Brand identity is more than just your company’s logo. Brand is your organization's essence, and your brand identity is the message your customer receives from your company.
Logo, brand colors, touch points, and positioning contribute to a unique mix of expectations, interactions, emotions, and perceptions influencing a customer’s decision to purchase your product over someone else’s.
Positioning should come first in order to ensure consistency across your assets and your company. If you’re committed to keeping existing branding, incorporating positioning and your core message will make your brand more effective. Otherwise, you risk offering a message and brand that don’t relate to each other, or worse, are in competition.
Messaging resonates through your brand.