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Simply, the brand identity is a set of individual components, such as a name, a design, a set of images, a slogan, a vision, a design, writing style, a particular font or a symbol etc. which sets the brand aside from others.
In order for a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment.
Brand identity includes both the core identity and the extended identity.
The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif.