What’s the difference between your brand and your identity?


Your brand is not a physical thing. It’s the perception of your business that others have and the feelings that your business or product(s) evoke. Think of these companies: Lidl, Apple, Chanel – the feelings and reactions you have are influenced by brand.

Your company brand includes the core values and personality of the business. A good understanding of your marketplace, competitors and prospects is key to developing a strong brand.

“Your brand is what other people say about you when you’re not in the room.”
Jezz Bezos, Amazon


Unlike brand, identity is something you have far more control over. Your identity is basically how your business looks and feels.

It includes all the visual elements of your brand, including your logo, colour palette and fonts. Everything that people see on your website, packaging, advertising, stationery and business cards is part of your identity.

Here’s five examples of identities we’ve created for our clients Remous Print, EVS Valeting, Blackwell Medical, Hosted Accountants and MMA.

What’s the difference between your brand and your identity?

How’s your brand?

Cognique can help your business understand and develop its brand. We’ll work with you to create an integrated marketing plan that will strengthen your brand and help attract and retain your customers and prospects.

Do you need help developing your company brand? Are you considering a new identity for your business? Contact us today.

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