The idea of brand identity is far from new. However, the fact that it is a well-known concept, does not make it an easy one. Many businesses still struggle to develop a unique identity. Mostly because creating a brand identity means paying attention to many different aspects. Here is how to develop an original brand identity successfully.

What is brand identity?

It is important to understand that brand identity is much more than corporate colors and a nice logo.

brand identity is the sum of the values of your business, how you portray your products or services and, ultimately, what your target audience experiences whenever they are directly involved with your brand. It refers to elements that help people to recognize your business immediately.


Brand identity is that what users immediately recognize and associate to your business and its values and features. That’s why it has to be unique.

Why create a brand identity?

Because your brand identity is a personification of your business and what it can do for people, it can help you to become more likeable among your audience. Also, to stand out as a reliable leader in your industry. So it is not just a way to differentiate your business from others, but a way to get closer to your potential target.

Becoming more likeable and getting your audience to engage with your business and offerings is the basis to build trust. Equally trust is the basis for people to buy from a specific brand.

Brand identity is deeply related to purpose too. Therefore, also to goal and mission. That’s why a solid brand identity is key to building solid marketing strategies and to engage not just your audience, but also your employees.

Tips to create a unique personality

1. Do some research

Even if you think that you know exactly how things should be, you should research:

  • Target audience: Who are your potential buyers and what do they want?
  • Competitors: Who are your competitors and what can you learn from them?
  • Mission: What’s your mission? Your purpose?
  • Brand voice: How does your business interact with its audience?
  • Values: What does really matter? What’s your culture? What do you care about the most?
  • Company’s personality: What makes your business different? What are its most recognizable features?

2. Create your logo and image

This is what most people think “brand identity” means. However, as you see, it’s just a part of the whole thing. In order to unify your image across platforms, channels and media, you will need to work on your brand kit.

  • Logo: it should be nice, but also meaningful.
  • Packaging: the way you present your products should be consistent with the rest of your image.
  • Color palettes: aside from the fact that colors mean different things to us, the association between color and business is one of the strongest ones.
  • Typography: the font that you use is not just another element. It also means something. Take your time to make the right decision.
  • Templates: creating templates for your newsletters and other assets will help you maintain consistency.
  • Brand style guide: make sure that everything your do is aligned by creating a document that includes all the guidelines for using your design assets.

3. Avoid copying your competitors

Because the goal is to make your business stand out, by copying your competitors you would be doing the exactly the opposite. Try to find and use whatever defines you best, instead of letting your competitors dominate.

4. Be consistent

Always make sure to use your assets the same way and to be coherent across media. This does not mean to avoid innovation or diversity.

Why is important to have a brand identity?

Brand identity is a vital part of your branding strategy since it’s the personification of your brand’s vision, mission and values. It makes your audience and potential clients recognize and differentiate your brand from others.

How can I create my brand identity?

The first step is to do research on your brand’s audience, mission, values and personality. Next, you should create an image and logo that represent your brand. It’s important to be consistent and avoid copying your competitors.