Brand identity

IA good brand identity is more than just a pretty logo or slick design. It is a strategic tool that determines how your brand is seen, experienced and remembered. At a time when brands are increasingly ‘just good’, it is the identity that makes the difference. It is therefore essential to clearly define and communicate your brand identity so that you occupy a distinctive and recognizable position in the market. It makes you recognizable, credible and relevant.

Without a clear brand identity, chances are your communications will come across as inconsistent or incoherent. That creates confusion, lack of trust and missed opportunities. A strong identity, on the other hand, makes choices easier, provides guidance for your marketing team and creates an emotional connection with your target audience.

An effective brand identity:

• Makes your brand visually and verbally recognizable
• Supports your positioning and brand story
• Ensures consistency in all communications
• Increases brand equity, loyalty and conversion
• Provides a clear capstone for all communications and design

A strong brand identity grows with your brand – forming the backbone of everything you do.

Verbal identity: the power of language in your brand

A brand’s verbal identity is the way the brand communicates with its target audience. It goes beyond just what you say; it’s about the tone of voice, choice of words and style with which you convey your message. A strong verbal identity ensures that your brand not only sounds recognizable, but also exudes its own personality.

Whether you choose an informal, accessible tone or a more businesslike and knowledgeable approach: the way you communicate determines how people perceive your brand. By consistently using the same tone of voice in all communications, from social media to customer service, you build trust and recognition.

A good brand identity always includes a clear verbal identity. It is essential to formulate what words, phrases and style fit your brand so that your message is always consistent with your organization’s values and character. This way you create clarity not only for your target audience, but also for everyone who communicates on behalf of the brand.

The customer journey and brand experience

The customer journey is the route a customer takes from the first moment of contact until well after the purchase. During this journey, the customer forms an image of your brand based on all interactions and experiences. A strong brand identity ensures that these experiences are positive, recognizable and consistent, regardless of channel or time.

How your brand is experienced determines whether customers feel connected and come back. Models such as the brand equity model and brand archetypes offer insight into how you build brand equity and what role your brand plays in the lives of your target audience. By using these models, you can better understand the customer journey and focus on creating a brand experience that fosters trust and loyalty.

So creating a strong brand identity is important not only for recognition, but also for optimizing the overall customer experience. This is how you build a brand that not only stands out, but also sticks around.

Models of brand identity: frameworks and insights

Developing a strong brand identity requires a thoughtful approach. Various models and frameworks can help with this. The brand key model, the golden circle and the brand identity prism are well-known examples that provide structure for formulating the essence of your brand.

These models help you focus on your brand’s mission, vision, personality and core values. By clearly defining these different elements, you can create a consistent and distinctive brand identity. They provide guidance when making choices and ensure that your brand always communicates from the same basis, regardless of the channel or expression.

Using these frameworks makes it easier to position, understand and grow your brand into a successful brand that stands out from competitors.

The golden circle: start with why

The golden circle is a powerful model that helps you discover and communicate the core of your brand identity. The model, developed by Simon Sinek, consists of three layers: why, how and what.

The “why” layer revolves around your brand’s mission and vision: why do you do what you do? This forms the heart of your brand and gives direction to everything you undertake. The ‘how’ layer describes how you realize this mission and vision, for example, through unique processes, values or a specific approach. Finally, there is the ‘what’ layer: the products or services you offer.

A strong brand identity always starts with the “why. By starting with the deeper motivations of your brand, you create an inspiring message that touches and connects people. This is how you build a brand that not only sells products, but also occupies a meaningful place in the lives of your target audience.