What is brand identity and why is it indispensable to your business?
Why is brand identity so important?
A clear brand identity is the foundation for everything you do. From communication to customer experience, it ensures consistency and credibility. It helps your target audience recognize not only who you are, but more importantly what you stand for. A strong identity:
increases recognition,
creates trust,
contributes to clear positioning,
and makes it easier to retain customers to your brand.
The 6 building blocks of a strong brand identity
We work with the client to build a foundation in which strategy and creation come together. A well-built brand identity consists of these elements:
Mission and vision
What is the higher purpose of your brand, and what impact do you want to make in the long run?
Brand values
Core values define how you behave and communicate as a brand. They form the backbone of the brand personality.
Brand personality
Is your brand playful, businesslike, innovative or traditional? These human characteristics make your brand recognizable.
Brand promise
What are you promising your customers? Think quality, experience or service. This promise should be reflected in everything you do.
Tone of voice
The way you speak and write: informal or rather professional, enthusiastic or serious. It contributes greatly to recognition.
Visual style
Color usage, typography, logo and imagery: together they form your brand's visual identity.
From strategy to visual identity
The visual identity is the visible translation of the strategy. In consultation with the client, colors, typography, logo and photography are chosen that convey the core of the brand. Everything has to be right: from your business card to your Instagram profile. This visual style forms the first impression, and it must hit the mark.
Common mistakes in brand identity
Developing a brand identity is a process, but there are pitfalls that are common:
Inconsistent use of logos, colors and tone of voice.
Brands that blindly follow trends without their own identity.
Lack of strategy and rationale.
It’s important that your brand story originates from within and isn’t solely based on what your competitors are doing.
Here's how to develop a strong brand identity
An effective brand identity is not created overnight. These are the steps that are usually followed:
Target audience research: who do you want to appeal to?
Competitive analysis: how do you differentiate yourself?
Define brand strategy: Mission, vision, values.
Visual concept development: Moodboards, color palettes, typography.
Design & test phase: Logo, corporate identity, style monitoring.
Implementation: Application to all channels and resources.
At every stage, we collaborate with the client to determine what best aligns with their positioning and target audience.
Ready for a brand identity that truly suits you?
Want to have a brand identity developed that fits your vision and target audience? Together we provide a visual and substantive translation of your story. Professional, recognizable and distinctive.
Frequently asked questions about brand identity (FAQ)
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Brand identity includes both the visual elements (such as logo, colors, typography) and the verbal and emotional attributes of a brand, such as tone of voice and brand values.
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Brand identity is what a brand wants to convey; image is how the brand is actually perceived by the public.
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A clear brand identity ensures recognition, trust and strong positioning in the marketplace.
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Start with research, determine your core values and target audience, develop an appropriate tone of voice and visual style.
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Visual identity consists of all the graphic elements of a brand, such as logo, colors, typography and photography.
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Have a brand book or style guide, work with established templates and align all communications.
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No, it's also verbal and emotional. Think tone of voice, brand personality and core values.
