A brand identity is the collection of visual and sensory elements that represent and differentiate a brand from its competitors. It includes the brand's name, logo, tagline, colour scheme, typography, imagery, packaging, and any other visual or sensory elements that are associated with the brand.
A strong brand identity communicates its values, personality, and positioning to its target audience which is part of it's brand strategy. It helps to create brand recognition and loyalty among customers and differentiate the brand from its competitors. A well-designed brand identity can also contribute to the overall success of a brand by enhancing its perceived value, reputation, and credibility.
In summary, a brand identity is the overall image and representation of a brand, encompassing all of the visual and sensory elements that create a distinct and memorable impression in the minds of customers.