How To Create A Brand Identity: Your Complete Step-by-step Guide

Dec 11, 2023

Branding and Graphic Design

So, you’ve developed a business concept that will allow you to use your skillset, provide innovative solutions to your customers, and rack in some serious profits, right? Awesome! Now, you need to think about now only how you’ll set yourself apart from your competitors, but also how to ensure your target market recognizes, connects with, and remembers your business.

Branding is what makes that happen.

What is your brand? Well, you’re not precisely sure…yet. It’s critical to understand that branding involves more than a well-designed logo, font, and company colors. A brand needs to create an emotional response or need in your market. It needs to tell your company story and convince customers that your business is their best option.

Brand Identity

In this guide, we’ll tell you how to style your brand. Read on to understand how to set your brand apart in a memorable way that makes your target audience remember your name.

1. Learn from Well-Known Brand Identity Examples

To further solidify your definition of branding, it helps to take a look at companies that have perfectly developed their brand and loyal customer following.


Apple is all about discovery, being ahead of the next big thing, and taking risks in pursuit of something better. Their logo of a bitten apple perfectly reflects that.

Because of this, people can instantly spot an Apple product from a mile away when they see it.

Nike is another example of an incredibly successful branding strategy.

Their logo—the iconic swoosh, and their slogan, “Just Do It” lets people know what their brand represents. It tells them that Nike is for the fearless, reliable, dedicated, and disciplined. It’s about committing to an idea and seeing it through—despite setbacks and challenges along the way.

These brands have stood the test of time for many reasons. First, the quality of their products is impeccable. And second, their successful branding strategies are impossible to ignore.

Learn from them.

2. Get to Know Your Company All Over Again

If you want to create a timeless and successful brand, you have to be willing to seriously question yourself as well as your core values and beliefs. Also, you will need to study tons of consumer data and market research along the way. Now is the time to re-introduce yourself to your company and your market.

Remember, branding isn’t just about what your business wants to say—it’s about understanding what your market wants to hear. To understand that, you’ll have to get to know your audience on a deeper level.

Ask yourself:

  • Where do they live?
  • How old are they?
  • How much income do they have, and in what type of industries do they work?
  • Do they have children?
  • How much free time do they have?
  • What are their pain points?
  • What solutions are they seeking?

You’ll also need to consider their beliefs and values, and assess whether they match up with those of your company.

Many businesses are afraid to have an opinion—but in reality, expressing your views is what gets your target market to notice you and resonate with your brand. You can even conduct consumer surveys to allow your market to tell you all of these things themselves.

Finally, consider why you started your company, what you hope to achieve, and how you offer better or different solutions than your competitors.

Corporate Identity Case Study: Rebranding of Hestia Home Services

3. Creating Branding Visuals

Although we mentioned earlier that your logo isn’t the only part of your brand—it’s still a pretty important component of your branding strategy. To make your logo as recognizable and useful as these famous examples, you’ll need to come up with the perfect central image.

To start, think of three or four words that you can instantly associate with your brand. Next, consider what images you would associate with those words. Maybe you’re a tourism company, and one of your words is “vacation.”

Possible logo images could include a collection of famous landmarks from around the world, international flags, a person relaxing on a beach, or a person boarding a plane. Next, consider the colors you’ll use—make sure you consider the psychology of colors here.We also strongly suggest working with local artists or graphic designers to create your bespoke font from scratch.

This is a fantastic way to differentiate yourself from the competition and increase your brand recognition.

EWR Client: Graphic Design and Branding Case Study

4. Developing Your Brand’s Voice and Tone

Finally, a key part of learning how to brand yourself and your company is deciding how you speak to your customers. For example, if you run an accounting firm, a playful brand voice with a slightly sarcastic, humorous tone wouldn’t be appropriate.

But, if you’re the owner of a board game cafe or a dating agency? A playful brand voice might suit your brand perfectly. Remember, the purpose of your brand’s voice is to convey your company’s overall personality, pace, and vocabulary. Is your brand quirky, authoritative, inspirational, or aspirational? Do you speak in longer sentences full of industry terms and jargon? Or, do you prefer to keep things clear and concise?

Your brand’s voice and tone will determine how to write web content, marketing emails, print ads, and even call scripts for your employees to follow.

Looking for More Guidance on Building a Brand?

Now that you have a stronger grasp on what creating a brand requires, you can start brainstorming, researching, and asking for feedback from your market. However, if you genuinely want to build a brand that stands out, or if you don’t feel like you have the time to do all the work on your own, you don’t have to. Consider hiring a brand expert to help guide you in the right direction.

We’re here to help you develop and implement branding practices that blow your competitors out the water. In addition to helping develop your brand awareness, we can also assist you with SEO, pay-per-click advertising, website analysis and development, and much more.

To get started, all we need is just 20 minutes of your time. Schedule your free consultation call with us today, and learn how we can help you to create a brand that’s impossible to overlook.

If ‘you’re interested in personal branding, you should also check out this book written by our CEO: “Build your Brand Mania” by Matt Bertram. The book will help you transform yourself into an authoritative brand and attract your ideal customers!

Build your Brand Mania Book Matt Bertram