The brand identity is the visual, verbal, auditory, olfactory representation of your brand. It is shaped to be embedded in the minds of your audiences. It distinguishes you from your competitors.

Often limited to just the logo, brand identity is much more complex and extensive. The logo is certainly a foundational element, but here is a non-exhaustive list of components of a good brand identity:

• your colors; 

• your typography;

• your slogan;

• your sound jingle (listen to our mini-series of podcasts dedicated to the sound design of brands to learn more);

• your story;

• the way you tell your story (storytelling);

• your values;

• your mission;

• your editorial charter

• …

A brand identity is very important for your business. It will help you build a trusting relationship with your clients and gain credibility with them. Unique, your brand identity reflects the face of your company down to its values. 

A strong brand identity relies on 3 pillars:

• Consistency

• Memorability

• Emotion

We will delve more into these 3 pillars in the following paragraphs. Are you ready? 

A GOOD BRAND IDENTITY IS CONSISTENT ACROSS ALL YOUR MEDIA

The proliferation of communication media and touchpoints during the customer journey is often a real headache for brands.

The best brands are those that manage to be consistent everywhere. From their website to their physical store, through their packaging or social media, these brands are recognizable. Their logo (adapted if needed) and more broadly their visual identity, their editorial tone, and their values are present.

This consistency is a true vector of trust because wherever customers find you, they have reference points and recognize you instantly.

EXAMPLE: AIRBNB

A logo, a typeface, icons, and even a video concept are recognizable at a glance.

A GOOD BRAND IDENTITY MUST BE MEMORABLE

Faced with the competition, you want your audiences to remember your brand. The combination of multiple components fosters the impression of a positive memory in people's minds.

At every touchpoint between your brand and your audiences, it is crucial to leave a mark through a unique experience, a singular element…

Some examples: 

• Typology, the online cosmetics brand, sends its products in packaging that closely matches their size. Therefore, you do not receive a large box with a small bottle of shampoo inside.

• Orangina or Coca-Cola have highly recognizable glass bottles.

• Veja, the shoe brand, is known for its ethical positioning. 

The idea is to impress your prospects so that they choose your brand over that of your competitor. They must be able to recognize you at a glance. 

With your clients, work on visual reference points or the fluidity of the customer journey so that they remember you and return again and again.

A GOOD BRAND IDENTITY MUST BE A VECTOR OF EMOTIONS.

Customers do not buy just products; they buy a brand universe. Through good storytelling, your brand has the power to capture attention and evoke emotions.

Very often, brands that speak up use persuasive communication techniquesto lead their target to buy a product or change their perception of the brand. 

By using humor, fear, sadness, surprise, absurdity… brands attach emotions to their message. 

For example: the Pringles advertisement, released during Super Bowl 2022, plays on absurdity. In our minds, we think: “WTF”. Then we see ourselves putting our entire hand in the tube to grab the last chips.

Creating a good brand identity is a complex task that requires coordination among several professions and experts. It relies on insights (read our article on the subject) and a good understanding of the brand and its environment.