Make no mistake about it: a recognizable and loved brand is one of the most valuable assets a company owns. Take a look at brand items around you, and you can tell quite correctly what company they belong to. This is because these brands have an established and well-communicated brand identity.

As a small business, you may be competing against big brands with devoted customers and unlimited marketing budgets. That’s why you have to find ways to stand out—with a solid brand-building process of your own. The ultimate piece of advice to any entrepreneur is to build a brand, not just a business.

Brand building begins with the brand identity. This is what people “see, feel or hear” over time, that makes them know you. It influences the brand experience that consumers have, persuades them in your favor, and positions your brand in the light of its strengths.

How to create a striking brand identity;
  • Define your brand
  • Use Unique brand elements
  • Build Consistency

In creating a brand identity, you need to have a clear picture of how you want your brand to be perceived. Answer relevant questions like what does your brand stands for, what kind of personality would you like to project when communicating with customers, etc.


Your brand identity is created by a combination of brand elements which are made up of two aspects -the tangible and intangible parts. The tangible elements relate specifically to visual identifiers like logos, graphics, colors, patterns, sounds, and the likes, while the intangible aspect is reflected in your brand personality. Each element needs to align with the overall message and goal of your business.


A logo is your major identifier, next to your brand name. It should speak simplicity, be visually appealing and communicate who you are. Remember to place class over trends so that your logo does not lose relevance after a short while.

Create different variations of your logo so that it can be adapted to different backgrounds without losing its essence.


Colors trigger emotions because humans respond psychologically to them.

Stimulate the emotion you want consumers to feel when they think about your brand. For instance, Red generally indicates passion while signifying importance and high energy; the color Orange is associated with playfulness and vitality; Black represents sophistication, mystery, and elegance, etc.


Use neat graphics that are cool to look at and align with your objectives. Free design apps like Canva offer a great selection of templates for different industries.

You could do some light research on Google to select a style that best suits your brand.

-Brand Personality

This element speaks to the human personality that you want to associate with your brand. It makes your brand more relatable and gives it a human feel. They are also known as brand archetypes and determine the tone of voice you apply in your messaging. The 12 types are the Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.


Be consistent with the brand identity you create. When people see things represented in a certain way over and over, they can easily recognize it from anywhere and even notice changes. For instance, recall the white “ae” text logo of aelustreNG set against its rich red square background. You would recognize it from anywhere because it is what you are used to seeing.

Succinctly put, building a brand identity gives your brand a distinctly recognizable profile, and delivering as expected boosts that profile. Give yourself a competitive edge by consistently delivering beyond the limitations of the average business.

Post Comments

Open chat
we are aelustreNG, and we're excited to talk about your brand!😃