Brand identity

The year 2020 is only a month away with the promise of new graphic design trends that will rock your company’s brand identity.

Even though these trends are expected to boom next year we can’t but help wonder if this is what will set your business apart from your competitors?

With any company, to differentiate yourself, you need a brand that is unique and recognisable to your customers. A logo can be the symbol of a business but it is not the entirety of a brand. Your company brand is a visual representation which people associate with, and you want it to be credible and of high quality.

Your brand is a vital part of your brand identity which is the very first step on your brand journey. This is how you communicate your product, and what you want people to feel when they interact with it. It is essentially the personality of your business and a promise to your customers. It’s what you can see. It fuels recognition, amplifies differentiation, and makes big ideas and meaning accessible. You see it, touch it, hold it, hear it, and watch it move.

Most companies have a logo but not a brand identity and if they do it’s probably old, stuffy and outdated and needs a bit of work. It’s recommended to keep your logo and brand in touch with modern best practices otherwise you risk being seen as outdated. Companies evolve and it’s possible to grow beyond your current identity.

“If you don’t give the market the story to talk about, they’ll define your brand’s story for you.” David Brier

So how do you go about developing or refreshing your current brand identity?

Step 1 – Brand Personality

The first step would be creating a brand personality or checking in to see if your brand personality still resonates with your business. This is your company’s personality which the customer can relate to. If your brand was a person, what kind of personality would they have?

Step 2 – Values

These are the things that you believe are important in the way you live and work. What beliefs drive your company?

Step 3 – Unique Position

This is your unique position in the market. How do you differentiate yourself from the competition?

Step 4 – Brand Voice

This is the consistency in selection of words, the attitude and values of the brand. If your brand was a person, how would it communicate?

Once you’ve worked through these areas, it’s time for you to work with your designer to develop or refresh the visual elements of your brand. Your designer will look at the following:

Logo and graphics

This is the central visual element of you brand identity. You want to make sure the logo is timeless, simple, memorable, versatile and appropriate.


Fonts need to be chosen carefully to ensure it doesn’t become dated or appear uoriginal. It’s ideal to stick to two or three font families for a cohesive look that is easy to read.

Colour palette

Colour is a big part of conveying meaning and emotion. We know that green represents growth and red conveys urgency, passion and excitement so the colours you choose should reflect your brand’s purpose and intent.


These are the types of imagery you’ll use and the visual treatments to be applied to the images.

It’s now time to bring it all together and build the brand style guide which is a perfectly packaged booklet that displays your visuals and how to use them. This guide is the promise to take your business to new heights and set you apart from your competitors.

Once you have the tools in place, it’s now up to you to start building the brand. It’s important that your new brand guide becomes your companies best used resource. A successful brand can be a company’s most valuable asset.

If this process seems daunting, don’t worry, we can help! Contact us to develop a ‘shit-hot’