Understanding Brand Identity: The 6 Key Elements You Need to Know

Understanding Brand Identity: The 6 Key Elements You Need to Know

Date & Time
May 5, 2023
Reading time
4 mins
Author Icon
Lopamudra Barik

In the face of direct competition, successful brands stand apart.

Even though they sell nearly identical products, it's nearly impossible to confuse one for the other. This is due to the fact that each has a distinct identity that resonates with customers and creates a lasting impression. Here's a closer look at what makes a good brand identity.

What is the definition of brand identity?

Brand identity refers to a company's unique design and messaging, which includes its logo, colour scheme, typography, voice, and tone. If you sell physical things, your brand identity can include tangible features like the appearance and materials used in your packaging.

The branding process, which is continuing work you conduct to develop and continuously refine your brand identity, determines brand identity. This entails making deliberate decisions about all of the elements that comprise your brand's identity, such as colour, typography, and voice.


Is your brand identity synonymous with your brand? Not quite. Your brands how the rest of the world perceives your business, product, or service. Your identity and how you promote your firm will have an impact on this, but ultimately, customer perception defines your brand.

6 Brand Identity Elements

The identity of a brand is made up of many different components. When considering brand identity, visual features are frequently at the top of the list, but aspects such as voice and values are equally crucial.

1. Logo

A well-designed logo may last for decades and cross linguistic and cultural boundaries—you don't need to read the word Nike to know who created a sneaker with a swoosh on it. It's effectively your brand's shorthand, which is why logo design is so important.


Logos are frequently graphical marks or word marks (logotype), and both have advantages and disadvantages. You may also create a combined logo that includes both a symbol and a typographical rendition of the company name.

2. The colour scheme

Colours are an important part of your brand and may instantly identify you from competition. Because of colour psychology, they can also influence customer perception and decision-making. People may identify red or pink with love and yellow or orange with joy, for example.


Consider what you want to portray with your brand's colour palette. Aim for harmony rather than competition when selecting colours.

3. Typography

Your brand's typography consists of the typeface and font you choose, as well as the principles that govern how you utilise them.

Most firms choose two typefaces; if you use more than two, your design may become cluttered or confusing. Some fonts are available for free, while others require a license. A designer can also build a custom font for you.

4. Tone and voice

In writing, voice and tone are how you convey your brand's personality and attitude. If your brand's visuals are what make it look like you, your voice and tone are what make it sound like you.

Consider Tushy, which openly discusses your derriere. It's a subject that most businesses and people avoid. Tushy, on the other hand, embraces it with enthusiasm and humour.

5. Packaging

If you create actual things and transport them to customers, your product packaging is also part of your brand identity. Packaging should be visually consistent with your business's identity, bearing your logo and, when possible, using your brand colours and typefaces.

Any written content on or in your packaging should reflect the tone of your brand. Even the packaging can be used to promote your business.


Consider Zero Waste Cartel, which sells environmentally friendly cleaning, bath, beauty, and kitchen items. The company substitutes biodegradable or reusable materials for plastic in its packaging and compels customers to buy some products (such as toothbrushes) in bulk. The selections show the company's commitment to sustainability and align with the ideals of its target customers.

6. Imagery

Brand imagery includes photography, iconography, and illustration. Consider how background photos and product photographs on your website might effect your brand. Silk & Willow, an online ribbon, linen, and paper business, does this with its various plant-focused images.

The photographs nicely present the company's products and complement its "inspired by nature" motto.

How to Create a Strong Brand Identity in 6 Steps

1. Define your principles

When starting from scratch, consider the mission, vision, values, and target market of the company first. When developing your brand identity, you can use these as a sounding board.

2. Select a name

If you don't currently have a business name, the Typof business name generator can help you come up with some.

3.Begin the branding process

Creating a brand strategy takes time and careful consideration. You'll deliberate over every aspect of your brand's identification.

4.Check in with your audience

Your brand must connect with your target audience in order to be successful. Show your growing brand work to trusted collaborators or perhaps a focus group of people from your target market to ensure that your brand resonates with them.

5.Make your brand assets

Typof free logo, slogan, and business card creators may assist you in developing your brand identity and creating brand assets. Other free tools include Colours for exploring colour schemes and Font pair for finding fonts that work well together.

Once you've established the elements of your brand identity, you can create brand guidelines and a style guide for how you present your company to the public. These are frequently combined into a single document or set of standards to which your employees can refer when making decisions.


What are brand identity elements?

Brand identity elements are the distinct and recognizable components that make up a brand's visual and verbal identity. These elements help to create a unique and memorable brand image that consumers can easily identify and connect with.

What are the six elements of brand identity?

The six elements of brand identity are: Logo: A unique visual symbol or mark that represents the brand. Color palette: A specific set of colors used consistently across all brand materials to create a recognizable visual identity. Typography: A specific set of fonts used consistently across all brand materials to create a recognizable visual identity. Imagery: A specific style or type of images used consistently across all brand materials to create a recognizable visual identity. Tone of voice: The way the brand communicates through language and messaging. Brand positioning: The unique value proposition that sets the brand apart from competitors and defines its place in the market.

Why are brand identity elements important?

Brand identity elements are important because they help to create a recognizable and memorable brand image that consumers can easily identify and connect with. Consistently using these elements across all brand materials helps to establish a strong brand identity and can also help to differentiate the brand from competitors. This can ultimately lead to increased brand awareness, customer loyalty, and business success.

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