What is brand identity?
Brand identity guides the visual elements that distinguish your brand in a sea of competitors. Brand identity crystalizes your logo, colour palette, typography, and other brand assets for consistent use across your business.
Why is brand identity important?
Brand identity goes well beyond aesthetics. It represents your business as a whole. When done intentionally and consistently, a strong brand identity increases your business’ credibility, memorability, and trust.
Signs it’s time for a brand identity refresh:
- Customers see your brand and expect lower prices
- You’re attracting disqualified leads
- Messaging and brand visuals aren’t lining up
- Your brand doesn’t look, feel, or sound the same everywhere
- Visuals look outdated
- Brand equity is stagnant (or decreasing)
How to build and strengthen your brand identity
Determine your strategy
Analyze your business and market space to uncover brand strengths, weaknesses, and needs. Craft your brand identity according to your target audience and market positioning.
Choose an agency to design your logo, colour palette, typography, and other brand assets to best suit your unique business needs.
Systemize your brand identity
Brand identity is a process not a destination. Continue to revisit and upgrade your brand identity as your business shifts and grows. Update your marketing assets every time you make a change to maintain brand integrity.
How to implement brand identity
Once you’ve done the strategic work, inject your brand identity into everything you do.
Define or refine your brand goals, audience personas, key differentiators, and more to inspire your visual elements.
Explore sketches, styles, and colours that align with your core values, and brand personality.
Use consistent and custom graphics and photography in your content marketing from blogs to Instagram.
Create branded email templates for you to use in drip campaigns, newsletters, company updates, and more.
Design case studies with your colour palette, typography, and style so every success story points back to your brand.
Brand reports for financial reviews, stakeholder updates, and AGMs.
Custom-design presentation templates that can be used for investor decks, internal presentations, and more.
Get custom brochures for all of your digital or print marketing needs. Include graphics, illustrations, and even professional photography services and stay on brand.
Distribute company letterhead that represents your brand. Follow specific brand guidelines to ensure the proper application of your colour palette, logo, and typography.