What is a brand identity?

Brand identity explained

The term ‘brand identity’ is best defined as the tangible aspects of your branding that appeals to your senses.

” You can see it, touch it, hold it, wear it, watch it move. Brand identity fuels recognition amplifies differentiation and makes big ideas and meaning accessible. Brand identity takes disparate elements and unifies them into whole systems.”

Alina Wheeler “Designing Brand Identity, Fourth Edition” pg 4

Why is brand identity important?

First and foremost, your business brand identity is key to creating, building and strengthening both your personal and business identity often referred to as ‘the brand’. It builds a visual connection between your business and it’s products and services and your clients, suppliers and employees and is an element which should reflect throughout every aspect of the business.

Your brand identity should usually communicate the sort of business you are operating in terms of the business industry sector, the product or service you provide and perhaps even your target market and quality of your products/service. A really great image can often result in potential clients choosing your offering over your competition even before they have experienced what you have to offer!

What is involved in creating a brand identity?

There are 4 main phases in the development of business image:
1. Branding design
2. Promotional design
3. Printing
4. Web Design


Branding design forms the basis of your business image. It creates a solid foundation for each of the remaining 3 phases.
It begins with your logo design; the crown jewel of your company image. Once you have settled on a logo, the next step is to create any business sundries and stationery which are likely to be used in communication with your clients/suppliers (also known as touchpoints). This could be anything from business cards, a company letterhead, signature blocks and compliments slips, or even labels.


Now you have your branding, it is time to promote your new brand identity! This will help cement your brand image with your customers and ultimately, give you an edge over your competition. Items used to promote your business can include anything like fridge magnets, brochures, flyers, USB’s, pens, notepads, gift vouchers, signage, even your uniform – anything you like really!


Having high-quality printing is just as important as having a professional design as it adds to the quality of your image.
Imagine you picked up two different flyers promoting a fine dining restaurant. Flyer #1 is printed on a home printer, the ink has streaks through it, the flyer has been cut by hand and the paper is plain office paper. Flyer #2 is printed on a press, colours are bright and vibrant and the paper is glossy with a nice feel to it. Which one are you drawn to and more likely to investigate further and imagine to be the style of dining it purports to be?


Having a website allows you to reach customers globally and whom you are unable or highly unlikely to come into contact with during your day-to-day activities. It also improves the chances of people finding you and the information they need to know about your business, answer any questions they may have and most importantly to contact you, all with the click of a button.

Branding is what people say about you when you are not in the room.

© Studio: tiffany gouge