Brand identity is the face of a brand, an emotional and even philosophical concept. It is the visual component of a brand that represents those larger ideas. Brand identity includes logos, typography, colours, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home. It's both outward- and inward-facing. It's vital that brand identity be consistent. Because it's representing and reinforcing the emotions of a brand, the message portrayed by brand identity components needs to be clear, and it needs to be the same no matter where it's displayed. To manage brand identity, organizations should invest in a brand management system that helps them stay consistent while still having the flexibility and the speed necessary to succeed in today's market. Components of this system might include a style guide, brand management software, and employee training.