It includes the specific elements that represent the personality of the brand that helps the buyer to better understand the firm and its practices. The elements can be used to interact with buyers and put up the qualities like the color to evoke emotions of the buyers, the shades, live chats, customer interaction, interviews, etc.
It includes the unique value proposition, relevant images, right fonts and standards significant for brand management in marketing. Such standards can be changed with time to show how the brand is evolving at each stage. These include the imagery and tone used to tell about the personality and keep the identity consistent.