Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable.
The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world. Before you start creating your design assets, you need to start from the ground up and lock in the basics of your design structure: the building blocks of your brand identity. The building blocks you’ll want to determine before you create your design assets include:
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