What is meant by brand identity?

Imagine you're in a store choosing coffee. One package is plain, and the other is bold and eye-catching. Same price – which do you pick? Likely the second. Now, picture ten well-branded options. A “nice design” isn’t enough – you’re competing with fully developed brands. This is where brand identity matters. It answers key questions: What’s the purpose of your product? Who’s your audience? How do you stand out? A strong brand identity doesn’t just look good – it tells your story at a deeper level. But let’s start with an understanding of the main brand identity elements.

Brand Identity Elements

• Logo – The primary symbol representing a company. If officially registered, it becomes a trademark. It should be visually appealing, memorable, and work well across different formats, from business cards to billboards.

  
  

• Typography – The font choice reflects the brand’s personality and target audience. For example, playful and rounded fonts suit children’s brands, while bold, sans-serif fonts convey professionalism and strength.

  
  

• Color Palette – A well-defined set of brand colors helps maintain consistency while allowing design flexibility. Typically, brands use one primary color with two or three supporting shades.

  
  

• Tagline – A short, impactful phrase that captures the brand’s mission and values, like “Just Do It” or “Think Different.” It should be memorable, culturally adaptable, and resonate with the audience.

  
  

• Decorative Elements – Additional visual symbols like patterns, icons, or illustrations complement the brand’s visual identity, keeping consistency across any media.

Speaking of media, brand identity can be displayed on various platforms, locations, and objects, both physical and digital. Once you have all the brand elements, you can place them almost anywhere. Here are the main brand assets:

Digital Media:

Websites, Mobile apps, Social media profiles, Banner ads, Email templates.

Marketing Materials:

Business cards, Flyers, Brochures, Packaging, Postcards, Posters, Catalogs, Certificates.

Promotional Products:

Keychains, Badges, Mugs, Magnets, Awards, Bags, Stickers, T-shirts, Caps.

Corporate Documentation:

Contracts, Proposals, Invoices, Company brochures, Employee handbooks, Reports.

Office Supplies:

Pens, Notepads, Folders, Envelopes, Letterheads, Post-it notes.

Interior/ Outdoor Branding:

Stands, Exhibitions booths, Displays, Signage, Store design, Billboards.

Employee Uniforms:

T-shirts, Aprons, Caps, Uniforms, Badges.

Vehicle Branding:

Banners, Branded vehicles, Car decals, Large-scale prints, Containers.

What Should Your Brand Identity Do?

• Maintain Reputation
  First impressions influence business success. Brand identity is how customers, partners, and even competitors perceive your company. Being bold and maintaining consistency is key.

  
  

• Clarify What the Company Does
  A brand identity helps simplify perception. This is especially important for businesses with complex products. Be clear to be understood.
  

• Create the Right Associations
  Your brand identity should trigger the right emotional response in the audience. Let your clients choose your product almost subconsciously.

  
  

• Highlight Strengths
  A well-designed brand identity represents your company’s advantages and inspires trust in potential clients. Show them your uniqueness.

  
  

• Save Time and Budget
  In the long run, investing in brand identity is an investment in your company’s growth. While advertising and SEO are essential, a striking visual presence ensures that customers notice you and are drawn to your brand.

• Create a Lasting Template
  Once brand identity is established, it’s much simpler to apply this “template” to any platform. While the identity may evolve over time, it’s not something that should change yearly.

• Scale the Business
  As your company grows, so should your brand identity. With new technologies and communication methods, your brand needs to adapt to meet strategic goals and help with business development.

Your brand identity is your business’s “packaging” – it can’t just be nice; it should be strategic. Ignoring it isn’t just a missed opportunity – it’s a risky move in today’s competitive world. We can help you create a brand identity that includes all the essential elements and truly works.