Brand Identity

When finding your ‘Brand Identity’ is important to also focus on your brand image too. The Brand Image is what the customer will actually see and your Brand Indentity is what you want them to see.

This is what I have learnt from my research. Looking on ‘YouTube’ tutorials and ‘Investopedia’ both talk about it being a long process and simply deisgning a logo isnt enough.

I will be using Creative Markets tutorial on hwo to deisgn a brand indentity in this blog post

In ‘Creative Market’s YouTube video ‘How To Design a Brand Identity’ state that “Large organisations with layers of managemnt require a thorough brand indentity system that provides a unified vision and tools that help everyone build the brand”


Brand- “A Brand (or Branding) referes to the perceived image and subsequent emotional response to a company, its products and services”- (CreativeMarket- “How To Design a Brand Identity”)

Indentity– “Describes the visual devices used to represent the company. Indentity systems is a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent”- (CreativeMarket- “How To Design a Brand Identity”)

Logo– “Is the central, indentifiable visual element that helps customers discover, share and remember a company’s brand. Usually it’s in the form of an icon (mark or symbol), logotype, or combination of the two”- (CreativeMarket- “How To Design a Brand Identity”)

They then go on to say that there are 5 principals of effective logo deisgn:



2016-12-19 (4).png

This phase is the “most cruicial part of the overallprocess, and should result in a design breif that guides the rest of the project”- (CreativeMarket- “How To Design a Brand Identity”)

Marketing Anlysis & Consumer Research


“How is the brand perceived against competitors in the market?”

I want my brand to be perceived as a professional but friendly service. A family who wants to help each other get the best results from hard work and will support each other through the process.

My competitors such as YouTube may also be percieved as a friendly site which allows anyone to voice opinions and can help anyone but this is also its downfall. As anyone can post onto the site there is a lot of fake or misunderstood news along side the correctly and professional advice. With my site each presenter and writer will have that key experience, qualifications and knowledge behind what it takes to be an entrepreaur and how exactly social media can be utalised.

Bloggers are my other competitors. A lot of bloggers can create a sense of equality and “being one with the customer” as they don’t present themselves as a higher person which is great. But again a blogger may have some experience but may not have the qualifications to support them or the wider team to build with to produce daily high quality content.

“Who is your audience?”


  • 16-24 year olds (Millennials)
  • UK
  • Unemployed
  • Students
  • Men > Women

More information on my target audience can be found here


“What values & beliefs should the brand have about the business?”

Apple: We believe that people with passion can change the world for the better

Steve Jobs famously gave a speech to his company not long after rejoining. In this he said:

For me, marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us.

Our customers want to know “Who is Apple? What is it that we stand for? Where we fit in this world”.

And what we are about isn’t about making boxes for people to get their jobs done – although we do that well. We can do that almost better than anyone else can in some cases. But Apple’s about something more than that. Apple at the core, its core value, is that we that we believe that people with passion can change the world for the better. That’s what we believe

Subway: We believe that the only way to eat is Fresh, made in front of you by real people in a place that you want to visit

Some years ago I was at a conference where Paul Reynich, the European Marketing Director for Subway at that time, was speaking. He spoke about how well the business was doing after some period of turmoil. It was clear that their energized approach and success had come through adopting a brand belief and a vision that flowed out of that.

This is what he said: “Subway believes that the only way to eat is Fresh, when it is made in front of you by real people in a place that you want to visit“. Their vision became: To become the world’s favourite place to eat fresh.

He spoke about how this belief had proven to be a source of inspiration leading to innovation and new programs both at head office and across their many thousands of Franchises. One example he gave was how this has lead to their “philosophy” on product that includes: “Made in front of you. Just the way you like (you chose what goes in). With fresh bread baked in the store”

Ben & Jerry’s Icecream: The purpose of business is to meet a need in the society and, if you do that well, then you end up making a bunch of money

Ben Cohen and Jerry Greenfield created the quirky and distinctive ice-cream brand “Ben & Jerry” (now owned by Unilever). In an interview on BBC Radio “Wake Up to Money” Breakfast show some years ago, this is how they described how they succeed and how to succeed. This is what they had to say about brands and business, and clearly shows why they created something as remarkable as the ice cream they did.

Ben Cohen said: “Do something that you believe in.The purpose of business is not to make money. The purpose of business is to meet a need in the society and, if you do that well, then you end up making a bunch of money. People who go into it with the idea of “well my goal is to make money,” I think a lot of times they don’t really succeed

Dog’s Trust: We believe no healthy dog should ever be destroyed and that every dog should have a chance to lead a happy and healthy life in a loving home

As a big believer in the importance of companies and brands having at their centre a core brand belief that drives them to be distinctive and build a connection with their consumers, and building on the perspectives that Ben & Jerry raised, it struck me that another a good place to look at for inspiration is at charity organisations.

I was at a dog event at Chiswick House in our local neighbourhood and came across The Dog’s Trust. What was interesting to me was that their literature and site all starts with the significant words: “We believe”. Showing they make their belief core to everything they do.

This is what they say: “We believe no healthy dog should ever be destroyed and that every dog should have a chance to lead a happy and healthy life in a loving home”.

“To succeed as a brand

You need a core brand belief. Your teams need to be inspired and will respond more to something that excites them emotionally.  They will innovate and create based on that belief, to ensure a more compelling, unique and differentiated total brand offer that has greater chance of creating an emotional reaction and connection with your consumers”

After reading about these brand beliefs It really inspired me to think of my own and made me realize how engraved these are. When you hear “we never put a healthy dog down” you know its the Dogs Trust without hearing their name or seeing their logo. Having a strong brand belief is so incredibly important to creating this excitment around your brand.

There are many values which my brand will uphold (more can be found here)

The brand beliefs such be about how the website will make learning about being an entrepreur and having social media skills easy and fun.


“What benefits do you want customers to associate with your brand?

A few belifes I have come up with are:

“Anyone can do it you just have to try”

“Make time for your own future”

The Design Breif

“A design brief should contain summaries from the research phase, such as: target audience(s), messaging objectives, values and mission of the brand, and the brands products/service offered”- (CreativeMarket- “How To Design a Brand Identity”)


2016-12-19 (5).png


“Get concepts down on paper and then expand on those ideas. This can unlock new directions for exploration and produce final solutions. Pick the best sketched concept and iterate on it digitally” (CreativeMarket- “How To Design a Brand Identity”)


Since my buisness is based around social media I thought it would be good inspiration to look at popular social media logos

education logos.png

I also thought it woul be good to compare against educational logos as my website will be providing educational videos and articles on social media.

Combing some of the elemts may make interesting logos for my business.


The Identity System

“The identity system usually starts after the logo is complete. The purpose of the indentity system is to form a systematic visual language around the logo” (CreativeMarket- “How To Design a Brand Identity”)



The Style Guidelines

“They contain and prescribe the logo usage rules, typeface system, color palette, layout guidelines, and more. They exist so that others can create design collateral and marketing materials that have a cohesive look and voice” (CreativeMarket- “How To Design a Brand Identity”)

I wanted to keep it gender netural but also wanted to make it clear that both genders we more than capible of being a part of this, and are both equal in being able to create a start up business so I used both blue and pink.

Using Josh Miles’ “ How to Design a Brand Identity System That Works for Your Clients” and my own research (Appendix 1.5) I put together his 7 elements of a brand identity into my own business:


1. A flexible logo

“Your logo should be the core of your brand identity system. It’s the combination of words, symbols, and design elements that helps identify your product or service.” (Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

My logo has a combination of both symbols and words to make an iconic and recognisable logo. Here I have tested in in different colours for different scenarios and despite losing its iconic colours the logo itself still is very recognisable. The last one was made to be blurred to see if it would still be recognisable with both the words and symbols and still because of the bold colours it is easy to recognise that it is still the same logo.






2. Alternate mark

“To add even more flexibility to your brand identity system, consider utilizing an alternate mark. Your alternate mark could be as simple as removing the words from your logo.”-(Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

Like Nike or Target it is important to add more flexibility to your logo and a way they do this is by removing the text from their products. Here I have done this to mine to use on t-shirts, as a logo on our videos etc.


3. Color palette





“Most brands utilize anywhere from one to three main colors. As such, if you’re limited to just one color for a marketing piece, you should probably lean on your primary brand color.”-(Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

Here I have put together a basic colour branding board to give to our marketing team to match with the promotional material.

4. Typography

“Similar to selecting your color palettes, first select a typeface that will be a strong complement to your logo and other design elements. And in addition, you’re likely to want secondary typographic options to provide contrast and hierarchy across various media.”- (Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

Here I have put together a few selections of my typography for differnt aspects of my business such as the social media pages and personal touches. I decided to go for a more fun style for my social media pages as my target audience are young adults and I wanted to keep it friendly and appraochable and fun unlike generic educational sites.

5. Extended visual language







“Although some brand identity systems may end there, your system may include other elements that make up your visual language. This may include the content or style of your photographic elements, or the approach to the design of your icons.”-  (Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

I have added extended visual language to my brand identity to help organize topics such as social media finance, email marketing, shopping etc

6. Your brand voice

“What does your brand sound like? What does your brand talk about? What does your brand know? What does it not know?”-  (Josh Miles- How to Design a Brand Identity System That Works for Your Clients)

Harriete Cummings goes on into more detail in her journal post “Finding Your Brand’s Voice”-

Why is tone of voice important?

She gives a great example about why understanding how you strcture your voice can affect your relationship with your audience:

A simple request can be articulated in different ways:

You can distinctivly read which is most appropriate to use and which gives off a more hostile and un appraochable tone.

There were many differnt excercises within this journal which were great practice in understanding what your tone is going to be:


“You should invest in my company as it is made by professionals for budding professionals. It allows you to discover your potential and work in your own time”


“inspire, dream, fun, exciting”


“Best Wishes”

“Buy for now”

I would use casual conversation language but no broken phrases such as “would-ya”, “dunno”, “can’t-ya” for example. I want it to reamin professional but easily understandable;


I would have young entrepreneurs such as:

Aaron Dicks and Amber Atherton

7. Brand identity standards

“Lastly, consider codifying your brand identity system in an easy-to-reference brand identity standards manual, also known as a brand book, or style guide.”-  (Josh Miles- How to Design a Brand Identity System That Works for Your Clients)



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