How To Build a Strong Brand Identity

Creating a strong brand is serious business. Choosing typefaces and taglines isn’t enough: You first have to think deeply about your company’s personality.

People focus too much on the external trappings of brand marketing, such as names, logos, and mottos. Such identifiers are important, but they only serve to signify the brand, not create it.

Instead, the essence of a brand is not the exterior elements, but how you feel about the product or service.

Create Your Brand Personality

So, first consider what feelings you want to inspire in people. This will relate to the values you want your brand to embody. Think of this as your “brand personality.”

Are you easygoing and fun? Serious and professional? Iconoclastic and rebellious? What about witty? Nerdy? Idealistic? Caring? Here’s a worksheet that might help you decide.

Your brand personality will come through in everything you do, from your interactions with your customers, to the voice you use in communications, to the visual elements you use.

Delight Your Customers

Every brand persona, no matter how edgy, should be geared toward providing customers a positive WOW! experience. That’s why it’s important to your brand to focus on responsiveness, communication, and service—all done in your own way to match your distinctive persona.

5 Reasons Brand Identity is Important for Your Business

A strong and recognizable brand can help a business be more successful, which is why creating an effective brand identity is so important. But what all does a brand identity entail, and why is it so important?

What is a brand identity?

When you create a brand identity, you’re essentially applying your brand values to any visual elements that will be used to promote your business. This means that a brand identity is more than just a logo, and consists of a variety of marketing materials. This might include:

  • Business cards
  • Stationary
  • Print materials (brochures, reports, flyers, etc.)
  • Signage
  • Product packaging
  • Apparel
  • Website
  • Logo
  • Color Palette
  • Fonts
  • Tag line
  • Imagery
  • Branding Guide

Keep Your Fans Feeling Good

Developing a cohesive and professional brand identity is an important part of any effective branding strategy. Creating a brand identity requires research and attention to detail in order to develop a style that successfully meets the goals of a business and gives off the appropriate message. Once a brand identity is created, many companies provide guidelines for how their brand should be represented on various mediums to ensure consistency.

The point of branding your company is to help customers fall in love with you. The values you choose to adhere to and the way you project those values will appeal to certain types of people—your target customers. Make those people feel good about you and you’re on your way to branding—and business—success.

About the Publisher:

 Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at, or read more at


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