The term brand identity is particularly at home in the areas of digital branding, e-commerce and digital trade, 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 communication style.
Brand identity becomes clearly visible, for example, with well-known sports equipment manufacturers. The logo on the shoes, the advertising slogan, or specific colours immediately evoke a certain feeling in the customer. When people think of the three stripes, they associate not only sportswear with it, but an entire world of values such as team spirit, performance, and innovation.
For businesses, brand identity is important in order to stand out from the competition and retain customers long-term. It helps to build trust, send clear messages, and create recognition – online as well as offline. Especially in digital markets, where first impressions count, brand identity often decides whether an internet user becomes a customer.
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