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Graphic Designer creating brand identity

How to Create a Strong Brand Identity

A visual identity is made up of the visible images associated with your brand to help people remember who you are as well as communicate your entire essence, history and values-all at once.

Elements of a strong visual identity

A visual identity is the elements that guide customers and clients to form their perceptions of your brand. These elements include:

  • Logo
  • Colours
  • Typography
  • Imagery Styles
  • Composition Styles

Here are a few steps to take to create a strong visual identity for your brand:

Complete Your Brand Strategy

Your brand identity should be based on your brand strategy.

Define your audience

You need a deep level of understanding about your audience to appeal to their needs and wants. Research their demographics, personalities, values, hobbies, lifestyles, interests, concerns, etc.

Define your brand heart

Determine your brand’s purpose, vision, mission and values. Take into consideration the products and services that you offer as well as the way you provide those offerings and why. How do you improve your client’s life through the use of your products and services? What do you stand for? What goals would you like to achieve?

Build your brand messaging

Determine your brand voice, personality, tagline, value proposition and brand messaging. To land on the right tone for your branding, start by digging into the personality of your brand.

Identify your competition

Do some research on your competitors, without a firm understanding of your competitors, it’s easy to blend in. It’s crucial to understand not just who your competition is but how your brand compares, in perception and presentation. 

Keys to a Strong Brand Identity

Keep the following in mind as you create your brand visual identity:

  • Your brand identity should be unique to stand out in the crowd.
  • It should be easy to identify and remember.
  • Your visual identity should be able to grow and evolve over time.
  • Your brand should be consistent in order to be trustworthy.

Design your visual elements

Design a logo

Your entire visual identity starts with your logo design. There are many styles, shapes, symbols, images, colours, typefaces and layouts to take into consideration. Let your creativity go wild.

Choose your brand colours

Colour gives your brand the ability to express different moods, symbols, values and emotions. According to studies, It has the power to increase brand recognition by up to 80%. Research the meaning of colour. Choose 2-3 colours as your brand colours. Consider cool vs warm colours and various shades.

Choose a typeface for your brand

There are many typefaces to choose from. Choose 2-3 typefaces for your brand. Consider the 4 categories of typefaces namely: Serif, San Serif, Script and Decorative. Your brand’s typeface should communicate your brand’s values.

Select on-brand images

While scrolling through images consider their tints, vibrancy, contrast, saturation and meaning. How you manipulate your images will also set the mood for your brand and can give a unique look and feel.


Create a brand style guide with clear, easy-to-follow guidelines for every part of the brand identity, including examples and what not to do.

If you’re feeling overwhelmed or don’t have the resources to take on the project yourself, consider bringing in some expert help.

CF Communications offers a full-process graphic design service, from concept to final artwork, from web to print that are truly tailored to meet your brand’s needs. We can create all the design and branding elements you need to provide your business with a professional and unique look and feel, saving you time and money, leaving you to do what you do best.

Find out more.

Read more.

Graphic Design Tips: How to Choose Typefaces

The Logo Design Process

How to Choose Your Brand Colours

Image from Canva.

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