How to Create a Brand Identity

Are you ready to unleash the power of a strong brand identity and make waves in the business scene? Well, you've come to the right place. As the creative force behind Letters + Lines, I often get asked about the process of crafting a brand identity – so I’m going to shine a light here so that you can shine your light in your industry. Let's dive in and discover how great brands are made!

Do I Really Need a Brand Identity?

Before digging into the essentials and the process, let’s talk about this super-common question. Is a brand identity really necessary? If you’re just one person doing tiny side gigs now and then, maybe not. But if you’re legitimately building a brand and starting a business, then the answer is not just yes – it’s absolutely, without question, emphatically yes. You might not even be here if I hadn’t locked into my brand identity and used it to show off my skills. A brand identity is not just a luxury; it's an absolute necessity for success in today's super-fast, hyper-competitive market. 

The Importance of a Brand Identity

In today’s vibrant and ever-expanding business landscape, creating a strong brand identity and implementing an effective brand strategy is more important than ever. Remember, good brand execution is much more than just getting a logo. That’s just one part of a full representation of your company's values, mission, and purpose, with plenty of strategic thinking and future direction built into it. And it forms the foundation of your future assets and success – websites, social media domination, you name it.

I’d be happy to give more information on why you should properly do this vital piece of your company’s personality. Drop me a line and let’s chat it out.

Brand Identity Essentials

A brand identity is a holistic blend of elements that, when combined, create a unique, strategic, and meaningful brand presence in the market. The specifics will vary from one company to another, but here are the must-haves that I consider essential for a complete project:

Strategic and Verbal Parts of a Brand Identity

• Brand Strategy: This encompasses key messaging pillars and core values that define your brand's essence.

• Positioning Statement / Brand Promise: Here, we craft a compelling mission and vision that sets you apart from the competition and define what you offer that nobody else can.

• Target Audience: Identify your ideal client and understand their needs and preferences.

• Brand Tone of Voice + Personality: Define the voice and personality of your brand – this might be playful or serious, witty or reserved, or somewhere in between.

Visual Aspects of a Brand Identity

• Logo Suite: Create a versatile logo suite with 4-6 variations to suit different mediums and applications.

• Colour Palette: Select a captivating and cohesive colour palette that evokes the desired emotions and aligns with your brand.

• Typography Pairings: Choose font combinations that reflect your brand's personality and enhance its visual appeal.

• Graphic Elements: Incorporate unique graphic elements such as icons, illustrations, or patterns that enhance your brand's visual identity.

• Photography / Imagery: Curate a collection of images or define a specific photography style that complements your brand's overall aesthetic.

• Style Guidelines: Establish clear guidelines for font usage, colour combinations, logo sizing, and imagery style to maintain consistency across all brand touchpoints.

The Brand Identity Creation Process

Now that we've covered the essentials, let's get into the exciting process of creating your brand identity!

Step 1: Onboarding + Discover [aka ‘The Details’]

To kick off the journey, you'll fill out our Brand Assignment questionnaire and create a Pinterest mood board to help me understand your vision. This questionnaire will delve into your ultimate hopes and dreams for your:

• brand strategy

• audience

• personality + messaging

• visual design vibe – typography, colour palette, photography style, etc.

This initial step ensures that we're on the same page and helps me gather the necessary information to create a brand identity that truly represents you, your business, and not just where you are now, but where you’re going in the future.

Step 2: Brand Strategy + Creative Direction Development [aka ‘The Guides’]

With the insights gained from the onboarding process, it's time to ignite the creative spark! Based on your input, I'll provide you with two distinct creative directions for your brand development. These directions will guide the overall strategy and shape the final visuals and verbiage of your brand. Once you've chosen a direction that resonates with you, I'll dive headfirst into bringing your brand to life with captivating designs.

During this stage, we'll establish the foundation of your brand's eventual style guidelines [aka ‘The Rules’], which will serve as the roadmap for maintaining consistency across all brand assets. These guidelines will ensure that every touchpoint of your brand – from your website to social media posts, even a year or more down the line – reflects a unified and impactful visual identity.

Step 3: Brand Identity Design + Revisions [aka ‘The Assets’]

Now for the most exciting part – bringing your brand to life! Using the brand style guidelines as a reference, I'll create a fully developed custom brand identity for you. This includes:

• a logo suite with 5-6 variations that cater to different applications and use cases

• typography pairings that enhance your brand's personality

• a carefully curated colour palette, with relevant Pantone codes 

• captivating graphic elements such as icons, illustrations, or patterns (if those are applicable)

Throughout the design phase, I'll provide mock-ups to help you visualize how your brand elements will look in real-life scenarios. This allows you to see the magic unfold and make any necessary revisions to ensure your brand identity is perfect.

Upon final approval, you'll receive all the necessary brand asset files, along with a video tutorial that walks you through the best practices for using them effectively. Then, just to cover all the bases, you'll also receive a comprehensive ‘Brand Style Guidelines’ book that shows how to use (and just as importantly, how not to use) all these new tools. It’s a vital resource to maintain brand consistency, even when new designers are involved, which in turn builds trust and recognition with your audience.

Making a Strong Brand

When done well, all of this seems like effortless magic – but really, it’s a perfect mix of creative art, science, years of practice, and a great gut instinct. By creating a strong brand identity, you’ll set your business apart for years to come and gain a powerful new tool for attracting customers, building trust, and ultimately achieving long-term success.

If you're ready to take your brand to new heights or have any lingering questions about what is involved or what the costs of a brand identity package may be, I'm here to help. Let's collaborate and create something truly remarkable that will make your target audiemce take notice. Contact me today, and let's embark on the adventure of creating your dream brand identity together!

NEWSLETTER