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Get in Tune with Your Brand Identity

Emily Del Favero

Brand identityWhen you think of good branding, what comes to mind? A cool logo, a snappy jingle, a memorable tagline, sexy fonts, sleek packaging, or perhaps a funny commercial? What companies have great brands?

When I think of stellar branding, a few top companies come to mind: Nike, Target, Apple, Coca-Cola, Starbucks. Whether you love them or hate them, these brands are among the most recognizable in the world. How often can you immediately pin a Target commercial well before they cut to the final screen unveiling the red target symbol? The Nike swoosh is quite possibly the most iconic logo of all time, having the strength to stand alone on products, commercials, and print ads globally, without the accompaniment of its four-letter brand name. But what makes these brands so recognizable, so memorable, so powerful? A strong, strategic, (and most importantly) consistent brand identity.

What is Brand Identity?

By definition, brand identity is the visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumer’s mind according to However, your holistic identity pays tribute to much more than the graphic components of your brand.
Research shows that as consumers, we are exposed to as many as 5,000 brands a day. Out of that 5K, 7% are delivered in the form of ads, and only 3% of those ads are memorable. In today’s digital world, having a strong, consistent brand identity is more important than ever. Your brand identity is who you are, everywhere—every second of the day.

Brand identity encompasses much more than having a logo, catchy slogan, and color palate. Creating a cohesive and recognizable brand identity is multifaceted—each element supporting the brand’s overall message and business goals while being effectively communicated across all channels to your identified audience. While most companies recognize the value of their logo and website, they fall short in acknowledging the power that a complete brand experience can provide, and they are often left wondering, “What’s missing?”

I have found four key areas of branding that are often overlooked and provided some basic steps a business can take to gel the visual aesthetic of their brand with how the consumer receives it to create a cohesive, identifiable brand.
These four key elements to a harmonizing brand are:

We will break down each of these elements in the upcoming parts of this series. Check out Part I!