Unlocking the Power of Brand Identity: An Expert Guide

by Fabeeha Alam
13 minutes
Unlocking the Power of Brand Identity An Expert Guide

You’re at the grocery store, cruising down the aisles, when something suddenly catches your eye. This seemingly ordinary product begins to feel less like an item and more like a magnet pulling you in – you simply can’t help but be drawn to it, intrigued by its irresistible charm. The next thing you know, you’re holding it in your hands and trying to find an explanation for such an inescapable connection. What is it about this thing that has you under its spell?

Why are you particularly drawn to this one out of so many other options that are more or less the same? 

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Also Read: Why Do Brands Need a Social Media Monitoring Strategy?

My friend, you are experiencing what we like to call the power of a captivating brand identity. This guide will dig into what that is and why it’s important for your business. And, of course, unravel the secrets behind creating a brand identity that leaves people breathless and how to create one for your brand. Ready to know how ordinary products can turn into irresistible must-haves? Lessgo!

What is brand identity?

Brand identity is like your personal style on steroids. The full package sets you apart from the crowd, like wearing a hot pink feather boa at a black-tie event. Or a Spiderman costume to work. It’s how you strut your stuff, the vibes you give off, and the story you tell without uttering a word.

Hard to understand? Think of it this way: You’re at a party and spot someone across the room. They’re dressed head-to-toe in black, with a sleek haircut and a mysterious, Lana-del-Rey/gotta-know-more-about-them-ASAP aura. BOOM! You’re mesmerized and intrigued because their brand identity is on-point like a magnetic force pulling you in.

When it comes to business, brand identity is, quite frankly, the soul of your company. The unique combination of your logo, color palette, fonts, and graphic elements creates a visual masterpiece. But hold up, it’s not just that. There’s also a bunch of behind-the-lines stuff that goes into play here, like your brand’s personality, the values it stands for, and the emotions it so subtly evokes.

Also Read: Micro-Influencer Marketing: Guide to Grow Your Business With it

Your brand identity makes you unforgettable, like a catchy tune you just can’t get outta your head. Let’s face it – why else would people choose you over your competitors if you’re all selling the same stuff? Take die-hard Coca-Cola fans professing their unwillingness to drink Pepsi, for instance. And no, it’s not just because Pepsi is sweeter. It’s actually the inner feeling someone has when your brand pops up in their head. Don’t believe us? Here’s the proof.

Why is brand identity important for your business?

Building a brand identity is like creating the secret sauce that transforms your business from meh to marvelous. Brand creation should be #1 on your to-do-ASAP list unless you want your competitors to get the spotlight. Still, wondering why brand identity is so important? Here are six reasons to clear the confusion:

Recognition that sticks like gum on a shoe

Your brand identity is the face of your business, the unmistakable stamp that makes you stand out in a crowded marketplace. Just like the golden arches of McDonald’s or the bitten apple of Apple, a strong brand identity creates instant recognition and keeps you lingering in people’s minds long after they’ve interacted with your brand.

strong brand identity creates instant recognition

Trust that flows like maple syrup

Building trust with your audience is crucial; a killer brand identity is your secret weapon. When your brand consistently delivers on its promises and exudes authenticity, people can’t help but trust you. Take TOMS, for example. With their “One for One” brand identity, they’ve built a loyal following by giving a pair of shoes to someone in need for every pair purchased. Talk about walking the talk!

Building trust with your audience

Also Read: 10 Social Media Branding Tips for Brands in 2022

Emotions that hit like a punchline

A compelling brand identity taps into people’s emotions, making them feel something deep in their gut. Think about Coca-Cola’s holiday ads, which whip up warm, fuzzy feelings of togetherness and joy. When your brand identity strikes an emotional chord, it creates a bond that keeps customers returning for more.

brand identity taps into people's emotions

Differentiation that breaks the mold

In a sea of sameness, a killer brand identity sets you apart like a unicorn in a herd of horses. Take Dollar Shave Club, for instance. They disrupted the shaving industry with their witty brand identity and unconventional marketing, leaving the big boys scratching their heads. By boldly embracing their unique identity, they carved out a niche and dominated the market.

Loyalty that sticks like glue

A strong brand identity fosters stickier loyalty than gum on a hot summer sidewalk. Just look at how Apple has built an army of die-hard fans eagerly awaiting the latest iPhone release. Their brand identity creates a sense of belonging and turns customers into brand advocates who can’t help but spread the Apple gospel.

Expansion that spreads like wildfire

When your brand identity is rock-solid, it becomes the springboard for expansion and growth. Take Airbnb, for example. It started as a platform to rent air mattresses, but its brand identity evolved to represent a global community of travelers seeking unique experiences. Their brand identity fueled their expansion into various travel services and turned them into a household name.

Strong brand identity examples

What, after all, is a good brand identity? Well, learning from the best’s always a good idea, so that’s exactly what we’ll do. The following examples of strong brand identities have cracked the code of success. With their unique persona and visual appeal, each brand has created a captivating presence that sets them apart and leaves the customer wanting more. Let’s see how they do it.

solid brand identity springboard for expansion

But before that, look at 7 Brands that are Killing It with Their Strong Meme Game on Instagram.

First up, Starbucks

Starbucks trendy brand identity

Starbucks has crafted a brand identity that screams hip and trendy. From its iconic green mermaid logo that adorns every cup to its inviting and cozy coffee shop ambiance, Starbucks has become the go-to destination for the cool crowd. It’s like stepping into a caffeine-fueled sanctuary where creativity flows, and connections are made over a steaming cup of java.

But it’s not just the aesthetics that make Starbucks cool. It’s the entire experience. Starbucks has mastered the art of creating a community-driven atmosphere where people can gather, work, or simply enjoy a moment of solitude with their favorite beverage.

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community-driven atmosphere

It’s where ideas are born, friendships are forged, and Instagram-worthy moments are captured. In a fairly short amount of time, Starbucks has become a cultural hotspot, a place where people can feel a part of something bigger.

They’ve even created their own lingo: Phrases like “venti,” “frappuccino,” and “Pumpkin Spice Latte” that have become synonymous with Starbucks culture alongside their symbolization for self-expression. With its extensive menu offering many customizable options, Starbucks empowers people to own their individuality and express their unique tastes.

starbuks own lingo

Oh, and let’s not forget Starbucks’ commitment to social responsibility and sustainability. People are passionate about making a difference, and Starbucks’ stance on issues like fair trade, ethically sourced coffee, and reducing their environmental footprint resonates greatly with the socially conscious community.



Effortlessly cool, refreshing, and minimalistic – In an online landscape full of clutter, WeTransfer makes file sharing feel like a breath of fresh air and eternal ease.

Have you ever visited their website and felt an instant attraction that you just can’t comprehend? It’s like all you wanna do is look at their website and admire it. Just like that. To the point where you’d even claim it to be your favourite website of all the time.

Well, you’re not the only one. The aesthetic visuals, the clean fonts, and their intuitive interface are all to blame. With a platform like that and a brand voice that is refreshing and straightforward, WeTransfer echoes the mindset of the modern creative. 

They believe in simplifying the complexities of file sharing, and their popular phrase “Please transfer” encapsulates their mission perfectly, like a friendly and playful nod to the effortless nature of their service.

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Beyond aesthetics and functionality, WeTransfer’s brand identity shines through its commitment to supporting the creative community. They regularly collaborate with artists, photographers, and designers, showcasing their work and celebrating the power of creativity. They understand that creativity thrives when shared, and they provide a platform that fosters connection and inspiration.



Sophistication, engineering prowess, and the thrill of the open road –  BMW cars feel like stepping into a world where elegance meets performance, and every bit exudes superiority.

From their iconic kidney grille to their sleek and aerodynamic design, BMW vehicles are a visual feast for the eyes. The brand’s commitment to precision engineering and innovative technology sets them apart in the automotive industry. So much so that when you see a BMW on the road, you know you’re witnessing a symbol of automotive excellence.

But it’s not just the sleek aesthetics. BMW’s brand identity is deeply rooted in the driving experience – feeling the engine’s power as it roars to life, the precise handling that makes every turn feel effortless, and the adrenaline rush from accelerating on the open highway. BMW vehicles aren’t just modes of transportation; they’re a statement of personal style and a celebration of the joy of driving.

BMW's brand identity

Talking about its brand voice, sophistication, and passion are apt descriptions. Their tagline, “The Ultimate Driving Machine,” perfectly captures their commitment to delivering an unparalleled driving experience. It’s a phrase that has become synonymous with BMW and reflects their dedication to creating vehicles that embody performance, luxury, and craftsmanship.

BMW tagline

Beyond the cars themselves, BMW has also extended its brand identity to include lifestyle and accessories, further enhancing its reputation as a symbol of refinement and status. From elegant timepieces to sleek apparel collections, BMW offers a complete experience beyond the driver’s seat. Talk about checking all the boxes of a strong brand identity!

Coca Cola


With its iconic red and white logo, Coca-Cola is an instant eye-catcher, like the cool kid in school who effortlessly stands out from the crowd. The brand’s timeless design and recognizable contour bottle evoke a sense of nostalgia while still maintaining a modern edge. It’s a perfect blend of classic and contemporary.

Not just that, Coca-Cola’s brand identity is all about happiness, togetherness, and celebrating life’s little moments. Aligning their brand with fun, excitement, and shared experiences, Coca Cola’s famous tagline, “Open Happiness,” calls for people to savor life’s simple pleasures.

From movies to music, Coca-Cola has ingrained itself in popular culture, becoming a symbol of coolness. It’s the drink of choice in iconic films, the go-to beverage at concerts and festivals, and a staple at social gatherings. The youth, in particular, connect with Coca-Cola because it represents being part of something bigger that transcends mere refreshment.



The ultimate sound companion that’s got your ears covered, your playlists poppin’, and your vibe on point. Spotify feels less like an app and more like a DJ in your pocket, serving the perfect beats for every moment, mood, and memory.

With its vibrant green logo and an interface smoother than a slick dance move – Spotify has revolutionized how we vibe to our favorite tunes. It’s a pocket-sized party where playlists come alive, and music discovery is unlimited.

Spotify’s brand identity? Cool, connected, and all about the tunes. It’s like a musical playground where you can dance, sing, and vibe to your heart’s content. Their brand voice is casual, energetic, and music-obsessed, just like that friend who always knows the hottest tracks and the latest artists to check out. From “Study Sesh Vibes” to “Feel-Good Friday Jams”, they’ve got playlists for every mood and phrase that make you feel like an exclusive member of the Spotify fam.

Spotify’s all about creating connections through music. It’s a social vibe where you can discover new artists, share your favorite tracks, and even collaborate on killer playlists with your crew, like having a virtual party inviting everyone to jam out and feel the music together.

Not only that, the platform also supports artists, advocates for diversity, and promotes positive change through its Spotify for Artists program. They’re all about giving back and improving the world, one track at a time.

How to create a brand identity for your business?

So you’re fascinated by what this magical thing called brand identity can do for your business but have no idea where to begin. Don’t worry; the following steps will help. A ton. Pinky promise.

Step 1: Soul Searching

Start by digging deep into the core of your business. Ask yourself questions like, “What’s your mission? What values do you stand for? What makes you jump out of bed in the morning?” This soul-searching session will lay the foundation for your brand identity. 

Patagonia, the outdoor clothing company, nailed it by aligning their brand identity with their passion for environmental activism. Their customers resonate with their purpose, and it’s a win-win situation!

Soul Searching for brand identity

Step 2: Knowing Thy Audience, Sherlock Style

Time to whip out your detective hat and get to know your audience like their best friend. Dive into their desires, dreams, and pain points. What makes them tick? What floats their boat? This insight will shape your brand identity to connect with them on a deeper level. 

Take REI, for example. They cater to outdoor enthusiasts who crave adventure and the great outdoors. Their brand identity speaks directly to their audience’s adventurous souls and keeps them coming back for more camping gear!

Knowing Thy Audience

Step 3: Creating Visual Magic

Now comes the fun part – designing the visual elements that’ll make your brand identity pop like fireworks on the Fourth of July! Think logo, colors, typography, and imagery. 

Nike’s iconic swoosh is simplicity at its finest, instantly recognizable, and oozing with power. Choose visuals that reflect your brand’s personality and leave a lasting impression on anyone who lays eyes on them.

Nike's brand identity

Step 4: Crafting a Brand Voice

Your brand needs a voice that’s as captivating as a master storyteller. Define your brand’s tone, language, and style. Are you witty, formal, or quirky? Find your voice and let it guide your communication across all platforms. 

Look at Wendy’s on Twitter – they’ve mastered the art of a sassy, sarcastic brand voice that has won the hearts of their followers and generated viral attention. Let your words work their magic and leave your audience hungry for more!

Crafting a Brand Voice on Twitter

Step 5: Consistency, the Glue that Holds it All Together

Consistency is key, my friend! Make sure your brand identity shines bright like a diamond across all touchpoints – your website, social media, packaging, and even customer interactions. Build a consistent brand experience that leaves no room for doubt. 

Starbucks is a pro at this – you can walk into any Starbucks store worldwide, and you’ll find that same cozy, coffee-caramel-scented atmosphere and that oh-so-familiar green logo. Consistency breeds trust and loyalty!

Consistency in brand identity

Step 6: Evolve and Adapt

See, here’s the thing: The world moves faster than a cheetah on roller skates, so make sure you’re not stuck in the past. As your business grows and evolves, be open to tweaking and refining your brand identity. Stay attuned to changes in your industry, listen to your audience, and adapt like a chameleon on a rainbow. 

Look at Instagram – they started as a humble photo-sharing app and transformed into a platform that also caters to video content and commerce. Embrace the winds of change and keep your brand identity fresh and relevant.

Evolve and Adapt

That’s all, folks!

There you have it – all the deets about what a brand identity is, why it’s so important, and how you can build one in one place. 

I know the steps on how to create your brand identity might feel like a never-ending chore at some point but trust me when I say that IT IS WORTH IT. This baby is what’ll make you the life of the party rather than just another face in the crowd help create connections that go far beyond transactions.

Now that you’re fluent in all things brand identity-related, go out there and craft one that is simply irresistible and let your competitors worry about how they can catch up. And remember: the key to brand success lies within your genuineness and ability to stand out, not the opposite. Stay true to yourself and you’ll do *just fine.*


Q: Can a small business have a strong brand identity?

A: Absolutely! Size doesn’t matter when it comes to building a strong brand identity. In fact, a compelling brand identity can be a game-changer for small businesses, helping them differentiate themselves from their competitors and make a memorable impact. The key is to understand your target audience, define your brand’s unique personality, and consistently deliver on your brand promise. Remember, a strong brand identity is about quality, authenticity, and creating emotional connections. With the right strategy, creativity, and a sprinkle of passion, even the smallest businesses can create a brand identity that stands tall and impacts their customers.

Q: How long does it take to build a strong brand identity?

A: Building a powerful brand identity takes time and dedication. It’s not a one-and-done task, but rather an ongoing process that requires consistent effort and refinement. The timeline can vary depending on factors such as the complexity of your business, the resources at your disposal, and the market you’re operating in. But don’t worry! Focus on taking the necessary steps, one at a time, and stay committed to crafting a brand identity that truly represents who you are. With patience and persistence, your brand identity will gradually grow stronger, leaving a lasting impression on your audience.

Q: How do I make my brand identity consistent across different platforms?

A: Start by establishing clear brand guidelines. These guidelines should include specifications for your logo usage, color palette, typography, and tone of voice. Ensure that everyone involved in representing your brand – from designers to marketers – is aware of and follows these guidelines. Consistency also means carrying your brand identity across all touchpoints, be it your website, social media profiles, packaging, or even customer interactions so try to maintain a consistent look, feel, and message. This way you’ll be be able to build trust, reinforce recognition, and strengthen your brand identity.

Q: What is the difference between brand image and brand identity?

A: Brand image is all about how the public perceives your brand. It’s like the impression you leave on people’s minds when they think about your business and what they believe and feel about your brand based on their experiences and interactions with you. Think of it as the reputation you build out there in the world. On the other hand, brand identity is more like your brand’s DNA. It’s the essence of who you are, what you stand for, and how you present yourself to the world. It’s like your brand’s personality, style, and values all rolled into one fabulous package. Your brand identity is what makes you unique and sets you apart from the crowd. This is something you can control.

Fabeeha Alam

Fabeha is a martial arts enthusiast and animal lover who's always ready to take on new challenges. When she's not practicing her kicks and punches, she's out making new furry friends or discovering a new hobby.

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