A brand identity is represented by the three key elements of unique attributes, an implied promise, and a set of value propositions. The unique attributes that an organization seeks to create or maintain may be based in current reality or can be aspirational. The attributes represent what the brand stands for and imply a promise to an organization’s customers. The brand identity also includes a “value proposition” which describes the functional, emotional, or self-expressive benefits of the organization and/or its products. A strong and consistently communicated brand identity can help build awareness and speed the education of target audiences. It can quickly distinguish your organization from its competitors or others occupying the same communications “space.”
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