# Brand identity: what it is and how it works · Zorraquino
> Brand identity defines the traits, values and forms of expression by which an organisation wants to be recognised.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-identity.html

# Brand identity

Brand identity defines the traits, values and forms of expression by which an organisation wants to be recognised

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It brings together strategic, verbal, visual and behavioural elements. It differs from brand image, which is how audiences perceive the brand. Identity can evolve when the business, the context or people's needs change.

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Variants and linked concepts

- **Attributes.** Brand attributes are characteristics and associations that help to describe a brand. They can come from its offer, its behaviour or how it is perceived.

## Related concepts

- [Brand image](https://www.zorraquino.com/en/dictionary/branding/brand-image.html)
- [Brand](https://www.zorraquino.com/en/dictionary/branding/brand.html)
- [Brand design](https://www.zorraquino.com/en/dictionary/branding/brand-design.html)