How to build brand identity for your business?

By May 30, 2018 May 14th, 2019 No Comments

You have your business idea, probably thought of a business name and your goals for your new business, so what’s next? Apart from ensuring a great product or service, it’s also important you start to build on your business’ brand and its identity. Let’s face it ladies, we want people to love our stuff as much as we do, so let’s make sure they do! But first, what exactly does it take to build a brand and its identity?

What’s a brand identity?

Essentially, your brand identity consists of the visual aspects that reflect your business’ “emotional image”, meaning everything your brand is built upon – the values, the goals and the aim of your whole business. It’s what you want people to see and understand your brand as. When customers view your brand’s visuals for the first time, from logo to colours and images, they should get an overview about what your brand is all about.

So what exactly is part of your identity?

The basics to building your visual identity include the icons and main touchpoints of of your branding – Logo, brand colour palette, font types and image types. As you get started on coming up with your assets, make sure to keep in mind your brand and what it stands for. Ask yourself what values you want to portray in your branding and especially who your desired target market is because different visuals attract different audiences.

The Logo

Ask the right questions, start by asking yourself what it is you want your logo to tell potential customers. Finding out what you want to highlight about your brand will help you in choosing graphics or typography that would say that. Keep it simple and relevant because a logo design doesn’t have to be complex to stand out and represent your business. And  there should be thought behind your logo design and a reason to you choosing certain fonts or graphics. Useful logo maker tools: Canva logo maker,

What do you think of Nimble’s logo? How does this logo make you feel? 

The Colours

What are the values of your brand that you want to highlight? Are you masculine, feminine, luxurious or maybe organic? Colours tell more than you think. Here is a logo I recently made for our client The Min List. They are a multi-brand online store that specialises in vegan, organic, halal and cruelty-free beauty products. They would occasionally have an offline pop-up store presence too! Their request? A logo that symbolizes a brand that is reliable, welcoming and pays attention to quality.

What do you think the chosen colors of the logo represent?

The Fonts

What’s the tone of your brand? Are you traditional, modern, flambuoyant? Determining the type of brand you are will help you choose the font types that would best suit your brand. You should be choosing at least two fonts to consistently use on your collaterals, one for your headers or titles and one for your body text.

Typeface: Roboto

Remember, Sans serif fonts tend to express a more modern look

Typeface: Lovelyn

Serif fonts are normally used to show a professional landscape or a more serious tone

Typeface: Tale of Hawks

Brands with a more fun or feminine vibe tend to use script fonts

Useful font generator:


Consider also the images. Think about the type of mood you want to portray when you upload photos in relation to your brand, do you want them to be bright and fun or maybe minimalistic? Having a consistent image layout and colours to your images will ensure everything you put up looks cohesive.

Get free stock photos:,,

Brand language

Despite the importance of nailing the beauty and message of your visual identity, let’s not forget that another crucial part of branding is how you communicate with your customers. This spans across all of your brand’s communication channels such as your website, social media platforms, posters – any platform used to communicate with your customers.

Your brand language is the tone of voice you set for your interaction with customers, the style of writing and how you respond. You can be formal or humorous in your communication to reflect your identity, but it’s also important to always keep professional.

Keeping consistency

Understanding the brand identity you want to take on will allow for consistency in what you produce for branding and help attract your desired target market. When you apply that to a digital branding sphere, a strong and consistent brand identity across all your platforms ensures that each touchpoint of your brand’s network is a prospect.

You’ve got so many opportunities in our digital world to let potential customers get to know your brand better, so don’t waste it and always keep your identity in tact! In the mean time, if you have any questions at all about branding, brand identity or logo design, feel free to reach out to me at!

Alternatively, check out my latest projects here and while you’re at it do support my page The Sanoria Project 💖

You friend in design,

Alexandra Sanoria

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