What is brand identity?

Your brand identity is what defines your company in a competitive market. This requires consistency in your brands output – from a custom logo design to a cohesive colour palette, choice of imagery, messaging, and overall tone of communication. Essentially, brand identity is the outward expression of a company's values, personality, and promise to its customers. By establishing a strong brand identity, people will find it easier to remember your company, creating trust through having more of an emotional connection with your brand. It also makes it easier for your creative team to create marketing assets, using existing design guidelines. Brand identity is a multifaceted concept, comprising various elements:

Visual Identity

This encompasses the tangible aspects of a brand—its logo, color palette, typography, and design aesthetics. These visual elements serve as the building blocks of brand recognition, imprinting the brand's image in the minds of consumers.

Tone of Voice

The manner in which a brand communicates with its audience — be it formal, conversational, or witty forms an integral part of its identity. The tone of voice reflects the brand's personality and influences how consumers perceive its message.

Values and Vision

A brand's values and vision serve as its guiding principles, shaping its identity and driving its actions. These foundational elements convey what the brand stands for and establish a sense of authenticity and trustworthiness.

Brand Story

Every brand has a narrative - a story that encapsulates its journey, aspirations, and unique selling proposition. A compelling brand story resonates with consumers, forging emotional connections and fostering brand loyalty.

The Process of Crafting a Brand Identity

Crafting a brand identity is a meticulous process that requires a deep understanding of the brand's essence, target audience, and competitive landscape. It unfolds in several stages, each informed by strategic insights and a creative vision:

Research and Discovery:

This initial phase involves immersing oneself in the brand's world - understanding its history, market positioning, and target audience. Through market research, competitor analysis, and stakeholder interviews, valuable insights are gleaned, laying the groundwork for the subsequent stages.

Defining Brand Strategy:

With insights gathered, the next step involves defining the brand's positioning, values, and key messaging. This strategic framework serves as the compass that guides all aspects of the brand's identity and communication efforts.

Design Development:

Armed with a clear strategic direction, the design phase begins, giving form to the brand's visual language. From colour schemes to specific typography and imagery, every element is carefully curated to evoke the desired emotions and resonate with the target audience.• Iterative Refinement: Brand identity creation is an iterative process, marked by feedback loops and refinements. Design concepts are tested, refined, and iterated upon until they align seamlessly with the brand's vision and objectives.

Implementation and Rollout:

Once the brand identity is finalised, it is rolled out across various touch points—digital and physical. Consistency is paramount, ensuring that the brand's identity remains cohesive and recognisable across all channels and mediums.

The Importance of Brand Identity

Brand identity serves as the bedrock upon which meaningful relationships between brands and consumers are built. Its importance reverberates across various dimensions:


In a crowded marketplace, a distinctive brand identity sets you apart from competitors, enabling consumers to identify and choose your brand amidst the noise.

Brand Recognition:

Consistent visual and verbal cues foster brand recall, ensuring that your brand remains top-of-mind in the consumer's decision-making process.

Trust and Credibility:

A well-defined brand identity establishes a sense of trust and credibility, reassuring consumers of the brand's reliability and authenticity.

Emotional Connection:

Brands with strong identities evoke emotions and forge deep connections with consumers, transcending transactional relationships and fostering brand loyalty.

Business Growth:

A compelling brand identity paves the way for business growth, serving as a catalyst for customer acquisition, retention, and advocacy.

Things to Consider in Brand Identity Creation.

In the pursuit of crafting a compelling brand identity, several key considerations warrant attention:

Understanding Your Audience:

A deep understanding of your target audience is paramount. What are their needs, desires, and pain points? Tailor your brand identity to resonate with their aspirations and values.

Staying Authentic:

Authenticity breeds trust. Stay true to your brand's values, voice, and personality, avoiding the temptation to mimic or emulate competitors.


The digital landscape is ever-evolving. Ensure that your brand identity is flexible and adaptable, capable of resonating across diverse platforms and mediums.


Consistency is the cornerstone of effective branding. Ensure that your brand identity remains cohesive and consistent across all touchpoints, reinforcing brand recall and credibility.

Feedback and Iteration:

Embrace feedback as a catalyst for growth. Solicit insights from stakeholders, customers, and industry experts, and iterate upon your brand identity iteratively.

Get started on building your brand identity with Farside Studio

Farside Studio is a design agency dedicated to helping businesses find brand clarity. Our team of experts based in central London will work closely with you to understand your business goals, values, and company vision. We believe that every brand has a story to tell, and we are here to help you tell it in the most compelling way possible.

Why Choose Us?

We've learned a thing or two: Over the last 10 years we've created brand, digital and motion design for some of the world's top businesses - from Google to Converse, Gymshark to Paramount. We have the expertise to tackle even the most complex branding projects - our team of experts stays updated on current design trends and best practices to deliver cutting-edge branding solutions which align with your business strategy.

You are the expert: We’re not here to tell you what to do. We take a holistic approach to helping you build a memorable brand identity, considering every aspect of your business during the design process and working collaboratively with you understand your goals, challenges, company values and more. We take time to truly listen and ask the right questions - to help you uncover what you already know but can't quite say.

A safe pair of hands: Our team works closely with you every step of the way, from initial concept development to final delivery. If needed, we can continue to support you to ensure your brand is applied correctly and is continuously developed to aid in business growth.

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Brand Identity

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