Brand Identity 101: A Beginner's Guide

Jada Carpenter

Brand Designer

Graphic Designer

Blog Writer

Brand identities are all around us, on social media accounts, product packaging, and more. But what is a brand identity, and why does it matter for your business? How does it relate to a brand as a whole? In this beginner's guide, you'll learn brand identity basics and how creating a strong, consistent brand identity can set your brand apart.

What is a Brand Identity? 🤔

A brand identity is the visual representation of your brand, including your logo, color palette, typography, and imagery. Your brand's identity is the first thing that people see when they come in contact with your business, and it can make or break their perception of your brand. Each element gives your audience a clue about the things they can’t see, like your brand's personality and values. A strong brand identity can help to establish trust and recognition with your customers, leading to increased brand loyalty and engagement.

Brand vs. Brand Identity 🤝

It's important to note the difference between a brand and a brand identity. A brand includes all the experiences a customer has with your company, while a brand identity is the visual representation of your brand. A brand identity can be created and controlled, shaping the way people perceive your brand. However, it's just one piece of the larger branding puzzle. To truly build a strong, successful brand, you need to focus on both the tangible *and* intangible aspects.

Why Does Brand Identity Matter? 😍

Have you ever purchased something just because you liked the way it looked? Me too (looking at you, Native deodorant). A strong brand identity is crucial for building brand recognition and trust with customers.

By understanding brand identity basics, you can make more informed design decisions that resonate with your target audience. A thoughtfully designed brand identity also makes your brand more memorable, leading to increased brand loyalty and engagement.

Let's take a look at a brand identity that's been winning over dog lovers: The Farmer’s Dog 🐾

They've got this whimsical, fun-loving vibe going on with a minimalist design that's all about simplicity and naturalness. Let's unpack the basic elements of their brand identity 🧩

Logo:

A logo should be simple, memorable, and versatile enough to adapt to different mediums and sizes. The Farmer's Dog logo is all three. The organic circle shape and handwritten font say "real food made by real people". It's like looking at a label that a farmer might put on a jar. The handwritten font is also approachable and cozy, like a hug from your furry friend. The logo is so easy to spot and looks amazing across all of their materials. The Farmer's Dog logo is successful because it communicates exactly what the brand stands for in a split second.

Color:

When it comes to a brand's color palette, it's essential to pick colors that align with the values and personality of the brand. Colors have the power to evoke emotions, so choosing the right ones can make all the difference. Check out some tips on how to create a color palette over here. The Farmer's Dog color palette feels fresh and natural, which is exactly what you want in your dog food. The greens are earthy and wholesome, the creamy off-white feels pure and clean, and the orangey pink feels fresh. Overall, The Farmer's Dog color palette is a shining example of how to pick colors that fit your brand's identity and create a cohesive look and feel.

Typography:

The typography used in a brand identity should be consistent, easy to read, and communicate personality. The Farmer's Dog uses a playful combination of serif and sans-serif fonts. Both fonts are simple, just like the food. They're also curvy, which feels soft and approachable.

Imagery:

Imagery, like photography and illustrations, can help support a brand's messaging. Every photo, graphic, icon, and button is an opportunity to communicate brand values. The Farmer's Dog photography features happy and eager pups. Their illustrations are also spot-on, with simple and playful drawings of dogs and veggies. The Farmer's Dog imagery and illustrations reinforce their message that dog food should be fresh, natural, and bring joy to dogs and their owners.

Consistency:

A brand identity should be consistent across all touchpoints, including the website, social media accounts, marketing materials, and more. Consistency helps to create a sense of cohesiveness and reliability that customers find comforting. Once again, The Farmer's Dog nails it.

By thinking about the key elements of a brand identity, you can create a strong, consistent look and feel that sets your brand apart from the rest. Remember, your brand's identity is the first thing that customers see when they come in contact with your business, so it's important to make a great first impression.

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Posted Mar 22, 2023

Brand identities are all around us, on social media accounts, product packaging, and more. But what is a brand identity, and why does it matter?

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