A Step-by-Step Guide to Create a Powerful Brand Identity

A Step-by-Step Guide to Create a Powerful Brand Identity

To gain recognition and to differentiate yourself from the competition, you should know how to create your brand identity. You can convey your core values through your brand identity and help your audience understand what your brand is all about. Your brand identity will speak volumes about your company DNA and help your audience to decide whether your brand is right for them or not. Depending on your type of brand identity, you can reach to prospects segmented according to demographics, lifestyle, income level and more.

The premier brand design agency in London can provide you with a step-by-step guide for creating your unique brand identity.


You should outline the scope of your business from the very start. Take an honest look at your strengths and weaknesses. You should take immediate steps to mitigate any weaknesses so that they do not impede your marketing efforts and your brand identity. You should also take steps to reinforce your strengths and outline them in your brand persona.

Make a list of goods and services that you can currently provide. Also note down what you want to provide in the future. These will be part of your mission and vision statement.

The point of this exercise is to first understand yourself, so that you can create a relevant brand identity. All this information will help you with branding elements as well.

Vision Statement

You should outline your vision statement so that prospects and your potential audience know what to expect from your brand, both in the present and in the future. You should outline the unique selling points where your brand excels over others, the products and services that you offer and how you intend to influence the industry in the future. The final point matters because people are more willing to interact with ambitious brands that aspire to accomplish outstanding feats.

Mission Statement

The mission statement is all about how you can serve your clients, add value and give them the edge over others. You should use clear and concise language to illustrate this. Mention the pain points that your brand can remediate and how your customers can benefit from using your products and services.

Your vision and mission statement can help you to orchestrate a brand persona that will resonate with your target audience.

Unique Value Proposition

There may be many other brands that are competing in your market segment. To stand apart from the crowd, you must delineate a unique value proposition that will differentiate you from the rest. A value proposition since it prevents your brand from becoming another faceless and anonymous entity in the sea of competition. Your value proposition will induce your prospects to take notice of your brand and give it preference over others. Hence, you should explain succinctly why your brand is different and what benefits you can extend that others cannot.

Research Your Audience and Competition

Researching your audience is vital since all businesses exist to serve their customers and fulfill their wants. Hence, you must know about the preferences of your target audience as well as in depth knowledge about their lifestyle. Your brand identity must be based on these elements. Understanding the mindset of your audience can help you to hone your products and services so that they personalized exactly according to what your customers desire.

By understanding their location, age group, income level and other factors you will gain precious insights that will help you to craft a brand identity that will appeal to your prospects.

Another key facet of the research phase is to understand the competition. Find out what they are doing right and what their deficiencies are. You should learn from what they are doing right and think about ways of doing the same with your own brand. There is a lot that you can learn from the successful experience of others. You should also learn about their drawbacks and shortcomings so that you can fill in the void. Showcase in your brand identity how you can address unfulfilled aspirations of your customers. By doing so, you will be able to attract customers and gain a higher market share.

Visual Identity

Now that the preliminaries are complete, you can move onto visual aspects such as logo and design.

Visual identity is absolutely crucial since pictures and images can speak far more than words. In this era where people are perennially short on time, you need visual elements that can convey your brand identity and persona in seconds. The right combination of colors, logo and design can make your brand more noticeable than others.

You can also leverage visual elements to create positive perceptions and connotations for your brand.


Colors can create different moods and impressions. Hence, they are an integral facet of brand identity. For instance, blue conveys professionalism, orange exudes confidence and so on. You should experiment with different mixes of colors to find out whether they resonate with prospects.

One important point to take note of is that you should consult with those you trust to find out how well visual elements resonate with them. So when you choose your color palette, inquire from others about the sort of mood that it orchestrates.


The kind of fonts you choose can impact the mood and perception of your audience. Sans serif fonts, for instance, create a more informal tone. Fonts like Times New Roman, are extremely formal and professional if that is what you want to signify.


The logo design is the face of your brand. Hence, you should approach an experienced creative branding agency in London to create the right logo for you.

In fact, the right design agency in London can help you to create the perfect brand identity. They know all about what works and what doesn’t in brand identity.

We have helped several clients to achieve the best results with the right branding strategy and would love to do the same for you.

Contact us today.

Author bio:
Richard Kearsey is a digital designer at Emerald Colour – a graphic design agency in London that offers various services, like website design, animation, bespoke exhibition stand design, etc. He loves creativity and enjoys experimenting with various design techniques for both web and print. He also enjoys sharing his thought on the latest design trends and upcoming marketing ideas.  

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