Brand Identity Tips To Set Your Business Up For Success

Brand Identity Tips To Set Your Business Up For Success

Starting a business has become more accessible and affordable than ever before. Although this is excellent news for entrepreneurial hopefuls, these conveniences come with an often overlooked setback – increased competition. Entrepreneurs don’t only have to compete with established brands; they also have to stand out from the thousands of newly established businesses.

In a digitized world where consumers have instant access to many products and services, standing out seems impossible. Ultimately, keeping your business from getting “lost in the sauce” will require a creative brand identity.

What Is Brand Identity?

Many entrepreneurs assume that the brand and identity are the same. However, that’s not the case.  Your brand is your company’s image and reputation. It’s how your target audience perceives your business. However, brand identity is the visual, verbal, and emotional elements that help your business stand out from the competition.

Elements Of Brand Identity

Brand identity can be categorized into eight groups: company name, logo, tagline, color palette, fonts, graphics, imagery, and voice. Below is a detailed breakdown of each component.

Company Name

 What’s a company without a name? It’s the most basic yet essential element of brand identity. It’s important not to select a name for your business randomly. You should consider factors like spelling, pronunciation, semantics, products, services, target audience, competitors, and domain. You’ll also need to ensure that your name is unique and doesn’t infringe on trademarks or copyrights.


Nike has a swoosh, Mastercard has interlocked red and yellow circles, and Target is known for the bright red bullseye. There’s no denying that a good logo can go a long way in helping consumers to identify your brand. It’s an effective form of identification that enables you to stand out and get noticed. As you develop creative logo ideas, ensure they’re memorable, easily identifiable, and appealing to your target audience. Your logo should also align with your brand’s image and personality.

Slogan or Tagline

When you hear “You’re in good hands,” you automatically think of Allstate Insurance. A slogan or tagline is a phrase that helps further describe your brand. While not all companies have one, incorporating a nifty motto into your marketing campaign can make a world of difference. Think of things that are catchy, easy to recite, and relevant to your brand.

Color Scheme

Colors evoke emotion and help consumers identify brands. Your color scheme also adds a touch of professionalism, organization, and uniformity to your business. However, you shouldn’t select colors that could give the wrong impression. Think about how you want your audience to feel when they identify your brand and select colors that evoke those emotions. Use a color wheel to help you select color schemes that complement each other. Lastly, check out colors used by your competitors to ensure your choices are unique.


Most entrepreneurs don’t consider typography when developing their brand identity. However, the font types you use can impact the consumer’s perspective. Of course, you may use different fonts for varying purposes. For example, you might opt for something bold and eye-catching when creating flyers and other marketing materials. Yet, when writing emails or mailing correspondence, opting for something traditional, easy to read, and sophisticated is ideal.

Graphics And Imagery

Most modernized brands use graphics and imagery to personalize their identity. These visual identifiers are implemented on everything from your website and social media page to your product packaging and internal documents. When selecting art, illustrations, and images, ensure they’re unique, attention-grabbing, and high quality. They should stand out without taking away from your message or call to action.


Humanize your brand’s identity by developing a voice. This is the tone or language you use when engaging with your audience. It should have personality and align with the overall vibe of your brand. When defining your voice, consider your company culture, mission, and target audience. Think about the purpose of your products and services and the message you wish to convey. Are you fun and lighthearted, technical, academic, or professional? Apply this voice throughout your business operations, from marketing to customer service.

In a highly competitive business landscape, standing out is essential to sustaining success. Whether you’re a newly established brand or have been operating for years, developing a solid identity using the suggestions above can separate you from the pack.

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