What is Brand Identity? Top 5 Inspiring Examples for Businesses

Personal identity makes each person “unique”. Brand identity or brand identity is the same, it is the most important factor to make your business different from competitors. But what exactly is a brand identity?

In this article, we will discuss what a brand identity is and refer to the best brand identity samples.

1. What is a brand identity?

A brand identity is a collection of all the elements that a business creates to portray an image that is suitable for consumers.

Brand identity (Brand Identity) is different from brand image (Brand Image) and brand building (Branding), sometimes they can still be used interchangeably.

Branding refers to marketing activities that attempt to shape a distinctive, easily distinguishable brand. A brand is the perception of a business in the eyes of the public.

A brand identity is the elements that help a business be immediately recognized by customers. Customers will associate brand identity with your products/services. That identity is what creates the connection between you and your customers, builds customer loyalty, and determines how customers perceive your brand.

2. What does a brand identity include?

The list of brand identity items below will help your business build the most comprehensive identity system. However, depending on the scale and nature of your products/services, you can choose some of the most suitable elements.

2.1 Logo

A logo is a symbol made up of text and images that helps consumers identify your brand. A logo is the foundation of your brand, it helps customers understand who you are, what you do and what your values are. Most businesses only use one main logo. But many businesses still design a logo with other variations to replace in special cases.

2.2 Office publications

A professionally designed set of office publications will help businesses leave a good impression on customers and partners. A consistent set of stationery will make consumers believe that your business is reputable. Flyers, business cards, envelopes, letterheads, email signatures, quotes, invoices, etc. with a consistent interface and shape that matches the logo style not only identify the business but are also a valuable advertising tool, providing a professional image for the business and attracting and maintaining customer trust.

2.3 Social networks

Social media platforms such as Twitter, Instagram, Youtube, Facebook, Tiktok, Pinterest, … are great spaces for businesses to interact directly with consumers. Social networks must be designed solidly, impressively with full functions to enhance the effectiveness of the content, helping to convey the message strongly. After choosing the most suitable platforms, you need to ensure the quality of the background image, profile photo according to the standard size. Do not use a single image for all platforms.

2.4 Website

Website is one of the most typical elements of brand identity. The website is considered the online office of the business. Customers often tend to visit and check your website before making a purchase decision. The website interface must be designed to show the entire brand identity in sidebars, banners, featured images for posts, category images, product images, social network icons, etc.

2.5 Packaging

If you sell tangible products, packaging is the key to attracting the right potential customers. Don’t underestimate the importance of impressive product packaging design in improving the customer experience, promoting loyalty and repeat purchases. Packaging design is also a factor that makes your product shine more.

2.6 Email

Email is a great way to attract customers and promote business. Among thousands of promotional emails in customers’ inboxes, to attract them, your email definitely needs email design strategies to make a difference. Want to connect with customers? Design emails that are concise, simple and personalized. Want to “educate” customers? email design easy to read, useful information, add a few images to make it stand out. Want to introduce a new product? Take attractive, appealing product images as the center.

In addition, the brand identity also includes: Outdoor identity (Banners, billboards, signs, …), Marketing identity (Catalogues, Brochures, Advertising videos, …), …

3. 5 Most Impressive and Inspiring Brand Identities

3.1 Mastercard

Mastercard is one of the most recognizable brands in the world. The logo of Mastercard is an image of two intersecting circles with three characteristic colors: Red, yellow and orange. In fact, Mastercard’s brand identity was renewed in 2016. This “overhaul” of the brand identity is extremely effective, maintaining the core identity features for customers to recognize the brand but adding a new and more modern feel. The most prominent feature of Mastercard’s brand identity is its consistency, the design is synchronized across all extended payment brands such as: Maestro, Cirrus. It is still two intersecting circles, but the brand has used a different color palette to create a distinct identity.

3.2 Paypal

Paypal decided to rebrand in 2014 with the help of design agency Fuseproject. Like Mastercard, Paypal retained the brand identity features that made it successful. According to Fuseproject, Paypal’s brand identity “better reflects its innovative DNA and its future as a leader in the digital payments industry.” The result is “a system with a bolder wordmark, stronger monogram, more vibrant colors, and dynamic angled graphics that increase the user’s perception of trust and innovation.”

The Paypal logo is also strategically placed on the credit card reader to fully integrate the brand identity across all digital and physical products and assets.

The “Logo Center” section on Paypal’s website is an innovative approach to ensuring brand consistency, while providing a variety of visual tools and cues to let customers know they agree to use Paypal’s payment services. At the same time, it also has the task of advertising for the Paypal brand.

3.3 Netflix

One of the most popular on-demand streaming services in the world – Netflix. Netflix‘s reputation is largely based on its great service, but that doesn’t mean that brand identity isn’t important. In fact, the Disney+ streaming service will bring Netflix a lot of competitive challenges. That’s why Netflix’s brand identity is more important than ever. The Netflix logo has a simple style that perfectly matches the company’s easy-to-use services. The signature red color is combined with a bold, simple, clean typeface.

Don’t let the simplicity of Netflix‘s Brand Identity fool you, the company has used this simple logo design perfectly for unique print packaging strategies or digital advertising materials. It is often combined with branding elements of other shows and movies. According to Gretel, the beauty of Netflix’s brand identity is its simplicity and flexibility. It can be easily scaled and used on any medium, the brand size can be increased or decreased as needed for the desired prominence.

3.4 Coca-Cola

When mentioning Coca-Cola, everyone from old to young can immediately imagine the company’s “legendary” logo. Along with that are other iconic details such as Santa Claus, the polar bear, the color red, the “Share a Coke” campaign and the classic ribbon printed on the bottle/can. Here are two things that make up Coca-Cola’s globally loved brand identity:

+ The Coca-Cola brand identity starts with the red logo and white script font. These are two contrasting colors that bring prominence in both form and meaning. If red represents passion and enthusiasm, white with its curved, slender font represents charm and luxury. If coffee is the drink you enjoy in the morning before going to work. Coca-Cola will be an indispensable drink every afternoon after you have finished your work. This is the face of the brand.

+ The Coca-Cola logo is printed on bottles with a unique “curve” shape. The truth is that no other beverage has a bottle design like Coca-Cola. This helps customers distinguish between genuine and fake products. This is how Coca-Cola develops its reputation and trust.

3.5 Apple

When it comes to brand identity, we certainly cannot ignore one of the kings of brands – Apple. Everyone knows this tech giant, the company has a clear brand identity. Apple presents itself in a minimalist and creative way. However, the Apple logo is enough for people to feel the high quality. And the fact is that people buy Apple phones because of the logo.

The entire branding system of Apple is simple, anyone who looks at it knows they come from the same brand. The website is minimalist, clean, without too many details, empty spaces along with the typical Apple color scheme – white, gray/silver and black. Even Apple’s packaging helps build brand identity. The iPhone, iPad box is white or black, the product name on the back, the logo on the bottom edge and the product image on the front. Inside the box is also not fancy, just the phone, headphones, charger and hardcover user manual. It is completely different from other phone brands, this is Apple’s intention to want their customers to recognize their brand.

Apple‘s products also demonstrate creativity. Each of the company’s products has an innovative, impressive design that easily penetrates the minds of customers. Apple also distinguishes itself from other brands with its own operating system. Apple is also the phone company that pioneered the fingerprint sensor, rabbit ears, and full screen.

Every element in Apple’s branding strategy is associated with brand identity. Now, when seeing the Apple logo, everyone associates it with innovation, minimalism, and extremely high quality.

Hopefully with this article we have helped you understand what a brand identity is and understand that brand identity design is necessary for businesses to attract new customers and build loyalty from existing customers.

If you want to design a professional brand identity, please contact Adsmo for our brand experts to advise quickly and in detail.

See more:

• What is brand protection?
• Why is brand identity important?