How to Create Brand Identity? - Peter Boolkah

Creating a robust brand identity is like crafting a compelling narrative that resonates with your audience. It’s more than just a logo or color scheme – it’s the soul of your business. It represents your values, your personality, and your unique selling proposition. Establishing a striking brand identity can be the difference between blending into the market crowd and standing a head taller. It’s a pivotal component that affects customer’s perception and ultimately, their buying decision.

Today, we’ll explore what creating a strong brand identity entails and how to tell your business story in the most compelling way.

What Is Brand Identity?

Brand identity is the visual representation of your company and its values. It’s an amalgamation of elements like logos, typography, color palettes, and design styles that distinguish your brand from others. It creates a consistent image that is instantly recognizable to your customers.

But brand identity is not just about aesthetics; it’s about conveying the company’s core values and mission. It’s about the promises you make to your customers and how you deliver them. It reflects what your brand stands for and how it’s perceived in the market. A robust brand identity helps foster trust and loyalty among customers, making them more likely to choose your products or services over competitors.

According to a report by Lucidpress, consistent brand presentation across all platforms can increase revenue by up to 23%. Clearly, investing time and effort into solidifying your brand identity can yield significant returns.

How to Create Brand Identity - Peter Boolkah


Why Is Brand Identity Important?

Brand identity weaves the fabric of your business’s presence in the market, acting as the face of your company to the consumer world. Its importance cannot be overstated as it lays the foundation for customer perception, loyalty, and business growth.

Let’s go deeper into why you should develop a brand identity and how it can help you grow your business.

Credibility and Trust

Brand identity goes a long way in establishing credibility and trust among customers and enhancing the overall brand experience. A well-defined, consistent brand identity projects professionalism and reliability, establishing a sense of trust in your audience. It communicates that your company is serious about what it does, and has invested time and thought into how it presents itself. This trust is the cornerstone of customer loyalty.

Trust, once earned, opens the gate to a long-lasting customer relationship. Customers who trust a brand are not only more likely to stick with it for the long term, but they’re also more likely to recommend it to others, generating valuable word-of-mouth marketing. A Nielsen Global Trust in Advertising report found that 83% of people trust recommendations from friends and family more than all other forms of marketing. This demonstrates how credibility and trust, fostered by a strong brand identity, can directly influence your business’s bottom line.

Advertising Impressions

Advertising impressions, or ad impressions, play a critical role in brand recognition. An impression occurs each time your advertisement is displayed, making it visible to a potential consumer. This is a vital part of the advertising process – the more your brand is seen, the more familiar it becomes to your audience. Impressions are a measure of reach, informing you of the number of people who have had the opportunity to see your brand or message.

In the digital marketing world, impressions are measured by the number of times your ad pops up on a user’s screen, regardless of whether they interact with it or not. This metric gives businesses invaluable insights into the effectiveness of their advertising campaigns.

An important aspect of ad impressions is the quality of these impressions. It’s not just about the quantity; the context and relevance of your ad play a huge role in its success. For instance, an ad for a local pizza place would have a better impact appearing on a food blog rather than a tech site. Therefore, while ad impressions are a crucial part of your brand’s visibility, they need to be strategically placed to reach the right audience.

Unlike other metrics like clicks or conversions, impressions focus on brand awareness. A high number of impressions suggests that your brand is getting significant exposure. However, it’s essential to balance this with engagement metrics to ensure that your brand is not only seen but also resonates with your audience.

Company’s Mission

The mission of your company acts as the guiding star for your brand identity. It defines your organization’s core purpose and sets the direction for all your business endeavors. A well-articulated mission clarifies why your company exists, what it seeks to accomplish, and the values it upholds.

Your mission statement should be an embodiment of your brand’s essence, resonating with both your employees and customers. It’s not just a corporate jargon-filled statement that lives in your company handbook; it’s something that should inspire and motivate every stakeholder in your company. When infused into your brand identity, your mission statement serves as a promise to your customers—a promise of what they can expect from your product or service and how it can benefit them.

According to a survey by Gallup, companies that effectively communicate their mission and values have 26% less employee turnover and 85% more customer loyalty. A strong mission, therefore, can have tangible impacts on both your team’s engagement and your customer’s loyalty, solidifying its role as a crucial element of your brand identity. It should be reflected in every aspect of your brand, from your visual identity to your customer service, creating a cohesive narrative that sets your business apart from the rest.

Generating New Customers and Delighting Existing Ones

Cultivating new customers while keeping existing ones satisfied is the lifeblood of any business. It’s all about striking a balance between acquisition and retention.

When it comes to acquiring new customers, your brand identity plays a pivotal role. It acts as your company’s first impression, and as the old saying goes, “You never get a second chance to make a first impression.”

Your brand image, messaging, and values should resonate with your target audience, sparking interest and trust. According to a study by Microsoft, 90% of consumers said they would consider switching to a brand associated with a good cause. This shows that a well-crafted, positive brand identity can attract new customers.

On the flip side, delighting and retaining existing customers is just as crucial. Retention efforts should focus on delivering consistent value and exceeding customer expectations. A study by Bain & Company found that a 5% increase in customer retention can increase a company’s profitability by 25% to 95%. Ensuring your brand consistently lives up to its promises and values can foster loyalty among your existing customers, turning them into brand advocates who can further fuel new customer acquisition through word-of-mouth referrals.

new customers

What Does a Brand Identity Include?

A comprehensive brand identity encompasses a variety of elements, each playing a critical role in communicating your business’s personality, values, and promise to your customers.

  • Logo: Your logo is your brand’s visual identity. It’s often the first thing people associate with your company, and it should effectively represent your business at a glance. A well-designed logo is unique, memorable, and easily recognizable, serving as a visual symbol of your brand’s values.
  • Color Palette: The brand colors you choose not only contribute to its aesthetics but also evoke emotional responses. For instance, blue is often associated with trust and reliability, while red can indicate energy and passion.
  • Typography: Typography, often referred to as “typeface,” plays a pivotal role in shaping the visual identity and perception of your brand. Whether it’s modern and minimalist or traditional and sophisticated, typography can help set the tone for your brand.
  • Imagery and Graphics: The type of images and graphic elements you use also contribute to your brand identity. From custom illustrations to photography style, these elements can help to visually communicate your brand’s story and establish a unique visual identity.
  • Voice and Tone: How your brand communicates with its audience also forms a significant part of your brand identity. This voice should be consistent across all channels and aligned with your brand personality and values.
  • Brand Promise: This is the unique value proposition that your brand provides to its customers. It’s what sets you apart from your competitors and gives customers a reason to choose you.
  • Brand Values: These are the guiding principles that inform your brand’s behavior and decision-making process. They help to build a deeper emotional connection with your customers and differentiate your brand from others in the market.

Best 7 Tips on How to Create Brand Identity

1. Research Your Audience and Competition

When you build a brand, it’s paramount to understand your audience and competition. This involves conducting thorough market research to gain insights into your audience’s preferences, needs, and behaviors. Start by defining your target demographic, considering factors like age, gender, location, income level, and lifestyle. Aim to understand their motivations, aspirations, and pain points. This will help you create a brand identity that appeals to and resonates with them.

Knowing your competitors is equally important. Analyze their branding strategies, strengths, and weaknesses. What do they do well, and where do they fall short? How do they communicate with their audience, and what values do they represent? This research will help you identify potential gaps in the market that your brand can fill. Moreover, it will guide you in defining your unique selling proposition (USP) — what makes your brand stand out from the crowd.

2. Know Your Foundation

Your brand’s foundation is the core ethos that underpins all your business decisions and actions. This includes your business mission, vision, values, and your promise to your customers. Understanding and articulating these fundamental elements forms a solid foundation for your brand identity.

  • The mission statement outlines why your business exists and what it hopes to achieve in the broader sense. It speaks to the value your business aims to provide and its impact on the community or industry.
  • The vision statement, on the other hand, encapsulates your business’s long-term goals and aspirations. It provides a roadmap for the direction you wish to head in and the milestones you aim to achieve.
  • The brand values reflect the principles and beliefs that guide your business’s actions. These values should align with those of your audience to create a deeper connection and trust.
  • The brand promise is the commitment you make to your customers—what they can consistently expect from your interactions with your brand, product, or service. This promise should be a unique attribute that sets your brand apart from the competition.

3. Design Your Logo

Designing a logo is one of the first steps to take when you try to build brand identity. Your logo acts as the most recognizable aspect of your brand, often giving the first impression of your business to potential customers. Therefore, it’s crucial to create a logo that’s not only distinctive and memorable but also encapsulates your brand’s values and personality.

When designing your logo, it’s important to keep simplicity in mind. Overly complicated or intricate designs may confuse your audience, and they may not be easily discernable at smaller sizes. A simple, clean design can be recognized instantly and replicated across a variety of platforms and mediums.

Choosing the right colors for your logo is another significant aspect. Each color can evoke certain emotions and associations, so choose colors that align with the feelings you want your brand to inspire. For instance, if your brand’s personality is energetic and passionate, warm colors like red or orange might be appropriate.

Typography also plays a key role in logo design. Whether you choose to include your brand name or initials in your logo, the brand font should be clear and legible. Consider the tone and personality of your brand when picking a font. For instance, a playful, casual brand might use a more rounded, fun font, while a professional, serious brand might opt for a more traditional, clean font.

It’s also important to keep your target audience in mind throughout the design process. Ensure your logo is designed with an understanding of your audience’s preferences and tastes. Remember, the goal is to make it resonate with those you are trying to reach and appeal to.

In the end, your logo should be a visual embodiment of your brand. It should be something you are proud to display and something that your audience connects with. Hiring a professional graphic designer or logo design service can be a wise investment, as they have the expertise to create a logo that’s not only aesthetically pleasing but also effectively communicates your brand’s identity.

logo design

4. Choose Your Color Palette

The choice of color palette is a crucial element in crafting your visual brand identity. Colors have the power to elicit specific emotions, behaviors, and responses from your audience, ultimately influencing how your brand is perceived.

When choosing your color palette, consider the psychology behind each color. For instance, red is often associated with urgency or excitement, blue with trust and dependability, green with growth and renewal, and yellow with optimism and creativity. Ensure the color you choose align well with your brand’s personality and values.

Typically, a brand palette includes a primary color, secondary colors, and neutral colors. The primary color is the most dominant color, representing the essence of your brand. Secondary colors complement your primary color and are used across your brand materials to provide variety and depth. Neutral colors act as a balance, often used in backgrounds, typography, or as separators.

Use your colour palette consistently across all your brand assets, such as your website, logo, social media platforms, and marketing materials. This will create a cohesive look and feel, helping your brand to be easily recognized and remembered.

It may be helpful to create a brand style guide outlining your chosen colour palette, including the specific colour codes. This ensures consistency, particularly if you’re working with different designers or vendors.

5. Integrate Language You Can Use to Connect

When you build a brand identity, you need to pay attention to the language you’ll use as it shapes how your brand communicates and connects with its audience. The language you use should reflect your brand’s personality and resonate with your target demographic. If your brand is youthful and dynamic, use informal, trendy language. If it’s more professional and serious, use formal, straightforward language. Incorporating specific phrases or buzzwords consistently across all communication platforms can also help enforce your brand identity.

For instance, a sustainability-focused brand might frequently use terms like “eco-friendly”, “sustainable”, and “green”. This language not only describes the brand but also connects with like-minded consumers who value environmental responsibility. Remember, the language you use is not just about words — it’s about connecting on a deeper level with your audience’s interests, values, and needs.

6. Know What to Avoid

Knowing what to avoid is as important as knowing what to do when it comes to building a successful brand identity. Be wary of inconsistent messaging or visuals across your platforms, as it might confuse your audience and dilute your brand image.

Avoid using jargon or complex language that could alienate your audience, and steer clear of imitating your competitors too closely, as this can make your brand appear unoriginal or uninspired.

Last but not least, avoid making promises your brand can’t keep. Overpromising and underdelivering can severely damage your brand’s reputation and trustworthiness. Instead, strive for authenticity and reliability, making sure to deliver on what your brand promises.

7. Build Your Brand Guidelines

Brand guidelines, also known as a brand style guide or brand book, are an essential tool in maintaining the consistency of your brand identity design. They serve as a reference point for all your marketing efforts, outlining the specific rules on how to use your brand elements such as logo, color palette, typography, imagery, and language.

Start by defining your brand’s mission, vision, values, and personality. This provides the foundational understanding of what your brand stands for and the message it aims to communicate. Next, detail the specifics of your visual elements. Include the exact color codes of your chosen palette, provide clear instructions on the usage of your logo including size, positioning, and any restrictions. Also, describe your chosen typography, including primary and secondary fonts, and when and how they should be used.

Moreover, if your brand uses specific types of imagery or photography style, include this in your guidelines. For example, if your brand uses minimalistic product photographs with a white background, specify this.

Don’t forget to also outline your brand’s voice and tone. Provide examples of the type of language to use, as well as phrases or words to avoid. If your brand uses specific buzzwords or phrases, list them here.

Your brand guidelines should be a living document, evolving as your brand grows and adapts. This ensures your brand stays relevant and continues to effectively communicate its core message. Remember, consistency is key in building a strong, memorable brand identity.


What Makes a Strong Brand Identity?

A robust brand identity is consistent. Whether it’s your logo, color palette, typography, or messaging, these elements should be consistent across all platforms and touchpoints. This consistency strengthens your brand’s image in the minds of consumers, improving recognition and recall.

Moreover, a good brand identity is relevant and resonates with your audience. It communicates your brand’s values and mission in a way that genuinely speaks to your customers’ needs and aspirations.

A powerful brand identity is also distinctive. It stands out in a crowded marketplace, not merely for being different, but for being memorable and engaging. It offers something unique and compelling that sets it apart from the competition.

Finally, a great brand identity is flexible. It allows for growth and evolution as your business expands or as market trends shift. A flexible brand identity can adapt, ensuring your brand remains relevant and engaging.


Examples of Strong Brand Identity


Apple is one of the globally recognized brand identity examples. It is consistent, distinctive, and relevant. From its sleek, minimalist product design to its simplistic logo, Apple communicates sophistication and innovation. Their consistent messaging across all platforms reinforces their commitment to creating premium, user-friendly technology.


Nike’s brand identity resonates with its energetic and athletic audience. The brand’s mission, “To bring inspiration and innovation to every athlete in the world,” reflects in every aspect of their identity. Their distinctive “swoosh” logo, coupled with their powerful slogan, “Just Do It”, has created a memorable and motivating brand identity.


Coca-Cola’s brand identity is nostalgic and universally recognized. Its iconic red and white color scheme, unique script typography, and timeless logo have remained consistent over decades. Their marketing campaigns often revolve around themes of happiness and togetherness, resonating with a vast and diverse audience.


Starbucks has a strong brand identity that communicates a sense of community and comfort. Their consistent use of earth tones and their circular, mermaid logo evoke a warm, inviting feeling. The brand consistently evokes an image of a “third place” between work and home, resonating deeply with their target audience.


How do you create an effective brand identity?

If you want create a memorable brand, you need to understand your target audience – know their needs, wants, and preferences. This will guide you in shaping your brand’s values, mission, and personality which should resonate with your audience. Once you have a clear understanding of your brand’s essence, you can then proceed to create your visual identity.

This includes your logo, color palette, typography, and imagery – all of which should be consistent across all platforms to strengthen your brand’s image and improve recognition. It’s also crucial to define your brand’s voice and tone. Be authentic, and speak to your audience in a manner that is both engaging and relatable. Lastly, document all of these details in a brand guideline, ensuring everyone who works with your brand maintains its consistency.

What are the steps to brand identity?

The steps to creating a brand identity can be broadly broken down into five stages:

  • Understanding Your Audience: Conduct thorough research to understand your target market’s demographics, behavior, needs, and preferences. This will enable you to shape a brand identity that resonates with them.
  • Defining Your Brand’s Core: Identify and define your brand’s mission, values, and personality. These should be representative of what your company stands for and what makes it unique.
  • Developing Your Visual Identity: This includes creating a logo, choosing a color palette, deciding on typography, and selecting any imagery associated with your brand. These elements should visually communicate your brand’s core and be consistently used across all platforms.
  • Establishing Your Brand’s Voice and Tone: Your brand’s voice and tone should match its personality and values. It should be authentic and relatable, speaking directly to your target audience’s needs and aspirations.
  • Creating Brand Guidelines: Document all elements of your brand identity in a set of brand guidelines. This ensures consistency across all communications and touchpoints. It serves as a reference for anyone who works with your brand, helping to maintain its identity.

How long does it take to create a brand identity?

Developing a strong brand identity is not a one-size-fits-all process, and the time it takes can vary greatly depending on a variety of factors. Typically, it can take anywhere from a few weeks to several months.

This includes time for initial brand strategy sessions, audience research, design iterations for the logo and other visual elements, and developing your brand voice and messaging. It’s crucial not to rush this process, as your brand identity is the foundation of all your marketing efforts. It’s worth taking the time to get it right.

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