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

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