The Marketer’s Guide to Developing a Strong Corporate and Brand Identity

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A brand is the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers,” according the American Marketing Association.

Your brand identity is the representation of your company’s reputation through the conveyance of attributes, values, purpose, strengths, and passions.

It includes what your brand says, what its values are, how you communicate its concepts, and which emotions you want your customers to feel when they interact with your business. As Jeff Bezos says, “Branding is what people say about you when you’re not in the room.

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