Understanding the Ins and Outs of Brand Identity

Understanding the Ins and Outs of Brand Identity

Never miss out.
Sign up for our newsletter.

You’ve probably heard us use the term “brand identity.” It gets thrown around a lot. You might’ve heard it in marketing meetings, seen it on social media, or come across it in articles discussing business strategies. But no one ever stops to define it. At some point, you’ve probably asked yourself, ” What does that really mean, and why does it matter?” We’re here to clarify the confusion over this essential concept and help you understand how it can help your company when done right!

What is a brand identity?

At its core, brand identity is the unique essence of a brand—what sets it apart from competitors and makes it recognizable and memorable to your consumers. Think of it as a brand’s personality, encompassing everything from its logo, colors, and typography to its tone of voice, values, and mission.

You know we love to back everything up with data, so in a survey conducted by 99designs by Vista, 86% of small business owners reported that visual branding is essential to their overall business success, with 78% saying it significantly contributes to their revenue growth. 

What makes up your brand identity?

Visual Elements:

Visual elements, like your logo, are the most tangible aspects of brand identity and should be instantly recognizable. Logos can be simple or intricate, but the best ones are always memorable and reflect the brand’s values and personality.

Colors play a crucial role in brand identity as well. Different colors evoke different emotions and perceptions, so brands carefully select colors that align with their messaging and target audience. 

For example, blue often represents trust and reliability, which is why many financial institutions use it in their branding. While orange is a vibrant color, evoking a more cheerful and high-energy feeling.

Typography, or the style of font used in branding, also contributes to the overall identity. Whether you want to convey a sleek and modern brand with a Sans Serif or a classic and traditional brand with a Serif, the typography will represent the brand’s tone and personality.

Brand Voice:

Just as individuals have unique voices, brands have their own distinct tones of voice. This refers to the style a brand communicates with its audience. Are they friendly and casual? Professional and formal? Playful and quirky? The brand’s voice should be consistent across all platforms and channels, from social media posts to customer service interactions.

Values and Mission:

A brand’s values and mission are integral parts of its identity. What does the brand stand for? What causes or beliefs does it support? Consumers today, especially the younger generations (younger Millennials and Gen Z), are increasingly conscious of the values behind the brands they support. So, articulating a clear mission and values can help forge a deeper connection with your audience, making your brand more desirable for incoming consumers.


If there’s one bold nugget you take away from this blog, it’s that consistency is key to brand identity. All elements, from visuals to messaging, should align cohesively to create a unified identity. This means using the same logo, colors, and tone of voice across all platforms and touchpoints. Consistency nourishes familiarity and trust, making it easier for consumers to recognize and remember your brand.


While consistency is important, brands also need to be adaptable to stay relevant in a constantly evolving marketplace. This doesn’t mean completely overhauling your brand identity every few years but instead being open to subtle changes and updates that reflect shifts in consumer preferences or market trends.

So, let’s answer the big overarching question that everyone has in the back of their minds.

Why does brand identity matter? 

A strong brand identity sets you apart from the competition in a crowded marketplace where consumers are bombarded with choices. It helps them recognize and remember your brand, fosters trust and loyalty, and ultimately drives sales.

Moreover, brand identity isn’t just about attracting customers; it also plays a crucial role in attracting and retaining top talent. Employees want to work for companies that align with their values and beliefs, so a strong brand identity can help attract talent that is passionate about what your brand stands for.

Brand identity is much more than just a logo or a catchy slogan—it’s the heart and soul of your brand. By defining and cultivating a strong brand identity, you can differentiate yourself in the marketplace, build trust and loyalty with consumers, and create a lasting impact that extends beyond your products or services. 

So, whether you’re a startup looking to make a bold impact or an established company aiming to stay relevant, investing in your brand identity should always be a priority. Our team of certified experts ensures your brand not only stands out but gives you a niche position in the marketplace.

References: 1. Data collected via online research firm Corus in June 2022 from 1,061 decision makers from small businesses with no more than 100 employees across North America, the UK, Australia and New Zealand.
Boldthink rebrand launch checklist
Brand, Featured Blog

Your Rebrand Launch Checklist

Congratulations! You’ve officially launched your company’s rebrand, which is a huge endeavor for anyone to tackle, especially if your business has an established brand reputation. At Boldthink, we’ve helped numerous…