What is Brand Identity?

A brand identity symbolizes the company's values, services, ideas and personality. Record labels create a brand identity as a base to sell the artists music on. An artist needs a unique selling point in order to create a market for them in the music industry. It is a key to a successful business of any kind.  One of the most common logo that we recognise is Coca Cola. The logo and design of Coca Cola is so well-known and recognisable that Coca Cola even once put out an advert consisting purely of the red and white 'wave' that they were so confident on people recognising their brand, and it was a successful advert.

Building a brand identity neeeds a consistent use of the same logos, characters, designs and themes, and re-branding a company is a risky move that can often go wrong or have negative compact, for example in 2001 the Royal Mail re-branded themselves to 'Consignia' but quickly changed as it was so not liked with both the community and the companies employees.