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The 8 Key Elements Of Brand Identity

Updated: Jun 13, 2023

There are some key elements to define and communicate who you are, what you offer and who you’re for. What makes you unique and a better fit than your competitors? Let´s go through the branding elements that are important for your brand's success!

Brand logo

1. Logo

The brand's personality wrapped in a single image and arguably the most important element. You want it to be easy to remember, to recognize and to use.

2. Color

Through colors your brand can express your personality and values so don't be afraid to use more colors and be creative with your palette. It's not a coincidence that most health companies use shades of blue or that environmental companies use shades of green. Every color sparks a different kind of emotion or association.

3. Typography

Are you the one with the big bold fonts, the one with the creative abstract ones or the one who likes to keep it classy? Just like colors, a font can strengthen the image of your brand's personality very effectively.

4. Tone of voice

How much personality are you ready to show and how do you portray yourself when communicating in different channels? Are you funny or serious, formal or casual? Whatever road you choose, make sure it's one your employees can understand and apply and your customers can connect to.


Be clear and memorable to spark a light in your targets minds as soon as they see your brand.

5. Shapes

Your shapes should talk the same visual language as your logo and fonts. Rounded shapes throw off a more caring and kind vibe meanwhile sharper, square shapes give a straightforward and less personal feel. But there is no rule telling you can't use a mix of both.

6. Imagery

Whether you use photographs, illustrations or graphics, make sure they align with your brand's personality and message. Are they abstract or detailed? Close-up or distant? Imagery is a powerful tool to reinforce your brand's identity and values. It can be used to showcase your products, services, or simply to evoke an emotional response from your audience.

7. Tagline

Stand out with a strong tagline, it's the flagship of your brand messaging. Your tagline should be short, catchy, and memorable. It should capture the essence of your brand and communicate what you stand for. Think of Nike's "Just Do It" or Apple's "Think Different". A good tagline can set you apart from your competitors and leave a lasting impression on your audience.

8. Positioning

Positioning is about standing out from competitors and occupying your customers' minds. A clear and compelling positioning statement that shows the unique value proposition you offer helps you stand out and attract the right customers. To position your brand effectively, you need to understand your target audience and what they want. Are you going to be the premium brand or the affordable one? What makes you more attractive than other brands?


Using these 8 elements gets you a long way in building a strong brand. So let's get you out there and show who you are!

Do you need help with some of the steps or maybe all 8?


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