The steps and elements that

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Before starting the analysis of all characterize Brand Identity, it is essential to analyze the term itself to understand exactly what we are referring to. Brand and Brand Identity Let's start from the concept of Brand . Often the word Brand is used to identify a company, or a logo, sometimes a product or a service. But the reality is not exactly like that. The word Brand, in fact, has a sensorial and perceptive meaning. A brand is a set of perceptions that a person has about a particular company when in contact with its products/services.


Let's take an example: if I just say the word "Apple" to ws data basebr you, how many sensations have I aroused in your head with just five letters? These sensations are the fruit of all the experiences and interactions you have had with the Apple universe: logo, advertising, use of products, experiences with customer service, experiences in the physical store, etc. The sum of these sensations designs the concept of Brand in your experience. In other words, a brand is not what it says it is; a brand is what “reaches” people . So, how can your company control this perception? How can you shape this perception and make it meet the specific expectations that you have for your target audience? This is where Brand Identity comes in .


Compared to the “Brand”, in fact, your Brand Identity represents the way you want your company to be perceived externally . But, very importantly, also how it is perceived internally , by those who live it every day and communicate it. In the image below I show you the underlying process: the company works on the Brand Identity to act on how it wants to be perceived. The message that reaches the end user is instead the “Brand”. You write your brand's identity card You can therefore understand that the greater the adherence between the company's expectations and the public's perception, the greater the effectiveness of the Brand Identity will also be.