Kevin and Amy discuss the often confused terms of Brand vs. Identity. For the purpose of clarity, Brand Archetypes defines these two terms as follows:

Brand: The powerful and emotional way that your business connects with clients, customers, fans, followers, and your own team. Emotion is the key element in any great brand. Without it, you don’t really have a brand.

Identity: All the elements that make up your brand. The things that your business is recognized by.

This includes:

name

logo

tag line

images

slogan(s)

fonts

color palette

textures

scents (yes, that is real for some brands)

sounds/music

taste

shapes

textures

packaging

and more

We briefly explore each one of these elements and how they related to your overall brand strategy.

The Take Away: Your identity (and each of the elements of it) should SUPPORT your brand strategy.

Next Episode: Logo Design