What message does your brand convey to socially engaged customers?
Two of the key drivers to building brand strength are creating a distinct brand identity and developing a unique brand personality. Brand identity is often used in a limited, graphic-centric manner or used interchangeably with brand image. All too often, identity is seen as just the graphics, logos, colours, and symbols that generally make up corporate identity.
Those elements are the appearance (which is very important) but not the substance of a brand, just as the clothes you wear are an important, even distinguishing, part of your identity, but not the substance of who you are as a person.