The document discusses brand identity and its key elements. It defines brand identity as a unique and consistent look, feel, tone, and voice that is conveyed through all communications and defines the distinctive attributes of an organization over time. The key brand elements that make up an identity are outlined as the brand name, position, promise, personality, tone, story, and associations. The document then provides steps for developing a brand identity, determining how to apply it across different marketing vehicles, and keys to building successful brands that strengthen employee loyalty and attract customers.