A brand identity refers to all the elements that create a company's image in the public eye, including its visual representation and communication style.
Mercedes Benz, for example, has created a brand identity that conveys exclusivity and superiority and is synonymous with quality and precision. These qualities are reflected in their visual representation, which includes a star logo, an elegant silver-gray and black color palette, sleek and clean lines in their imagery, and a timeless serif font.