Branding – What’s It All About: Part 3 – Brand Identity

8 mins read
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This article explains what your brand identity is all about, including your logo, colour palettes, fonts, photos, and illustrations.

Think of your favourite company. As you picture the products you like and the services you enjoy receiving, there will be a certain feeling you get. You may not be able to put your finger on the feeling, yet it’s there. That feeling is created through your experience with that company’s specific brand, and it’s what keeps consumers coming back for more. From the packaging of their products, their logo, the tone of their e-mails, and the fonts they use, everything consistently reflects the exact experience the brand is wanting to create; and that is what branding is all about.

Branding is a very important aspect of a business’s marketing strategy, and there are many elements that go into defining and maintaining a brand. We have broken down some of the most important elements of branding into 3 easy to follow articles. Here is our explanation on the third element of branding: Brand Identity.

Brand Identity

Brand identity includes the visible elements of your brand that distinguishes your brand in your consumers eyes. These are the intangible elements of your brand that reinforce your existing reputation in the market. Your brand identity includes the many design elements that are created and displayed to match your appearance and reach your targeted audience.


Your logo is the graphic mark, emblem, or symbol that is used to identify your company or brand. Your logo may be in an abstract or figurative form, or it may be a stylized version of your company name. A good logo is memorable, cultivates brand loyalty, and differentiates you from everyone else. The goal of good logo is to bring instant brand recognition, however there are also many “rules” around a proper logo design such as being able to use the design horizontal or vertical, and in black and white. A widely and instantly recognized logo becomes a valuable intangible asset for many companies and in many cases is trademarked.

Colour Palettes

Colour is a hidden secret in producing a good brand identity for your company. Colours are more than just visual aids; they convey emotions, feelings, and experiences. The shades and colours you use to make up your brand colour palette should reflect the experience you want your target audience to become familiar with. Embracing colour theory is a great way to choose a colour palette that reflects your brand. Colour theory includes 3 basic categories: The Colour Wheel, Colour Harmony, and Colour Context.

For example, orange is considered a vibrant and energetic colour. The more muted tones are usually associated with autumn and the earth. Orange can represent change and movement due to the association of the changing seasons and is strongly associated with creativity. Orange is also a fruit of the same name, which means it can also be linked to health and vitality. Used in designs, orange commands attention without being as overpowering as red, and is often seen as more friendly and inviting.


Typography is also known as the fonts you use for your branding. In some cases, the composition and line strokes of your font are another way to show your brand personality. In other cases when a font is chosen correctly it will hardly be noticeable, while it will stick out like a sore thumb when chosen incorrectly. The power of fonts is that they are able to tell a story by bringing your brand voice and brand personality together. However, always remember that consistent fonts should be used throughout your branding to maintain the personality of your brand.

Photos and Illustrations

Photos and illustrations are recommended to be used significantly throughout your company’s branding. Photos will grab the attention of consumers more than words will and add that perceived value to your brand. Perhaps the most important aspect of using photos in branding is their ability to convey emotion. Contrasted light and darker images will portray moodiness, light/bright rooms will convey happiness, while blues will depict tranquility. Using photos and illustrations for your brand is a great way to maintain your [link 1] brand consistency.

Marketing, products, articles, and website design all use photos to visually enhance many elements. The old saying “a picture is worth a thousand words,” still has merit today. Done correctly, photos and illustrations will complement your brand identity and can enhance recognition to the point where you are distinguished by the visual elements of a picture alone. There are many stock photo options, both free and paid, that you are able to access for your company’s photos. Professional photography or using a high-quality camera to take photos is also a good option to add to your company’s image use inventory.

Defining Your Brand

Defining your brand can be a journey of business self-discovery within itself. As you have read above, there are an extensive number of elements and details that go into creating a brand for your business. When consumers instantly recognize your brand, know who you are and what you stand for, you’ve become more than just a name and a symbol; you’ve become an experience.

With this deeper understanding of branding and brand identity, we recommend you take some time to reflect on your company’s understanding of your logo, colour palettes, fonts, and the photos and illustrations being used. Here is a great question to ask yourself: “Are there any steps we can take to strengthen the brand identity throughout our company?”

We’ve covered a lot on Branding in this BIG series! See here for an action items checklist to help sort through the different action items we have discussed.

Download our two page Branding Action Items Checklist.

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Visit our Resource Library for all available downloads.

If you require assistance with any of the guides, forms or templates, please contact a BIG representative.

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