A brand identity is a set of contrivance or constituent used by businesses to establish a brand identity. A brand image is a consumer's recognition of the brand composed of various consortiums associated to it and recollection about connection to it. A brand identity and its components rise from a company’s assignment, brand value proposition, long-term goals, rival position on the market, and connections to the values and interests of the overall consumers. These fundamentals have a grass root nature and, in the branding formula, depict what a business wants to put across. In the meantime, a brand identity explains how these grass root factors are acknowledged. Some of the most popular and agreed upon components of a brand identity usually include: The name of the brand, tagline, slogan, colors and graphic styles, logo and a wordmark and their variations voice and a tone style and a typeface.