What Is Brand Identity & Why Does It Matter

July 26, 2023
5 minutes

Creating a strong brand is really important to do well in the fast-paced and competitive business world. Branding is the base that helps companies build their reputation, stand out from others, and connect with the people they want to reach.

Experts from a leading design agency in Sydney will explain what brand identity is and why it matters in setting you apart from your competitors.

Difference between Brand Identity and Brand Image

Brand identity and brand image may sound similar, but they actually mean different things when we talk about a brand.

Brand identity refers to all the things that make a brand unique and different from its competitors. It reflects how the brand looks, sounds, and feels. This includes things like the brand’s logo, name, colours, fonts, and the way it communicates through words and messages.

When a brand has a strong identity, it shows what the business is all about, its values, and its personality. This helps the brand stand out and be easily recognised by people.

On the other hand, brand image is all about how consumers see and perceive the brand. It’s about their own experiences, thoughts, and feelings towards the brand.

This image is shaped by their interactions with the brand, what they’ve heard about it, and how it makes them feel. Brand image is what consumers think and believe about the brand.

So, in simple terms, brand identity is how a brand presents itself, while brand image is how consumers see and feel about the brand.

Elements of Brand Identity

Brand Name

A brand name is the foundation of a company’s identity. It represents the first point of contact with consumers and plays a vital role in shaping brand perception. A well-chosen brand name can convey the brand’s values, evoke emotions, and leave a lasting impression.

When you pick a name for your brand, think about things like how special and easy to remember it is, how well it connects to your brand, and how easy it is to say. Make sure the name matches your brand’s identity and appeals to the people you want to reach.

Big companies like Apple, Google, and Coca-Cola have come up with unique brand names that everyone remembers. These names are simple and bring up strong feelings, which is why they’ve been successful for a long time.


A logo is a visual representation of a brand and serves as a powerful communication tool. A logo catches the nature of a brand and conveys its personality and values in a single glance.

An effective logo should be simple, memorable, versatile, and relevant to the brand. You should design your logo with careful consideration of shapes, colours, and typography to create a powerful visual identity.

Elements of Brand Identity - logo

For example, logos like Nike’s swoosh, McDonald’s golden arches, and Apple’s bitten apple are instantly recognisable and have become iconic symbols of their respective brands. These logos embody simplicity, versatility, and timeless appeal.


Colour Palette

Colours evoke emotions and influence perception. Each colour has unique psychological associations that you can use to communicate specific brand attributes. Understanding the psychology of colours is crucial when selecting a colour palette that resonates with your brand.

Keep in mind important factors such as brand identity, industry norms, cultural connotations, and target audience preferences when choosing a colour palette. A harmonious colour scheme can evoke the desired emotions and create a visually cohesive brand identity.

Elements of Brand Identity - Colour Palette

Strong brands like Coca-Cola (red), IBM (blue), and Starbucks (green) have successfully utilized colours to reinforce their brand identity and create a strong visual impact. These brands have established a deep association between their colours and brand recognition.


Typography plays a crucial role in brand identity. The right fonts can convey your brand’s personality, establish visual hierarchy, and enhance readability. Typography creates a distinct visual language that supports and reinforces the brand identity.

When selecting fonts, you should consider factors such as legibility, scalability, and alignment with the brand’s tone and personality. Combining different font styles can create a unique typographic system that strengthens the brand identity.

Elements of Brand Identity - Typography

Brands like Coca-Cola (Spencerian script), Airbnb (Cereal font), and Netflix (Netflix sans) have developed distinctive typographic styles that contribute to their brand recognition. These fonts reinforce the brand identity and create a consistent visual experience across various touchpoints.

Imagery and Visual Style

Visual elements such as photography, illustrations, and graphic styles shape brand perception and evoke emotions. Consistent imagery and visual style create a cohesive brand experience.

By establishing guidelines for imagery, graphic treatments, and visual elements, brands can create a cohesive visual language. Consistency in visual style helps reinforce your brand identity and differentiate you from competitors.

Elements of Brand Identity - Imagery and Visual Style

Take a look at Apple, Nike, or RedBull – influential brands that have created unique visual styles that resonate with their target audience. These brands consistently use specific types of imagery and graphic treatments, contributing to their recognisable and compelling brand identities.

Tone of Voice

The tone of voice refers to the style, language, and way a brand communicates with its audience. It sets the tone for all written and verbal communication, reflecting the brand’s personality and values.

You should define your brand’s personality traits, language preferences, and communication guidelines to establish an authentic and consistent brand voice across all channels.

Elements of Brand Identity - Tone of Voice

For example, brands like Dove or Old Spice have successfully developed distinctive voices that resonate with their target audiences. These brands consistently use a unique tone of voice that aligns with their brand identity, enhancing their communication effectiveness.

Slogan or Tagline

A slogan or tagline is a brief and memorable phrase that captures the essence of a brand’s promise or unique selling proposition. A slogan serves as a concise representation of your brand’s values and helps differentiate it from competitors.

An effective slogan should be concise, memorable, and aligned with the brand’s identity. It should evoke emotions, communicate the brand’s values, and leave a lasting impression on consumers.

Elements of Brand Identity - Tagline

Brands like Nike (“Just Do It”), McDonald’s (“I’m Lovin’ It”), and Apple (“Think Different”) have created iconic slogans that have become deeply rooted in popular culture. These slogans encapsulate the brand’s essence and evoke strong emotional responses from consumers.

Ready to Establish a Strong Brand Identity?

In the end, a strong brand identity is not just how it looks but also shows what the brand is all about and what it stands for. It’s like a mirror that reflects the brand’s purpose, values, and personality.

When the brand consistently lives up to its promises through its identity, it can build a group of loyal supporters and keep going strong even as the market changes.

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About callum

Callum is the founder of Creato, a Sydney based design agency that specialises in creating holistic brands for Aussie businesses.

With a talent for crafting memorable and effective branding solutions, Callum has built Creato into a respected and successful agency. His work has been featured in various publications, including The Huffington Post, BuzzFeed, and Entrepreneur.

If you re interested in working with Callum and Creato to bring your brand to the next level, don t hesitate to get in touch!