What Is Brand Identity? And how to design & create a strong, unique, memorable brand identity

What Is Brand Identity? And how to design & create a strong, unique, memorable brand identity

Brand identity is a visible element of a brand that identifies and distinguishes it in the consumer’s mind, such as color, design, and logo. Brand identity is different from brand image & brand guidelines. The former corresponds to the intent behind branding and how businesses do the following: All of these are meant to nurture a particular image in the minds of consumers.

Select its name
Design a logo
Use colors, shapes, and other visual elements in products and promotions
Brand kit (business cards design, letterheads design, labels design, banner design, invoice)
Build a language with ads
Train employees to interact with customers
The brand image is the actual result of these efforts, whether successful or unsuccessful.

Let’s dig a little deeper.

Brand identity is a complete image & collection of all the elements that a company creates & develops to represent the right image to its consumers. Brand identity is different from “brand image” or “branding,” but these terms are sometimes treated as compatible.

The term branding refers to marketing practices that actively form a distinctive brand. The brand is the perception of the company from the perspective of the world.

What is brand?

Brand is the recognition of the company.

Your brand is what people think when they think of your company. This is your reputation. It is influenced by your values, your products, your marketing, your customer service. It is formed by magazine articles about you, about the smell inside your stores, and what your neighbor’s mom said about you at the grocery store. And yes, it includes your logo, website, and business cards. Everything that people experience when interacting with your company affects their perception of you. This is your brand.

“Branding” is an attempt to influence this perception. You can’t control what your neighbor’s mom might say. But you can do your best to make the right impression.

What is an identity?

Identity is the set of visual elements of a brand.

A subset of brands are brand identities (also known as corporate identities or identity systems). The keyword is identity. Just like a person, checking your ID proves that you are you and not someone else. The concrete elements that a company can see when communicating with you make up its identity design.

Logos, colors, fonts, icons, letterheads, business cards, envelopes, websites, packages, uniforms, office aesthetics, promotional items, social media, email blasts, billboards, messaging.

The Brand Style Guide is a document that records this identity. Get everyone on the right track with the right fonts, colors, and more.

What is a logo?

A logo is a sign & a hallmark that represents a company image.

Of all the visual parts that make up your brand identity, your logo is the most powerful point of identification. It doesn’t need to tell the world everything you do. It is a label or identifier. The red bullseye doesn’t show all the clothing, household items and food you can buy at Target. But over time, it can serve as a quick mental trigger for everything you know about Target. If you don’t know anything about Target, you can still make some guesses about the company’s style and personality by looking at the logo.

Business Card Design

How to develop a strong professional & corporate brand identity

How to develop a strong professional & corporate brand identity

Know who you are

Business Card Design
Business Card Design

Before we know the specific elements that make up our brand identity, we need to know who we are as a brand.

Beautiful playful brand identity design for taco shops
Colorful, playful and fun brand identity design by pecas
As a brand, you are made up of several important elements.

  • Your mission (what is your “why”?)
  • Your values ​​(what is the belief that drives your company?)
  • Personality of your brand (If your brand was a person, what kind of personality would they have?)
  • Your unique positioning (how do you differentiate yourself from your competitors?)
  • Your brand’s voice (If your brand was a person, how would it communicate?)

These factors define your brand, and it’s important to have a clear understanding of each before you start building your brand identity.

If you’re having trouble figuring out who you are, don’t sweat. In some cases, all you need is a simple brainstorm to identify yourself as a brand.

Ask yourself:

  • Why did you start this business?
  • What are the important beliefs and values ​​for us as a company?
  • What are we better than anyone else?
  • What makes us special?
  • If we could describe our brand in three words, what would it be?
  • What are the three words you would like our customers to use to describe us?

You can also check out this amazing branding workbook from consulting firm PricewaterhouseCoopers. This workbook is aimed at personal branding, but the strategy works for all types of business models.

Once you’ve fixed yourself as a brand, it’s time to build an identity that brings your brand to life and show your most important people, your customers, who you are.

Design: the basis of your brand identity

Just as Nike built the brand identity of a junior high school star athlete persona, your design builds the brand identity of your company.

A company’s design assets are a concrete factor in how a brand is perceived. Logos, packaging, web design, social media graphics, business cards, uniforms worn by employees, etc.

In other words, nail your design = nail your brand identity = build a successful business that accurately represents who you are as a brand.

So how do you accurately nail your design and build a brand identity that takes your business to the next level?

Developing your brand design

Before you start developing design assets, you need to start from scratch and lock down the basics of design structure: the building blocks of a brand identity.

Before creating design assets, the building blocks you need to identify include:

Typography / Font Styles

The purpose of the brand guidelines is to ensure that your brand is communicated correctly within your company and presented consistently to your audience. Adhering to brand guidelines can promote a uniquely recognizable brand identity, stand out from the competition and be memorable to consumers.

Brand guidelines need to be shared and understood throughout the business. Even a single misused logo can damage a brand’s reputation for quality and professionalism. We recommend that you match all brand information in your brand book. This may include more detailed information such as website templates, advertising and editing guidelines, and guidance on social media branding and voice tones.

Want to know how to make your brand guidelines more effective? See the brand guidelines checklist.

Sharing brand guidelines and gaining staff support throughout the business is essential to maintaining control over the values ​​you convey to your image and publisher.

Color palette

Next is the color. People (including potential customers) have a variety of colors and psychological connections, and strategic use of brand colors and logo colors can seriously impact viewers’ perception of the brand. I have.

Here’s what rainbow colors (and some additional features) can do to support your brand identity:

Red: Red is the color of passion and excitement. If your brand identity is noisy, youthful, and inspiring, it’s the perfect choice.
Orange: Orange is another high-energy color, perfect if you want a familiar and playful color. It stands out because it is used less frequently than red.
Yellow: Yellow, the color of the sun’s rays, is all happy. The cheerful atmosphere is suitable if you want to feel fun, accessible and affordable.
Green: Green is an incredibly versatile color that can be used for almost any brand. Culturally, however, people think of two things when they see green: money or nature. If your brand is associated with any of these things, green is a particularly good choice.

Blue: Blue, the most universally attractive color in the spectrum, helps make branding look more stable and reliable. Therefore, use blue if you want to appeal to a wide range of users and gain their trust in the process.
Purple: Purple is a royal color, so if you want a luxurious feel for your branding, this is a safe bet.
Pink: Right or wrong, pink is culturally associated with femininity, so if your brand is targeting women, pink should be a clear candidate for your brand color. It’s also a great color for brands with a soft and luxurious identity.
Brown: Brown is probably the least used color in all branding, but in reality it could be in your interest! Whenever you do something different, it helps you stand out. Brown also helps people consider your brand to be sturdy or masculine.
Black: If you want to look modern or sophisticated, nothing is more classic and effective than black.


When it comes to your designs, you also want to consider the look and feel. This delicate and effective element can be used to enhance the desired interaction from your customers: So, for example, a logo consisting of all circles and soft edges will inspire a completely different interaction than a sharp and square logo.

Here’s how different shapes can shape your brand identity (pun intended):

Round shapes such as circles, ovals, and ovals are all warm and blurry. Brands that incorporate a round shape can create a feeling of community, unity, and love. The rounded edges can also be seen as feminine.
Straight edge shapes such as squares, rectangles, and triangles make people think of strength and efficiency. Nonsense lines create a sense of stability and trust, but be careful. If the shape isn’t balanced with fun things like dynamic colors, it can be impersonal and lose customer connectivity.
Straight lines also have their own meaning. The vertical lines show masculinity and strength, and the horizon shows tranquility and a mellow atmosphere.

Consult Your Branding Project Now!
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