We believe brand identity is more than a logo or a style guide. Your brand identity is your reputation, and if you don’t have the appropriate brand identity guidelines in place, that reputation is at stake. A brand identity influences your customers’ experience at every touchpoint. ” Whether they’re aware of it or not, your brand identity affects how consumers view everything—from your relevance to your reputation and credibility. Brand identity is the sum total of how your brand looks, feels, and sounds—and you don’t want to get it wrong.