The Many Elements of Brand Identity

Posted on: January 17, 2022 10:00 am

Woven Mill | Brand Identity | Kaizen Brand Evolution

With any organisation, brand identity is essentially the most important tool in the road to success. From brand new companies to established firms, brand identity is revolutionary; shaping businesses, products and services worldwide.

Dedicating time and effort into creating an authentic brand identity is paramount for organisations in the modern day. Placing importance on developing a brand identity will be an extremely rewarding investment for your organisation and implementing this correctly is key.

Brand Identity: Explained

A brand identity brings a sense of individuality and uniqueness to your organisation through recognisable and engaging design assets. Consistent across all platforms, your brand identity is a familiar suite of assets. This suite supports your company image and overall boost brand recognition and engagement. When creating a brand identity, there are a variety of areas to focus on. Kaizen Brand Evolution place careful consideration and importance on these.

Brand Identity Guidelines

The most identifiable organisations in the world all maintain a tight set of brand guidelines, in which they stick to in everything they create. A key element to brand identity is the brand guidelines, which essentially is a bible for your brand to adhere to, including instructions, guidance and things to avoid.

Elements within brand guidelines include logos, colours, imagery, typography, tone, narrative, language, illustration and depending on the brand, potentially many more. Although time consuming at the brands conception, creating and sticking to brand guidelines is an extremely beneficial tool in the long term. Brand guidelines enable organisations to develop and enhance their brand easily and correctly; reducing time, research and avoiding potential mistakes.

Logo Design

A company logo is a vital brand design that will engage with the public and boost brand identity. A representation to promote brand recognition, logos speak a thousand words, hence the importance it engages with your target audience and enhances identity.

Like everything in branding, consistency is key. This is no different when it comes to logo design. Inconsistency promotes an unidentifiable business reputation.  A brilliant logo will aid your organisation in boosting brand identity through many ways, including convenience. Once the consistency is established through developing a brilliant logo design, this will reduce the time, effort and resources needed when creating additional design elements.

Colour Palette

When developing a recognisable brand identity, colour palette is one of the most important elements in the suite of assets. Many identify brands based solely on their colour palette used to develop elements such as advertisements, e.g. Coca-Cola and McDonalds. This recognition is developed through consistency and is something to be admired.

When creating your own brand identity, it is important to consider your colour palette, attempting to develop a theme through your artwork. Implementing this will contribute to your developing brand identity in the future.


Holding a consistent font and typography is imperative in the identity building process to ensure clear readability as well as a steady theme. The typography essentially explains your brand to the consumer, through outlining the product or service information, hence the importance of getting it correct is second to none.

When developing the typography, font must be considered, decided on and stuck to. It is advisable that the use of alternating font design is limited within your organisation as an overflow can reduce the standard of the design and make the product difficult to read.

As part of the typography, the size and positioning of fonts should be intricately decided and added to the brand guidelines for future direction. Ensuring a consistent and carefully measured typography will ensure your brand identity is visually striking and avoids a disorderly and distasteful reputation.  

Photography Styling

As part of an attainable brand, a photography styling is required to achieve the desired visual display for your organisation. Many organisations obtain an impressive reputation based on their photography styling alone.

In the modern world of social media, particularly linking to Instagram and Pinterest, an unwavering aesthetic is paramount to achieve a high status in the eye of many consumers. The success of these photography based social media platforms alone proves the power of imagery, hence obtaining a consistent and recognisable photography style within your brand identity is advised.

Illustrative Design

When building a brand, involving a professional graphic designer with experience in developing a dependable illustrative design is advisable. Over time, your organisation will undoubtedly create numerous campaigns, require promotional assets and social media content, all of which require a design.

To achieve a premium brand identity, create an illustrative design that is unique to your brand. Doing this will ensure all content developed for your brand maintains a familiar set of in-house design features and will appear recognisable for viewers. Additionally, creating an illustrative design package will allow your organisation to create content at a faster pace, with reduced planning, briefing and preparation.

Brand Narrative

The 5 W’s: Who, When, What, Where and Why?

As human beings, we are all curious and explorative. We want to know stories, reasons and explanations. The curiosity within us is important to incorporate in the development of a brand identity through a story or narrative. Presenting a brand narrative that will engage with people and present them with an understanding of your organisations values and goals is key.

Brand loyalty stems directly from brand narrative and relatability. If a consumer, shareholder or investor relates to your story or admires it, they are likely to show interest and engage with your brand.

An example of an inspiring brand narrative that has boosted the success and popularity of a brand is Gymshark. Started by 19-year-old student Ben Frances, Gymshark has developed into one of the fastest growing brands in the fitness world. The unique narrative that Gymshark obtain is key, placing them as a driven and unique brand that will be remembered.

Language and Tone of Voice

The language and tone of voice used by a brand is extremely important, creating your theme and unique position in the market. Brand language and tone involve the words, phrases, statements and type of conversations that your organisation starts and takes part in.

With access to a constant stream of information via social media, it is important to stand out from the crowd and create a unique and engaging communicative style. As part of your brand guidelines, all members of your company should be aware of the type of language and tone of voice to use in communication, in order for all messages to appear genuine, on theme and appropriate to your brand identity.

Promoting a unique selling point (USP), using words and phrases that relate to your brand and maintaining clear copywriting rules to uphold consistency will boost customer awareness and incidentally boost brand identity in turn.

Brand Identity Design at Kaizen Brand Evolution

Supported by research, experience and knowledge, our professional team of graphic designers will develop a brilliant brand identity for your organisation. Through collaborative discussion and justification of decisions, your identity will adhere to agreed business objectives and represent your brand faultlessly.

Please get in touch with Kaizen Brand Evolution about the creation of your brand identity. Contact our studio by calling us on +44 (0)28 95 072 007, emailing us at or filling out the form on our contact page.