Developing a strong brand identity is not an easy task, and it does not happen overnight. You cannot just select random colors and throw together a logo. It is a strategic process that requires deep thinking, clear communication, design skills, and an intimate understanding of the business' goals. A process where one selects appropriate colors, forms, and fonts to create a desired first impression in customers. 

Although it may seem intimidating, it does not have to be. I am here to guide you through the process. 

From this article you will learn:

1. What is a brand identity

2. 10 signs you need to update your brand identity quickly

3. Tips and resources on how to refresh your brand identity

Ready? Alright, let's get started.

What is a brand identity?

Is it your logo? Your color palette? Maybe your website? Well, good news to you, it is all of the above and more.

A brand identity is a cohesive visual system/language that includes:

• Iconography

• Data visualization

• Interactive elements

• Video and motion

• Web design

• Logo

• Colors

• Typography

• Design System

• Photography

• Illustration

and can be applied to everything from your website to your packaging.

A lot of things, right? Don't worry, you don't have to have it all at once, but these are things I recommend you to keep in mind before creating your visual identity. Also, I have great news for you! If you haven’t already, sign up for my email list to get the Create a Converting Brand Identity FREE DIY Checklist I created to help entrepreneurs like you along with biweekly tricks and tips on creating a strong brand identity that attracts your ideal customers. 

Alright, let's move on!

Next up,

10 signs you need to update your brand identity

1. Your logo is not flexible

2. You are visual inconsistent

3. Following too many trends

4. You look like your competitor

5. Your identity doesn't reflect your brand values

6. Your brand is expanding

7. You don't have a color hierarchy

8. You don't have a type hierarchy

9. You don't have a photography style

10. You don't have a Brand Style Guide

1. Your logo is not flexible

With the digital age, websites, and social media, it is highly important that your logo is simple enough and has several "lockups" to cater to every marketing needs. For instance, if you have a wordmark or logomark that is very intricate and has lots of fine details, it won't translate nicely on a banner ad, homepage, or favicon.

2. You are visual inconsistent

Let's do a quick test! Pull up all your social platforms, Facebook, Instagram, Website, etc. Take a look at them side by side! Do you see visual consistency? Would an outsider recognize the similarities? No? Then there is a good chance your visual language is not consistent. 

3. Following too many trends

Some brands like to keep up with the newest, freshest visual trends but it creates confusion and disconnection. You have to be consistent with your look so you can build trust with your customers. After all, no one wants to do business with a company that doesn't know their core values and how to express them.

4. You look like your competitor

This is a big one. Business owners sometimes don’t know where to start when it comes to creating their brand identity themselves, so they don’t feel confident about their current look, and most of the time end up looking like their competitors, which cheapens not only your competitors but your market value as well. Who wants to purchase the same looking product/service for a more expensive price?

5. Your identity doesn't reflect your brand values

Reflecting your values with visuals is essential as you have to set a mood way before people interact with you. They have to be able to look at your website, social media, and other marketing assets and understand what you are about from the first glance. You only want to serve the people who truly value your business.

6. Your brand is expanding

Sometimes you start with one business idea, then time passes, and you start to understand your clients more and more. As you get clear on their deepest needs and desires, you start pivoting your business and creating new offers to keep your loyal tribe happy. Just like your business is evolving, your visual identity needs to evolve with it as well to reflect your brand values at all times.

7. You don't have a color hierarchy

Having a color hierarchy helps you achieve an expert look and guides your customers visually. Using it you always know what colors to use and when to create a cohesive brand identity. You should have 1-2 primary colors to use most frequently, 2-3 secondary colors that allow you to color coordinate, and 1 CTA (call-to-action) color that always tells your customers to take action.

8. You don't have a type hierarchy

Have you ever run into the problem that the font you love to use as your headline is not very easy to read in the small fine text copy? It's ok, you are not alone, but this is why you need a system of fonts assigned to displays, headlines, and body copy besides helping you show your brand values.

9. You don't have a photography style

When looking at your Instagram feed and then your website, do the pictures share a similar style of photography? No? Well, you will need one then! Just like all the above, you have to be consistent and have a style unique to your brand to create trust. 

10. You don't have a Brand Style Guide

This is a big one. A Brand Style Guide is like a roadmap to the visuals of your brand. A Style Guide helps you stay consistent and keep things cohesive even when someone else is working on your graphics. It's nice when everyone is on the same page and knows what to do without wasting time on long explanations, so when you work with several designers, you can hand this guide to them, so they know exactly how to create something true to your brand without needing a deep understanding of your business. 

Alright. You know the signs, but what can you do?

Tips and resources on how to refresh your brand identity

Start by asking the hard questions. 

• Why you are doing a rebranding?

• What is your business culture like?

• Who are your customers currently?

• Who would you like to attract?

• What is the tone of voice you use to communicate?

• What kind of impact does your business make on others?

• Who are your competitors?

Once you successfully answered all of the above, do research.

Research:

• industry trends

• what competitors do

• what attracts the customers you want to have

The next step is playing with visual directions.

Create a vision board with:

• Colors: Research color palettes at Adobe Color

• Fonts: Find fonts on DesignCuts or Creative Market

• Images: Find stock photography on Unsplash (free), Pixabay (free), Adobe Stock (paid), Shutterstock (paid), and to make them look consistent research Adobe Lightroom presets on DesignCuts or Creative Market. 

• Graphics: Get patterns, icons, illustrations, and other graphics from DesignCuts and Creative Market. Don't forget to take a peek at the textures as well to help you create a feel to your vision board

Create a few variations then select one keeping your ideal customer in mind.

All set! Let's get to the action and use the elements you just collected consistently in your digital and printed marketing efforts. I would love to hear your breakthroughs and aha moments in the comments below!

And if you’re overwhelmed by any stage of the process, let’s chat about how to get through it.

This post was inspired by Column Five Media’s “How to Create a Powerful Brand Identity” and “10 Signs You Need to Refresh Your Brand Identity ASAP”, which I also highly recommend to read.