Branding in modern times

Traditional branding is rooted in the perfect balance between brand identity and brand image. The brand identity is the visible visual elements of the brand, such as the brand's name and logo, typography, colors, and design elements that distinguish the brand from other brands in the user's mind, while the brand image is a combination of the perception and experience the user has with the brand, as well as how they view the brand's personality and values.

In the new digital age, people's interaction with universally available brands has increased due to limitless access to the digital information available. For the first time, users can access vast amounts of information on the brand. Everything from advertisements, blog articles, product reviews, and so on is available for the user to access from their personal computer or mobile phone. This extensive link between the user and brand has given the user the power to help mold and shape the brands they interact with. Based on this brand evolution, the definition of a brand also needs to evolve to include the entire customer experience that's become more and more part of the brand today. The following is the definition of a brand by the Nielsen and Norman Group:

Looking at this mature way the user interacts with the brand, the conclusion is that the brand does not just consist of the perfect balance between the brand image and brand identity as traditional standards expect, but also includes all the elements that make up the customer experience. The user observes the brand though visuals such as logos, typography, and more. Secondly, the user relates to the brand based on the brand's personality, the way the brand interacts with the user such as the tone of communication and lastly, through the relationship between the user and the brand. How does the brand treat the user when the user walks into the store or when the user calls the customer center?