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How to Develop a Memorable Brand Identity in 2020 [Free Do-It-Yourself Templates]

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How to Develop a Memorable Brand Identity

There are many brands out there, perhaps way too many and you’re definitely not the only one in your niche. This is why marketers rely on handy tools and/or tactics.

You want people to remember you when you leave the room. In other words, you need and want your prospects to be thinking of you and leave a lasting impression. 

Or, in the words of Jeff Bezos, Amazon’s CEO:

“Your brand is what other people say about you when you’re not in the room.”

But, in order to be able to create a brand identity and talk about brand identity and image, you’ll need to use every arrow in your quiver.

Brand Identity: Everything You Need to Know

I cannot go about giving you advice on how to create a brand identity and what is the best brand identity development strategy without clarifying a thing or two first, especially when it comes to something as important as that.

Let me start off by giving you a definition or two.

What Does Brand Identity Mean?

Your brand’s identity is everything a prospect or a customer can see, hear and feel:

Your brand’s name, the tone, the colors, the typography of the logo and of course, the logo itself-, the way your brand exists in your niche.

Those elements are the “it factor” that makes up your brand’s identity. So, the brand identity definition I would give you is the following:

Your brand’s identity is the way people perceive your brand. And there are some specific steps you need to take, in order to create it and cultivate it.


Build a Presentable Brand Identity In The Next 30 Minutes

Get everybody on the same page and communicate your brand to your whole team and outside contractors with our five free brand identity templates today.
Brand Identity Template

And no, it’s not just about brand identity design or brand identity development.

I suppose you’ve picked out your brand’s name, correct? So, now it’s time to tie that name up with a specific tone.

That tone will be determined when you sit down and think of your target audience.

So, who are you talking to, really? What is your target audience and what do they like to hear?

Once you determine that, with the use of buyer personas and extensive data analysis, you’ll determine your brand’s tone of voice. This is what will determine your brand’s colors as well.

Tone Of Voice
Your typography is dependent on your brand’s tone and colors and so are your ads, social media posts and the way your brand interacts with your prospects and already existing customers.

Why is Brand Identity Important

Your brand’s identity is way more than the way the media (social or not) and the world perceives you and your brand.

Your brand will not reach full potential without any prospects and customers. And I’m not talking about profit here, despite it being the be-all, end-all.

I’m talking about the kind of evolution that will turn your brand from a corner shop to a giant.

Kind of like McDonald’s and their red-and-yellow color scheme.

McDonald’s and their red-and-yellow color scheme

Let me be a little more specific, though.

Your brand’s logo is important

The logo plays a very important part when it comes to creating your brand’s identity. It’s the first thing that people will remember about you.

If your brand were a person, it would be the person’s face.

A logo must be memorable, but memorable because it’s somehow connected to the brand as well as everything else.

The image of a bitten apple means Apple, the image of many colorful O’s means Google and so on and so forth. This is what you’re after.

Ads and content

Your brand’s identity is more than just a way to entice your prospects and customers and have them remember you and your brand.

Essentially, your brand’s identity is what will form and shape your content across all platforms, your website, your ads, everything that has to do with your communication with prospects and customers.

Prospecting and overall sales

Brands with a strong identity are those that can attract the prospects and customers you want them to attract. It’s very important that you create a brand that can do lead generation like a pro, just because of its presence.

Just don’t go overboard with your brand’s message. You need your product to attract leads, but you need your brand’s own identity to attract life-long customers.

Brand Identity in Web Design

No brand will begin by creating its brand’s identity just to have one. Also, absolutely no brand will create anything that won’t be okay to go to their website.

Your brand identity design is what will create your website, in the end. So, let’s see how you’ll create a brand identity-worthy design.

Brand Identity in Web Design

Apart from being mobile-responsive, your web design should portray your brand’s identity and values and should be consistent.

If, for example, you take a look at the McDonald’s website, you’ll see that the very characteristic yellow color this brand uses is prominent on all CTA buttons.

You don’t need much more than that, in order to make your brand identity design shine.

But you do need to come up with the specifics first.

So, is your brand identity one that will benefit from a modern approach? Try Helvetica. Or perhaps you need to use something like the good ol’ Times New Roman to appear old-school and vintage.

If you’ve got a luxury brand, try cursive and use black and gold-in moderation of course! You don’t want to seem to be off-putting!

And for bold statements and uniqueness, go with something custom-made and easily memorable.

Think of the typography various bands use-and boy do musicians and bands need a strong brand identity!

If it worked for them in the 80’s and still works
today, it will work for you

So, you get your design. Next, you get your colors.

I won’t babble too much on that one, especially since all you need to know on how to create a brand identity through colors, is mainly how to use color psychology.

As I mentioned above, black and gold are great components if you want to give a luxurious look and feel to your brand.

If you’ve got a streetwear brand and you don’t know how to create brand identity, in that case, you’ll need colors that will speak to your ideal customers’ minds and pockets.


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So, reds would be way better than greens-if your brand is vibrant and youthful and not laid-back and casual.

But are those enough to make sure that your web design will definitely portray your brand’s identity and your brand identity development will be stellar through that?

The answer to that one would be no. 

If you want to create a brand identity that will be strong, you will also need to pay attention to the forms, shapes and of course the overall interactive elements of your design.

A very serious brand doesn’t need too flashy elements on its page, in order to establish its brand identity through its web design.

A very serious brand doesn’t need too flashy elements on its page

A streetwear brand targeting young adults couldn’t afford to have fewer colors or a complicated, unresponsive web page design.

All those tips I just gave you may be fantastic when it comes to your web design, but there is one thing you need to remember and I need to point out, before continuing: SEO is important.

No matter the kind of brand tone you’ve decided to use, you need to be mindful of your website’s SEO.

You’ll need to pay a lot of attention to the keywords that make your audience tick and make sure you incorporate them into your content and brand tone.

And a pro tip here: Make sure to go through a website analysis before going live to the public.

How to Create a Brand Identity

I’ll split the whole procedure into simple steps for you. Creating your brand identity as a whole is nothing too complicated.

Take this as your very own brand identity guidelines and try and test this. I bet you’ll find it pretty useful!

I take it that you’ve already researched your audience, checked a metric or two and your competition out and you’ve created your value proposition-aka what makes you who you are and what makes you useful to your target audience.

Now, let’s see what else you need to do:

Brand Identity - What You Need To Do

Strengths and Weaknesses

Sit down and think. What makes you unique? Surely, there are many brands in your niche that are useful and valuable. What are your positive characteristics, your strengths?

How can you use these to your advantage?

What are your weaknesses? What could keep you back from developing as well as you would’ve liked?

How will your business survive if trends change? What is your plan B? Do you even have one? Pinpoint the changes that could prove to be a threat to your brand-not just your brand identity, but your brand as a whole.

Brand Identity - Strengths and Weaknesses

Language and Emotions

Your brand’s tone is probably the most important thing in our case, and you need to make sure you know how to use it.

So, use language, words, the tone that your prospects can connect with. Something that will make them think “Hey, me too!” or will make them feel as if a friend is talking to them.

This will be the only way to stand out and get people to actually listen to you.

But you need to listen to them as well, and for now, before creating your brand’s identity, you’ll need to listen to your prospects’ needs, hopes and interests through your competitors’ social media platforms and the feedback they get.

Don’t use a professional tone if your brand’s identity doesn’t support that. And don’t try to sound youthful and vibrant if your brand’s tone is too serious.

Remember, your brand’s there to fulfill a need. A law firm specializing in divorces will be serious and matter-of-fact.

A fast-food chain, on the other hand, needs its tone to be just as “fast” and “yummy”.

The type of tone and language you’re going to use needs to remain, for the better part, unchanged throughout all of your actions on social media.

Oh, and a super pro tip here: Create stories of your brand. Go out and ask the people. Take to all of the channels you could, from emails that boost engagement to social media posts and create stories or utilize peoples’ stories.

Stories that spark people into action create trust and a deep connection with your prospects.

Create Stories Of Your Brand

Ads and Social Media

The experience your prospects have with your brand should be seamless. Kind of like how omnichannel marketing works. This means that you’ll need to utilize social media as you should do with ads as well and be consistent across platforms.

The same way you’d be consistent across stores in omnichannel.

Utilizing social media platforms and creating an open dialogue pretty much means that you’ll be able to communicate with your prospects.

Oh, and it helps you establish authority in your niche without trying too hard.

Just make sure that, especially for social media, your community management and customer service efforts match your brand’s tone-yes, the one thing that I insist on, still.

You can’t have a happy-go-lucky brand identity going on for you, just to have your customer service representatives be too professional for a prospect’s liking

And you can’t have established a professional image only to have a community manager greet customers with “Ta!” or “Cheers!”.

Really Good Emails

Email Newsletters

All brands of all different sizes should know how to create a brand identity, sure. But SMBs with limited resources are the ones that are in dire need, like it or not.

This means that there are fewer promotion opportunities and not that many resources for them to use.

Not having that many resources mean that every word counts. And there is no better way to make every word count than to utilize an email newsletter.

Email newsletters that are consistent with the brand’s own tone of voice, first and foremost, is what you want.

Like I mentioned before, words, typography, images, shapes, everything matters.

The reason is simple: Consistency builds trust and uniqueness is what makes you memorable. Make sure to pinpoint and show off how you differ from the competition and send out regular newsletters to a clean, curated list.


Build a Presentable Brand Identity In The Next 30 Minutes

Get everybody on the same page and communicate your brand to your whole team and outside contractors with our five free brand identity templates today.
Brand Identity Template

Make the content shareable. Make it useful. Through email marketing, one thing’s for certain: Your branding efforts won’t go to waste, seeing as an email is a knock on someone’s door.

And email marketing and marketing automation platforms are more affordable than one would think, there are even free email marketing services, like Mailchimp. Free email marketing services can help you out with specific features and needs while keeping your budget at healthy levels.

Now on that shareable, recognizable content, I talked about before… By giving your prospects an incentive to share your emails with their loved ones and delving into affiliate marketing, you’re managing to get new leads without breaking a sweat and without going over-budget with fancy tools.

That shareable newsletter content that sets you apart from the competition, can and will turn your prospects into brand ambassadors.

And everyone loves recommending things to their loved ones.

Turn Your Prospects Into Brand Ambassadors

Inspiration From Competitors

I would love to tell you that you can closely monitor your competitors and create your brand’s identity according to what they’re doing right, but if you don’t put your own spin to it and if you don’t create your own brand image…

Ah, well, you’ve got another thing coming right there.

Imagine Coca Cola getting all up in Pepsi’s colors. What would you think? Wouldn’t that make you feel uncomfortable?

What is more, wouldn’t you think that “Hey, if Pepsi was good enough for Coca Cola, then maybe it’s good enough for me too.” and then proceed to consume Pepsi instead?

Inspiration From Competitors

Following the path most followed is not something that will benefit you when you’re trying to create your brand’s identity.

Brand Identity Examples That Take the Cake

I wouldn’t even dream of closing this how-to article without giving you some solid examples of fantastic branding, just to fuel your inspiration and make sure that you’ve got everything down to a tee.

So, here we go!

Little Wolf

Brand Identity Examples - Little Wolf

This brand’s tone is calm, collected and speaking to Millennials. I know, I am one.

And while you’d expect a brand to speak of coffee as something that can energize throughout the day, you don’t get that with Little Wolf.

Let me tell you why: Because, especially in Millennial culture, coffee shops are the places to meet up with friends, spend some time and relax.

Coffee drinking in our case is a recreational habit and not a necessity-hence the “Good coffee and companions” punchline.

Whimsical, calm but strong at the same time. And that little wolf there makes sure that everyone gets the reference.


Brand Identity Examples - Casper

The mattress company that started it all, Casper is one that would disrupt the industry anyway-nobody had bought a mattress online before.

Check its brand’s tone. The colors, the language, everything scream one thing: Calm, cool, collected.

This is exactly what I would’ve liked to see from a mattress company.


Brand Identity Examples - McDonald's

I mentioned the brand so many times that I just couldn’t stop myself from using it as an example yet another time. But let me tell you why.

First of all, McDonald’s is the fast-food chain that has worked the same way since the 1940s. Same colors, same tone, same everything, for 80 years, which is pretty crazy.

McDonald’s has a specific brand identity for one main reason: They can provide a seamless global experience.

Their diners are the same. Exactly the same. Whether you’re in the US or in Europe and Asia, McDonald’s is there to provide a seamless experience across countries, thus establishing brand identity.

Brand Identity: The Takeaway

Creating your brand’s identity is not the hardest trick in the book if you know how to do it.

Just be mindful of your audience and create content, visuals and everything you may need, around them.

And once you create a memorable brand, make sure that your colors, images, the language will remain in your prospects’ minds and hearts by tracking your analytics, creating surveys and leveraging social media monitoring and social listening to your advantage.

Be consistent and you’ll definitely be memorable.


Build a Presentable Brand Identity In The Next 30 Minutes

Get everybody on the same page and communicate your brand to your whole team and outside contractors with our five free brand identity templates today.
Brand Identity Template

Download our free website redesign project template today to start making your website dreams a reality.

Need some help on where to start? We will be happy to help you develop your vision. Learn more about our web design services here.

Growmodo Blog Author - Tea Liarokapi

Written by Téa Liarokapi

Téa Liarokapi is a content writer working for email marketing software company Moosend and an obsessive writer in general. In her free time, she tries to find new ways to stuff more books in her bookcase and content ideas-and cats-to play with.

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