Creating a successful brand identity

We outline the key elements that must be considered when designing a brand identity.

What is a brand identity?

A brand identity is defined by how people perceive your business. It’s a way of differentiating yourself from your competition and can influence your customers’ experience at every point of contact. It subconsciously affects how they view everything from your relevance to your trustworthiness. 

The identity is the sum total of how your brand looks, feels and speaks to them — the elements that help them decide if they want to engage with you.

Building the identity

Every identity requires a solid foundation, grounded in the history of you and your business, which looks towards your future.

When creating new brands for our clients we follow these steps: 

1. Establish the position of the brand

Defining the position of the brand is the first step to creating a successful identity. This stage is be used to analyse the unique services your business offers, as well as the benefits customers can only receive from you and not your competitors. 

2. Research and discover

In this phase we learn everything we can about your brand. This knowledge helps build the foundation upon which the visual language will sit. The research will inform a brand persona, essentially a comprehensive picture of what the brand is currently like and what it aspires to be. We realise this by defining the audience and understanding their needs, wants and values.

3. Visualise the personality

If you don’t know who you’re speaking to, you won’t know what to say. In understanding your business and what you have to offer your customers, the next task is communicating the personality of the brand. This relates to the traits that you want the business to be known for, and is achieved through considered use of typography, colour and tone of voice.

4. Tell the story

The final step is ensuring your brand is memorable. The best way to achieve this is through a compelling story. All great brands have an even better story and yours should share the journey of your business and create an emotional connection between you and your customers. A genuine narrative will inspire empathy and loyalty from customers.

If you’re starting a new business and need a brand to help establish yourself you can get in touch with us in the following ways.

01803 295959
studio@fruition-design.co.uk