A well-developed identity system, or Brand, helps define an organization. It describes the culture, differentiates and positions the organization within the context of the larger community, and ensures that messages sent to and received by appropriate target audiences are clear and consistent.
Using established graphic elements and guidelines consistently in all marketing and outreach approaches sets your company or organization apart from other similar organizations through visual familiarity.
Brand identity is more than a logo, it includes elements like colours, design, logo, name, symbol and tagline. But it also involves intangibles such as thinking, feelings and expectations.