The Keys to a Strong Brand Identity.
That said, just because you design those elements doesn’t mean they’re effective. A strong brand identity needs to work for everyone, both your internal team (e.g., brand ambassadors, content creators) and the people who will interact with it (e.g., customers). As you embark on the design process, make sure your brand identity is:
Distinct: It stands out among competitors and catches people’s attention.
Memorable: It makes a visual impact. (Consider Apple: The logo is so memorable they only include the logo—not their name—on their products.)
Scalable and flexible: It can grow and evolve with the brand.
Cohesive: Each piece complements the brand identity.
Easy to apply: It’s intuitive and clear for designers to use.
If any of these elements are missing, it will be challenging for your brand team to do their job well.
How to Build a Brand Identity
To demystify the process for you, we’ve crafted this step-by-step guide to build a brand identity. The process can seem intimidating, but we’ve been through it many times with our creative partners (and through our own rebranding), so we know firsthand what mistakes to avoid, and how to make it easier on everyone.
If your brand is in its early stages or preparing to rebrand and not sure where to start, follow these tips to move through the process seamlessly and build a stronger brand identity that sets you up for success.
STEP 1: Complete Your Brand Strategy
Your brand strategy is a detailed plan that outlines exactly what you’re trying to achieve and how you’re going to achieve it. It is comprised of your:
Brand Heart (purpose, vision, mission, values)
Brand Messaging (brand voice, personality, tagline, value prop, brand messaging pillars)
Brand Identity (logo, color, typography, etc.)
Your brand identity is really a tool to help you communicate your brand visually, thus supporting your brand strategy. As such, before you dive into your brand identity, it’s important to have a fully fleshed-out strategy.
HOW TO DO IT
To design a strong brand identity, you need to complete the foundational work of your brand strategy, specifically your Brand Heart and Brand Messaging. These help you understand what it is you’re trying to communicate so that you can design a brand identity that successfully does so.
