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Brand Identity: What Is It and How To Build a Strong One

Date Published : 7/4/2024 Author : Maryam Shaikh

Everyone is competing to get their brand recognized on a large scale, for that having a unique and memorable brand identity is essential. 

More than just a logo or catchy phrase, the image of your company represents the character of your enterprise that informs your consumers who you are and what you are all about.

Strong branding would complement a strong brand identity by telling your story, helping you to stand out from the competition, and making an unforgettable impression in their minds.

This blog post will help you understand how to create a brand identity strategy that fits your audience.


What is Brand Identity?

Brand identity personifies the brand and differentiates it from its competitors. It involves the visual aspects of a brand, such as colour palettes, design, and logos.


A unique brand identity is made up of distinctive components that together give the correct impression to the consumers. These elements range from the corporate symbol, colours and typeface on one end to the voice tone, image selection and general design on another.

If you have ever thought about your favourite brand, what would it be? Most probably, what comes to your mind are things like sentiments, visual images and some level of expectancy attached to how you view that brand. Essentially, this is how brand identity functions for any given product or service offering.

Difference in Brand Identity and Brand Image

Brand Identity is the personality of the brand which is represented by its colours, logo, typography, slogan, and visual elements.

Whereas Brand Image is how its consumers perceive that personality, what they think of the brand and the image or impression they have formed in their minds.

In simpler terms, brand identity is what the brand wants to convey, while brand image is how it is perceived by its audience.

Why is Brand Identity so Important?


When it comes to brand awareness, possessing a superb brand identity is important. It helps to differentiate your brand from other competitors hence making it recognizable and unforgettable in the pool of choices. A strong brand identity with unique visual elements helps retain and attract new customers.

Using visual elements that are unique such as colours, typography and logos is among the major methods for setting up a solid brand identity. They help your brand stand out and help people recognize your brand easily even when there are many other options to choose from.

When you have a consistent brand identity and build customer engagement, customers will easily recognize you among other options. Customer retention is what benefits the brand by maintaining the loyalty and providing benefits to the customers.


Brands like Colgate and Coca-Cola have established their brand identity so effectively that they have become synonyms of toothpaste and cold drink respectively (not literally but that is what the audience considers them).


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Factors to Build a Strong Brand Identity

Developing a unique and unforgettable brand identity is not only essential to survive in a competitive market but to also make sure you remain relevant.

At Sovorun, trust me, we know that building an unforgettable brand involves more than merely creating qualities that are attractive to people’s hearts; instead, it requires connecting with them emotionally so they can come back again when in need no matter how many options they have. Here’s a simple guide on how you can create one.

1. Identifying the Target Audience

Knowing who your target audience is when you begin the development of your brand identity. Knowing their needs, preferences, and behaviors will let one develop an identity that appeals to your targeted audience. 

  • Research: Conduct surveys and gather feedback to understand your customers better.
  • Personas: Create detailed customer personas to guide your branding efforts. What are their interests, their purchasing behaviours, and the value they look for in a brand. 
  • Use this free Semrush buyer persona builder to keep record of your type of audience.

2. Clearly Define Your Brand’s Core Values

Your brand’s core values are the principles that guide everything you do. Basically, what your company stands for and what it promises to deliver.

  • Mission Statement: Write a clear and concise mission statement.
  • Values: List the core values that define your brand’s personality and ethics.

3. Build an Unforgettable Visual Identity

Visual identity is all about the logo, the color palette, typography, and visuals being put to use. These must be consistent across all touchpoints where your brand is being marketed, or is on display, to speak for all that your brand is.

  • Logo: Create a logo that is simple, attractive, and easy to.
  • Colours: Pick colors that communicate engineered feelings and suit your brand's personality.
  • Typography: Choose fonts that are readable and represent the tone of your brand in the best way.
  • Having a website to showcase your brand's visual identity is also essential. Read more about how to develop your website or to save your time get Sovorun's website development service.

4. Have a Unique Brand Voice

The method by which your brand communicates to its audience should remain the same on all platforms, while at the same time showing of your unique characteristics.

  • Tone: Decide if your brand’s tone is formal, friendly, humorous, etc.
  • Consistency: Ensure your tone of voice is consistent across all marketing materials.

5. Tell an Interesting Brand Story

An inspirational brand story could make people believe they're talking to another human and not just reading some words on paper. This way, it becomes easier for customers or prospects to understand what you are all about as an entity.

  • Heritage: Tell the story of how your brand was started.
  • Journey: Illustrate the challenges and successes you faced on your way.
  • Future: Share your brand's future vision.

6. Maintain Consistent Design

Consistency is the secret of a successful brand visual identity. All your marketing materials must be similar, from your website to social media both visibly and verbally.

  • Create Guidelines: The brand guidelines help remain maximally consistent.
  • Review: The materials have the essential schedule for regular review with getting checked that they align with the brand identity.

7. Interact with Your Customers

Building a memorable brand involves engaging your audience and creating meaningful interactions. This can happen in countless ways in today's digital time.

  • Social Media: Be active on social media where your audience lounges.
  • Feedback: Encourage and take up the feedback by your customers. This is the most important factor in understanding how your audience feels towards your product or services.


With so many brands competing for attention, it's vital for brands to have unique and memorable identity. It is crucial for a business to stand out by establishing a distinct identity. A recognizable name not only protects your business but also helps people understand who you are, what products or services you offer, and your overall story. This familiarity builds trust and communicates the value behind your brand logo, which often becomes a part of daily life without much thought about its origins.


Need Help with your Brand Identity?

Creating a unique and memorable brand identity is rough but don’t face it alone, connect with us to get professional help. 
At Sovorun, we are adept at assisting companies in coming up with a brand identity that moves people.
Let's collaborate to form a brand that your target audience can relate to and move your company to a higher level. Hit us up today!

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