Rebuilding Your Brand Identity
How to reshape your business for growth.
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A brand’s identity is a collection of elements that represent a business, service, or product. These elements are unique features the brand’s audience interacts with that present a cohesive image and message to distinguish it from other brands.
Brand identity makes a business recognizable to its customers, how they associate it with a specific product, service, or experience, and how a business forges a connection to its customers. A clear brand identity builds customer loyalty and determines brand perception.
A brand’s purpose, mission, and values must be defined before building any tangible elements, to help determine its personality, positioning, and voice. These will guide visible and tangible elements such as the logo, symbolism, imagery, colors, and typography, including the tools used to express a brand's identity.
Brand elements are unique and identifiable aspects of a brand that make it recognizable and help it stand out from competitors. They can be visual, like colors and images, or abstract, like brand personality.
Positioning is the niche a brand fills and how it fits in the space, informing how a business or brand works with others in and out of their industry.
Voice is the linguistic form of a brand's personality, presenting the brand with consistent and intentional wording, tone, and style throughout all communications.
Colors help convey a brand's personality and emotion by calling on certain feelings or associations in the consumer's mind. Brand colors help create visual consistency across marketing and product platforms.
Logos and Symbols visually represent the brand, a logo is a visual shorthand for the brand's personality, values, and promises. Symbols complement the logo to create a cohesive visual identity.
Typography and Fonts provide a visual voice and personality to a brand. The choice and use of typefaces can exhibit a brand's character, this can be formal, playful, or disruptive.
Imagery is all the images used in marketing and advertising, including the choice of photos, illustrations, graphics, and patterns.
Brand Personality is how a brand expresses itself through its tone of voice, mission, values, and visual identity.
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