Whether you’re building a new brand identity or trying to revitalize it, your identity is a determining factor that you shouldn’t leave to aesthetic criteria alone. It is about starting with the principle that is none other than the brand strategy, in which we will define what the brand identity is and what its personality should be.

With these foundations clear, it’s time to translate them into a concrete identity capable of strengthening differentiation and emotional connection.

So how can we create a brand identity that really helps the business grow? Before you start the creative and design processes, remember that a good identity should be intuitive, easy to remember, flexible enough, and accurate to the brand’s DNA.

Every brand is different, but as a starting point, make sure you have at least the following points on this list under control to improve brand identity:

1- Soul

You may be able to create symbols, but what really matters is the soul of the brand that will give it a concrete meaning.

2- Name

A good brand name is the start of a good story. It follows the basic principles of: notoriety, distinctiveness, durability, credibility, readability, and registration.

3- Logo

It should be clear and simple enough to identify and encapsulate the true essence of the brand. Also consider its different applications

4- Tag line

It’s not always necessary, but if you include it, think of a short word or phrase that manages to encapsulate the reason for existing.

5- Tone of voice

The voice describing the brand’s personality. And if you want to connect with your audience, you’ll need to make sure that the tone is appropriate for the different situations and different audiences that the brand interacts with.

6- Colors

They collaborate enormously in defining the personality of the brand thanks to their high emotional component. Define a short primary palette and, if applicable, combine it with a secondary palette.

7- Fonts

They are an extension of the same brand language, both through the logo and the brand’s communication. Identify a main typeface, select a secondary one and don’t forget to ensure its coexistence in the online environment.

8- Photography / Illustration

The story of the brand will be told primarily through visuals. Be sure to define a style that envelops the brand in a visual universe of its own.

9- Iconography

Symbols have great power as they greatly facilitate the understanding of messages. Today they are more relevant than ever with the rise of technologies.

10- Stationery

Cards, letters, envelopes, folders, email signatures… Everything that is part of corporate communication should be designed to reinforce the brand’s personality.

11- Web Design

Your showcase to the world must not only be coherent, but it is also necessary to ensure its usability. It should be seen as an extension of one’s own identity.

12- Social Media

It is advisable to review each of the social networks where the brand has a presence and make sure that it is consistent with the brand identity.

13- Video

Both recorded images and interactive graphics require clear guidelines to ensure consistency with brand identity.

14- Other Applications

Clothing, vehicles, buildings, signage, etc. All of them contribute in some way to the construction of identity. They do not apply in all cases and may not correspond at the beginning for new businesses, but it is important to ensure that the passage of time has not caused a distortion that detracts from the power of the brand.

Once you’ve checked each of the points on this list, don’t forget to make sure you also have the elements of protection for your brand: registrations and copyright are essential to ensure its survival. In the same way, in addition to checking the brand manuals, it is advisable to consider and review the internal organizational models as far as brand management is concerned. A Brand Council could facilitate brand decision-making that will ultimately affect business growth.


Carlos Puig Falcó

CEO of Branward®

Photos: Shutterstock

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