Brand identity is your brand’s personality in physical form. It’s how your brand looks, sounds, feels—and sometimes even tastes or smells. Above all, it influences how people experience your brand, in every market and at every touchpoint.
To keep this personality consistent, we use a brand identity system. Think of it as a style guide on steroids: it spells out the rules for everything from products and packaging to retail displays and digital channels. This way, no matter where someone encounters your brand, they’ll recognize it immediately.
To pull off a great brand identity, it has to show up everywhere and stay consistent across all mediums. That’s how you build trust, stand out, and make a lasting impression.
Logo
A logo is the face of your brand. It’s how people recognize you and connect with what you stand for. It should be memorable, easy to spot, and compelling enough to draw people in. At its core, a good logo reflects the values that matter most to your audience. To pull that off, focus on three essentials: stay visible, stay memorable, and stay true to your brand’s identity and positioning. If you do it right, your logo becomes a beacon that people can’t help but notice—and remember.
Typography
Typography can make or break your brand image. The right font choices set the tone and tell a story your audience can feel. Even tiny details—like the curve of a letter—make a huge difference. When picking typefaces, check every character carefully. Make sure each twist and turn lines up with your brand’s style and direction. Pay attention to small details like their shape, closed counters, and the construction of characters. These details can significantly affect the overall perception of your brand.
Colour
Colors carry their own luggage. Each one has cultural meanings, personal emotions, and sometimes even conflicting associations. Moreover, colour preferences and emotional responses can vary between age, gender or cultural backgrounds. Most brands pick one main color, though some choose a palette to highlight variety or a broad product line. Warm colours trigger strong emotions like energy and vigor, while cool colours imply calmness and tranquillity. For instance red blazes with passion and danger. Blue projects calm professionalism and authority. Green stands for health and money, but can also trigger envy. Black is powerful, yet linked to mourning. Remember, every color has its bright side and its pitfalls. But be aware of those nuances.
Touchpoints
All your brand’s touchpoints—everything from visuals to the way you greet customers—come together to form its overall style and vibe. They don’t just bring the brand to life; they also build recognition and feed what Byron Sharp calls “mental availability.” That fancy term means the odds your audience will notice, remember, and think of your brand when they’re ready to buy.
The key is to create standout assets, make sure people actually notice them, refresh their memories often, and stay consistent across every channel. That’s where brand identity comes in: it holds everything together, helping you stay top of mind when it matters most.
Core Values
Brand values are your brand’s true North—your moral compass. They sum up everything you stand for and believe in. Think of them as the heartbeat of your brand’s identity, pulsing through every design choice and communication. And it’s not just what you say. Actual customers, potential customers, and even those on the sidelines confirm (or challenge) these values day after day.
Why do they matter so much? Because they sit at the center of it all. From the way you speak to your audience, to the feel of your packaging, to your customer service philosophy—it all radiates from your core values. They keep your brand consistent, genuine, and ready to win people’s hearts.