Since history, products have been marked in order to highlight their difference and ensure recognition from other, similar products from other manufacturers. On today's market, there is an oversaturation of the same or similar products, and it is the brand that will decide the purchase decision. Features of the product are increasingly receding into the background, and the psychological and emotional effect has an increasingly strong influence on consumers. It is important to build a brand and shape it, and this is done by elements of brand identity. With them, the brand is made recognizable, identified and they are being used in promotion. They can be different, but visual elements certainly have the most influence. Some of the elements of brand identity are: name, logo-symbol-sign, character-person, jingle, packaging, color and web address. Marketing is extremely important to achieve the ultimate goal; a successful brand. Part of marketing, as one of the elements of the marketing mix, is promotion that communicates directly with consumers. The second part of the paper analyzes the example of a local craft brewery, which invested a lot of effort in elements of identity, but also in promotion in order to find its place in the ever-growing craft market. At the end of the paper, there is a research in which an attempt was made to investigate through a questionnaire which element of identity has the greatest influence on the decision to purchase a product.