The process to create your brand identity

Getting the perfect brand identity is important and finding the best process to create your brand identity is just as important.

Getting the perfect brand identity is important and finding the best process to create your brand identity is just as important. Firstly, I want to direct you to read my article on A brand is not a logo if you haven’t yet. Because a brand identity is not only a logo. A visual identity is also, not only a logo. Both of these mean all of the visual aspects of your brand.

I’ve used this metaphor before, but I want to clarify something. I want to imagine your brand as an iceberg. Your logo? That’s the flat surface that reflects the light when a ship gets close to it and draws attention. (A ship, in this case, is your audience.) But that’s only a small part of what is above the water. Everything below the water, the parts that hold up the ice above, are your brand strategy. They are not visible. But what is above the water is.

So, your brand’s visual identity is everything above the water. That includes…

• Logo

• Colours

• Fonts

• Patterns

• Backgrounds

• Photos

• Videos

• Icons

• Social media posts

• Style guides

• Business collaterals

• Website

• Online presence

• Marketing

• And there’s more…

Basically, absolutely anything that your audience sees about your brand, is part of its visual identity. There are some aspects that are not visible without diving deep into a brand, and some that are only on a subconscious level. So, focus on the surface. Focus, on what is above the water.

And, in order to create that, here are 10 steps to get your brand identity created…

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1. IDEA

Before you even think about anything else, I want you to start putting an idea together. Grab photos, colours, fonts, images, everything you can see that you like… put it together. Yes, your brand identity is based on your strategy, but this is something you can do at any point in your brand creation. And the reason why I like putting it first is that I want you to get it out. Get whatever thoughts you had in mind out on paper or screen and look at them.