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Brand Identity Manifesto: Building Brand Identity for Successful Business

Brand Identity Manifesto: Building Brand Identity for Successful Business

Brand Identity

The personality or appearance of a brand defines a business’s brand identity. It is a key ingredient in business success setting you apart from others in the competition. Think of it as your personality, which differentiates you from others within your vicinity. So, how to develop an amazing brand identity manifesto? What elements make up a successful business identity? What is a brand identity design? How to shape it up? Let’s take a dive into all of these questions and examine the role of brand identity in successful business development.

Brand Identity

Today, we look at three different things; brand image, brand identity and branding. Although brands around the world use the terms interchangeably, they carry significantly different meanings. Branding refers to the process of making your product/company distinctive by shaping the perception of it. Brand image is the perception that people make up about your brand and the persona they have in their minds. On the other hand, brand identity consists of elements that differentiate your brand from others. The tangible elements that are associated with your brand—and that are distinctively yours—are part of your brand identity. This is what strikes the customers and makes you instantly recognizable with customers. This is what makes customers come to your product/service and creates a bond between you and customers.

Developing a Strong Brand Identity

A strong brand identity is a key differentiator. But have you ever thought about the process through which you can develop a strong brand identity? Well, that’s a talk for later. First, you need to identify who you actually are. Examine your business closely and answer the five elements that make up a brand identity; mission, values, brand persona, unique positioning and brand voice. The mission statement defines the existence and purpose of your brand and the story behind its creation. The values define the beliefs of your brand – what drives your business. The brand persona defines the personality characteristics that your brand possesses – what sets it apart from competitors. The unique positioning defines the placement of the brand’s product/service – how do you compete against rivals? The brand voice defines the way the brand communicates with its customers and stakeholders.

The branding identity makes sure that your legacy carries on forever making your brand a star in the making. If you’re having trouble defining your brand identity, all you need is a brainstorming session to give thought of clarity. It also provides an idea about how to develop a strong brand identity. For this purpose, you can begin by defining the business purpose, explaining the purpose of your businesses. Then define the business values and beliefs that you stick to when doing business. Then, define elements that differentiate you from the competition and what makes you special against those rivals. Lastly, identify what three words you use to define your business. Also, what three words customers use to define your business. All of these questions will help you give a lot of clarity about your brand identity.

Laying the Foundation

The foundation of a strong brand identity is the design that businesses choose to display their identity. Things such as logos, packaging, website design, social media posts/graphics, business cards etc. are the tangible assets that make up your business identity. The importance of design cannot be ignored in this context. If you make up the perfect design, it would lead to a perfect brand identity. In turn, you will be able to build a successful business based on a perfect design. Some elements are vital in designing your brand identity because when designing a logo, or for example a website, they should represent your business to the fullest rather than being ambiguous and confusing your customers. But how exactly are you going to do it? Let’s discuss it further.

Brand Design Development

Brainstorming is the cornerstone of any process because anything done without proper planning and execution can backfire. So, before you start to design your brand identity, start from scratch and focus on the building blocks of your branding and brand identity. This is inclusive of typography, color palette and form/shape. Typography is the font or typeface you choose to represent your brand. It can be used in your logo as well as all of your branding assets across platforms. It is highly critical to choose the right font according to the nature of your business. Commonly, the typefaces can be serif, sans serif, script and display fonts.


Serif fonts are the ones with anchors (small feet) at the edges and represent different characteristics including being traditional, classy, old-school and trustworthy. Sans-serif fonts don’t have an anchor but rather have sharp edges. They are the fonts that give a modern, edgy and timeless feel to the brand. The script fonts are illustrative of handwriting fonts. It can include cursive handwriting which means letters are joined and they represent a feminine and luxurious feel – being suitable for a premium brand. Display fonts are different from the other three – they are exclusively used for headings and titles while being distinct and eye-catching making the viewer curious about the typeface. If you want to make an instant impact and create a lasting impression, display fonts are the way to go.

Color Palette

Color selection is one of the important aspects of brand identity design. The colors that a brand chooses has a psychological impact on the customers and viewers. The color selection has an impact on how the brand is perceived by the audience in the long run. As it is generally perceived that colors carry different meanings, similarly the colors that brands use in their logo and branding material define the purpose of their existence. To name few, red color defines passion, excitement and energy while yellow color shows fun, attention-grabbing and young element. Orange on the other hand displays youthfulness and boldness from the brand while purple shows a sense of luxury, royalty and creativity. Pink, however, is usually associated with the feminine side of brands and brands dealing with the female audience tend to choose pink as their branding and logo color to forge a successful brand identity.

Shapes Forms

Shapes and forms such as round shapes, straight shapes or lines also define your brand. When talking about the branding forms, round shapes tend to focus towards creativity, protection and strength showing full business modes that support the customers and intent to protect them at all times. On the contrary, straight edge shapes show reliability and calmness indicating that the brand is a trustworthy one. The vertical and horizontal lines show elegance in the branding elements and invite customers to trust them as it showcases the element of trustworthiness. When choosing the shape to forge your brand identity, make sure to define your business and choose the correct form of shape that perfectly represents your business.

Once you have decided on all the above elements, now is the time to call upon a professional designer to combine all the elements and select the best typeface, color palette and shape/form that define your brand identity perfectly. Make sure to get professional help to build a successful business brand identity.

Forging Brand Identity for Successful Business

The first element of your brand identity is the logo your logo is the cornerstone of your business. To craft a professionally suitable logo, clearly communicate your requirements to the designer. Also, make sure to give your designer the creative liberty to add elements of surprise to your logo making it visually appealing and attractive to forge a successful brand identity. Also, make sure to always prefer classic styles instead of trendy ones. Trendy styles might go out of fashion in the next 1 year or so, but the classic design will keep your logo timeless. Make sure that the logo is in multiple colors and sizes so that it is scalable.

Your website is the face of your brand and acts as an important touchpoint for your business. If you’re an online seller, people will definitely decide to become your customer or not through your website. With professional website designers and developers at your service, make sure that your website forges your brand identity with full force. Choosing the right fonts, colors and shapes in the design will establish a brand identity that your customers can resonate with. Similar is the case with product packaging. Product packaging is what impresses the customers and decides whether the customer will choose you again over competitors or not. If the product quality is excellent and the packaging is exemplary, you have achieved your goal of a successful brand identity. This will make you distinct and help your business reach new heights.

Business cards are another touchpoint between the customers and your brand. Get assistance from professional business card designers that will help you establish a strong and timeless brand identity with the right typeface, design, color selection and shapes that make you stand out among competitors. Business card design can help you reinforce your image in front of customers but remember to follow the simple principle while also incorporating all the necessary details required to set up your business core. Similarly, the importance of email design is paramount. An email is a bulk tool that floods the inbox of customers and stakeholders, and they are likely to be ignored if they do not stand out. Think of a clothing brand sending the email – if no stunning pictures are accompanying your email, it might not be impactful.

The Brand Style Guideline

After all is said and done, make sure to craft a brand style guide for your brand that represents you on all fronts. Your brand style guide serves as the pathway for defining your brand for the times to come. The brand style guidelines contain all the assets that your brand might use including logo types, colors, typefaces, and the designing guidelines. Having a brand style guide gives confidence to customers and builds brand trust that leads to brand loyalty and eventually formulates a successful brand. Consistency is vital – make sure that across all fronts, your consistency should be evident on social media, website and logo.