1. Personality - A brand identity is the visual representation of the values and "personality" of your brand. Identity design essentially sets the tone of your brand, and it can be used to evoke specific feelings in your audience. Your brand identity should be designed to communicate your company's overall message and promote your business goals.
2. Consistency - Developing a brand identity allows you to create a consistent message across all marketing materials. Each piece should have the same basic styles and design elements, creating a cohesive branding package.
   
3. Differentiation - A brand identity helps you to differentiate your business from the competition and appropriately position your brand. Developing a professional, creative identity design can help you to stand out to potential customers in your market.
4. Awareness - Creating a brand identity package ensures that your brand is at the forefront of all your marketing materials, which helps to increase brand awareness. The more places your brand is featured, the more contact it will make with consumers, and the more memorable it will be.
5. Loyalty - An effective brand identity can help to build customer loyalty and trust in a brand, since it allows customers to make a connection between a product and the company.

author | Joy Miller