ust like your personal identity makes you uniquely you, your brand identity is the special sauce of your business that sets you apart from every other. . . Brand identity is the special sauce that makes your business unique and different from every other business. Brand identity includes visible elements, such as colour palette, design, and a brand's logo. It's how a business presents itself to the public and distinguishes the business in consumers' minds. . Brand identity is the special sauce that makes your business unique and different from every other business. Brand identity includes visible elements, such as colour palette, design, and a brand's logo. It's how a business presents itself to the public and distinguishes the business in consumers' minds.