How to Build a Lasting Brand Identity for Your Business

How to build a lasting brand identity for your business

Written By Pratik

Pratik is Founder and Creative Director of PMLogos. He has accumulated 10+ Years of Branding and Design Experience that could be useful for your business identity and growth.

January 23, 2023

Brand identity is how a company wants to be perceived by customers and to distinguish itself
from its competitors. It is the overall image of the company that is created and communicated to
consumers through different marketing efforts. Brand identity includes visual elements such as
logos, colors, fonts, designs, and the company’s mission and values.

Brand identity is essential to any business, as it is the foundation of what a company stands for
and how customers perceive it. It is the most critical element in developing a successful brand
and helps companies create a solid and recognizable market presence. Brand identity is crucial
in building customer loyalty, driving sales, and providing a competitive edge in a crowded

Brand identity not only helps customers identify a company, but it also helps to create an
emotional connection with customers. A company’s identity should evoke positive emotions in
customers, such as trust, loyalty, admiration, and respect. This helps to create a feeling of
connection and encourages customers to return and purchase more.

What Exactly Is Brand Identity?

Brand identity is the image a company projects to the public. It contains various components
such as logos, symbols, slogans, colors, and messaging, all of which work together to create a
cohesive and memorable identity.

A successful and lasting brand can be a business’s most treasured asset, despite being
intangible and hard to measure. Common methods for calculating the worth of a brand include
evaluating the cost of creating a comparable brand, the money paid for using the brand name,
and the revenue of similar non-branded companies.

How to Build a Compelling Brand Identify

  • Define the company’s core values and mission statement: The brand identity should be
    based on a set of core values communicated in the company’s mission statement. These values
    should be reflected in the company’s decisions and actions.
  • Develop a logo and other visual elements: The company should create a logo, color palette,
    and other visuals that represent the brand and can be used consistently across all marketing
  • Create a unified voice: The company should develop a unified voice, tone, and language
    used consistently in all communication. This includes written and verbal communication, both
    internally and externally.
  • Establish a brand style guide: A style guide should be created to ensure that all materials
    produced for the brand conform to the established identity.
  • Monitor and protect the brand: The company should monitor and enforce the use of the brand
    and its identity. Any misuse or infringement should be addressed promptly and dealt with

Creating a successful brand identity requires careful thought and planning. All components must
be thoughtfully crafted to define the company’s desired perception and convey the right
message to the right audience.

Key Considerations in Brand Identity


The clarity in your brand identity is essential. You want customers to easily recognize
your brand and understand the message you are trying to convey. This means having a
unique, easy-to-understand, and consistent logo across all channels and platforms.


While consistency is important, it’s also important to have the flexibility to update or
modify your brand identity when needed. This could mean changing the logo slightly or
adding new colors or fonts to keep your brand current.


Your brand identity should be relevant and meaningful to your target audience. Consider
what your target audience is looking for and ensure your brand identity reflects that.


Having a lasting brand identity is essential for any business. It gives customers a sense of
familiarity and allows them to recognize the company quickly and easily. This recognition builds
trust and loyalty, leading to increased sales and long-term success. Brand identity also helps to
differentiate a business from its competitors and create a unique presence in the market.

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