Brand identity
The full designed system by which a brand presents itself - name, visual identity, tone of voice, sonic assets and behaviour - as distinct from brand image, which is what people actually perceive. Identity is what you send; image is what arrives.
Where it's used
Used in brand guidelines, launches and rebrands. Good for separating what the brand controls from what people actually perceive, which is measured by tracking.
Example
Everything you can see and read
OatlyOatly's identity is its blocky hand-drawn type, its talkative packs and copy that mocks itself. That is what the company sends. The image that arrives varies: some people see a charming challenger, and others see a smug brand with investors they dislike. The identity is designed, and the image has to be measured.
