Brand is the meaning people attach to an organization, product or service. Brand identity, on the other hand, is a kind of representation of the impression left on the customers and what customers think about the brand. Using brand identity effectively can change the way customers think about a product or brand and affect the emotional bond they establish about the company.

Brand identity; It can be anything that can identify the brand and includes the logo of the brand. Brand identity; It is a physical and visual asset that encourages recognition of the services or products offered with the brand and can help make great ideas even more accessible. To put it simply; Everything that can be seen concretely about a brand is considered a brand identity. However, brand identity; It also includes other sensory elements such as sound, touch, and even smell. The general purpose of a brand identity is to tell people who they are and what they represent through the elements used to tell the story of the current firm. In this way, every time a product of a brand emerges, the basic representation to be formed in people’s minds will be on the desired ground and consistent. The elements that can create the brand identity are the logo, the basic colors used, standard typographic processes, corporate fonts, style, sound, touch and smell. Brand; Although it does not mean a logo or identity, defining a logo for a company today means greatly influencing the brand identity to be created. For this reason, the brand logo is more than just a symbol. Logo; It is the message that a firm wants to give to its customers. It is the emotional connection established between the company and the consumer. It is the most important part of brand identity.

The key to a successful brand identity is consistency. This allows people to create memories of what the brand can offer them, along with the brand identity. The ultimate goal of a brand identity is to have guidelines that allow for effective use of visual assets to achieve this consistency. Consistency in brand identity helps to reflect the kind of culture and representation that surrounds not just the company, but the product. If this representation is done right, it becomes an effective brand identity for the business.

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