minds of customers.

What Defines Brand Identity?

Kapferer outlines two key elements in defining brand identity:

1. Brand Values: What does your brand stand for? What principles does your brand consistently follow? When your logo is placed on a product, what qualities should that product embody?
2. Brand Vision: Why did you create this brand? What gap in the market did it fill? Where does the brand ultimately want to go? If this brand were to disappear, what would the market lose?

Brand Identity Takes Time to Establish

Just like us humans, who go through many changes in identity and preferences from birth until maturity, brands in their early stages often experience the same struggle. They may shift their focus and direction several times before finally settling on a clear and consistent identity. Kapferer refers to this phenomenon as an "identity crisis." He believes that, like individuals, brands might repeatedly change their identity early in their life cycle, unable to establish a stable definition of themselves. However, over time, a brand learns to build its identity, define its boundaries, and say "no" to certain opportunities while embracing others, gradually achieving stability.

So, if you’ve created a brand that hasn’t yet solidified its identity, don’t worry too much. But it’s important that "finding and solidifying identity" remains a priority. Until your brand discovers its identity, it won’t reach maturity, and you can’t expect a strong, stable image to form in the minds of your market and customers.

A Brand with a Strong Identity is Predictable

Predictability is a hallmark of a brand with a strong identity. Imagine a celebrity with a powerful personal brand and a well-defined identity. As a fan or audience member (much like a customer of a product), you should be able to predict their actions and decisions.

For example, if you see a social campaign, you should be able to guess whether this celebrity will support it. Or, if you see another brand, you should be able to predict whether he or she would agree to be its ambassador. Strong brands with a clear identity are so consistent in what they do and say that, over time, their audience comes to know and trust their approach.

Visual Identity is Not the First Step

Now, we can return to the example at the beginning of this post. You probably understand why defining brand identity shouldn’t start with creating a logo, choosing brand colors, or designing a business card. A brand must first define its values, vision, purpose, goals, and framework; and only then move to visual elements like logos and colors. Your brand is more than what meets the eye; it’s the unique story that resonates with your audience, setting you apart in a crowded marketplace.

Trying to build a brand by focusing on the visual elements first is like decorating a house without laying its foundation. Without a strong core identity, even the most attractive designs won't hold up or lead to long-term success.

Here are some questions for you that you can ask yourself, and if you find yourself struggling or uncertain when answering these questions, it might be that you haven't defined your brand identity well enough:

• Are the partnerships or collaborations I pursue reinforcing my brand's identity or diluting it?
• Is partnering with this person/event a good move for my brand?
• Will this marketing campaign effectively represent who my brand is?
• Does expanding into these new markets make sense for my brand’s character and reputation?
• When faced with new opportunities or challenges, do I have a clear framework that helps me decide what fits my brand identity and what doesn't?