{"id":15066,"date":"2025-12-01T19:00:49","date_gmt":"2025-12-01T18:00:49","guid":{"rendered":"https:\/\/gn24.dev.growth-ninjas.net\/brand-identity-the-foundations-of-good-brand-communication\/"},"modified":"2026-03-20T18:19:04","modified_gmt":"2026-03-20T17:19:04","slug":"brand-identity-the-foundations-of-good-brand-communication-2","status":"publish","type":"post","link":"https:\/\/cache.dev.growth-ninjas.net\/en\/brand-identity-the-foundations-of-good-brand-communication-2\/","title":{"rendered":"Brand identity &#8211; the foundations of good brand communication"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"15066\" class=\"elementor elementor-15066 elementor-12885\" wpc-filter-elementor-widget=\"1\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-da3b060 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"da3b060\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d03623b\" data-id=\"d03623b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f0673bf elementor-widget elementor-widget-text-editor\" data-id=\"f0673bf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><em><strong>The task of brand identity is to show through communication what emotion can be associated with the company and its services \/ products.<\/strong><\/em><\/p><p><strong><i>We remember from the previous blog: Customers choose what gives them emotional added value. This requires a complete <\/i><\/strong><b><i>brand experience.<\/i><\/b><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe8929a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fe8929a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cfed075 elementor-blockquote--skin-border elementor-widget elementor-widget-blockquote\" data-id=\"cfed075\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t\t\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\tPeople don't buy what you sell, but WHY you sell it.\"\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ded9c95 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ded9c95\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6194130 elementor-widget elementor-widget-heading\" data-id=\"6194130\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Brand identity - the soul of your brand<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-33066fc elementor-widget elementor-widget-text-editor\" data-id=\"33066fc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><strong>The core of a company&#8217;s identity lies in the value it offers its customers.<\/strong><\/p><p>And customers want to &#8220;feel&#8221; the emotional added value that a corporate brand brings them. This is because the emotional added value has the effect of strengthening their own positioning, identification, orientation and prestige.  <\/p><p>The <strong>archetype<\/strong> defined in advance (see our blog <a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/with-the-right-brand-positioning-to-more-success-in-sales\/\">&#8220;More success in sales with the right brand positioning&#8221;)<\/a> serves as the <strong>starting point for the brand identity<\/strong> and thus <strong>for the emotional added value<\/strong> that is to be conveyed to customers in communication.<\/p><div><p>The brand identity itself defines <strong>how the brand is to affect its target groups,<\/strong> which values are to be conveyed and which emotions are to be triggered. It provides a <strong>complete brand experience<\/strong> together with the archetype.  <\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0f26a6 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e0f26a6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4fa0949 elementor-widget elementor-widget-heading\" data-id=\"4fa0949\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">The 4 elements of brand identity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fbe4067 elementor-widget elementor-widget-text-editor\" data-id=\"fbe4067\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Brand identity can be divided into four elements. Each element is important in itself, but only together do they create a sustainable identity. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0e26969 elementor-widget elementor-widget-image\" data-id=\"0e26969\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"364\" height=\"346\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2022\/07\/Markenidentitaet.avif\" class=\"attachment-large size-large wp-image-14882\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">The 4 elements of brand identity<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-d9e7d4e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d9e7d4e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-aa12b9e\" data-id=\"aa12b9e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e926c84 elementor-widget elementor-widget-image\" data-id=\"e926c84\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/06\/01-eins-icon-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-14804\" alt=\"One\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c65ad5d\" data-id=\"c65ad5d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4ee3805 elementor-widget elementor-widget-heading\" data-id=\"4ee3805\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand tonality - what am I like?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-627651d elementor-widget elementor-widget-text-editor\" data-id=\"627651d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Brand tonality refers to three categories and is <strong>essential for the target group-oriented communication strategy<\/strong>:<\/p><p>1. it expresses <strong>personality-related characteristics of<\/strong> the brand.<\/p><p>2. it describes the behavior of the brand <strong>in relationships with<\/strong> customers.  <\/p><p>3. it defines the <strong>brand wording &#8211;<\/strong> the approach to the target group &#8211; depending on the archetype from the brand positioning.  <\/p><h4 class=\"p1\">Typical tonality modules:<b><\/b><\/h4><ul><li><p class=\"p1\"><strong>Language style:<\/strong> factual, empathetic, humorous, provocative, sober, inspiring.<\/p><\/li><li><p class=\"p1\"><strong>Sentence structure and rhythm:<\/strong> short and direct or narrative and detailed.<\/p><\/li><li><p class=\"p1\"><strong>Choice of words:<\/strong> Technical language vs. everyday language, active vs. passive, &#8220;we&#8221; vs. &#8220;I&#8221;.<\/p><\/li><\/ul><p class=\"p4\">A good tone of voice is recognizable, fits your target group and is so clear internally that even new team members can use it quickly.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-1bc81b0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1bc81b0\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-898840b\" data-id=\"898840b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-70630b5 elementor-widget elementor-widget-image\" data-id=\"70630b5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/06\/02-zwei-icon-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-14805\" alt=\"Two\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3286dc6\" data-id=\"3286dc6\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-996bce2 elementor-widget elementor-widget-heading\" data-id=\"996bce2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand benefits - what do I offer?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e6e49c elementor-widget elementor-widget-text-editor\" data-id=\"2e6e49c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>Brand benefits describe the <strong>functional and emotional benefits or added value<\/strong> for customers. Based on the previously defined brand values and the archetype. These are part of the content strategy in the communication strategy and reflect the brand promise.<\/p><p class=\"p1\">The brand benefit is the reason why people choose your brand. It almost always consists of two levels: <\/p><ul><li><p class=\"p1\"><strong>Functional benefit:<\/strong> What specific improvements does the product or service bring?<\/p><\/li><li><p class=\"p1\"><strong>Emotional benefit:<\/strong> How does it make the target person feel? What effect does it have on their self-image? <\/p><\/li><\/ul><p class=\"p1\"><strong>Without clear benefits, all brand communication remains superficial.<\/strong>  &#8220;We are innovative&#8221; is not a benefit. &#8220;We save you 30% time in process X&#8221; does. It is crucial that your value proposition is plausible, understandable and can be experienced in everyday life.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f9efbb7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f9efbb7\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-ea28819\" data-id=\"ea28819\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-699360f elementor-widget elementor-widget-image\" data-id=\"699360f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2021\/06\/03-drei-icon-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-14806\" alt=\"Three\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-13b478b\" data-id=\"13b478b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a854abe elementor-widget elementor-widget-heading\" data-id=\"a854abe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand attributes - what characteristics do I have?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe7497b elementor-widget elementor-widget-text-editor\" data-id=\"fe7497b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The brand attributes are also the <strong>brand values<\/strong> on the basis of which the archetype was derived with the help of the Limbic\u00ae Map. These are also transported in the content strategy.<\/p><p class=\"p1\"><strong>Good attributes are:<\/strong><\/p><ul><li><p class=\"p1\"><strong>specific<\/strong> instead of interchangeable.<\/p><\/li><li><p class=\"p1\"><strong>differentiating<\/strong> instead of just positive.<\/p><\/li><li><p class=\"p1\"><strong>suitable for everyday use<\/strong>, i.e. verifiable in behavior.<\/p><\/li><\/ul><p class=\"p1\">Examples (abstract):<\/p><ul><li><p class=\"p1\">&#8220;precise&#8221;, &#8220;cooperative&#8221;, &#8220;courageous&#8221;, &#8220;efficient&#8221;, &#8220;radically honest&#8221;.<\/p><\/li><\/ul><p class=\"p1\">It is important not to misuse attributes as a wish list. If the organization does not act in this way, the attribute becomes an empty claim. Identity then quickly turns into image damage.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-90fb6ea elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"90fb6ea\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-18ee5b3\" data-id=\"18ee5b3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e533cb1 elementor-widget elementor-widget-image\" data-id=\"e533cb1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"150\" height=\"150\" src=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2022\/01\/04-vier-icon-150x150.png\" class=\"attachment-thumbnail size-thumbnail wp-image-14843\" alt=\"Four\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-93b8e97\" data-id=\"93b8e97\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9451fe7 elementor-widget elementor-widget-heading\" data-id=\"9451fe7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand image - how do I present myself?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-42cc0b3 elementor-widget elementor-widget-text-editor\" data-id=\"42cc0b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>The brand image completes the brand experience through the <strong>visual appearance of the brand<\/strong> with the help of images, color schemes and finally the corporate design. So that the brand promise also matches the appearance of the brand.  <\/p><p class=\"p1\">The brand image summarizes the visual identity. It is not just the logo, but the entire visual system that creates recognition. <\/p><p class=\"p1\">These include:<\/p><ul><li><p class=\"p1\"><strong>World of color<\/strong> and contrasts.<\/p><\/li><li><p class=\"p1\"><strong>Typography<\/strong> and hierarchies.<\/p><\/li><li><p class=\"p1\"><strong>Visual language<\/strong>, illustration style, icon logic (if used).<\/p><\/li><li><p class=\"p1\"><strong>Layout principles<\/strong> and design grid.<\/p><\/li><li><p class=\"p1\"><strong>Digital elements<\/strong> such as UI components, motion or template logics.<\/p><\/li><\/ul><p class=\"p1\">The brand image is strong when it is an expression of the other three elements. A &#8220;cool design&#8221; that does not reflect tonality and benefits remains decoration. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-069ea7b elementor-widget elementor-widget-text-editor\" data-id=\"069ea7b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div>Nowadays, companies in both the real and the digital world are strongly challenged to<strong>appear<\/strong> &#8220;<strong>tangible&#8221;<\/strong> and to be perceived holistically. A well-positioned presence on all selected channels, meaningful and quickly graspable content based on the defined communication strategy, and a suitable visual appearance have become indispensable in order to offer customers a complete brand experience.  <\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-513a59a elementor-widget elementor-widget-heading\" data-id=\"513a59a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Purpose and positioning as a foundation<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10bc172 elementor-widget elementor-widget-text-editor\" data-id=\"10bc172\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Even if the four elements form the core, they need a strategic foundation. Two short guard rails help to make the identity resilient and sustainable: <\/p><ul><li><p class=\"p1\"><span class=\"s1\"><b>Purpose (Why?)<\/b><\/span>What problem are we solving for the world or for our target group that goes beyond features?<\/p><\/li><li><p class=\"p1\"><span class=\"s1\"><b>Positioning (For whom and against whom?)<\/b><\/span>Which target group do we primarily serve, which segment do we consciously choose, and how do we clearly differentiate ourselves?<\/p><\/li><\/ul><p class=\"p1\">Purpose gives direction, positioning gives focus. Both ensure that tonality, benefits, attributes and brand image do not hang in the air, but have a clear focus. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-18240fa elementor-widget elementor-widget-heading\" data-id=\"18240fa\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Brand governance - so that identity exists in the long term<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-186ed5d elementor-widget elementor-widget-text-editor\" data-id=\"186ed5d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Brand identity rarely fails to be defined. It usually fails because of maintenance. <strong>Clear rules<\/strong> are therefore needed <strong>for everyday life:<\/strong>  <\/p><ul><li><p class=\"p1\">Who is the guardian of the trademark and decides in cases of doubt?<\/p><\/li><li><p class=\"p1\">Which assets are binding and where are they located?<\/p><\/li><li><p class=\"p1\">How are new channels, campaigns or templates released in line with the brand?<\/p><\/li><li><p class=\"p1\">How often do we check whether identity still fits and is lived?<\/p><\/li><\/ul><p class=\"p1\"><strong>Brand governance makes identity scalable.<\/strong>  It prevents the brand from being diluted a little with each new project.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8d214c5 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"8d214c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-31ced34 elementor-widget elementor-widget-heading\" data-id=\"31ced34\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">How to practically develop and sharpen brand identity<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc4668f elementor-widget elementor-widget-text-editor\" data-id=\"bc4668f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">A compact process that also works in small teams:<\/p><ol><li><p class=\"p1\"><b>Collect insights<\/b><b><\/b><\/p><p class=\"p2\">Customer interviews, internal workshops, competitive analysis, evaluation of sales and support feedback.<\/p><\/li><li><p class=\"p1\"><b>Sharpen the core<\/b><b><\/b><\/p><p class=\"p2\">Determine purpose and positioning, formulate value proposition, define 3-5 real attributes.<\/p><\/li><li><p class=\"p1\"><b>Operationalize tonality<\/b><b><\/b><\/p><p class=\"p2\">Do\/don&#8217;t rules, sample texts for typical situations, clear language patterns instead of adjective clouds.<\/p><\/li><li><p class=\"p1\"><b>Derive visual system<\/b><b><\/b><\/p><p class=\"p2\">Define design so that it is scalable: Typo system, components, image style, templates.<\/p><\/li><li><p class=\"p1\"><b>Establishing governance and measurement<\/b><b><\/b><\/p><p class=\"p2\">Responsibilities, approval paths, regular reviews and qualitative brand checks.<\/p><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e30c388 elementor-widget elementor-widget-heading\" data-id=\"e30c388\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Common mistakes in brand communication<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a43032d elementor-widget elementor-widget-text-editor\" data-id=\"a43032d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">These stumbling blocks are particularly common:<\/p><ul><li><p class=\"p1\">Identity is confused with corporate design.<\/p><\/li><li><p class=\"p1\">Attributes are wishful thinking instead of lived reality.<\/p><\/li><li><p class=\"p1\">Benefits remain too general or only functional.<\/p><\/li><li><p class=\"p1\">Tonality is not concrete enough for everyday life.<\/p><\/li><li><p class=\"p1\">Channels are thought of separately, consistency arises by chance.<\/p><\/li><li><p class=\"p1\">There is no one responsible for maintenance and further development.<\/p><\/li><\/ul><p class=\"p1\">If you take just one point with you: Identity must guide action, not just be pretty words.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e249529 elementor-widget elementor-widget-text-editor\" data-id=\"e249529\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\"><strong>Brand identity is the central control system of your brand communication.<\/strong> With tonality, benefits, attributes and brand image, you define <i>who<\/i> you are and <i>how<\/i> you want to appear on the market. Supplemented by a clear foundation of purpose and positioning as well as simple brand governance, this identity remains consistent, credible and sustainable for years to come. This makes your brand not only recognizable, but also relevant.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div class=\"elementor-element elementor-element-2336656 e-flex e-con-boxed e-con e-parent\" data-id=\"2336656\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fcd9fae elementor-widget elementor-widget-text-editor\" data-id=\"fcd9fae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>If you need <strong>support in positioning your company<\/strong> and developing your communication and content strategy, we will be happy to advise you and help you offer your potential customers a complete brand experience.  <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8b65aea elementor-align-center elementor-widget elementor-widget-button\" data-id=\"8b65aea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Get in touch with us!<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f4a168d e-flex e-con-boxed e-con e-parent\" data-id=\"f4a168d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3ca4523 elementor-widget elementor-widget-heading\" data-id=\"3ca4523\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Frequently asked questions about brand identity<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75cd117 elementor-widget elementor-widget-n-accordion\" data-id=\"75cd117\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;max_items_expended&quot;:&quot;multiple&quot;,&quot;default_state&quot;:&quot;expanded&quot;,&quot;n_accordion_animation_duration&quot;:{&quot;unit&quot;:&quot;ms&quot;,&quot;size&quot;:400,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-accordion.default\">\n\t\t\t\t\t\t\t<div class=\"e-n-accordion\" aria-label=\"Accordion. Open links with Enter or Space, close with Escape, and navigate with Arrow Keys\">\n\t\t\t\t\t\t<details id=\"was-ist-markeidentitaet\" class=\"e-n-accordion-item\" open>\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"1\" tabindex=\"0\" aria-expanded=\"true\" aria-controls=\"was-ist-markeidentitaet\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> What is brand identity? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"was-ist-markeidentitaet\" class=\"elementor-element elementor-element-e20fc95 e-con-full e-flex e-con e-child\" data-id=\"e20fc95\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ffe436d elementor-widget elementor-widget-text-editor\" data-id=\"ffe436d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Brand identity is the consciously defined self-image of a brand. It defines what the brand stands for, how it acts and how it communicates so that it provides orientation internally and is perceived consistently externally. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"markenidentitaet-und-markenimage\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"2\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"markenidentitaet-und-markenimage\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> What is the difference between brand identity and brand image? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"markenidentitaet-und-markenimage\" class=\"elementor-element elementor-element-8e2f6f2 e-con-full e-flex e-con e-child\" data-id=\"8e2f6f2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-8343fbe elementor-widget elementor-widget-text-editor\" data-id=\"8343fbe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Brand identity is your self-image (how you want to be), brand image is the external image (how you are actually perceived). Strong brands ensure that both are as congruent as possible. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"elemente-markenidentitaet\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"3\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"elemente-markenidentitaet\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> What are the four elements of brand identity? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"elemente-markenidentitaet\" class=\"elementor-element elementor-element-46f5bc9 e-con-full e-flex e-con e-child\" data-id=\"46f5bc9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-caf6c81 elementor-widget elementor-widget-text-editor\" data-id=\"caf6c81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">The four core elements are brand tonality, brand benefits, brand attributes and brand image. Together, they determine the language, value proposition, character traits and visual recognizability of the brand. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"klare-markeidentitaet\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"4\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"klare-markeidentitaet\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> How do I know if our brand identity is clear enough? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"klare-markeidentitaet\" class=\"elementor-element elementor-element-b0d2c67 e-con-full e-flex e-con e-child\" data-id=\"b0d2c67\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2240a4b elementor-widget elementor-widget-text-editor\" data-id=\"2240a4b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">If teams can make decisions in line with the brand without lengthy coordination and customers experience the brand as clearly recognizable across all channels, the identity is sufficiently clear. Common warning signs are inconsistent language, interchangeable statements and visual breaks. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"markenidentitaet-praxis\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"5\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"markenidentitaet-praxis\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> How do you develop a brand identity in practice? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"markenidentitaet-praxis\" class=\"elementor-element elementor-element-95753e0 e-con-full e-flex e-con e-child\" data-id=\"95753e0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f7bea48 elementor-widget elementor-widget-text-editor\" data-id=\"f7bea48\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">You start with insights from the target group, team and market, then sharpen the purpose, positioning, benefits and attributes, derive the tonality and visual system from this and anchor everything through clear responsibilities and regular reviews.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t\t<details id=\"corporate-design\" class=\"e-n-accordion-item\" >\n\t\t\t\t<summary class=\"e-n-accordion-item-title\" data-accordion-index=\"6\" tabindex=\"-1\" aria-expanded=\"false\" aria-controls=\"corporate-design\" >\n\t\t\t\t\t<span class='e-n-accordion-item-title-header'><h3 class=\"e-n-accordion-item-title-text\"> Why is a corporate design alone not enough? <\/h3><\/span>\n\t\t\t\t\t\t\t<span class='e-n-accordion-item-title-icon'>\n\t\t\t<span class='e-opened' ><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-minus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h384c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t\t<span class='e-closed'><svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-plus\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 208H272V64c0-17.67-14.33-32-32-32h-32c-17.67 0-32 14.33-32 32v144H32c-17.67 0-32 14.33-32 32v32c0 17.67 14.33 32 32 32h144v144c0 17.67 14.33 32 32 32h32c17.67 0 32-14.33 32-32V304h144c17.67 0 32-14.33 32-32v-32c0-17.67-14.33-32-32-32z\"><\/path><\/svg><\/span>\n\t\t<\/span>\n\n\t\t\t\t\t\t<\/summary>\n\t\t\t\t<div role=\"region\" aria-labelledby=\"corporate-design\" class=\"elementor-element elementor-element-1eb97af e-con-full e-flex e-con e-child\" data-id=\"1eb97af\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-de914e6 elementor-widget elementor-widget-text-editor\" data-id=\"de914e6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p class=\"p1\">Because design is only the visible result. Without a clear tonality, benefits and lived attributes, communication appears arbitrary and the corporate design remains a shell without substance. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/details>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<script type=\"application\/ld+json\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@type\":\"FAQPage\",\"mainEntity\":[{\"@type\":\"Question\",\"name\":\"What is brand identity?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Brand identity is the consciously defined self-image of a brand. It defines what the brand stands for, how it acts and how it communicates so that it provides orientation internally and is perceived consistently externally.\"}},{\"@type\":\"Question\",\"name\":\"What is the difference between brand identity and brand image?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"Brand identity is your self-image (how you want to be), brand image is the external image (how you are actually perceived). Strong brands ensure that both are as congruent as possible.\"}},{\"@type\":\"Question\",\"name\":\"What are the four elements of brand identity?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"The four core elements are brand tonality, brand benefits, brand attributes and brand image. Together, they determine the language, value proposition, character traits and visual recognizability of the brand.\"}},{\"@type\":\"Question\",\"name\":\"How do I know if our brand identity is clear enough?\",\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"If teams can make decisions in line with the brand without lengthy coordination and customers experience the brand as clearly recognizable across all channels, the identity is sufficiently clear. 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Without a clear tonality, benefits and lived attributes, communication appears arbitrary and the corporate design remains a shell without substance.\"}}]}<\/script>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9cd36af elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9cd36af\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-34e306c\" data-id=\"34e306c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d96082 elementor-widget elementor-widget-text-editor\" data-id=\"1d96082\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<div><p class=\"Standard1\"><b>This might also interest you:<\/b><\/p><\/div><div><div><p><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/with-the-right-brand-positioning-to-more-success-in-sales\/\">With the right brand positioning to more success in sales<\/a><\/p><p><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/b2b-sales-with-the-inbound-sales-strategy\/\">B2B sales with the inbound sales strategy<\/a><\/p><p><a href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/the-inbound-sales-strategy-4-steps-to-more-customers\/\">The Inbound Sales Strategy: 4 Steps to More Customers<\/a><\/p><\/div><div> <\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Brand identity is the consciously designed self-image of your brand. It is created from four closely interlinked elements &#8211; tonality, benefits, brand attributes and brand image &#8211; and only becomes effective if it can be experienced consistently at every point of contact. The article explains these building blocks in a practical way and shows how you can derive clear, credible brand communication from them that provides orientation and builds trust.  <\/p>\n","protected":false},"author":8,"featured_media":20750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[371],"tags":[501,487,505,506,373,405],"thema":[476,492],"class_list":["post-15066","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-column","tag-brand-positioning","tag-b2b-distribution","tag-brand-identity","tag-brand-value","tag-growth-ninjas-en-2","tag-digital-marketing","thema-digital-marketing-en","thema-digital-strategies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand identity - the foundations of good brand communication<\/title>\n<meta name=\"description\" content=\"The task of brand identity is to show through communication what emotion can be associated with the company and its services \/ products.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cache.dev.growth-ninjas.net\/en\/brand-identity-the-foundations-of-good-brand-communication-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand identity - the foundations of good brand communication\" \/>\n<meta property=\"og:description\" content=\"The task of brand identity is to show through communication what emotion can be associated with the company and its services \/ products.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cache.dev.growth-ninjas.net\/en\/brand-identity-the-foundations-of-good-brand-communication-2\/\" \/>\n<meta property=\"og:site_name\" content=\"We live and breathe Growth and Digitalisation | Growth Ninjas\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/growthninjas\/\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-01T18:00:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-20T17:19:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2022\/07\/Markenidentitaet-1024x683.jpg\" \/>\n<meta name=\"author\" content=\"Adrienne Hofer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Brand identity - the foundations of good brand communication\" \/>\n<meta name=\"twitter:description\" content=\"The task of brand identity is to show through communication what emotion can be associated with the company and its services \/ products.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/cache.dev.growth-ninjas.net\/wp-content\/uploads\/2022\/07\/Markenidentitaet-150x150.jpg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adrienne Hofer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/cache.dev.growth-ninjas.net\\\/en\\\/brand-identity-the-foundations-of-good-brand-communication-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/cache.dev.growth-ninjas.net\\\/en\\\/brand-identity-the-foundations-of-good-brand-communication-2\\\/\"},\"author\":{\"name\":\"Adrienne Hofer\",\"@id\":\"https:\\\/\\\/cache.dev.growth-ninjas.net\\\/en\\\/#\\\/schema\\\/person\\\/8e1c4f5d782e2d743dbfe8edb050dd34\"},\"headline\":\"Brand identity &#8211; 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