• Leah Swaggerty

Building a Brand? Think About Your Brand Identity


Whether you are just getting started or you have been in business for a while, you probably know the importance of your brand. When you think of branding, you may think about logos, colors, fonts, and slogans, but there is more to branding than just visuals.


An important step to building a successful brand is creating a brand identity.


According to Hubspot, a brand identity is “the personality of your business and a promise to your customers.” It’s not just your logo or your colors, but includes your values, mission, what you say, and how you say it. Your brand identity conveys what you want people to feel when they interact with your business. It provides a great opportunity for you to differentiate from the competition and encourage customers to engage with you. That’s why it’s so important.


Here are some things to consider:


  • Your brand is the face of your business. No matter what you do, your brand is the face of your business. It should be easily recognizable and consistent.


  • Your brand identity should build credibility and trust. This is another reason why consistency is important. With a strong brand identity, your audience will start to recognize your brand and how you differ from your competition, making your business stand out as a credible source in a crowded marketplace.


  • Your brand identity should support your company’s mission. As mentioned earlier, your brand identity conveys what you want people to feel when they interact with your business. So, go back to your mission statement and remember your purpose and why you are doing what you do. Reinforce this message throughout your branding so customers will connect who you are with what you do and why you do it.


  • Your brand identity helps you advertise. Advertising is another way to keep reinforcing your brand. With a strong brand identity, you have everything you need to consistently promote your business and reach audiences across various media platforms.


So, how do you build a brand identity?


  • Create a brand strategy. Before you do anything, you need a plan. Determine your branding goals and how you want to achieve them. Think about your purpose, vision, mission and values—what message do you want to convey to customers? Then think about your visual elements. Each of these components will be important to your overall brand identity, so you want a plan to create them.


  • Know your audience. Remember, your brand is the face of your business. It represents you, what you want to say, and how you want to say it. But, you should also know your audience and make sure your brand identity is in line with your customer base.


  • Study your competition. Since you want to stand out, you also need to know your competition. Make sure your brand identity is in line with your industry but differentiates you from similar businesses.


  • Look at your current brand. Take a look at the branding you already have. Does it represent your business? Does it align with your goals? If it doesn’t, think about what needs to change.


  • Brainstorm your visual elements. Consider your audience, competition, and existing branding and then start brainstorming the visual elements you need to represent your business.


  • Get creative. Now you get to the fun and difficult part. It’s time to create (or re-create) your visual elements. This includes your logo, colors, typography, design layouts, icons, and any other aspects that will make up the visual representation of your brand.


  • Create a branding guide. Once you have determined your brand identity, don’t skip the next step. Create a branding guide as a resource for correct usage and consistency of your brand.


  • Monitor and evaluate. As with any other element of your marketing, continue to monitor your branding efforts and evaluate anything that should be changed.

Once you have a brand identity in place, you will be better equipped to consistently convey your message, promote your business, and engage with your customers.


This process can be overwhelming, but we can help! We enjoy helping businesses re-brand or create brands from scratch. Contact us with questions or for a custom plan to make the most of your branding efforts.