24Nov
What is Brand Identity: Definition, Importance, and How to Create Yours
No matter which industry you’re in, brand identity has become synonymous with outstanding products and services.
Companies spend millions over the span of decades to reach customers to become synonymous with the brand; a great example is Coca-Cola. Whenever we think of a cold drink, we think of Coca-Cola.
But, why does brand identity matter?
Well, studies suggest that 81% of the customer base need to trust the brand before purchasing a product.
Not only that, how you interact with customers also matters, because according to BrandPurpose 65% of consumers, a brand's CEO and staff have an impact on their purchasing decisions.
That's why it’s important to pay attention on social media. Nowadays, brand identity starts from it and scales it to become what they envision.
If you're working on your first brand identity for a client or for your own business, you should first understand what a brand is and how to create one.
We'll look at strong examples of brand identities and how to create one for your own business, according to brand strategists.
What is Brand Identity?
Brand Identity is what you want people to think of your brand, it’s made up of what the brand says, what their values are, how you respond to their product or services.
Moreover, Brand identity refers to the visual elements that represent a brand, such as its logo, color palette, and design style, setting it apart from competitors in the eyes of consumers.
However, it extends beyond just visuals.
It also includes the company’s name, the colors used across marketing and sales materials, and even how employees engage with customers.
To build a strong and positive brand image, companies must ensure their marketing efforts convey a consistent message across all touchpoints.
Why Is Brand Identity Important to Customers?
Let’s take an example, think of it as If you were going to an interview for a big new job, you wouldn't wear sweatpants. You'd like to present yourself as a well-dressed, competent, and approachable candidate.
The same concept applies to your brand. Your brand identity is your company's face, and you want to present the best version possible to your target audience.
A strong and consistent brand design should not only build credibility and trust, but also provide people with insight into what your brand is about.
For example, do you use bright, pastel colours to convey, a cheerful, playful tone, or do you use detailed line art in your logo to imply an artisanal level of quality?
To give an idea, let’s take some awesome brand identity examples.
1. Coca-Cola
A century-old brand, everybody knows it. A brand that needs no introduction, here are two key elements that shape Coca-Cola’s image:
Coca-Cola’s brand identity is anchored by its red script logo.
- The color red instills a sense of confidence in those who drink it, while the script font emphasizes the enjoyment associated with the brand. While coffee is often a morning ritual, Coca-Cola is the drink you unwind within the afternoon—this is how the brand presents itself.
- Additionally, Coca-Cola’s distinctively shaped bottle sets it apart from any other beverage. It’s a clear signal to customers that they’re getting an authentic product, helping to build credibility and trust in the brand.
2. Asana
Asana was founded in 2008, with an idea to help users work together effortlessly. It quickly became the most used work management software.
During their early days at Facebook, the founders realized they needed a project management and collaboration tool that would facilitate more seamless teamwork.
In Sanskrit, "Asana" means a particular sitting position for yogis, and the company name honors the Buddhist concepts of concentration and flow.
- Their visual brand also demonstrates this, as well as their values of "doing great things, fast" and teamwork.
- Asana incorporates color bursts to "inject energy" into the workspace and a lot of white space for concentration.
- In the logo, the three dots are grouped together to represent harmony and cooperation.
3. Apple
Apple has a minimalist design with clear space to breathe air (content), Apple always has been experimenting with bold brand strategies.
It has been fascinating to observe how the brand has changed over the years, from the clear and colorful plastic desktop computers of the 1990s to the famous music and headphones ads of the 2000s, to the incredibly sleek and minimalist design of the 2010s, to the combination of bold color splashes and sleek neutrals that characterize the brand today.
What has remained constant throughout the years, however, is their iconic Apple logo, which has come to represent excellence, reliability, and innovative, user-friendly products.
How to Create a Brand Identity for Your Business
Creating a brand identity goes beyond selecting a color scheme and designing a logo.
It involves crafting a clear and consistent image for your business that resonates with your target audience.
It involves crafting a clear and consistent image for your business that resonates with your target audience.
Here are seven key steps to creating a strong brand identity:
1. What is the Company’s Purpose
Define Your Company’s Purpose Start by clarifying the reason your company exists.
For instance, if you manufacture calligraphy pens, your goal may be to create the highest-quality pens. But what’s the broader mission?
Do you want to inspire people to preserve handwriting in a digital world or help others write beautifully?
Understanding your purpose will guide every branding decision.
2. Set the Future Goals
Set Future Goals After perfecting your product, think about what you want your brand to represent in the future.
Where do you see your company in five years, and how can you attract repeat customers on that journey?
Create a vision statement to define your long-term goals, helping shape your branding strategy and customer relations.
3. Analyze Competitors
Analyze Competitors Take a close look at your industry competitors.
How do you feel about their brands?
What emotional response do you want your customers to have? What color schemes and logos do they use?
Study both successful and failed companies to understand what works, what doesn’t, and how you can differentiate your brand.
4. Make Your Brand Voice
Developing a Brand Voice A brand identity isn’t just about visuals—it’s also about how your company communicates.
Should your brand feel like a trusted, old friend, or should it be approachable and simple to use?
Alternatively, your brand could exude a sense of triumph and excitement, making customers feel elevated and successful.
The voice should reflect the emotional connection you want to establish with your audience.
5. Avoid Copy
What is yours cannot be changed.
Avoid Copying Others While imitation may be seen as flattery, it’s crucial to create a brand that’s uniquely yours.
Don’t strive to replicate successful brands like Coca-Cola. Instead, focus on carving out a new path with fresh ideas that stand out.
Your brand should be distinct, offering something innovative that hasn’t been done before.
6. Consistent Is a Key
Maintaining a Consistent Message Building a brand identity is just the first step; consistency is key.
From your logo to online interactions.
Ensure your brand message remains unified across all platforms.
Consistency reinforces your brand and builds trust with customers, helping to establish a strong, recognizable identity.
Final Thought
Brand identity may seem like a simple concept, but crafting one that truly reflects your business takes thoughtful effort. A strong brand not only conveys personality but also inspires confidence and drives customer action—often without saying much at all.
While tools like beElev11 can support brand growth through email campaigns, landing pages, and digital ads, building a cohesive and recognizable brand requires a strategic approach.
That’s where beElev11 comes in. Our expert team specializes in creating powerful brand identities that set you apart in the digital landscape. Ready to elevate your brand and leave a lasting impression?