Brand identity: a distinct, recognizable company

Identity is about being one thing

Before anyone can understand what you do, they have to recognize who you are. That requires a consistent name, a recognizable logo and visual identity, and a clear statement of what the company is. When the name varies between the logo, the page title and structured data, people and machines are left wondering whether they are looking at one company or several.

What strengthens identity

• One company name used everywhere: logo, titles, footer, structured data and profiles.
• A logo that is identifiable in the page code, not only as a background image.
• A plain definition sentence such as "[Company] is a [category] that helps [audience] [outcome]."
• An About page or equivalent that explains who is behind the company.
• Organization structured data with your name, logo, URL and profiles.

Identity and authority are different

A brand can have a very clear identity without being famous. Authority, how established a brand is outside its own website, takes time. BrandUnder reports authority separately and never adds it to the score, so a new brand is not penalized for being new.