Representing

You 

A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact it. Essentially, your brand identity is the personality of your business and a promise to your customers.

As Jeff Bezos says, "Branding is what people say about you when you're not in the room."

Your product leaves an impression on your customers long after you've made the sale. Brand identity is the process of shaping that impression.

The "Face" of Your Business

For all intents and purposes, your brand's logo is the "face" of your business. But that face should do more than just look cool or interesting -- a logo's contribution to brand identity is associative, too. It tells the public that [this image] means [the name of your company].