The term brand identity is particularly at home in the areas of digital branding, eCommerce and digital commerce as well as digital transformation. Brand identity describes how a brand is perceived externally and internally. It encompasses everything that makes a brand unique: Name, logo, colours, language, values and the style of communication.
The brand identity is clearly visible, for example, with well-known sporting goods manufacturers. The logo on the shoes, the advertising slogan or the specific colours immediately trigger a certain feeling in the customer. Anyone who thinks of the three stripes not only associates them with sports fashion, but also with a whole world of values such as team spirit, performance and innovation.
Brand identity is important for companies to stand out from the competition and retain customers in the long term. It helps to build trust, send clear messages and create recognition value - both online and offline. Particularly in digital markets, where first impressions count, brand identity often determines whether an internet user becomes a customer.
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