Digital Marketing

How to Effectively Build Branding and Identity for Your Business

6 minute read | October 21, 2021 Share Share

Branding and identity includes your branding design, your company’s qualities, the way you market your products, and what you need people to feel when they associate themselves with your brand. "Brand" and "logo" are often used alternately. However, a logo can be the image of a business; but is not the be-all and end-all. 

The visible characteristics of a brand such as color, design, style, logo, and tagline identify and distinguish the brand in the eyes of consumers. They’re collectively known as the “brand image.” Brand identity is not the same as brand image. The former refers to the purpose of branding and how a firm goes about doing the following things:

  • Choosing a name
  • Creating a logo
  • Making use of colors, forms, and other visual features in its products and advertising
  • Messaging
  • Employees’ way of communicating to their customers

Brand identity is the end consequence of these efforts, whether successful or not. 

Logo Variations

logo variations for branding and identity

A logo is part of your brand identity design and visual expression. Logo variation is a revamped version of your logo plan. Each brand needs a bunch of novel logo plans that are visible, flexible, and can supplement your brand’s general personality. Logo variations can include a scope of shadings, sizes, and arrangements. 

A logo variation, often known as a “secondary logo,” is a version of your primary logo in a new arrangement. For example, if your primary logo is horizontal, you might find it difficult to fit it in your creative designs. Instead of downsizing your logo, your designer should supply you with a variety of layouts to fit your various needs. 

A one-color logo alternative is also a variety of your logo that your designer should supply you with. For example, your designer should also supply you with a one-color version of your logo, which is often black.

Brand Typography

Brand typography is a visual piece of branding and identity. It is often called a “brand book.” This brand book has your business' written copy arranged in a way that your messaging is aligned to your brand’s personality. Also, this makes sure that your target audience has the right impression of your brand.

Color Palette

color palette for branding and identity

First impressions last, even in branding. Your image tone is one of the initial things that your clients will see. This is why you should choose your brand’s colors carefully and make sure that they are aligned with your messaging; as colors inspire feelings and opinions. These said, colors allow clients to create their first impressions about your brand without really knowing what it is all about. Simply, color palettes are great in helping you connect with your market in the way you want to be recognized.

Style Consistency

Style consistency is a set of rules that defines how you present your brand to the world. This includes your logo, text styles, color choices, photography, and more. Simply put, it's a guide to keep your brand’s identity in check. These rules for style are used by branding designers, to build a strong brand voice that your audience can relate to, which is crucial in building brand awareness.

Shape and Form

Branding identity and strategy also includes shape and form. They direct the eye starting with one aspect, then onto the next. Using shapes and forms in your branding strategy make it more refined and polished, they convey a feeling of “being official,” and they allow your message to reach your audience in a more meaningful way. With these, choose the right shapes and forms so they’re still aligned with your brand.


The tagline, also called a trademark or slogan, is usually a one-liner that summarizes your brand image, market position, personality, and purpose. Taglines are crucial in conveying the value of your brand, your services, or your products to your audience.

Graphical Elements

The graphical elements you use should fit your identity. The use of branding graphic design elements such as symbols, shading blocks, outline styles, infographics should be consistent or aligned throughout your brand’s creative direction.

Visual Identity on Social Media

visual identity on social media for branding and identity

Social media for business is an essential way to reach your customers and grow your brand. It’s also a cheap and effective way to reach your company goals. These said, it’s important that your branding and visual identity on social media are aligned with your brand messaging. They are vital to supplying a consistent customer experience.

Final Thoughts

Branding does not only create a lasting impression on customers, but it also informs them about what to expect from your business. It's a technique to set yourself apart from the competition by stating exactly what you have to offer that makes you the better option.

Need help with effective branding for your business? Contact a brand identity design agency and build your company now! 



image sources: from Pxhere,, OpenClipart-Vectors from Pixabay, mohamed hassan from pxhere  


We Think and
Talk Digital.
pb-logo-text Copyright © 2024. PurpleBug, Inc. All rights reserved