What is Brand Identity Brand identity is how a business presents itself to, and wants to be perceived by, its consumers. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding: the way a company chooses its name; designs its logo; uses colors, shapes and other visual elements in its products and promotions; crafts the language in its advertisements and trains employees to interact with customers — all with the goal of cultivating a certain image in consumers' minds.