Your brand isn't just something your company sells; it isn't just some service you provide. Your brand is an idea, a symbol of what you stand for, and what identifies your company in the face of your competitors. Your brand identity could be your logo, catch phrase, a song, colors, people, etc. It is a collection of things, ideas, and symbols that associate with one another to create a stronger recognition of your company and its products and services within the hearts and minds of your customers.

It is no accident that when you think of McDonalds and think of Ronald McDonald, the giant stylized M, with the colors red and yellow. Those are all part of McDonald's brand identity. They form a weave of different parts to form a very strong identity. This is why you see thousands of logos, reoccurring colors, and other methods of showcasing brand identity constantly in our day to day lives.

The web is just another medium for your brand identity to be on display and strengthen it overall. Your website, logo, and any print media you might have like business cards, brochures, or posters should all have some method of similarity to them, the most common aspect likely being color. Your logo should also appear on your business card, brochures, and posters, upholding a strong unity amongst the different elements of your brand identity.

Once your brand identity is out there in the world in enough places like print, web, and television, it will also be on the mind and tip of the tongue of your customers. And do not think identity is something only for the big guys. Having a strong brand identity can associate your business with quality and affordable products and can mean the difference in cutting back or opening that new location.