Brand Identity refers to the visible elements and attributes of a company or product that communicate its values, personality, and purpose. This includes things like the company’s name, logo, color scheme, typography, and overall style, as well as the tone of voice in text. In the context of UX, brand identity plays a role in the look and feel of a product’s design. For example, a banking app’s brand identity might emphasize trust and security, using a formal tone and a stable blue color palette; a children’s learning app might use playful icons and bright, cheerful colors to appear friendly and fun. UX designers must ensure that the user interface and microcopy align with the brand identity so the experience is consistent with what the brand promises. A strong brand identity, consistently applied, helps users connect emotionally with the product and remember it. It also differentiates the product in the market. In summary, brand identity is about who your product or company is in the mind of the user, and it’s reflected in all design choices that the user sees or feels.