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Brand identity and how to develop it

What sets a company apart in the market among hundreds of thousands of competitors? What makes it distinctive, recognizable, and beloved by consumers? Is it the appealing colors, an interesting logo, a memorable slogan, or a descriptor?

The correct answer is all of the above. In an era of abundance and consumerism, producing a quality product is no longer sufficient. People should specifically choose your brand among those offering similar products, and this is where brand identity can help.

Brand identity is often confused with a corporate identity. In this article, we will explain the difference and guide you on how to develop brand identity.

Brand identity vs. Corporate identity

First and foremost, it is important to note that corporate identity is an integral part of brand identity. It specifically refers to the visual aspect, including a system of visual, graphic, and text elements such as a logo, fonts, color palette, graphic elements, and an overall style of textual content. Through a unified corporate identity, certain associations with the brand are formed in the consumer's mind, contributing to its recognition.

As for brand identity, it encompasses a broader set of tools that a brand can use to influence and interact with its audience:

- Brand name
- Slogan
- Descriptor
- Brand philosophy
- Values and principles
- Sensory marketing

The goal of brand identity is to create a recognizable and consistent image that helps stand out in the market, shape positive associations with the brand, and ensure uniformity in the visual representation of the company.

Key stages of brand identity development

As a rule, the development of brand identity includes four main stages:

Development of the brand name

The initial step in creating and forming the brand's image is to develop a unique and memorable name. This name sets the foundation for the brand's development and usually includes the creation of a slogan and descriptor. A descriptor is a short and informative phrase that serves as an explanation of the company's activities. Meanwhile, a slogan is a concise phrase designed to convey the brand's core values and inspire action.

Logo development

The logo is a pivotal element of a brand's identity, representing a visual sign, graphic image, or symbol, typically accompanied by text. An effective logo should be simple, memorable, and scalable, ensuring successful application across various mediums, from business cards to billboards. The harmonious combination of colors, shapes, and fonts plays a crucial role in creating a recognizable and positive visual impression.

Creation of corporate identity

Following the development of the logo, the next step is the creation of a comprehensive corporate identity for the company. This includes defining color combinations, brand fonts, icons, graphic elements, illustrations, and composition rules. The list of corporate identity carriers is also developed, covering items such as business cards, social media posts, merchandise, contextual advertising, banners, etc.

Brandbook design

The final stage of brand identity development is the design of a brandbook. A brandbook is a document that contains all the necessary recommendations and rules for the use of corporate identity elements. It serves as a guide for applying the logo, color palette, fonts, and graphic elements. To learn more about brandbooks, read our article "Brandbook: The blueprint for brand brilliance."

Brand identity plays a crucial role in how the audience perceives your brand, whether they remember it, and if they choose it among hundreds of similar products. If the "face" and "voice" of your brand are deemed unappealing, even the highest-quality product may not lead it to the top.

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