Brand Identity

Brand Identity Should Be Taken More Seriously

What is Brand Identity?

Brand identity is the tangible and intangible aspects of a brand that make it distinct and recognizable. In a marketplace cluttered with a plethora of brands, an effective brand identity is the secret sauce to standing out and resonating with your audience.

Brand Name and its Impact

A brand name is more than a word or a phrase. It’s an emotion, an experience, a story. Think about how Apple evokes innovation or how Nike embodies determination. Your brand name can set the tone for your brand, so choose wisely!

Creating an Appealing Logo

A logo is the face of your brand. A visually compelling and memorable logo can drive brand recognition and convey your brand values. Just think about the golden arches of McDonald’s or the swoosh of Nike, and you’ll understand what I mean.

Colour Scheme: Reflecting your Brand’s Personality

Colours aren’t merely decorative. They evoke emotions and reactions. Blue can convey trust, red can ignite passion, and green can suggest eco-friendliness. Your brand’s colour scheme should mirror your brand identity and evoke the desired response from your target audience.

Choosing the Right Typography

Typography can communicate more than you might think. It can be bold and assertive, or it can be soft and elegant. Choosing the right typography is crucial in conveying your brand message and enhancing readability.

Brand Voice: Speaking to your Audience

Brand voice is the human touch in your brand. It’s how your brand speaks and interacts with the audience. A quirky, friendly voice might work for a lifestyle brand, while a professional and authoritative voice might suit a tech company. It’s about striking the right chord with your target demographic.

The Role of Taglines

Taglines are catchy phrases that encapsulate your brand’s mission, vision, or values. A strong tagline can resonate with your audience and reinforce your brand identity. Remember Nike’s “Just Do It” or McDonald’s “I’m Lovin’ It”?

Brand Identity vs Brand Image

Brand image is how consumers perceive it. Your brand strategy should align with the brand image you want to project. Otherwise, your audience might get confused, and let’s face it, nobody wants that!

Elements of Successful Brand Identity

Consistency in Brand Identity

Consistency is key! It fosters trust and recognition. Imagine if Starbucks started using different logos and colours for every location. Confusing, right? A consistent brand identity helps your audience recognize and connect with your brand.

Authenticity in the Brand’s Story

People connect with authenticity. An honest brand story can create a strong emotional bond with your audience. It’s about being true to who you are as a brand and what you stand for.

Flexibility and Adaptability

While consistency is crucial, flexibility ensures your brand stays relevant amidst changing trends and audience preferences. It’s about finding the balance. Tricky, but not impossible!

Building and Managing Brand Identity

This requires a keen understanding of your brand, your audience, and the market. The value of brand guidelines cannot be overstated here. They provide a roadmap for maintaining your brand identity across all touchpoints.

The Value of Brand Guidelines

Brand guidelines, also known as a brand style guide, is a framework that details the elements of your brand and how they should be used. It ensures brand consistency and cohesiveness across all platforms and mediums.


Building a strong brand identity is not a one-time task, but a journey. It involves careful consideration of various elements like name, logo, colour scheme, typography, brand voice, and more. It requires a balance of consistency and adaptability. With an authentic brand story and strong brand guidelines, you can build a brand identity that resonates with your audience and stands out in the market.