Dear business owner,


Your brand identity is so much more than your logo and the longer you ignore it, the more you push your customers away.

Let’s understand what makes up your brand identity.

So, there are 5 main components:

✒️ Name and tagline: Much like people, a brand’s name goes a long way in giving it a unique identity.

A tagline isn’t always necessary but can sometimes be helpful in reinforcing your beliefs as a brand. It’s what Subway did with ‘Eat fresh’


⚡ Purpose: Why your brand exists in the first place is an important element. It not only gives a layer of identity to the brand but also gives the audience a link to connect with.

This may include your mission, vision, USP, target audience, and values. Ben & Jerry’s, the ice cream brand, has made continued efforts to follow fair trade practices when it comes to its employees as well as its livestock.


📣 Tone: It doesn’t take a lot of observation to note that different brands have different tones in their advertisements and interactions with consumers.

While Gillette maintains a confident and active tone, Dollar Shave Club takes a more witty tone with its communications. Building this tone is one of the factors that sets you apart from your competitors.


🎭 Logo: It’s one of the most important parts of your brand identity. It’s what you aim to be recognized with, as you grow.

Your logo embodies your brand’s character and is a perfect representation of the image you want to develop as a brand. For the same reason, Fanta’s logo & style is vastly different from that of Red Bull.


🖼️ Visual Style: This encompasses a lot of elements like your color palette, fonts, iconography, imagery, layouts, and everything that will be the basis of your visual communication.

Setting this up will ensure consistency across all your marketing materials and add to your brand recall value, just like the golden arches do for Mc Donalds.


Which of the above has your brand/personal brand NOT set in place yet and why?

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Hi! I'm Shatadal 🙋, a Brand Designer who loves to talk about Websites, Digital Marketing branding, fonts, and mental health. I also have an unhealthy obsession with black coffee and dog videos 😅 Pobody’s perfect, right?

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