Give your brand identity the best chance for success.

Get ready to ignite your brand with a powerful and unforgettable identity! Building a brand that stands out, resonates with your audience, and drives long-term success is an exciting journey. We’re thrilled to be here to guide you every step of the way.
Don't let uncertainty hold you back - with a clear and dynamic process, you can unleash the full potential of your brand and create an identity that is unique, impactful, effective, and built to last. So let's seize this opportunity to unleash the brilliance of your brand and create a future filled with endless possibilities.
Here's to a brand identity that inspires, connects, and propels your business to new heights. Let's get started!

Step 1: Define your brand purpose

Your brand purpose is the reason why your brand exists. It's your brand's raison d'être, the driving force behind your brand. Your brand purpose should align with your company's values and mission, and it should be the foundation of all your brand's decisions. Also consider the following.

  • Conduct a brand identity audit to understand what elements of your current brand identity are working and what may need to be updated.
  • Research best practices in the industry to understand what has worked for other brands and what may be relevant for your brand.
  • Determine your brand vision and values, as these will guide all your brand decisions moving forward. What makes your brand unique and what sets it apart from others?

Familiar example: Patagonia, the outdoor clothing company, has a strong brand purpose centred on environmental activism and corporate responsibility. Their mission is "to use business to inspire and implement solutions to the environmental crisis.”

Step 2: Know your target audience

Understanding your target audience is key to developing an effective brand identity. Your target audience will influence your brand's tone, messaging, and visual identity. Spend time researching your target audience to get a deep understanding of their pain points, motivations, and values.

  • Conduct audience segmentation to create personas for each segment of your target audience. Understand their hopes, dreams, concerns, and pain points.
  • Use this information to create key messages for each segment that resonate with their specific needs and wants.
  • Develop an audience profile to understand their demographics, interests, and behaviours.

Familiar example: Dollar Shave Club, the men's grooming company, has a clear understanding of their target audience: cost-conscious men who are looking for affordable and convenient grooming solutions. Their marketing campaigns are casual and humorous, appealing to their target audience's sense of humour and desire for affordability.

Step 3: Research your competition

Before you start developing your brand identity, it's essential to understand what your competition is doing. Analyse their branding strategies and see what's working and what's not. Take note of what makes your brand unique and use that information to differentiate yourself from your competition.

  • Conduct competitor research to understand what they are doing well and where there may be opportunities for your brand to differentiate itself.
  • Consider how you want your brand to be remembered and what your audience needs that you are the best to provide. This will inform your positioning and help you stand out in a crowded market.

Familiar example: Tesla, the electric vehicle company, has disrupted the traditional automotive industry by offering luxury electric vehicles. To stay ahead of their competition, Tesla conducts extensive research and development to continuously improve their vehicles and stay ahead of the curve.

Step 4: Develop a unique brand voice

Your brand voice is the personality of your brand and it should be unique, consistent, and recognisable. When developing your brand voice, consider your target audience and the message you want to convey. Your brand voice should be reflected in all your brand's communications, from your website to your social media posts.

  • Use your brand purpose, audience segmentation, and competitor research to inform the development of a unique brand voice that sets you apart and resonates with your target audience.
  • Consider the tone, language, and messaging that will best communicate your brand to your target audience.

Familiar example: Warby Parker, the eyewear company, has a quirky and approachable brand voice that reflects their mission to make eyewear accessible and affordable. This brand voice is reflected in their humour-filled marketing campaigns and their quirky product names.

Step 5: Create a visually impactful logo

Your logo is the face of your brand, and it's essential to get it right. Your logo should be simple, memorable, and timeless. It should also be easily recognisable and scalable to different sizes and formats.

  • Consider what colours and typeface will best communicate your brand. Think about the emotions and message you want to evoke with your visual identity.
  • Use your competitor research to understand what has worked for other brands and what may be unique and impactful for your brand.

Familiar example: Airbnb, the home sharing company, has a quirky and memorable logo that represents their mission to create a sense of belonging for travellers. The logo, which resembles a stylised version of a human head and shoulders, is both unique and impactful.

Step 6: Create a consistent visual identity

Your visual identity should be consistent across all your brand's touchpoints, from your website to your social media posts. This includes the use of specific colours, typography, imagery, and other graphic elements. When creating your visual identity, consider hiring a professional graphic designer to ensure consistency and a high level of quality.

  • Use the elements developed in step 5 to create a consistent visual identity that includes a logo, colour palette, typeface, and other visual elements.
  • Consider what shapes and forms can start to define your brand and make it easily recognisable.

Familiar example: Dropbox, the cloud storage company, has a clean and simple visual identity that reflects their mission to make file storage and sharing easy and accessible. Their visual identity, which includes a blue colour scheme and a simple, recognisable logo, is consistent across all their marketing materials and product design.

Step 7: Continuously monitor and adjust

Your brand identity is not a one-time thing; it's a continuous journey. It's essential to continuously monitor and adjust your brand identity to ensure that it remains relevant, effective, and impactful. This includes staying informed of the latest trends, case studies, and best practices.

Familiar example: Uber's brand identity journey didn't end with the launch of its new brand identity. The company continuously monitors its brand and adjusts its messaging and visual identity to ensure that it stays relevant and impactful. For example, in 2019, Uber introduced a new logo and visual identity that better reflected its evolution into a multi-modal transportation company, offering services beyond just ride-hailing.

And there you have it! A powerful and actionable roadmap to kickstart your brand identity journey and unleash the full potential of your brand. Get ready to stand out, connect with your audience, and drive long-term success like never before.

With this roadmap, you'll be able to create a brand identity that is unique, impactful, effective, and built to last. So what are you waiting for? Let's start this exciting journey together and create a brand identity that inspires, connects, and propels your business to new heights. The future is yours for the taking! Let's go!