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If you take a random 100 people, anywhere in the world, and show them the Coca-Cola logo, there’s a good chance nearly all of them will recognize it. 

Scratch that. It’s not a good chance they’ll recognize it — it’s a certainty.

It’s estimated that nearly 95% of the world’s population can recognize Coca-Cola based on the colors and lettering alone. That’s what you call instant brand recognition.

Of course, Coca-Cola has been around for more than 130 years. To achieve what they did will take you some time. However, you can establish a recognizable brand much quicker. That’s because you have something brands of yesterday didn’t–the Internet.

Let’s talk about why brand identity is essential and how to establish it.

Why is Branding So Important?

Finding the right logo, marking your business... All parts of your brand identity. However, it's a lot more than that.

As Wayfair Senior Brand Manager Jared Rosen explains, it's all about creating an identity that "amplifies your brand's DNA."

Your digital brand identity is how your business presents itself online. It includes everything from the colors you use on your website to how you answer customer service inquiries on social media.

It might sound like a lot, but maintaining your digital brand identity is relatively easy once you have the foundation. The goal is to be consistent with the elements that make your business unique, so it's recognizable to potential customers wherever they encounter you online.

Lay the Foundation of Your Brand Identity

Before we get into the specifics of brand identity design, it's essential to understand what you're aiming for.

To create a strong foundation for your brand identity, start by defining who you are as a business. What values drive everything you do? What makes your product or service unique? 

First, you need to figure out‌:

• Your brand heart: First, you need to ‌articulate the core principles of your brand‌ its purpose, vision, mission, and values. Document these principles so your entire team is on the same page regarding your brand identity.
• Your brand essence: The essence is your tone of voice and your brand personality. Do you want to be seen as friendly and approachable or more authoritative and professional? Remember that communicating with your audience will play a significant role in shaping their perception of you.
• Your brand message: This is the value proposition you will communicate with your target audience. Don't just think about what problems or solutions you offer and how they fit into your customer's day-to-day life and desired experiences.

Once you have a good idea of who you are as a brand, it's time to build out the other elements of your digital brand identity.

How to Create Brand Identity in 4 Steps

Now that we're finished with the theory, let's talk about how you can start putting your brand identity together.

The brand identity process is quite simple and can be broken down into the following steps:

Step #1: Brand Identity Color Palette

The colors you use on your website, social media posts, and marketing materials play a big role in shaping your brand identity.

Your color palette should be based on the brand essence you defined earlier. For example, if you want to be friendly and approachable, using softer colors like light blue or green will help convey that message.

If you're not sure where to start, there are a few different ways you can go about finding the right colors for your brand.

One option is to use a color palette generator like Coolors or Adobe Color CC. With these tools, you can either upload an image and have the colors extracted for you or select from a range of pre-defined color schemes.

Another option is to take inspiration from other brands in your industry. Look at what colors they're using and how they make you feel.

Remember, you don't have to limit yourself to just a few colors. You can use as many or as few as you want, but try to keep it consistent across your brand touchpoints.

Step #2: Work on the Typography

The next step is to work on the typography that you'll use across all your brand's marketing materials.

As you know, typography refers to the font you select for your promotional materials. It's important to choose wisely. The font you use communicates a message in and of itself.

When selecting brand typography, look for something that's easily legible on both desktop and mobile devices. You’ll use it across all your brand touchpoints.

You should also try to go with something that is timeless, so you won't have to keep changing it down the road.

There are four major types of typography you should know about:

1. Serif: Typefaces with serifs are more traditional and can be a good choice if you want to convey an air of professionalism.

2. Sans-serif: These fonts ‌feel cleaner and more modern than other types.

3. Script: Typography with swashes or curves is often used for brand names because it captures the brand's personality.

4. Display: Usually used for titles or subheads, as it can help capture attention and stand out from other text on the page.

Step #3: Design a Distinct Logo

Besides color and typography, your logo also plays a major part in shaping your brand identity. 

Your logo will usually be the first thing people associate with your brand, so you'll want to make sure it's memorable and professional-looking.

For logo creation, you can always use a tool like Canva, which offers a wide range of logo templates that you can customize to fit your brand.

Of course, if you have the budget for it, you can also hire a professional graphic designer to create a unique logo for your brand.

Step #4: Build a Fully Customized Website

Your brand website is one of the most crucial brand touchpoints. It's often the first thing people will see when they search for your brand online, so it's important to make a good impression.

When building your brand website, you'll want to make sure it reflects all the other elements of your brand identity. That means using consistent colors, fonts, and imagery throughout the site.

It's also important to focus on creating a well-designed and user-friendly website. The site needs to be easy to navigate and that all the information is easy to find.

Build Your Brand Identity With the Right Team 

When it comes to brand identity creation, it's essential to work with the right teams. And that includes everyone from your brand design and marketing teams to your web development team.

Looking for an agency that houses all three teams? Then you should give Striped Horse a try. Our experienced designers, developers, and marketers have the know-how and resources to build a brand website that reflects your brand identity.

Make sure to contact us today to learn more!

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