All You Need to Know About Brand Identity Design

All You Need to Know About Brand Identity Design

Published Under: Guides & Tips | Branding
Last Updated: March 24, 2021
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Designing and building a brand identity for your own business is an exciting process. Similar to your personal identity, having a distinctive and special brand identity will definitely set your business apart from other businesses and competitors.

Asad Butt

Even though designing brand identity is an interesting opportunity to be creative, it can be overwhelming and pressuring at times if you are unsure about the process.

Following a well-planned design process will help you create a unique brand identity that will help to take your business to the next level. Here is all you need to know about brand identity design.

An Overview of Brand Identity

Branding is the process of actively shaping a business’s brand with different sets of marketing practices. Your brand identity will be how the world and customers will perceive your brand and this is how you distinguish yourself from other businesses. From your trademark to your name, logo, and every visual that is associated with your business, they will all affect how people think of your business. Having a strong brand identity will help your business to further develop relationships with customers and enhance customer loyalty as well.

The Importance of Having A Brand Identity

With millions of businesses all trying to build a unique and successful brand identity for themselves, new businesses can often be overwhelmed with the pressure of differentiating their brands from their competitors. Simply put, having a good brand identity can offer your business a lot of advantages. For instance, the experts at White Peak Digital explain that having a positive brand experience will help your business encourage customers to engage and associate with you. Your business will find it hard to build connections and establish relationships with customers if your brand is perceived negatively.

Whether your business is big or small, you will need to build a unique and strong brand identity if you wish to be successful and competitive in your chosen marketplace. The importance of having a strong brand identity can be clearly demonstrated by examining the successful cases of businesses with strong brand identities such as Apple, Coca-Cola, and others.

Brand Identity Can Increase your Business’ Credibility and Trust

A brand identity does not simply make your business, products, and services more memorable to customers. Having a positive brand identity can also make your business appear more trustworthy with better authority and credibility in the marketplace as well. With consistency in all marketing practices and business activities across communication channels, your brand and business will appear more professional and develop credibility among your customers.

Brand Identity Can Enhance your Advertising Impressions

Many businesses make the mistake of having inconsistency in their marketing activities and advertising campaigns and so make it confusing for people to understand their brand and value position.

By having a brand identity, your business should be able to have a template for everything related to marketing activities such as advertisement placing or campaign executing. This consistency will be conveyed into better impressions on your advertising and marketing efforts. Therefore, whether it is a printed advertisement or a video commercial, you should pay attention to your overall brand identity and use it as a template.

Brand Identity Helps Attract New Customers and Keep Existing Customers Engaged

People are often attracted to brands that have characteristics and missions that they can associate with and root for. With a trustworthy brand and a unique set of brand characteristics, you can attract new people to your business with different marketing tools and marketing activities. You will then be able to use your brand identity and uniqueness to offer them a sense of belonging and a positive experience with your brand to turn them into your loyal customers.

The Key Elements of A Brand Identity

When it comes to brand identity and its design process, many people often think of logos and color schemes. However, a brand identity consists of more elements than that. For successful brand identity, you will need to have a comprehensive and detailed plan of different visual components of your brand including your logo, colors, typography, photography, illustrations, videos, and web designs.

Depending on your business plan and the scope of the business, you can choose different types of content that will best yield results for your business. Regardless of what types of content you choose, you need to be mindful about your brand identity to translate your brand characteristics and brand identity across all mediums and communication channels.

Key Characteristics of A Strong Brand Identity

Successful brands have highly effective elements and great collaborations between content creators, brand ambassadors, marketers, and other collaborators. It is highly recommended that your brand is distinctive to clearly stand out from your competitors and that it can successfully capture people’s attention. Your key elements such as logos and colors should be memorable and appealing enough to make a good visual impact. Remember that your brand identity is expected to grow along with your business so your elements should be flexible enough to be altered with your business’ development. Lastly, your brand identity should be easy to use and apply for marketers, content creators, and designers in all visuals related to your business messaging.

The Four-Stage Process of Brand Identity Design

#1: Extensive Research on Customers, Markets, and Competitors

Before developing your brand identity, your business with its position and branding should be established partially on information gathered during market research on customers and competitors. Some businesses conduct their market research by talking to people via phone or interviews whilst others gather information through government resources and industry reports.

Conducting intensive market research can offer you highly useful insights on who your main customers are, what they are attracted to, what they are looking for, and how you can best reach out to them. By clearly defining your target customers’ traits, you can best design a brand identity that will effectively capture their attention and ensure a higher success rate.

Aside from studying your potential customers, it is important to keep in mind that no business exists and operates in a vacuum. Therefore, as a business owner, you need to consider your competitors when designing your brand identity. This will help your brand stay competitive in the market by identifying what works well for brands and what doesn’t. Furthermore, this will help your business avoid having a similar brand identity to other brands that already exist in the market.

#2: Implement Strategic Brand Development

Defining the purpose and positioning of your business and brand will be a crucial factor in designing your brand identity later on. Clearly defined brand positioning allows customers to understand your products and services whilst evaluating why your products and services are better options for them than those of your competitors. This will be useful for you when designing your logo and deciding on a color scheme.

Aside from brand positioning, brand personality is a major part of the brand identity design process. Your brand personality will have a tremendous impact on the voice, tone, and visuals you will use in all of your marketing materials. Brands with undefined brand personality and brand identity often have mixed messages and confusing marketing campaigns. This can make it difficult for people to recognize their brand and so will prevent it from being distinctive and successful in the long-term.

#3: Different Elements of Brand Design

There are major elements of brand designs that start with a business logo, color palette, and visual languages. Most people will come in contact with your brand through your logo first, therefore logos are often considered to be one of the most important elements in brand identity. Simple logos are often easier to scale between mediums and communication channels.

For instance, you should design a logo that is simple enough to scale between digital advertising and traditional advertising or scale between a large-sized logo on a billboard to a small-sized logo in the corner of a photo shared on social media posts.

#4: Consistent Communication Across All Mediums and Channels

Brand consistency is often underestimated by businesses, however, this can greatly enhance how professional, trustworthy, and impressionable your brand is in the eyes of potential customers. For instance, your target audience will respond better to consistent messages and visuals from your brand than being exposed to different messages in different advertisements and communication.

Aside from consistent marketing, your employees, and everyone who is associated with your business should have access to a brand guideline to help them stay consistent with your overall brand identity. This is applicable from small-scale items such as flyers for fundraising and marketing and other visuals to large-scale interpretations of your brand such as website design and public presentation.

Remember to always pay attention to which types of media you are using to communicate with your customers and be strategic with your choice of message.

Designing and building a strong brand identity requires a lot of work and dedication. Designing a brand identity involves more than just choosing logos and incorporating an interesting color combination. You need to be strategic when it comes to designing your brand identity and selecting your key elements. With the right plan and the right approach, your business will have a truly unique brand and long-term success.

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Meet The Author

Asad Butt

Asad Likes anything creative, but mainly, developing web-applications, optmizing websites for search engine algorithms and writing about all stuff creative.

He could be reached at LinkedIn or Twitter. He is also an active contributor at

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