BRAND IDENTITY FOR BUSINESS: WHERE TO START

A brand identity is a system of visual and graphic elements that create a recognizable image of your brand and help you stand out from competitors. It unites your logo, color palette, typography, and other elements used across all customer touchpoints — from packaging and advertising to your website and social media.

The main goal of brand identity is to make your brand recognizable, build a positive image, and strengthen customer trust and loyalty.

WHAT IS BRAND IDENTITY IN SIMPLE TERMS

Think of it as clothing for your business. Not just something beautiful, but something that says: “This is who I am. This is my character. This is how I look, what I stand for, and how I want you to feel when you interact with me.”

Without a unified visual language, customers are left guessing who you are:

“Is this really them?”

“Why is the font on the website different from Instagram, and completely different in ads?”

“Why is it pastel today and neon purple tomorrow?”

A brand without its “clothes” doesn’t get remembered, doesn’t evoke emotions, and gives no reason for people to return. But when everything is consistent, stylish, and full of character, clients feel confident. And that works far better than any “Buy 2, get 1 free” promotion.

You may be the best at what you do, but if visually you blend in with dozens of others, customers will just pass you by.

MORE WORK

WHERE TO START?

Start simple: with yourself and your customer.

1. Define who you are.
   Why do you do what you do? What’s your mission, values, and unique advantages?
2. Define who you’re for.
   Who is your customer? What do they dream about? What do they value?
3. Collect references.
   Colors, fonts, and images that evoke the right emotions.

WHY ARE REFERENCES IMPORTANT?

Let’s go back to the clothing metaphor. You’ve probably experienced this: you see someone stylishly dressed, love their look, but realize it’s not something you’d actually wear. So, what would you wear? Not sure. You start buying random pieces you like, try combining them, and it just doesn’t work.

That’s because there’s clothing you may admire endlessly, but it’s not your style. And even if you buy it, you won’t feel comfortable. On the other hand, there’s clothing that feels just right, makes you confident.

The same applies to brand identity. Before you “dress” your brand in everything you like, figure out who you are and who you’re for (steps 1 and 2). Once you know that, you’ll be able to choose references (step 3) that perfectly fit your brand.

Only then should you move on to developing your logo and brand identity — in other words, dressing your brand.

WHO SHOULD CREATE YOUR BRAND IDENTITY?

Find a studio or designer who can deliver not just visuals, but a complete, cohesive concept.

Compare several studios and pay attention to:

1. Style of work.
   Does it look like the style you’d like for your brand?
2. Execution.
   Finished projects show whether the designer is strong not only in visuals but also technically: preparing print-ready files, adapting for different platforms, and accounting for production details.
3. Communication.
   From your first contact, listen to your feelings. Do you feel comfortable? Don’t chase big names — look for someone who truly hears you and understands your brand.

If you’re reading this and feel that you’ve “outgrown” your fonts and visuals, that’s not a crisis — it’s growth. It means it’s time to take the next step and create your style. The real one. Yours.

And maybe one day, when you look at your packaging, website, or banner, you’ll think: “That’s my brand. Recognizable. Confident. Beautiful.”

Want to see how working on brand identity can be easy, clear, and stress-free?
Leave a request through our contact form or send us a message.

We specialize in developing Logos, Brand identities, and Brandbooks.

Sincerely,
V.Rich Studio