What Is Brand Identity? How to Develop Brand Identity

Brand identity is the visual elements used in marketing materials that express the corporate identity of a company to distinguish it from other businesses in the consumer’s mind as an overall brand image. A successful brand reaches its target audience through the visual language template of branding elements (such as a memorable logo, color palette, and typography), which creates brand recognition.

A recognizable visual identity as part of an overall brand strategy provides differentiation from the competition. The visual elements you choose for your company offer brand guidelines for print and digital marketing. Visual brand assets include:

1. 1. Brand voice: Your brand voice means how you communicate with your target audience. Think about whether your consumers are young and living in the city or older and rural. You want relatable taglines and advertising copy that matches your audience’s understanding and appreciation.
2. 2. Color scheme: In a good brand identity design, the color palette you choose provides a touchpoint for your brand’s personality. For example, brand colors like black or blue express trustworthiness, while yellow or neon pink express fun and lightheartedness.
3. 3. Company logo: You’ll want a unique brand logo design that feels on-brand for your company. Learn how to create a logo that expresses your brand’s values in a clean and simple design and provides a foundation for the rest of your brand style guide.
4. 4. Company name: Choose an easy-to-remember brand name that reflects your company’s personality, values, and products. Get Spanx founder Sara Blakely’s tips for naming your business.
5. 5. Typography: Typography goes beyond your logo design. You’ll want a consistent typeface for taglines, product packaging, business cards, and your website. Choose a font that reflects the personality of your company; for example, serif fonts have a base at the bottom of each letter, providing a traditional feeling, while sans serif fonts have no base and give a modern look.

The design elements you choose can make all the difference in your company’s success. Follow these steps to build a memorable and strong brand identity for your business:

1. 1. Identify your goals. When you start a new brand, you’ll want to determine your business goals. Whatever your product, your brand identity should support the market you want to enter and the consumer group you wish to reach.
2. 2. Identify your target audience. Your brand assets should appeal to your target demographic. Know your potential customers and build your brand around what appeals to them.
3. 3. Research the competition. A successful brand knows what the competition brings to the table to differentiate itself as a better choice. Consider your company’s unique value proposition—what you can offer your customers that no one else can.
4. 4. Determine the appropriate brand identity for the company’s message. Find your company’s brand identity based on your target audience and goals. Perhaps you want your brand to express luxury, utility, or dependability. The brand elements should support whatever message you want to communicate to your consumers.
5. 5. Design your brand elements. Once you know the brand identity you want, work with a graphic designer to build your branding assets, such as your company logo, typography, packaging design, business cards, email templates, and website design. Use these brand guidelines consistently across all aspects of your company.
6. 6. Create an online presence. Social media provides a simple and effective way to reach a broad audience and establish a new brand and the ability to connect directly with customers.

Developing a brand identity that people remember takes time, perseverance, and a quality product. Some strong examples of brand identity include:

1. 1. Disney: The Walt Disney Company built and grew its identity over the last six decades, making it one of the most recognizable brands in the world. Disney’s collection of colorful characters, its powerful movie studio, and multiple theme parks all center on the brand identity of storytelling, family, happiness, and magic. Learn more from Disney CEO Bob Iger on the value of brand.
2. 2. Spanx: The Spanx brand captures an identity accessible to every woman in a friendly and humorous way. From the name Spanx to its original slogan, “Don’t worry, we’ve got your butt covered!” the company brand has always embraced fun, happiness, and love-your-body charm.
3. 3. Starbucks: Longtime CEO Howard Schultz grew the Starbucks brand from a single coffee shop in Seattle to a worldwide phenomenon based on its welcoming brand identity of dependability, tranquility, and premium quality. The consistency of the Starbucks brand promises you’ll have the same great experience no matter what Starbucks you visit, anywhere in the world.
   
4. 4. Virgin: The Virgin Group has created a strong brand identity that isn’t limited to just one product or business sector. Founder Richard Branson credits Virgin’s success with its playful brand identity: “Your customers want to smile and have fun. Try to do things that make people smile even if you make a fool of yourself.”

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