What is a brand identity?
If we define brand as what your business stands for in the mind of your audience. We have found that there is a simple formula to building a great one, Brand = Style + Substance.
In this equation, ‘style’ is in reference to your visual brand identity. It’s what your business looks like. A brand identity typically begins with your logo, typefaces, colour palette, graphic and photography style and comes together in the way that it is applied to your key communications such as your website, printed and digital materials, signage, social media pages and stationery.
The ‘substance’ is the things behind your business that make it unique or special. It’s the quality of your products, your customer service or processes and the motivation that drives it all. It’s what you do, how you do it, and why you do it.
A successful brand is born from the marriage between these two elements. Achieving this balance is crucial for any business – as a brand without substance is an empty promise, while a brand without style is underselling itself.