Many clients of mine ask this key question: what is a brand identity?

A brand identity is a collection of visual assets such as patterns, images, the logo and its respective variants, and more. When these elements come together it creates a consistent visual identity that relates to your audience.

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Why is establishing a brand so important?

Creating a visual identity and a voice will help you connect better with your audience and give them confidence in your business. Establishing a consistent brand identity that was created with your audience in mind gives you a better chance of not only making an impression on your target audience, but creating a lasting impression and the higher possibility of brand recall.

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What assets should I get in a complete brand identity?

When you hire a brand designer, be sure the packages they offer include the following items: 

• Primary Logo, Secondary Logo, Black & White Logo
• Favicon - Logo Mark
• Brand Pattern (for social media posts, print design, and web design) 
• Iconography - set of branded icons
• Typography
• Color Palette
• Brand Voice
• Brand Guideline (How use your brand elements) 

These are pretty basic assets, and most brand designers would have a package that contains all these elements. Some brand designers offer custom illustrations, animations, stock images, and other custom elements depending on your market and what you may require to launch a successful brand.