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How to build a brand identity

How to build a brand identity

April 5, 2024

Building a brand identity that resonates with real people is essential for the success of any business. 

From your colour palette to typography and messaging, your brand identity is essentially the first impression your business leaves on your audience. But how do you make sure it’s a good one?

In this blog, we’ll dive into all things branding, and explain how to build a brand identity that feel right to you and your customers.

What is a brand identity?

When we use the term brand identity, we’re referring to the visual, verbal and emotional elements that a company uses to portray its image to the world. Many think that brand identity is purely about the visual elements of a brand such as its logo or font choice, and while these are certainly an important part of it, a truly successful brand identity goes deeper than mere aesthetics. Things like the tone of voice of your copy, the ethos and values behind the business and the overall personality your brand portrays the world shouldn’t be overlooked.

Why is brand identity important?

Building a brand identity that resonates with your audience is essential for long-term success. A strong brand identity sets you apart from competitors, fosters trust with consumers, and creates a memorable presence in the minds of your target audience. 

Creating a brand identity: step-by-step

1. Define your brand purpose and values

Before you can create a compelling brand identity, you need to have a clear understanding of your brand’s purpose and values. Consider the following questions:

  • What does your brand stand for? 
  • What are the core beliefs and principles that guide your business? 
  • What is your company ethos?
  • What differentiates you from your competitors?

Take the time to articulate your brand’s mission statement and values, as they’ll serve as the foundation for all aspects of your brand identity.

2. Know your audience

To build genuine connections with your audience, you need to understand who they are and what they want. Conduct market research to identify your target demographic, including their ages, interests, and purchasing behaviours. Use this information to tailor your brand identity to resonate with your target audience on a deeper level.

3. Find your voice

Your brand voice is how you communicate with your audience, and your brand personality is the human traits and characteristics that you associate with your brand. Whether your brand is playful and quirky or serious and professional, it’s important to develop a consistent voice and personality that aligns with your brand values and feel appropriate for your industry or product offering. 

4. Create a visual identity

Visual elements such as logos, colour schemes, typography, and imagery play a crucial role in shaping your brand identity. Invest in creating a cohesive brand identity that reflects your brand’s personality. Your logo, in particular, should be simple, memorable, and versatile, as it will be the cornerstone of your branding. If you’re selling products, whether this be online or in a physical store, you may want to design bespoke packaging such as shipping boxes, stickers or reusable shopping bags.

5. Be consistent

Consistency is key. Ensure that your brand messaging, visuals, and tone of voice remain consistent across all touchpoints, including your website, social media channels, marketing materials, and customer interactions. Consistency helps to reinforce your brand’s identity, gives an air of professionalism and builds trust with your audience over time.

6. Evolve and adapt

As your business grows and evolves, so too should your brand identity. Stay attuned to changes in your industry, market trends, and shifts in consumer preferences, and be willing to adapt your brand identity accordingly. However, while it’s important to evolve with the times, be sure to maintain the core elements of your brand identity that make you unique and recognisable. Over time, you may find that your branding is dated or simply no longer reflects your values. In this instance, we’d strongly recommend that you seek the help of a branding expert to help you refresh and relaunch your brand.

In need of a brand overhaul? Our creative team has pulled off successful rebrands for a variety of businesses, from pet supply sites to furniture stores. Send us a message to get started.