Much like your own personal character is unique to you, brand identity is the personality of your business. It needs to designate who the company is as well as set it apart from all other competitors. So how do you shape a strong brand identity that will take your business to the next level?

The Basics

Let’s begin by considering the difference between “brand,” “branding,” and “brand identity.” These terms are often used interchangeably so it’s important to distinguish how they differ.

Brand is the perception of the company in the eyes of the world.

Branding involves the marketing practice of actively shaping a distinctive brand.

Brand identity is the collection of all brand elements that the company creates to portray the right image of itself to the consumer.

Your brand identity has to make you immediately recognizable to your audience. People will connect your brand identity to your services or product and that identity is what creates the link between you and your customers. It establishes loyalty and ultimately shapes how your brand will be known today and in the future.

Know Who You Are

You will need to who you are as a brand before you establish your brand identity. So go ahead and ask yourself the following questions:

  • What’s your mission?
  • What beliefs drive your company?
  • What is your personality?
  • How do you differentiate yourself from your competitors?
  • How will your brand communicate?
  • Think about brands you identify with or admire. What do you like about them?

It is vital that you have a clear understanding of each of these elements before you define your brand. If you’re finding this to be more difficult than you thought, don’t be afraid to take more time brainstorming. Spend as much time as you need to figure out who you are as a brand. Or call us 😉  

Designing Your Brand Identity

Now that you know the basics, it’s time to begin working with a designer to make your brand identity materialize. They will help you convert your brand identity into design assets that you will be able to market with. Depending on your business, your brand identity can be communicated in several different ways. If you own a restaurant, you will want to concentrate on your menu as well as the physical space whereas a marketing agency will need to put more thought into their website and social media.

Bottom Line

If you want to set yourself apart, let your customers know who you are and what it will be like working with you, along with remember you in the future – you have to define your brand identity. The next step in the process is contacting us so that we can begin turning your ideas into tangible assets to help you build your new business.


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