Brand Identity Development

Brand identity development is the creation of visual, verbal and emotional elements that represent your company or product in the market. It shapes how people perceive your brand and how you are differentiated from competitors and strategic alternatives.

What’s Included

Brand Discovery & Strategy

Understanding the company’s mission, vision, and values
Defining the target audience and competitive landscape
Identifying brand strengths, weaknesses, and unique selling points (USPs)
Where your brand is positioned in the market
Key messages and value propositions
Personality and defining traits (e.g., bold, friendly, innovative)
Developed as part of the brand storytelling process – i.e. your substance vs. style, which should be established before your brand identity is developed

Visual Identity

Logo design: the central visual mark of the brand
Color Palette: emotional cues and brand recognition
Typography: fonts that support the tone and style
Design Elements: icons, patterns, imagery, and layout styles

Verbal Identity

Brand Name: memorable, meaningful, and marketable
Tagline: a short phrase that captures the essence of the brand
Voice & Tone: the way the brand communicates (e.g., formal, casual, playful)

Touchpoints & Applications

Applying the identity across websites, packaging, business cards, social media, ads, signage, and more
Ensuring consistency across all customer interactions

Brand Guidelines

Creating a brand style guide to ensure consistent internal and external usage

Why Brand Identity Matters

Recognition: makes your brand instantly recognizable
Trust: creates credibility and emotional connection with your customers/clients
Differentiation: sets your brand apart in a crowded market
Alignment: Unifies teams and partners around a clear brand image

Learn more about brand style guide development

Frequently Asked Questions

Why doesn’t my professionally designed website generate good leads?

Even the most beautifully designed website can’t drive lead generation without the right content strategy, centered around a clear understanding of the needs and problems of your target market (i.e. brand story) and optimized for search to reflect the solutions they are searching for. Without that, you can waste a lot of time and energy on what are essentially random acts of marketing.

How important is brand storytelling for lead generation?

Brand storytelling is a powerful tool for connecting with your target market and a commonly missed opportunity to communicate the value of your goods and services to your audience. It’s built around understanding their challenges and your role in solving them, positioning your prospects as the hero of their story and you as their guide.

What’s the best way to track ROI from digital marketing efforts?

Simply asking, “How did you hear about us?” during calls and on website forms will help you attribute what generates leads and sales. Once you calculate how much sales is attributable to marketing and divide by the amount of that marketing investment, you will have your marketing ROI calculation. Learn more with the Innovaxis marketing ROI calculator.