A brand identity is the visual representation of your company's values, services, ideas and personality.
A consistent and well-positioned brand provides a powerful, unbreakable and emotional bond between you and your customers; it can differentiate, generate loyalty, and provide a banner for the business to march behind. But beware! Your brand isn’t just a logotype.
“A brand identity is a symbolic embodiment of all the information connected to the product or service and creates associations and expectations around it." Powerful stuff. But then again, isn't that what you want your brand to be?