In the process of research, the importance of using identity as a unified system of a number of elements that complement each other to create a coherent and bright brand was given and substantiated. Based on the leading provisions of the concept of relationship marketing, the feasibility of using brand identity as a tool was substantiated. The purpose of the identity is the formation of a single image of the brand. Identity is no longer a luxury, but a basic part of brand adaptation in the market of potential consumers. Without a coherent, well-thought-out image of the company, even the most unique product and the most sought-after services can simply get lost among the variety of a large number of offers to potential consumers. Brand identity plays one of the leading roles in image formation. The visual identity of well-thought-out and high-quality branded components is the "face" of the brand. By the way, the very word "identity" is a slang word derived from the English concept "identity". But equally important is the balance of the design and the harmonization of all components of the brand identity. It is the identity that allows the product to communicate with the consumer. So, in order for the product to build communication with the consumer, it is necessary to define personal touch points. Іn the study, the main elements of the identity were defined, such as the logo, colors, fonts, placement, graphics, that is, what forms business cards in the future; forms; e-mails; packaging; slogan; brandbook, etc. The research proposed methods of its application depending on the needs of consumers and the model of information levels used by them. In particular, in accordance with the main types of identity: traditional, dynamic, verbal, meaningful. It was assumed that determining the correspondence of the communication model with the consumer is proposed to use the classic pyramid of needs of A. Maslow. Comparing the existing positioning of consumer needs according to A. Maslow's pyramid will provide an opportunity to determine the level of information that will correspond to this need when developing a brand with the help of identity. The scientific novelty of the conducted research lies in the identification of the consumer's information levels with his pyramid of needs according to A. Maslow. The practical significance of the obtained results lies in the formation of recommendations for the successful use of identity to create an effective brand. Unsolved problems in research include the need to conduct thorough marketing research preceding the process of creating a band, and the development of appropriate tools and directions for such marketing research. In addition, the importance and principles of creating a slogan in the process of creating a brand can be a separate further research issue.