Brand Identity
Brand identity is how a company defines itself: what it stands for, whom it serves, how it speaks and how it looks. It covers positioning, values, promise, tone of voice and visual identity, and forms the substance from which every logo and colour decision is derived.
In practice
Many SMEs start with the logo and only later notice that the real question is unanswered: why should someone buy from you rather than from the competitor two streets away? Without that answer, every design decision turns into a debate about taste. A short written core of one or two pages works well: audience, promise, three characteristics, and what you deliberately are not. You recognise good brand work because it becomes uncomfortable and forces you to rule things out. A business that tries to be everything to everyone stays interchangeable.