Brand Identity: How to build it
When someone lands on your website, scrolls through your social channels, or opens a marketing email - how do you come across? Your font choice, colour palette, illustrations, and language can all play into the connection you’re building with your target market. Do you want to come across as a serious consultancy, or are you more playful and relaxed? Are you aiming to be assertive or welcoming, masculine or feminine? What emotions are you trying to evoke?
Fonts, colours, brand language - even down to the icons or illustrations you use - all come together to create a brand identity that your target market should resonate with. Here are a couple of considerations when you’re building your digital communications and brand presence to really connect with your audience.
Brand persona
A couple of questions to ask yourself about your business: who are you? Are you the clean-cut, no-fluff business that delivers clear and straightforward services? Or are you a creative brand that wants to build a warm and welcoming experience? If you had to describe your perfect customer, who would they want to talk to - and why would they trust you?
Colour palette
Colours have power! They evoke emotions and conjure up connections that no words could ever deliver. Check out the psychology of colour to pin-down what shades really bring to life what your business is offering. You can use a combination of complimentary plaettes to make sure your customers know you are not just serious - but also welcoming, not just fun - but also confident.
Brand font
The fonts you choose tap into different parts of a consumer’s emotions. A serif font gives off professionalism and a sense of being established. A bold font may communicate power, while a script font evokes something organic and relaxed. A sans-serif font tends to feel more friendly and approachable.
Tone of voice and language
How you speak to your customers - and the choice of words you use - will set the tone for your relationship. If you want them to feel welcomed, warm, and open to your product or service, go for chatty and conversational language. If you want them to know you’re highly trusted, professional, and have a no-frills approach to how you work, use industry terms and straightforward language.
Illustrations, icons and accents
The extra details go a long way! If you’re looking to give your brand image that extra oomph, consider how you use icons and illustrations across your emails, social posts, website, and digital advertising. Whether they’re clean-cut or hand-drawn, these small design choices reinforce your brand identity - and it’s often the little things that make a big difference.
If you’re looking to give your digital communications or website a refresh, give me a shout and we can see how to refine your online identity in line with your brand values.