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Why Does Brand Identity Matter?

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Brand Identity

It’s one of those phrases that gets thrown around a lot these days, but what is  brand identity, and why exactly does it matter to you? In this post, I’m going to be looking at the key aspects of what brand identity is, how it can help you define your business vision and why it’s such an important thing to cultivate from the get-go.

Brand Identity

You may think that companies are the only people who really need to think about their brand identity, but you’d be mistaken. In the era of the online marketplace, everything (and everyone) is a brand. People are fast becoming their own brands, and with that comes a need to evolve an identity that represents your messaging.

This isn’t as easy as you may think! Your brand identity needs to communicate the message you’re trying to convey at all times. It’s a visual representation of everything you stand for; everything you wish to communicate…but most importantly, everything you have to offer.

With that in mind, it’s time to take stock of what exactly that is. Are you a blogger, or are you a writer? Are you a business that only has one product to sell, or do you have a range of products on offer to the public? Who do you aim to work with? What do you care about? These are all big questions that you need to find the answers to before you even start thinking about your branding.

What’s Your Style?

I love to work with people and companies on this aspect of their profile. Understanding your brand identity is so empowering as well as being crucial to your vision going forward. Working all of this out is an important part of the process – so many people think that having a pretty looking logo design is enough to drive their business forward.

It’s so much more than that.

If you don’t know your own brand identity, then how will the people you want to reach understand you? How will they know what you stand for, what your ethos is? Without a strong sense of identity, a logo is actually just a pretty picture that doesn’t communicate your substance fully. Developing and actually committing your brand identity to paper is part of the design process, and should become your manifesto for taking your ambitions to the next level.

Where Do I Start?

I often start this process with a brand identity consultation, where a customer and I work together to lay out their goals and ambitions for their blog or business and then begin the design ideas session from there. You can find out more about this by dropping me a message, or you can check out some of my design services that are currently available over here. Developing a brand identity with a client is one of the most rewarding parts of what I do – I just love to see how happy they are when their visual identity starts to really connect with their business aspirations.

Three things that I’d suggest to anyone wondering where to start with developing their brand identity:

  • Do not rush – this is a process that takes a lot of exploring to come up with the right fit. Don’t just grab a colour chart from the internet and pick one or two you like best. You need to give this a lot of careful consideration as it’s something that will represent you for a long time to come.
  • Involve others in the consultation – don’t just try and put something together all by yourself. Do some research into what your target market responds well to and take the results into consideration when developing your brand identity.
  • Ask for creative support – if you’re not confident with the creative or visual aspects of your brand identity, ask for some support from a designer – as long as you know your aims and core messaging and have done some research into what you’re putting out there, the graphic support part should be fairly easy for a good designer to support you with.

The key thing to remember that brand identity is just as important, if not more so, than personal identity. It’s something that you can redevelop over time as your aims evolve, but at its core it should always communicate your blog or business’ key qualities.

Brand identity isn’t just another buzzword, it is something that deserves a real investment of time, consideration and careful attention, to make sure you’re building a solid foundation for your business going forward.

What do you think about your current brand identity? Is it as strong as you’d like it to be? What key ideas can you start to think about in order to build yourself a stronger one? Let me know in the comments or share your thoughts with me over on Twitter. Please don’t forget to share this article if you’ve found it useful as well!