What is a Brand Identity and Why Do I Need One?

Example of a brand identity I created for Mango Coffee Company.

What is a Brand Identity?

A brand identity is a cohesive, overall “look” for your business. This usually means having a set logo and logo variations as well as brand colors and typeface usage that is consistent across your all areas of your business. However, brand identity is also more than just a logo. It influences the type of photography used to promote your brand, what kind of icons are used on your site, maybe even the way your website is layed out.

Think about some of your favorite businesses or brands. Can you think or specific colors that they always use across their site and marketing materials? Does their logo instantly come to mind when you think about them? Chances are these images are now popping up in your head because they have a strong brand identity.

Here is an example of some of Lush's visual branding. Notice the consistent use of color (especially the color black), hand-written font, and bright, saturated colors within their photography.

Why is Having a Brand Identity Important?

Having a solid brand identity is important for three reasons. First, having a consistent visual identity across different platforms such as your social media accounts and marketing materials helps your business to be memorable for your customers. Remember when I asked you think of your favorite businesses? A strong brand identity probably helped you to remember them.

The second reason you need a strong brand identity is to help your business stand out against competitors. Think about three different wedding photographers all located in Chicago with similar prices and portfolios. Photographer A’s business cards, website, and Instagram account don’t look like they belong to the same business. They’re kind of all over the place. Photographer B has a consistent visual identity but it’s pretty generic and bland; they don’t really stand out. Photographer C has a very strong visual identity that isn’t just consistent, it’s striking and matches the mood of their photos. Which photographer are you more likely to book? Probably Photographer C, because not only did they better stick in your mind when you decided to book them later, they also stood out apart from their competition.

The third reason a strong brand identity is important is because it helps you to appear professional. Having it in place allows you to be consistent with how you’re representing your business. This consistency makes you look like an expert to your customers, increasing their trust in you and netting you more sales.

Next Steps

Maybe you're now realizing that having a brand identity for your business is important, but you're not sure where to go from here? The good news is I offer a package for businesses who are currently struggling to define their visual brand identity or who don't have one in place yet. It's called The Business Branding Kit. With this package, you'll receive a logo complete with different variations for different size constraints, a complete set of brand colors and fonts, and three business collateral items of your choice such as a trifold brochure, social media graphics, or business cards.

Defining a brand identity for your business may sound intimidating, but it doesn't have to be. Fill out my contact form here, and I'll set up a free 30 minute call to discuss your business and your visual branding needs.