Brand personality is a set of emotional and associative characteristics connected to a company or brand name. These things shape how people feel about and interact with a company. Often a brand’s personality mirrors that of the target customer base.
Identity is the image created and used by a company to relate to consumers. An identity can include all forms of communication and visuals such as logos, colors or fonts.
Your brand visuals should show off your personality and style. The key visual elements include color, typography and imagery.