What is Brand Identity?

Brand identity is how your business visually presents itself to the world. It includes your logo, colors, typography, imagery style, and design elements. Together, these create a recognizable look that distinguishes you from competitors.

A consistent brand identity builds recognition and trust. When potential customers see the same professional look across your website, business cards, and social media, it signals that you're established and credible.

Brand identity is the visual elements (logo, colors, fonts). Branding is the broader strategy, including your values, voice, positioning, and customer experience. Brand identity is one piece of your overall branding.

Costs vary widely. A basic logo might be $500-$2,000, while a complete brand identity system (logo, colors, fonts, guidelines) typically runs $2,000-$10,000+ for small businesses, depending on complexity and the designer's experience.

Most brands refresh their identity every 7-10 years, though minor updates may happen more frequently. Update when your current identity no longer reflects your business, looks outdated, or fails to differentiate you in the market.

A complete package typically includes: primary and secondary logos, color palette with codes, typography selections, brand guidelines document, and basic templates (business cards, letterhead, social media). Some include photography style guides and icon sets.