Once the requirements are defined, it is important to plan and define the Brand Identity, which must be based on three pillars: Values, Personality and Brand Positioning. It is through Brand Identity that the tangible and intangible characteristics of the brand (unique and exclusive) are transmitted, as well as its benefits to the consumer. In essence, Brand Identity is how the company wants customers to understand and recognize the brand and is one of the distinguishing elements of it. Given its importance and significance, Brand Identity must be created through a prior planning with the intention of representing the company in an authentic way and defining it as a whole, covering the actors involved in the process (employees, Customers, brand ambassadors, prescribers, etc.) and touchpoints.
Jean-Noel Kapferer created a model, the "Brand Identity Prism", which allows identifying the most relevant aspects of the Brand, being:
In this way, Brand Identity clearly presents the brand's goals, personality, emotions, identity and positioning.