1) Brand identity is a unique set of brand associations that strategists aspire to create to represent what the brand stands for and its promise to customers. 2) Key aspects of brand identity include its individuality, long-term goals, consistency, values, basic truths, and recognition signs. 3) A brand identity prism diagrams the internal and external aspects of brand identity and how they relate to a brand's personality, culture, products, customer relationships, and other dimensions.