What is identity?
An identity is a set of visual cues — and the use of those cues — that identify a brand. The Nike swoosh on a shoe, identifies the maker of the shoe. Nike has spent millions of dollars making sure that swoosh does other things as well. For many consumers, it means a certain level of quality, for others it means a healthy lifestyle. The swoosh on the shoe, the color of the box the shoe is in, even the design of the shoe itself are all parts of Nike's identity system.

Why is a business identity important?
Differentiation, expectation setting, cost savings, and clear communications. Companies use identity systems to set expectations and create a competitive differentiation in the minds of potential and current customers. Well designed identity systems save money through efficiencies - looking at every communication channel and experience as a system drives out redundancies and waste. Identity systems also help good (or bad) experiences with your product or service gain a place of memory in the minds of customers.

What is a brand?
A brand is a perception. After an experience with an organization, one comes away with a set of feelings. These feelings — based on tangible and intangible things - begin to establish an overall perception of an organization. In the broadest since, that perception and subsequent set of expectations, is a brand.

The big truth about branding and identity systems.
Your business is not a logo. It's not a color system or a signage program. Ultimately, your brand thrives - your business thrives — if you keep your promises. Identity systems, at their most basic level, provide symbols that help people remember how well you keep your promises. Effective logos, color systems, and signage can help people remember good experiences - or bad ones.

Do you have a question? Ask it here. Your email address:     We promise to get back to you the same business day regarding your question about usefulness or our services.