Why and How To Build A Brand Identity


A brand’s identity is important to the future of a business. It’s basically, the logo, colour pallete and infographic style that portrays what sort of identity your brand is trying to portray. Moreover, it is essentially the trademark, name, communications and visual appearance of a brand, It’s how a brand displays itself, speaks to your consumers and how it makes your consumers feel towards the particular brand. Your brand’s identity plays a huge role as it is a way to differentiate your brand from competitors and allows you to create a branding experience for your consumers to engage with you.  Which is why in this article, we’re going to look at why and how to build a brand identity for your eCommerce business.

In order for a brand to have a proper identity they need to know who they are and why their purpose is. As a brand you need to be fully aware of what you aim and what your objectives are so that your consumers and/or target audience will also understand what you are. 

And in order for your eCommerce business to grow into new heights, you need a proper brand identity.

Importance of a Brand’s Identity

how to build a brand identity

The Image of Your Business

The logo of your brand will be the main face of your business, it’s an image that you will be portraying to everyone. A good logo will be able to tell your consumers who you are; the name of your company. One prime example for this is Mcdonalds. One look at their logo, and people already know what they’re about.

how to build a brand identity

Credibility & Trust

When your brand’s identity is established it will be able to be seen as trustworthy in the marketplace. In order to do so, the image of your brand has to be maintained as it will further develop credibility among competitors and consumers.

Advertising Impressions

The identity of your brand serves as a template of things to be included in advertisements. As a brand, when you have an image and credibility, it prepares you to be prepared to promote yourself and create impressions over soon to be buyers. 

Company’s Mission

The image of your brand will give it validation, it gives your brand a reason. That validation and reason will later enable you to come up with mission statements.

Finding New Customers and Impressing Current Ones

As your brand has its own identity, you will be able to bring in new customers and it helps existing ones remain. This is because as a brand you have developed a face, trust and mission. Your customers will feel valued and they will not only be your customers but advocates as well. They will support your business continuously. 

Building a brand identity requires a lot of effort. You will need to think a lot of how you want to establish the identity, requires strong communication and design skills as well as deep understanding of your brand. 

How To Build Your Brand Identity


First to start with building the brand’s identity is to do a full market research to understand your brand in depth. A few steps in doing so are stated below:


Know who you are targeting, this is important as you attract all groups the same way. You have to pay attention to the demographics of your audience: age, location, interests, etc. This way you will know better on what type of identity you wish to establish. 

Value Proposition and Competition

Think of what actually makes you unique and different as compared to others in the same business. Try to make your brand as outstanding as possible but it has to be relevant as well. You have to create a list of your competition and divide them into who you’re currently competing against and who you wish to compete against. Next you should know what their brand elements are so that you are able to create elements that will make you distinctive from them. It is important for you to be persuasive and find your niche.  Paying attention to your competitors visuals, elements, trends and personality could also be a huge advantage for you to develop your own brand identity.

how to build a brand identity


Represent who your brand is by using type, colours and imagery. This enhances your representation as a brand by using visuals; what you create should show who you are. Besides, by knowing what your consumers are used to engaging with or what they usually engage with, you will be able to create an identity that will click with them. 

By following those, you will be able to make proper design choices since you have already understood their needs, wants and values. By looking into psychological aspects you can then identify who they are and you will know what attracts them.

Also look beyond your main audience such as other brands or even potential employees as it could influence your decision when designing. 

SWOT Analysis

By doing a swot analysis you will be able to comprehend your brand more. It looks into characteristics of your brand and helps you find characteristics you might consider portraying. Swot stands for:

Strengths: These characteristics provide an advantage to your brand as they are positive and you will be able to beat your competition with these advantages.

Weakness: Basically these are the disadvantages that could cause you to lose your edge

Opportunities: Changes and trends in the industry that provides you with various opportunities

Threats: Components in the environment or industry that could cause issues or problems for your business.

Understanding Your Brand’s Identity

Now that you have done your research, you will want to know what is the image your brand will portray.  You should know that the logo and colours are not the only ones that makes up the brand’s identity there are other components involved as well. You will need to create a comprehensive visual language that can be applied to all materials involving your brand. Be sure that your brand identity is distinctive, easy to be remembered, can extend and develop along with the brand and is easy to be applied by designers. Below are the componets of a brand’s identity:

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It may not be the entire brand identity but it plays a huge role as it will be everywhere from advertising materials to your website, it will be the first thing people notice about your identity. 

Interesting Form

Your product packaging and service presentation plays a huge part in your brand’s identity. By repeating your visual representation everywhere you will be able to create an impact with your audiences

Colour and Type

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One way to make your identity more visible is by using a colour palette. You will be able to create unique designs for your business while allowing you to be loyal towards your identity. 

Typography can be a tricky thing for brands to use. Sometimes using more than one font looks good but it can also not work at certain times. There should be a consistent use of fonts when you are using it on any material. Avoid mixing too many fonts as it could make you lose your solid identity, You will use typography on most of your materials so beware of confusing your audiences with unnecessary mixes of fonts. 


This will help your brand get a more stable look as all your materials that you send out will be standardised. These materials include emails, type up letters and even business cards. If these materials look consistent your brand will be more credible towards your consumers. 


Consistency is important but you have to keep in mind sometimes you will have to make changes accordingly to let your brand evolve. Try to remain flexible in case you may have to edit your taglines, ad campaigns or even update your brand identity to keep your target audience interested.


Set guides to establish the rules of your brand, thing you should and should not do. It is essential that your brand guide is there to allow people to develop brand assets and share your brand while remaining tractable to your brand.

Building Your Brand’s Identity

Once you have understood what the identity of your brand is, it’s time to start creating it.

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Moving on, when designing a logo for your brand each element should influence the other. The central image should be impactful to portray the message without the usage of colours.


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When it comes to using colours, emotion plays an important role. The colours used should be clean and flexible and you should give your designers room for creativity but no too much as it would overwhelm them. The choices you should give them, includes:

1 main colour

2 primary colours

3-5 colours to compliment

2 accent colours

Design System

You should make it a fun experience to introduce who you are to other people. Be sure your presentation is consistent and cohesive. Design an intuitive hierarchy and layout that makes it simpler to direct visual communication.. This includes the order of your content such as headers, subheaders, body copy, images,etc.


It has to use a cohesive and systematic language of how the illustrations will be used with other visual elements. 


These are applications for the work and not just using creative visual language but it also depends on what product or service is and the industry and medium.

Data Visualization 

It is designed for clarity and understanding and a plus to aesthetic appeal. Look at guides to design charts and graphs as designing data visualization should bond to the best practices of data visualization. Other elements might include interactive elements, motion graphics, video and web design.

Fuse language to connect, advertise and incorporate on Social Media

After you have established and developed your brand get your brand involved within the community. This can be done by having quality content. The content will reflect and define who you are as a brand. When formulating your content, these are aspects you should pay attention to:


It has to match the personality of your brand, so you need to understand the type of personality your brand wants to convey. Come up with a voice that matches the identity of your brand.

Connection and Emotion

In addition, humans are easily drawn towards emotional stories that moves them. Create an emotional connection with your consumers as that is a core aspect to build a long lasting relationship with your consumers.

It’s the best way to let your brand be seen by everyone else (your consumers and target audience). It can get your message out and delivered.

Social Media

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In this generation, this has proved to be an amazing way to establish your brand’s identity. Be sure that on social media the theme of your brand remains consistent and you should converse directly to your consumers as it lets your brand expand. Furthermore, remember to respond to your consumers efficiently.

Build and Monitor your Brand’s Style

To build a style guide for your brand, remember to include clear and simple guidelines that should be followed in every part of the brand’s identity. Include practical detail as let your designer know as much as possible so that they can portray your identity successfully. 

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Keep Your identity strong

Ensure that you are educated, knowing what mistakes that you should avoid is essential. Try not to give mixed messages, duplicate your competitors or lose your consistency.. Moreover, you should look at the visuals of other brands to keep you inspired and have tips, tools and resources that can assist your team to create a great brand identity.

Monitor your Brand

It essentially helps to maintain your brand’s identity. It is hard to know what you’re doing right without keeping track. There are many ways in which you can do so such as Google analytics, surveys, comments and discussions from your social media. This can help monitor your brand and know how your audience talks and interacts with you. 

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