This research aims to explore how brand identity and brand recognition on consumers' ability to distinguish and recall brands. The paper utilizes quantitative techniques and tools to identify the main brand identity elements. The questionnaire was selected when there was a decision regarding data collection; it was with the intention to reach the various groups of respondents. The paper presents the research that not only provides the defining characteristics of a strong and consistent brand, but also proves the impact of these characteristics on consumers. Moreover, survey items supported by facts gathered in the field are included as an integral part of the research. It was found that sticking to the brand helps consumers recognize it and its emotional touchpoints throughout the customers journey mapping, thus develop a relationship of trust. The article finishes by recommending that organizations focus on a well-designed and constant brand identity to create a favorable outlook in the market that will attract the consumer's memory in their journey map. The paper ends with saying that the success of the brand in the market is a key factor and we urge it to remain rational and further develop its identity.