What is a Brand Identity?

Brand identity refers to the image a company presents to the public through a collection of elements, including its visual assets, values, brand personality, and positioning.

Why is Brand Identity Important?

A strong brand identity differentiates a company from its competitors, drives brand recognition, and has the potential to attract customers. A brand identity that is consistent across all consumer touchpoints can help build credibility and trust.

What are the Elements of a Brand Identity?

Mission, vision, and values:

A company's mission, vision, and values define its purpose, long-term objectives, and how it goes about its business. These are also used to develop its organizational culture.

Customer experience:

Every interaction a customer has with a business makes an impression. The customer forms an opinion of the company through their experience. Therefore, customer experience is a crucial part of a company's brand identity.

A key element of a company's brand identity is its logo. It should make a lasting impression in consumers' minds, clearly position the brand, and stand out from competitors' logos. See our step-by-step guide on how to create a logo.


The colors used across all visual assets, such as on websites, social media, packaging, and uniforms, should align with the company's brand identity and evoke a favorable emotional response from customers.


The font(s) used in a company's logo and messaging should reflect its brand personality while also being legible and versatile across different mediums and formats.


The style and focus of the images a company uses as well as how these are edited and combined with other graphics should be clearly defined and complement the brand identity.


While not every brand may choose to use one, a slogan can be invaluable to positioning and promoting a brand. However, to write a great slogan, one should already have a determined other brand identity elements, such as personality and tone of voice, as well as the brand's value proposition, as these should be reflected in the slogan.

How to Create a Brand Identity:

$0.00 USD
1 Month
How to Create a Brand Identity:

Creating a winning and memorable brand identity shouldn't be difficult if you know the key elements of your company. It is also a fun and exciting process, as you will be defining and bringing to life your company's personality.
Here are six steps for creating a brand identity.


Creating a brand identity.


Do some research.

Do some research.

The first step in creating a brand identity is conducting research to learn about your target audience, determine what differentiates your products and/or services from competitors, and understand the marketplace in which you are competing. Then, perform a SWOT analysis.


Define your brand identity.

Define your brand identity.

Using your research, determine how to position your brand in the market so that it occupies a unique space in the minds of consumers and is clearly differentiated from competitors' brands.

Once you have determined this, you can start defining the individual elements that make up your brand identity, including your brand personality, the colors that align with this, the fonts and types of images you will use, the tone you will use in all communication with consumers, your slogan, and the type of content you will create.

All these elements should reflect the company's values, reinforce its positioning, and create a holistic brand experience across all touchpoints.

Document the guidelines for all the elements of your brand identity in a brand manual.

Design your logo.

The logo is a fundamental element of a brand that is used to identify your company visually. It represents your business and aids brand recognition among consumers.

When creating a logo, keep in mind the following tips for good results:


Create marketing collateral.

Create marketing collateral.

Use your logo and the creative guidelines defined in your brand manual to design a range of materials for your company, including signage for your premises, stationery, promotional materials, and packaging. Also create your website, social media profiles, and other digital assets, including templates for emails, business cards, and presentations.


Plan your content.

Plan your content.

Think about the type of content that complements your brand identity, brainstorm some ideas, and draft content for use in advertising messages, marketing materials, social campaigns, and on your website. Ensure that the language and imagery you use for your content reflect your brand personality and resonate with your audience.

When planning content, don't forget to create guidelines for any communication between your employees and customers, including the attitude and way your staff should approach and communicate with customers.


Monitor your brand.

Monitor your brand.

Once you've launched your new brand identity, start tracking your brand to find out where it is mentioned, what is being said about it, and to understand how it is being perceived. This, in turn, will help you identify misconceptions and areas for improvement, giving you the opportunity to make any necessary changes.

There is a range of services available for tracking brand mentions, including Google Analytics, Brandwatch, and Sprout Social.

What is a SWOT Analysis?

SWOT stands for: Strengths, Weaknesses, Opportunities, and Threats. A SWOT analysis is a method for identifying a company's strengths and weaknesses as well as threats from competitors or any weaknesses that may put the company at a disadvantage.


Define all the positive aspects of your company that give you a competitive advantage.


List any elements of your business that put you at a disadvantage.


Look at trends and changes in your industry that may present opportunities for your business.


Identify aspects and trends in your business environment and industry that may adversely affect the development of your business.

Mistakes when Creating a Brand Identity:

Contradictory messages.

Ensure that all brand communication is clear and conveys the right message using appropriate language. Any imagery accompanying the message should complement or emphasize it. Avoid using imagery or language that is ambiguous or obscures the meaning. Always consider how the content may be perceived by customers.


Emulating your competitors' tactics is not a good idea. While you can be inspired by your competition, ensure that your brand-building activities are tailored to your company with a unique spin that makes your brand shine.


While the various printed and digital materials used to identify and promote your business may look slightly different, the colors, typography, and content style should be in the same vein across the board.

How Much Does a Logo Design Cost?

Pricing for DIY logos, online templates, and professional services.


What is a brand identity with example?

A brand identity refers to all the elements that create a company's image in the public eye, including its visual representation and communication style.

Mercedes Benz, for example, has created a brand identity that conveys exclusivity and superiority and is synonymous with quality and precision. These qualities are reflected in their visual representation, which includes a star logo, an elegant silver-gray and black color palette, sleek and clean lines in their imagery, and a timeless serif font.

What are mistakes to avoid when creating a brand identity?

  • Sending contradictory messages.
  • Copying the competition.
  • Being inconsistent when it comes to aesthetic elements.

What is a brand manual?

A brand manual is a set of guidelines that clearly defines all the dos and don'ts of a brand's identity, including all visual elements.

What are the five elements of brand identity?

  • The company's mission, vision, and values.
  • The customer experience.
  • The logo.
  • The color palette and typography used for all company-related materials.
  • The style of images associated with the brand.

Related Articles

How to Make a Logo

A complete guide on how to create a winning logo for your business.

How to Trademark a Logo

Learn how to trademark a business logo with our step-by-step guide.

Logo Inspiration: 20 Ideas to Inspire Your Business Logo

20 logo ideas to inspire your next business logo.

How to Copyright a Logo

Learn how to copyright a business logo with our step-by-step guide.