How to create a brand identity – a quick guide

There is quite a bit to think about when considering your brand identity and how you want to promote your business. A brand is so much more than just a recognisable name and logo; it is your reputation. Companies with strong identities stand the test of time, retaining customer loyalty, and becoming well-known and trustworthy. You need to seriously consider what your identity will look like; how it will make people feel; and whether it will resonate with your target audience.

If you want to avoid an expensive re-brand in a few years’ time, you need to seriously invest in who you are and what you stand for. Here is a quick guide on how to create a brand identity:

Know Your Target Audience

This is of utmost importance. You can’t make any decisions about your brand identity without first considering the current market and who your potential and current customers are. Start with a simple web search for your product or service and analyse any competitors that come up, both directly and indirectly. Shop for similar items, on and offline, to get a feel for how your customers might browse and buy products.

Determine which customers you are most likely to sell to; what interests they have; and which other established brands are in the same market space. This will help you focus on what and how you position your own brand identity. 

Pick Your Personality

The personality of your brand is the driving force behind the direction your identity takes. You can’t be everything and anything, you need to zero in on what makes you special. So, it’s important to ask yourself; what is your brand’s mission statement? This can be as simple as one or two lines, and isn’t necessarily something to publicise. It is more for you and your business to understand what your key goal(s) is(are) and what your unique selling point(s) is(are) (USP).

One way to do this is to imagine your brand identity as a: person, animal, vehicle, sports team; and they type of personality they might have to attract people to your business. Then use that reputation to build upon your own.  

Agree Your Name

The name of your brand is key to determining the level of business you may receive. This is the first big commitment you will make in establishing who you are and what you stand for. It will impact everything else, from your logo, your domain, your overall marketing, and your trademark registration. You want to choose something that is easy to relate to but isn’t easily imitated. And, you don’t want to be too specific, in case your offering adapts in time, making your name limited to a single offering.

There are a number of ways to agree this; make up a word; reframe an unrelated word; used a suggestive word or metaphor; alter a word to remove or add letters, or even use the Latin version; create an acronym; or even combine two words together. You can also simply describe what you do, but as previously advised, this might limit your offering in the future.

Either way, make sure your run your name by a focus group to ensure your chosen name isn’t similar to something else, or have an unintended meaning.

Choose Colour and Typography

Once your name is agreed, you need to consider the look and feel of your brand. You also want to make sure it is different to competitors so you are not mixed up with them. So, it’s a fine balance.

Colour and typography are especially important, as these features will follow through onto every branding item your produce from now on. Different colours symbolise different meanings, so it’s imperative you choose the right colour for your identity. You also need to be mindful or how simple text works over the colour palette you have chosen.

Fonts are best kept simple; you want it to legible to avoid any confusion. You may want to differentiate between headers and body copy; so, at most, pick two fonts to avoid confusion and maintain consistency. This doesn’t include the font you choose in your logo – however, you can keep these the same if you choose for ease.

Design Your Logo

This is the face of your brand identity. You want to create something that is unique, identifiable and, most importantly, scalable to work with at all sizes.  You may need 2x versions of your logo to ensure it is visible across all platforms. For example, Facebook and Instagram don’t work too well with text logos, so you may want to create a slightly different version, either an abstract version or an icon logo, that is more simplified but still recognisable to your brand identity. Here at YellowPrint, we are able to help with your graphic design needs; our artwork and design services usually start at £20 (plus VAT where applicable). 

Apply Your Branding

Now you have all the elements agreed, it’s time to start applying your brand identity across your entire business, from store fronts, to websites, to business stationery. Consistency is key, and having your identity clearly visible everywhere, helps to enable your brand to develop. If you have chosen to create a shareable brand mission statement, make sure it is clearly visible and shareable with customers and make sure you have a section that explains why your business started and what you hope to achieve. It is this personality that helps your brand identity to develop and resonate with your target audience.

Of course, building your brand doesn’t stop once you’ve agreed on the above and launch your business. It is always evolving, to ensure you remain relevant. There may be the odd tweak over time, as you continue to shape your brand identity and expose yourself to more customers. And, you may not always have 100% satisfaction from customers. But, it’s important to manage your reputation and stick to your core values. And with the above, you have everything you need to ensure you create a longstanding brand identity that works for you and your business. 


At Yellow Print we offer Graphic Design services as well as good range of Business Stationery Printing; including business cards, comp slips and letterheads. Our business cards can be printed and ready on the same day if you are in a rush; available for collection from our Southfields store, or with same-day delivery within London. We also offer next-day delivered anywhere in the UK as well as standard delivery.

We are proud to serve our local community with a high reputation for fast turnaround of job, understanding the brief and eye for detail that is so important in the world of print. So, if you are in the market for some Business Stationary, we’ll be happy to help!

Give us a call on: 020 8875 0332 or email us:

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