What is brand identity?

Brand identity is the face of your brand and a promise to your customers. As the branding expert Marty Neumeier defines it as “the outward expression of a brand, including its trademark, name, communications, and visual appearance,” it captures the essence of your brand’s “inner life” and outwardly expresses that to the world.

Consistency is key

Because a brand identity represents and reinforces the emotions of a brand, it should be the same everywhere it goes, no matter where it’s displayed. Otherwise your customers would think you’re having a multiple personality disorder. Which will definitely confuse them. Not to mention how it’ll confuse your customer experiences, which as a result will make your brand feel less trustworthy. 

Think how you can deliver on-brand and unique customer experiences if your brand identity is unpredictable. Simply put, you can’t. That’s why consistency is key because that’s what is going to enable you to build brand recognition and brand loyalty in the end.

Design: the foundation of your brand identity

As the graphic design legend Paul Rand famously said, “Design is the silent ambassador of your brand.” Once you lock in who you are as a brand – your brand heart and message – it’s time to bring your brand identity to life with design, and engineer the perception you want your customers to have. 

If you think about it, a brand identity is all in all an intricate design system. A visual DNA that tells your unique appeal, and shapes and leaves a lasting impression if done right. 

To cut to the chase, your brand’s core visual brand identity is made up of a holy trinity of design:

1. 1. Logo
      Think of your logo as a little man who’s your brand ambassador representing a deeper emotional tie and your brand promise wherever it goes. Which is beyond doubt that your logo is a crucial ingredient for hacking your way onto your customer’s heart because it reveals who you are at a glance. That’s why your logo should tick off the following questions:
      – Does it clearly communicate who you are and what you value?
      – Is it visually appealing? Is it simple? Remember simple logos speak volumes.
      – Does it make a lasting impression on your audience?
   2. Color palette
      Colors have psychological ties. They elicit strong emotions, command action and influence mood, which strategically can have a serious impact on how your brand is perceived. So choose wisely.
      – Red: Red stands for passion, power, excitement and anger. If your brand identity is loud, youthful and exciting, then red is the perfect choice.
      – Orange: Orange stands for friendliness, vitality and playfulness as it’s invigorating and evokes energy.
      – Yellow: The color of cheerful vibes. Sunshine, happiness, optimism…But also it’s an attention grabber and the color of affordable.
      – Green: The color of nature and of course money. Green evokes prosperity, stability and growth. You’ve probably come across those stock images where you see piled up coins with seedlings at the top, lined up like the Daltons. That’s green’s doing.
      – Blue: If you want to appear trustworthy and mature, go with blue.
      – Black: If you want to be perceived as a modern and sophisticated brand, there’s nothing as classic as black.
   3. Typography
      Typography says a lot about your brand. But it can be tricky in a visual language as they, like colors, inherently have characteristics and will tell who you are. Do you want your brand to appear trustworthy? Go with Serif fonts. A sleek and modern feel to your brand? Sans serif fonts. Luxurious or feminine feel? Script is your rock. Want to be viewed as bold? Display is there for you.

One does not simply create a brand identity without a website

Website is the beating heart of your customer experience (CX), especially if you’re running an online business, which is why it goes further than simply creating one and calling it a day. Your website design and user experience (UX) should always come through in full force.

Create a brand style guide

A brand guide covers all the branding materials of your brand identity as well as any design do’s and dont’s for your brand. Make sure to always stick to it as it will be your brand identity’s gatekeeper which will ensure consistency and to be deliberate about how you design for the future.

In a “hey, look at me” world, creating a strong identity will help bring out your unique DNA and shape your impression on your customers, which should not be overlooked. After all, that’s what will define your legacy – otherwise what is the point of creating a brand at all?

Nevertheless, designing a strong brand identity is easier said than done. If you’re feeling overwhelmed and need a hand, consider bringing in some expert help. I’m happy to help you get your brand on the right track. 

Ready to build your brand identity? Get in touch!