Brand Identity

In the context of social media, brand identity means a delicate balance of visual, textual, and interactive components that, together, determine how an audience sees and knows a brand across multiple social media platforms. It is the digital version of a brand's essence—its mission, values, and overall personality. In terms of what constitutes a brand identity, one could start with the basics: a logo that is not only consistent but also kind of brilliant (because it has to work in small spaces, as well as large; in photogenic forms, as well as the forms that exist only in the minds of creative directors); a color palette that is used consistently, yet not obsessively; typography that is so consistent (in usage) yet so varied (in forms) that it has become an art unto itself; and a tagline that, if it doesn't rhyme, at least leads the listener to think that the next line will.

A brand identity lives in the mind's eye of the consumer. It must be so clear to the consumer that she need not even think to call upon either the image of the logo or the content of the tagline. From mimesis (or mimicry) through to animation, a brand's identity encompasses the strategic use of storytelling and no storytelling at all when it comes to certain brands communicating (or not) with their audiences.

Brand identity also includes the tone and style of communication a brand uses when replying to users and managing customer service inquiries.