Sometime ago, businesses realised that merely having good products or services wasn’t always enough to capture people’s attention. They needed a way to stand out from the crowd and create a lasting impression in the minds of customers. This was to have an identity.

Brand identity is the essence of a brand—the unique set of characteristics, values, and attributes that distinguish it from competitors. It is the way a brand presents itself to the world, encompassing visual, verbal, and experiential elements. 

When you visit a website or use an app with a clear and consistent brand identity, it’s much easier to recognise and remember that brand compared to others. 

Let’s try it out. 

Get a sheet of paper, a pen, or a digital notebook, and a timer. Set your timer to 10 seconds. 

Now write down two websites or apps that help people learn different languages.

Have you done it? 

If you wrote Duolingo, which of its brand elements came to mind when you thought of it? Was it its logo? the colour green ?or perhaps its personality? Were you even able to give more than one answer?

The same question applies to every product in the world. What immediately comes to mind when you think of it? 

Brand identity vs. brand vs. branding

When it comes to the world of ‘branding’ and its many umbrella terms, it is not uncommon for people to make mistakes about what term means what. Although they’re interrelated, each has their own unique role in the world of marketing and business.

A brand identity is like the ‘face of your brand.’ It is the things you see and touch, like the logo, colours, fonts, pictures, and other designs. Brand identity is important because it helps people recognise your brand and keeps everything consistent on things like websites, social media, packaging, and ads.

On the other hand, a brand is what people think about your company or product. It’s not just about looks; it’s also about how people feel and think about it. A brand is formed through experiences, values, goals, reputation, and the way a company interacts with customers. It represents the overall personality and promise of the business, which helps build trust and loyalty. 

Lastly, branding is the thoughtful process of creating and managing a brand. It means actively shaping and telling people about your brand’s identity. Branding includes activities like defining your brand values, crafting a unique selling proposition, researching your target market, developing marketing strategies, and creating consistent messaging and visuals. It’s about strategically aligning your brand identity with your overall brand to create a cohesive and impactful brand experience.

Assets that make up a brand identity

When building a brand identity, don’t stop at choosing your brand colours and designing a logo. There’s much more to an identity than these two.

Visual brand assets

This group includes the tangible and visual elements that represent a brand. It consists of the logo, typography, colour palette, imagery, graphics, and overall design style. 

Verbal brand assets

Verbal assets are all about the words and messages a brand uses. It includes the brand name, tagline, slogans, brand voice, tone of communication, and written content. Verbal assets help shape the brand’s personality, values, and how it communicates with its audience.

Experiential brand assets

Experiential assets are all about the experiences we have with a brand. It includes the overall customer experience, packaging, product design, user interface (UI) and user experience (UX) design, customer service, and any other touchpoints that shape the brand experience. Experiential assets contribute to how customers perceive and connect with a brand.

Perks of having a brand identity for your website & app

Customer Loyalty and Repeat Business

A well-defined brand identity helps create a strong connection and loyalty with customers. When customers feel emotionally connected to a brand, they are more likely to continue buying from that brand and remain loyal over time. This loyalty leads to repeat business, increased customer lifetime value, and ultimately, higher profitability.

For example, Apple Inc. has a strong brand identity that fosters customer loyalty. Its enthusiasts actively seek out and purchase their products repeatedly due to their sleek design, user-friendly experience, and brand association with innovation and quality.

Premium Pricing

A brand with a strong identity and positive perception often commands higher prices for its products or services. Customers are often willing to pay a premium for a brand they trust and perceive to offer superior quality or value. A good example is luxury fashion brands like Louis Vuitton or Rolex, which charge premium prices for their products due to their well-established brand identities.

Brand Extension and Expansion

A well-established and recognisable brand identity creates opportunities for brand extension and expansion into new product lines, markets, or ventures. Customers who have a positive association with a brand are more likely to try new offerings under the same brand umbrella. This diversification can lead to increased market share, revenue streams, and overall profitability.

For example, Amazon, originally known for its online retail business, has successfully extended its brand into various ventures such as Amazon Web Services (AWS), Amazon Prime, and Kindle devices.

Competitive Advantage

A strong brand identity sets a business apart from its competitors. It helps create a unique position in the minds of customers, giving the business a competitive edge. When customers perceive a brand as distinct and preferable, it increases the likelihood of capturing market share, attracting new customers, and outperforming competitors, thereby driving profitability.

Another good example is Coca-Cola. With its iconic logo, distinctive red branding, and long-standing presence, it has a competitive advantage in the beverage industry. Its brand identity and emotional connection with consumers give it an edge over its competitors, allowing it to maintain significant market share and profitability.

Brand Reputation and Trust

A brand identity that reflects reliability, quality, and positive customer experiences builds a strong reputation and trust in the marketplace. Customers are more likely to choose a brand they trust over unfamiliar alternatives. Trust translates into higher customer acquisition, increased customer retention, and positive word-of-mouth referrals, all of which contribute to business growth and profitability.

Google is a prime example of a brand that has built a reputation based on trust, reliability, and innovation in the technology sector. Users trust Google’s search engine, Gmail, and other services due to the positive experiences they have had and the brand’s commitment to user privacy and security.

How to build a brand identity for your website & app

Building a brand identity takes time, effort, and a strategic approach. It involves understanding your target audience, defining your brand values and personality, and consistently communicating these through various channels. For this, you’d need professionals such as marketers, designers, and copywriters who can help create a cohesive brand image. 

So, what exactly goes into the brand identity creation process? 

1. Define Your Brand: Start by clearly understanding the purpose of your website or app. Who is your target audience? What makes you different from your competitors? Define your brand’s personality, tone, and values. These foundations will shape your brand identity. 

2. Create a Memorable Logo: Design a visually appealing and recognisable logo that reflects your brand’s essence. Ensure it is versatile and works well across different platforms and sizes. 

3. Choose a Colour Palette: Colours evoke emotions and convey messages. Select a colour palette that aligns with your brand’s personality and resonates with your target audience. Use colours consistently throughout your website or app to create a unified visual experience. 

4. Develop a Typography Style: Choose fonts that complement your brand’s aesthetic. Consider legibility, readability, and the emotions they convey. Establish font pairings for different elements to maintain consistency. 

5. Craft a Compelling Tagline: Develop a catchy and concise tagline that encapsulates the unique value you offer. It should communicate your brand’s essence and leave a lasting impression on your audience.

6. Design a Cohesive User Interface (UI): Create a visually pleasing and user-friendly UI for your website or app. Align the UI design with your brand’s colour scheme, typography, and overall style. Consistency across all elements is key. 

7. Emphasise Brand Voice: Establish consistent communication styles and language guidelines. Define your brand’s tone—whether it’s professional, friendly, authoritative, or playful—and ensure it permeates all written content. If you don’t know what voice is best for your brand, no worries; we can help you with that.

8. Leverage Visual Elements: Use compelling imagery, illustrations, and icons that align with your brand’s identity. These visual elements enhance the user experience and reinforce your brand’s message. 

9. Practice Consistency: Apply your brand identity consistently across all touchpoints—your website, app, social media, marketing materials, and customer interactions. Consistency builds recognition and trust. 

10. Get User Feedback: Iterate and refine your brand identity based on user feedback. Regularly evaluate how well your brand resonates with your audience, and be open to making adjustments when necessary.

Ready to give your product a brand identity that works? Send us a message, and we’ll work with you to understand your particular needs and get it done.