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In my eyes, a brand's "identity" is how they visually present themselves to the public and how they're perceived. Elements of a brand identity can include colors, logos, designs, etc. that distinguish said brand from others.

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Brand identity is undoubtedly very important. A strong, unique identity allows a brand to be set apart from competitors and cultivate customers who're fond of said identity.

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• Logic
• Look & Feel
• Memorability
• Cohesion/Consistency
• Values

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It took me a while to pick a brand to discuss, but settled on the popular Japanese brand/company Sanrio!
Sanrio is best known for creating products and characters focusing on the kawaii ("cute") segment of Japanese popular culture.

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Sanrio's brand identity focuses heavily on cute characters, pastel colors, joyful illustrations, etc.! This can be immediately identified upon visiting their website (as pictured above).