How To Build Brand Identity

What is brand identity? Your brand identity is literally how you identify your brand. It's your brand name, logo, business card design and how you present yourself to the public.

Your brand identity is how people recognise you as a business, just like your personal identity is how people recognise you as a person.

Brand identity is most helpful for businesses when it's simple and memorable. Because it helps customers quickly identify you when they need your products or services. Like Coca-Cola, for instance. They use the same colours, the same fonts and same style no matter what country you're in, what year it is, and across all marketing materials from their cans to their billboards. So no matter where you are in the world, you recognise the brand immediately.

## What is the difference between brand identity and brand image?

**Brand Identity** is the visual personality of your brand. It includes your brand name, logo, colours, fonts, packaging design and any other visual element you use when presenting your brand to the public.

**Brand Image**, on the other hand, is what your brand is known for. It's your reputation. It's what people think of when they hear your business name. It's the emotional connection people have with your brand.

For instance, when you think of McDonald's, their brand identity is the golden arches and the red and yellow colours. But their brand image is fast, convenient, and kid-friendly food. Your brand image is more about trust and relationships. Your brand identity is more about recognition and being memorable.

## What are the 5 elements of brand identity?

When you're ready to start building your brand identity, there are 5 main elements to think through:

**1. Brand Promise** — What do you promise to your customers? What can they expect from you as a brand?

**2. Brand Position** — Where do you sit in the marketplace compared to similar businesses? Are you the cheapest? The most premium? The fastest? The most convenient?

**3. Brand Personality** — If your brand was a person, what personality would it have? Are you professional and corporate, fun and cheeky, or reliable and trustworthy?

**4. Brand Story** — People buy the story as much as they buy the product. What is your origin story? How did you come to be in business? And where are you headed?

**5. Brand Association** — What other brands, people, causes or values do you want to be associated with? Do you want to be known as the brand that supports a particular charity or cause?

## 7 Steps to build your brand identity

**Step 1: Define Your Brand Strategy** — Go through each of the 5 elements of brand identity listed above and define how you want to position your brand.

**Step 2: Research Your Target Market and Competitors** — You need to understand who your customers are and what appeals to them, as well as what your competitors are doing so you can differentiate yourself.

**Step 3: Design Your Logo** — Your logo is usually the first thing people think of when they hear brand identity. It should be simple, memorable, and appropriate for your business.

**Step 4: Determine Your Color Palette** — Colors can evoke emotions and set the mood. Choose colors that align with your brand personality and appeal to your target market.

**Step 5: Choose Your Typography** — The fonts you use should be consistent with your brand personality. Are you modern and sleek, or traditional and reliable?

**Step 6: Create Your Brand Voice** — This is about how you communicate. Are you formal or casual? Helpful or authoritative? Your brand voice should come through in all your communications.

**Step 7: Develop Brand Guidelines** — Once you've defined all the elements, create a document that outlines how to use your brand identity consistently across every touchpoint.