How a business wants a brand's name, communication style, logo and other visual elements to be perceived by consumers. The components of the brand are created by the business itself, making brand identity the way in which a business wants consumers to perceive its brands, not necessarily how it is actually perceived.It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not part of the strict design side of a business. Customer service and the client experience also a part of a brand. The idea of a reputation is a critical part of defining the brand identity.