Skip to content

Decoding Brand Identity: Beyond Logos and Colours

  • by

When we think about brand identity, it’s easy to think about logos and colours, however, there is much more to it than that.

Brand identity is the combination of visual and messaging choices that represent a company’s personality and how it wants to be perceived by its customers. It includes elements such as the company’s name, logo, design, tone of voice, and values.

This identity is expressed through various elements:

Brand Visuals: This includes the logo, colours, typography, and design elements that visually represent the brand.

Messaging: The language, tone, and style used in communication materials like taglines, slogans, and content contribute to the brand identity.

Values and Mission: The core principles, beliefs, and purpose of a brand form an integral part of its identity.

Customer Experience: How customers interact with the brand—be it in-store, online, or through products/services—also shapes its identity.

Creating a strong brand identity involves understanding the target audience, competition, and market landscape. It’s about crafting a consistent and cohesive image that resonates with customers, builds trust, and sets the brand apart.

Popular Examples of Brand Identity

Some examples of well-known brand identities are:

  • Apple: Apple is a brand that represents innovation, quality, and simplicity. Its logo is a minimalist monochrome apple, and its products have a sleek and elegant design. Apple’s tone of voice is empowering, individualistic, and forward-thinking. Apple’s products appeal to the tech-savvy consumer who values both performance and status, and that shines through with their modern branding. However, that wasn’t always the case, as their original 1970s logo presented a very different business. Understandably, this was changed to the more recognisable fruit in the 1980s.
  • Nike: Nike is a brand that inspires athletes and sports enthusiasts to achieve their goals. Its logo is a simple swoosh that conveys motion and energy. Its products are designed to enhance performance whilst offering comfort. Nike’s tone of voice is motivating, aspirational, and perseverant. Nike uses iconic slogans such as “Just Do It” and “Find Your Greatness” to encourage its audience to push their limits.
  • Starbucks: Starbucks projects itself as being more than just a coffee brand. It is a place where you can enjoy a nice cup of coffee, made with high-quality beans, meet up with friends and relax in a friendly environment. Its logo, a green siren, reflects its origins as a small store in Seattle’s Pike Place Market. Its products are tailored to your taste and mood, whether you need a boost, a treat, or a moment to relax away from daily life. Starbucks speaks to you with a friendly and inviting tone, creating a sense of belonging and connection.

As we saw with the changing logo of Apple, branding is typically not “static”. Instead, it needs to evolve with changes within a business, as well as with customer needs, industry and even global trends.

Essentially, a brand identity needs to align with a well-thought-out brand strategy that defines the goals, positioning and differentiation of the brand’s goals.

One thing that is important to remember, is that branding needs to be consistent across all areas of the business that customers deal with. That should include social media, the company website, staff uniforms, letterheads, leaflets and even packaging.

Get Help with your Brand Identity

If you need help with developing or improving your brand identity, we are here for you. We are a team of experienced and creative professionals who can help you craft a unique and memorable brand identity that reflects your values, personality, and message. Whether you need a logo, a website, a marketing campaign, or anything in between, we can handle it.

Contact us today and let us know how we can help you. We would love to hear from you and work with you on your next project. Together, we can make your brand stand out and shine.