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What is a brand identity? Is it your logo? Your color palette? Your infographic style? It’s all that—and more.  A brand identity is the outward expression of a brand, including its trademark, name, communications, and visual appearance. The result of this outward expression is what people remember. A brand identity is the sum total of how your brand looks, feels, and speaks to people. (Sometimes that even includes how it sounds, tastes, feels, moves and behaves.)  Ultimately, a brand identity is a way to communicate with the world, differentiate yourself from your competition, and create a brand experience that encourages people to engage with you. Like all elements of branding, your core values are internal first and foremost. It goes without saying that your values should be aligned with your vision, mission and position, but communication is key. Communicating core values often internally ensures that everyone is giving the same elevator speech and that there is a collective underlying message in every interaction. It is common practice today to list your core values on a dedicated page of your website, but without the actions to go along with the words they are little more than marketing.