The Strategic Blueprint for Designing A Brand Identity

Difference Between Brand Strategy and Brand Identity

Designing a Brand Identity is more than just visual aesthetics. It is a strategic management that creates an authentic picture of a business. Brand design encompasses creating a logo, setting up the brand guidelines, following a voice tone, using font style, and much more. Together, it aims to build a cohesive story that can communicate values to the audience . Also read – Best branding inspiration brand name.


Consider your brand identity as a giant jigsaw puzzle with several pieces. When strategically assembled, they form the complete picture—a compelling representation of your brand. This fusion of harmonising diverse visual components helps to create an impactful brand image in the market.  

In this blog, you will learn about all the strategic steps needed to design a brand identity successfully.

Outline the visual concepts of Branding

Brand identity combines the conceptualization of logos, text, design, and colours. It tells a fascinating tale and creates a distinct brand image that can resonate with the audience. A successful brand strategically combines designs and emotions to create an impression on customers. A brand’s emotional appeal serves as the foundation for both the marketing strategy and the brand itself. Brands that stay true to who they are will communicate more successfully than those that don’t. 

Let’s look at some of the most critical aspects for designing a brand identity: 


Logos are essential components of brand identity design. To create a successful logo, all brands must follow the following steps.

  1. Create a primary and easily recognizable logo.
  2. Make it adaptable so that it may be used in a variety of mediums and channels.
  3. Consider an expressive design. Do you feel any associations with the logo?
  4. The ability to transcend time. Consider if the logo will function as your brand evolves.

For Example:

The famous logo of Versace: Versace’s logo uses the Medusa head from Greek mythology. It  represents the brand’s ties to history and customs. This design embodies boldness, sensuality, and a keen eye for detail, showcasing Versace’s commitment to pushing boundaries and creating exquisite fashion. Because the logo is versatile, it is adaptable to various situations, such as apparel, accessories, and home furnishings.


This example assists us in understanding the two main points. First, the Logo acts as the primary brand identification piece (unified brand image) for the brand. Second, it should be consistent and adaptable. 

  • Colour scheme: A brand’s colour scheme plays a key role in reinforcing its message and evoking specific feelings. They should be included in brand guidelines for consistent visual representation.
  • Appealing Graphics: A beautifully designed visual language can easily win millions of hearts. This includes incorporating impactful images, iconography, design elements, and brand icons to depict the intended message to the audience.
  • Typography: Numerous brands opt for a text-only logo with a particular font style. Sans-serif fonts are favored to project a modern and innovative image. For example, fashion industry brands like Calvin Klein employ sans-serif fonts to communicate contemporary style and sophistication.

Crafting the Visual Identity 

Once you have outlined all visual elements, it is time to craft them together to create a visual identity. There is more to brand identification than merely selecting the ideal logo. It involves developing a character that highlights the essential components of your brand’s DNA. Today’s impactful brands seamlessly blend their identities on all platforms, naturally engaging consumers. For instance, we see consistent brand names across website URLs, product packaging, social media, and print marketing foster a strong brand connection. 

For example-

Our client, Oilqo Consultancy, wanted us to create a brand identity that strategically shows them as the experts in the market. For this, we conceptualised a distinctive logo that shows its essence. Picked some colour codes, typography guidelines, and image styles for improved brand recognition. Hence, our strong approach resulted in good consumer engagement and brand awareness, just like the way our client wanted.

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The Impact of a Strategic Decision Making 

It might be challenging to distinguish between brand identity and brand strategy, specifically when trying to understand the meaning of brand management. A brand can create a good brand identity with good strategic decision-making skills. 

Hence, with strategic decision-making, the brand gets to achieve the following: 

  • Competitive Edge: Decisions that are made thoughtfully lead to calculated risks in the market. This leads to good offerings, sales opportunities and product/service differentiation, eventually providing a competitive advantage in the market landscape.
  • Easily adaptable to changes: As discussed, strategic decisions anticipate market shifts and challenges, enabling the organisation to adapt proactively.
  • Resource Optimization: By focusing on investments based on strategic management, brands can quickly maximise their resources in the best possible manner.

Maintaining brand identity across all platforms entails consistency in your brand’s visual aspects, messaging, tone of voice, and values. 

Creating a distinctive brand requires consistency in typeface, colour, imagery, and phrase. But the effort pays off.

Work with Vowels

Branding is more psychological than physical. It always has a profound effect on customers. The stronger a company’s ability to create its brand, the more likely it is to maintain its market credibility. Branding is one of the most crucial parts of any business, be it small or large.

Branding duties are accomplished by constant struggle. A whole crew supports the branding process and works hard to keep a lasting impression on customers’ thoughts. Hence, branding is entirely a mental game. 

Need the best team to help your business establish a successful brand? Click here.


Q. What are brand identity strategies?

Ans. Creating a brand identity is a planned, multidisciplinary endeavour. It entails that each component must complement the achieving message and organisational objectives. It might include a business’s name, logo, and design. It also includes how it writes and sounds in its text and how its goods seem and are made. In the end, it is how active it is on social media.

Q. Which five Ps make up a brand’s identity?

Ans. Your company’s five brand pillars are the cornerstone of your brand and the components that shape each audience touchpoint and experience. These five pillars are promotion, personality, position, perception, and purpose. Using the five points, you may create a brand identity that will be your company’s most valuable asset. 

Q. What can you expect from Vowels when you hire them for branding?

Ans. Our branding package consists of several items that provide consistency for your brand. It contains a colour scheme, typography, messaging, visual components, style guides, and several responsive logo alternatives. We create character by bringing style and ideology together.

Geet B.
Branding Expert

I'm a business strategist and brand consultant who helps brand solve their business problems through developing competent experiences driven by insights from diagnosing leadership mindset. Need help with your brand? — Get in touch