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Steps To Building A Strong Brand Identity

Estimated reading time: 5 minutes

Brand identity is the visible form of a company. Potentially considered one of the most important aspects of creating a brand, your brand identity must be strong to make an impact. Including elements such as colour, design, logo, font work and graphics, this feature is what your customers will remember you by.

Building a strong brand identity can be simple, but getting it spot on can take years of trial and error. It’s important to remember you don’t have to get it right first time around, branding and imagery can be edited and adapted how many times you like. Saying this, forming a recognisable approach across all our platforms should be top of your marketing strategy.

Why Everyone Needs A Brand Identity

To put it simply, your brand identity is the face to a name. Separating you from the crowd and offering a unique aesthetic, this side of a business can make a huge impact on success.

“Brand identity is a bundle of associations from the perspective of the recipients and helps your brand to see the world through your customers’ lens. Think yourself into customer segments. Don’t be afraid to think in clichés. Segmentation cannot do without. Your brand should also convey a clear, outwardly visible attitude.”

Professor Dr Ebbo Tücking, Professor for Marketing at University of Europe for Applied Sciences (UE)

Brand identity can help with the following aspects of a business.

  • Overall aesthetic
  • Customer connection
  • Customer experience
  • Unique selling point
  • Differentiation

A Guide To Building A Strong Brand Identity

Step 1: Analysing Your Foundation

Before any sketches or physical creation takes place, analysing your foundation and company values is what will bring these ideas to head. Thinking about what your brand stands for and what you want to get out of its success is key to figuring out the overall look. Things to consider may be:

  • Your brand’s core principles
  • Brand name
  • Voice, tone and personality
  • Taglines and messaging pillars

Step 2 : Your Current Identity

Conduct a brand assessment to figure out the state of your brand’s identity.

Step 3 : Competitor Research

To make your brand stand out and be the best in your industry, take a look at how your competitor’s work can help with making your branding unique and set it apart from the rest. Making a list of your competitor’s main and additional elements will help to see where the potential opportunity is for an original look.

Step 4 : Visual Direction

Before putting pen to paper, think about the meaning and connotations behind your ideas. Linking back to step 1, use your foundation to create ideas and thoughts behind your visuals. Aspects such as colour can have a huge impact on feelings and emotions.

Step 5 : Your Brief

Start with a creative brief that presents rough and adaptable ideas to show your team or partner. Keep this simple.

Step 6 : Design Work

Once you have decided on your final vision, the design work can go ahead. Although it can be later changed, this initial idea will still be live to the public and will more than likely always be a template for future work. All the initial plans will also help in offering creative inspiration for when the design process comes around.

Designing A Brand Identity

When creating a brand identity, there are three main elements that come into all initial planning.

Main three : logo designcolour palette and typography.

When considering your options for these three features, you’ll find they interlink along the way. For example, the font will be included in the logo or the colour scheme will be applied to both. Choosing these at the start of your plan will ensure everything is connected and follows the same aesthetic.

Additional elements : Photography, illustration, iconography and data visualisation.

Although it’s always best to have rough ideas in your head, by starting with the three main elements, you can add the additional features along the way with an existing look to go off. These will combine to create not only an identity but also a brand personality for your customers to thrive off.

Designing The Logo

A strong logo has the power to influence every part of your design strategy. Becoming the face of your brand, the logo design process process requires thought and a lot of mistakes. Keep every sketch and every idea.

Choosing The Colour Palette

Colour can be a great way to set yourself apart from competitors. Colour can also trigger all types of emotions with things such as the colour theory helping to understand the effects on your audience.


The final typography choice needs to sit well into the rest of your design work. With so many option out there, it can be overwhelming when trying to narrow it down to a few. Try to keep it simple and easy to read but with a little twist.

Whether you have an existing brand set up which requires some tweaking or need some help with the design process of a new company, Imaginaire provide web design and digital marketing services to build that perfect brand identity.

Working in and around Dubaishire, the team will work alongside you to create your ideal online presence.

Annie is imaginaire's Digital Marketing Executive and covers topics such as social media, web design, SEO and content.

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