Brand Identity 101:
8 Key Elements to Make
your Brand Stand out
Brand Identity 101:
8 Key Elements to Make your Brand Stand out
Understand what it means to have a brand identity, why it's important, and how to create one that leaves a lasting impression!
Try to imagine your brand as someone you’re able to instantly identify in the crowd by the looks and sound of that person. Every brand possesses a unique identity that goes beyond just being an attractive logo or a memorable slogan, it’s a mix of visuals, tone of voice, what your brand stands for and what your brand’s superpower is. Your brand identity is like the unique DNA of your brand.
“Why does it matter so much?” Well, a strong brand identity not only helps you stand out but also builds trust with customers. People tend to choose brands they know and feel connected to. Plus, a well-defined brand identity may allow you to charge a little extra for your products or services.
Elements of Brand Identity
Here are the eight essential elements to build a strong brand identity that amplifies your brand’s superpower:
Identify The Perfect Name
Like the best-selling book at the front of a bookstore, your brand’s name is like the cover of that book – it’s what grabs people’s attention and makes them want to know more.
“Nike”, for instance – which was named after the Greek winged goddess of victory. The name itself exudes a sense of speed, movement, and triumph. It was crafted to evoke feelings of athletic prowess and motivation.
When seeking that perfect name, keep in mind that it not only acts as a label, but also a tale waiting to be told – it should align with your brand’s essence and target audiences. Above all, it should be unique, like a fingerprint.
Designing a Memorable Logo
Logo is like the face of your brand. Your brand logo should stand out in a crowd and not be confused with someone else’s.
Consider Google’s logo for a moment. Have you seen how they can transform it into playful, abstract shapes while keeping it unmistakably Google? Even when it’s just four dots, it can be recognised as the logotype of Google, usually used for transitional moments. This shows the incredible impact a strong logo can have.
Easily Recognisable Packaging
Certain brands with easily recognisable product packaging designs have become part of pop culture – even with the name and logo covered or removed. Think of the sleek simplicity of Apple’s iPhone cases or the iconic blue box by Tiffany & Co.
Appropriate and effective packaging will immediately catch the customer’s eye, stir their emotions and create some long-lasting memories after the product or labels have disappeared.
Nurture Brand Recall with The Right Colour Palette
Colours aren’t only for aesthetic purposes, but also to evoke emotions and build perception. When choosing your brand colours, it is important that they fit well with your brand personality and connect with your audience’s emotions.
McDonald’s – they’ve mastered this art. Their choice of red and yellow isn’t random; it’s intentional. The fiery red gets your heart racing, igniting your excitement and appetite as you step inside their restaurants. While the sunny yellow, radiating positivity and warmth, makes you feel right at home.
Typography That Complements Your Brand Personality
When you think of Disney, it’s not just their iconic castle logo that leaves a lasting impression, but also their typography that really strikes a chord with people. Disney carefully crafts their fonts to make you feel wonder, joy, and enchantment.
Just like selecting the right outfit for an occasion, your choice of typography communicates a message to your audience – whether you want to appear professional and serious, or perhaps more friendly and approachable.
Impactful Tagline
A catchy tagline is like the heart of a strong brand identity. It’s that short, memorable phrase that sums up what a brand is all about. Take Nike’s “Just Do It” or Apple’s “Think Different”, for example. These taglines act as a sort of call to action, inspiring us to engage with these brands on a deeper level.
Telling Story Through Visuals
Nowadays, attracting your audience highly depends on visual storytelling. Visual storytelling using colours, images, and graphics beyond your logo powerfully conveys the essence, values and story of your brand.
Brands like Chanel, with its timeless elegance and iconic interlocking Cs, and Gucci, renowned for its distinctive GG pattern, symbolising luxury, sophistication, and innovation, have successfully harnessed the power of visuals to create brand stories that are not only recognisable but also passionately engage with its consumers. This proves that imagery creates deep emotional connections.
Your Brand's Voice
Whether it’s being friendly, authoritative, or fun, your brand’s voice should reflect your brand’s personality and values. Starbucks, expertly crafted their brand voice, seamlessly blending both functional and expressive elements. On one hand, they use simple copies and straightforward language to create clear messages on presenting their products.
On the other hand, they use expressive methods to infuse warmth and friendliness into their messaging, aligned with their brand’s values of connecting people over great coffee.
Discover your Brand’s Superpower Identity with Us
Creating a strong and impactful brand identity isn’t just about looking good; It’s about building a relationship with your audience. Your brand identity reflects who you are as a business, and it communicates your values, personality, and purpose to the world.
At Bio, we specialise in helping brands create a unique brand identity by discovering their true potential and identifying their hidden superpowers. Check out how we created styles that sell here.
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