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What is Brand Identity?(A step-by-Step-Guide to Design Your Unique Brand Identity)

When you think about identity, it reminds you of the attributes that make someone the person they are. These perceptions make them unique and one of a kind.

Just like a person's personality, your brand identity makes you special and sets you apart from others. It is everything you want to be known for and recognize with.

But what exactly is brand identity? How to develop and design a strong brand identity? What does it have to do with increasing sales and brand awareness? The following article will give you the answers.

What Is Brand Identity?

"Brand identity" is the face of a brand. It is a set of expressions, elements, and tools used by a company to create a business image. This image will portray you to your customers.

Brand identity is different from "Branding" and "Brand." The term branding refers to the marketing practice of designing a brand, and the term brand is the perception of a company in the eyes of others.

Brand identity is what makes you who you are now. It builds a secure connection with your customers and makes you bold and recognizable. Your audiences will associate you with your brand identity, services, and products.

A cohesive and comprehensive brand identity benefits your business thoroughly. It has two types, known as external and internal characteristics. The balanced and artistic combination of these two features gives you a memorable brand identity.

1. What Is a Brand's Internal Identity?

A brand's internal identity is about its values, voice, and personality. This gives you the answer to what a brand is? What do they do? How do they do it? And more importantly, why do they do it?

  • Brand Personality

A brand's personality is the answer to who they are. It is directly related to the human characteristic that customers describe a brand with them and find them like their own—features like excitement, sincerity, ruggedness, competence, and sophistication.

For example, Dove chooses sincerity to have an attractive feminine touch, or Chanel goes for sophistication to aim for a luxurious lifestyle.

By having a consistent set of these attributes, a brand can increase its quality, brand awareness, and attract specific customers.

  • Brand Voice

A brand's voice is the way a business communicates or talks with its customers. It depends on the target audience, and it needs to be based on the brand's personality.

An engaging and distinctive brand voice makes customers have an emotional connection. It is not about what you say; it is about the way you say it.

Apple, for instance, chooses "Privacy. That's iPhone," which is a confident brand voice with intimacy and quality. A famous beauty company, Glossier, aims for empowering brand voice by using "democratized beauty."

You can speak to your customers directly or indirectly and convey the best message you are trying to offer them your services and products.

  • Brand Values

A brand's values are everything it stands for. It is like a compass that guides your brand's story, actions, decisions, look, message, and relationship.

When you have a consistent core value of your brand, you will stand still through every challenge and stay true to your beliefs, which shape your whole company.

Customers are likely to support a brand whose values are aligned with their own. Building a strong brand around your values makes customers trust you, and your employees will work harder.

If you want your customers to keep coming back, you need to connect with them on a deeper level. This way, you can meet your goals and grow your business.

The Nike company chooses "mastership, healthy competition, inspiring, innovative, creative, no borders, multiculturalism" for its values.

  • Brand Mission

A brand's mission drives from its values. It gives customers the context of why a brand is offering its services and products. It gives them reasons to support a brand over others.

It defines the purpose of your work and the effect you intend to have on the world around you. Your brand's mission is a route you are following to achieve your goals and words.

In this step, you need to describe how to get everything done or how to accomplish your purposes. Your brand's mission, "humanizes" you.

Some mission statement examples are below:

  • IKEA: To create a better everyday life for many people.

  • Life is Good: To spread the power of optimism.

  • Tesla: To accelerate the world's transition to sustainable energy.

  • Brand Positioning

Brand positioning is a complete combination of all the characteristics above. It has been defined as "the act of designing the company's offering and image to occupy a distinctive place in the mind of the target market." 

A brand positioning describes in what way your brand is different from its competitors. It gives you a clear image of how your brand sits in the customers' minds.

Brand positioning is essential for a business because it helps with consumer loyalty, consumer-based brand equity, and the willingness to purchase it.

To create an effective brand positioning, you must analyze your customers' needs, your brand's capabilities, and your competitors.

You will need to choose a brand positioning statement that is fulfilling for customers, delivers your capabilities, and differentiates you from other competitors.

For instance, McDonald's advertises itself with "Stuck in a jam? There's a light at the end of the tunnel." It is a fast-food industry leader because of its friendly communications, customer satisfaction, and convenient locations.

2. What Is a Brand's External Identity?

A brand's external identity is also known as its visual identity. It includes all the elements that people can see, like your logo, social media, or web design.

A potential external identity connects the target customers to your brand. It can make them interested in your services, influence their minds, and finally engage them enough to invest in you and trust your brand. 

These are the features you need to take care of for a perfect visual identity: 

  • Logo

A brand's logo is its most recognizable element. A logo should convey your internal message immediately.

When you have a widely recognized logo helps you to make a great first impression and invites customers to interact with you. It empowers your brand identity with its specialized symbol in a way that people can remember you.

A perfect logo must be easy to read, audience-appropriate, distinct, and scalable. 

  • Iconography

Iconography is a graphic symbol, and it is the most significant visual element for a perfect brand identity. Icons are mostly minimalistic and representative.

It is a great thing to use your icon in the brand's logo. A proper icon or artwork represents what a brand is in websites, logos, business cards, or billboards. What matters is the style.

A brand's iconography can be work mark, letter mark, pictorial mark, abstract mark, mascot, emblem, and combination. It is important to be creative at this stage.

  • Color

Creating an effective color palette is a powerful move for your brand's identity. Since different colors have different psychological impacts, using a unique color palette helps you with how your audiences perceive your brand.

An effective color palette should be simple, with up to 4 primary colors, and express energy, passion, and positive emotions. 

  • Typography

Typography means the font a brand chooses. It is important to choose the logo and brand fonts wisely.

A proper font can be:

  • Serif (Like Times New Roman which is a traditional and trustworthy style)

  • Sans serif (Like Helvetica which is a sleeker, and modern style)

  • Script (Like Allura which is a luxurious and feminine style)

  • Display (Like Metallica which is an artistic and unusual style)

  • Imagery

A brand's imagery is its aesthetic appearances derived from its core meaning. The imagery a brand uses in its website, ads, billboards, is important.

Strong imagery conveys the right message to the target audiences so that they feel connected to your brand whenever they encounter that.

The proper imagery will help you attract and engage your customers through photography, videos, advertisements, social media, commercial productions, and other visual channels.

  • Website

A website that is based on your brand identity will expand your reach, increase your brand awareness, and improve your business.

A recognizable brand must have a welcoming website that helps the customers every step of the way and through the buyer's journey.

Great website design focuses on appealing to the target audiences, highlighting your services/ products, and directing them to purchase from you.

How to Design Your Brand Identity?

To design a unique brand identity, you need to employ your business's external and internal features.

1. You need to acknowledge where you stand in the marketplace, who your customers are, and what you have to offer with your services or products. This is where you analyze your competitors, employ search engine optimization, and apply different strategies to shape your brand identity.

2. You must be clear about your message, value, and purposes. It is important to determine your propositions to the customers. A defined mission, personality, voice, and value of your brand enhances your reach so that people will have you.

3. You need to develop your brand's creative elements. From the website, social media, advertisements, packaging to colors, fonts, logo, and overall style should resonate with your customers, and stand for your core values.

4. And last but not least, implement strategies, and analyze your achievements and weaknesses. To be a leader in your business and win this competition, you must routinely monitor your accomplishments, track your strategies, find weak points, and, if it is needed, replace strategies.

Final Thoughts

Now that you know what the brand identity is and what it takes to build one, you should know; Homer Studio helps develop your brand identity in no time!

Our professional team at Homer Studio is here to pave your way for a successful business journey. We hear your needs and guide you to grow your business, manage marketing campaigns, and increase your sales.

We give you exceptional branding services and define your businesses' purpose, voice, mission, and personality. 

Homer studio offers you unique possibilities for advertising and commercial production. We are by your side to portray a creative, innovative, and competitive image of your brand.

Our A-level designers help you develop your website/application with user-friendly UI & UX design. 


We are proud of our customers and result-oriented projects. Come to us with doubts and worries. we believe, "ain't no mountain high enough!"