How to Create a Brand Identity That Elevates Your Business


This article was last updated on November 25, 2021.


Thriving businesses have one thing in common: a strong and consistent brand identity. Just think of iconic brands like Nike, Starbucks, and Google—their long-lasting impression on the marketplace and worldwide recognition are living proof of the power of branding.


Accurately shaping your brand’s identity requires taking a few steps. It’s best to do this in the early stages of product or business development—before you create your own logo or generate other branding assets. That being said, it’s never too late to make sure your business becomes an admired brand.


This article will brief you on the process of building a brand identity at any stage. First, we'll clarify the term and explain why it's important. Then, we'll outline the elements you’ll need and what steps to take in order to create your own. We’ll also look at strong examples for inspiration.



What is brand identity?


Successful branding depends on having a well-formed brand identity: that is, the distinct voice and visual appearance of a particular brand used to communicate its mission with the rest of the world.


A brand identity encapsulates your business' vision by portraying it in a way that’s understood —and most importantly—embraced by audiences. It’s part of the association they’ll make to your company and over time will build brand trust and foster loyalty, ultimately impacting the way they perceive your brand.


More specifically, brand identity refers to the tangible elements that make your brand look and sound a certain way, such as your choice of brand colors or use of language.



Why is brand identity important?


Your brand is more than just a logo—it’s something that lives, breathes and evolves as your business grows. A well-developed brand identity will distinguish your business in the eyes of your audience. It will also establish a sense of understanding and reliability among your customers, forging a connection that leads to loyalty, engagement and long-term success.


Once you understand the persona of your brand, it will make growth easy. Your brand’s identity is something you can consistently use as a reference for your brand strategy, as your business continues to expand.


A strong brand iden​​tity influences:


  • Customer loyalty

  • Relatability

  • Internal and external representation

  • Brand trust

  • Brand consistency

  • Gaining new customers (while taking care of existing ones)

  • Differentiation from competitors



Brand identity elements


Your brand identity can be broken down into individual elements that should all be cohesive and aligned to one another. Imagine a single thread that weaves between your branding elements, intertwining them. Each of these have their own purpose, and all serve to establish and maintain your brand identity:



Brand Name


As much as your own name is a part of your identity—a brand name should convey your business’s personality, mission, values and tone. Some brand names are so successful that they've become synonymous with their products, and are a part of our daily lexicon. For instance, referring to tissues as Kleenex, bandages as Band-aids or cotton swabs as Q-tips—are all examples of successful brand names that are intrinsically linked to their products and immediately trigger brand recall upon hearing them.


When coming up with a brand name, always keep your values at the forefront, consider your target market and conduct linguistic research to make sure your name works in every context. You can read our thorough article on how to create a brand name or try out a business name generator to help you get started.





Tone of Voice


If your brand could talk, how would it sound? Authoritative? Casual? Funny? Encouraging? Perhaps all of the above.


Your brand’s tone of voice refers to the kind of language used to communicate with your audience. By using a consistent tone in your website copy, UX writing, marketing materials, packaging and social media, you can personify your brand and embody a distinct style.


Your brand voice doesn’t stop at communication with prospective customers, it also refers to internal communication with employees, partners or stakeholders. By maintaining a cohesive tone and language both internally and externally, you’ll ensure that anyone who interacts with your brand will recognize your style.



Logo


Most people will agree, your logo is the face of your brand. Whether you hire a graphic designer or create a logo of your own, use the brand identity you’ve built as a starting point for your logo design. Your goal is to create a logo that audiences will remember and recognize immediately, so make sure it’s one-of-a-kind and captures your business’ essence.


Your logo should embody your brand identity and reiterate​​ your core values authentically. Using color, shape and typography to communicate your brand persona, this small but powerful symbol will represent your business across each branding touchstone. Take a look at these creative logo ideas for inspiration.





Color Palette


Your brand colors have a lasting impression on customers, affecting the way they perceive and interact with your business. Here’s a taste of Marketing 101: colors trigger emotion. The subliminal response to colors can run the gamut from excitement or elegance to seriousness or friendliness—and the list goes on.


Apart from setting a particular tone, these colors should be used consistently throughout your brand’s marketing assets. Studies show that the use of signature colors improves brand recognition by 80%—think of the exciting red that’s inextricably linked to Coca-Cola, or Apple’s iconic use of white. Over time, audiences will associate this color palette with your business and familiarize themselves with your brand.



Typography


Much like the content itself, your brand’s font tells a story of its own. Although choosing a font seems like a subtle decision, typography is a fundamental element of brand identity design.


Select a font style that reflects a cohesive message and remains stylistically in line with the rest of your assets. Also, consider the way you want your text to be arranged, taking into account important design principles such as visual hierarchy, white space and alignment.



Imagery


Visual content like photography and imagery can help communicate your message and ​​enhance your designs, thus making it a significant element of your brand identity. Photography, for example, enables you to share a story, evoke a feeling or capture a mood without the need for written context. With this in mind, choosing visual elements that actualize your brand message is an important step for getting through to your audience in a meaningful way.


Be sure to choose imagery that is relatable, inclusive and resonates with your target audience. Furthermore, always make sure your images are high-quality and properly formatted for diverse platforms such as your social posts or printed marketing materials.



How to create a brand identity


Building a brand identity is an investment of time, creativity and effort. As you’ll see, it’s also a brilliant opportunity to secure all facets of your brand and decide how to share them with the world. Use this outline as a guide and starting point—and get ready to meet your brand.

  1. Shape your brand personality

  2. Design your brand assets

  3. Create a brand style guide

  4. Build your brand presence

  5. Measure success


01. Shape your brand personality


Before you think about how you’ll represent it to the world, put yourself in your brand’s shoes. Just like you and I express ourselves with the way we dress, speak and act—your brand also uses unique features to convey its purpose and goals. Here's how to give your brand a personality that stands out:


Write your brand story


What inspired you to start your business? What do you want to achieve? What can you offer your community? Your brand’s story is the linchpin of building an authentic narrative that resonates with your audience. If you can answer these questions and communicate them with your customers, they'll be more likely to feel a connection to your product.


Define your brand’s core values


A strong set of values shapes the culture built around your business and proves that you care about more than just sales. Whether it’s a commitment to customers’ success or a vow to sell high-quality products, having an overarching sense of purpose gives integrity to your brand. Adorn your brand's assets with traits that embody these values and make sure all aspects of your branding are in sync.