Elements of brand identity
- Name and logo, including its variations
- Color palette and typography
- Imagery: photo style, illustrations and icons
- Tone of voice: how the brand writes and speaks
- Messaging: tagline, value proposition and key messages
Building a strong brand identity
- Start from strategy: your audience, positioning and personality.
- Design the visual and verbal elements to express it.
- Document everything in a brand book or brand guidelines.
- Apply it consistently on the website, social media, ads, documents and in customer service.
Why consistency matters
A consistent identity makes a brand easier to recognize and remember, which makes every piece of marketing more effective and builds trust over time.