The key elements of brand identity

The key elements of brand identity

In this article, I am going to explain the key elements of brand identity, which include both the visual elements of your brand, and the way you communicate with your target audience. 

I am always banging on about the importance of consistency throughout all brand communications, so customers instantly recognise your brand and associate with your messaging. 

It is therefore extremely important to never deviate from your brand identity, no matter how tempting it may be to change a colour for a campaign, or use a different font for social media platforms, etc. 

Although you may not think that it is important and that nobody will notice, I can assure you that it really does matter!

If you have read my blog about building a successful brand with the three elements of branding, you will know that brand identity is one part of branding. 

The key elements of brand identity comprise the tools you use to communicate with your customers.

What are the key elements of brand identity?

There are several essential elements of brand identity that work together to create a unique and instantly recognisable brand presence.

What’s in a name? 

The answer is everything! 

A brand name has to be memorable and distinctive. 

It should single out your brand from competitors as well as communicate your brand’s personality and unique characteristics. 

It has to be relevant to your intended audience in order to build brand loyalty.

A brand name should be:

  • Meaningful 
  • Relevant
  • Distinctive
  • Memorable
  • Easy to pronounce and spell


A logo is a symbol that identifies a brand. 

It can comprise words, images, colours, or a mixture of these components. 

It is what most people think about when talking about a particular brand – think McDonalds, Coca-Cola, Starbucks – to name a few. 

When you mention these brands in conversation, does an image of their logo pop into your head?

Although it is visual, the logo design should align with brand values and messaging. 

It is an essential part of building brand identity through:

  • Connecting with customers
  • Establishing resonance and trust
  • Proving believability and credibility

If you would like to talk to the Make a Brew team about logo design and the part it plays in creating your brand, why not call us on 0114 3999 819 or contact us today? 

Colour Palette

Part of brand visuals, the colour palette chosen should be consistent throughout all marketing materials to avoid diluting a brand’s image and messaging.

Colours evoke emotions so can express brand personality while connecting with customers. 

Colours also convey associations, for example, red triggers feelings of hunger. 

The next time you pass through town, see how many fast-food outlets use the colour red!

This Creative Boom article is an interesting read about how Virgin Wines rebranded in order to convey the sensory and emotional aspects of drinking wine, including a new logo design and revamped colour palette.


Choosing the right typeface and font size is important for increasing brand recognition and leaving a lasting impression.

It also has to convey messaging in every type of communication, whether tangible, like packaging or direct mail, or intangible like the look and feel of a website or online advertising.

Sometimes, modifying a typeface or font can be a quick way to update or refresh a brand that may have declined in resonance, started to look old-fashioned or is repositioning for a different demographic.

Take a look at this case study on Biscoff, where you can clearly see the effect of updating the typography on its brand identity.

Other visual elements

As well as logos, fonts and colours, there are other visual elements that can portray brand identity, for example, icons, photos, graphics, and patterns. 

These design elements can become the ‘signature’ of a brand, creating a memorable brand identity that customers easily recognise and identify with, for example, the Nike tick.

Tone of voice

An essential element of brand identity is the communication style and language used to express brand values and personality and identify with the target audience.

Think about how your brand should express its values through tone of voice, should it be:

  • Jokey? 
  • Authoritative?
  • Casual?
  • Professional?
  • Friendly?
  • Sympathetic? etc., etc.

Brands looking at a redesign may reassess the tone of voice to make sure it is still relevant to their target audience and reflects changes in brand positioning or updates made to visual elements.

Mission, vision, and values

The core beliefs and principles that lie behind a brand identity are its mission, vision, and values. 

These are the foundations to a brand’s existence and purpose. 

They help to create the narrative or brand story.

Brands use their story to:

  • Create a connection with their target audience
  • Differentiate from other brands in the market place

A brand story is organic and may be updated or refreshed to reflect a new direction or audience, diversifying/pivoting or for repositioning in the market.


Brand assets are all the elements associated with a brand and may include logos, trademarks, taglines, jingles, advertising slogans, patents, and packaging design.

During a brand refresh, it may be necessary to update or create new assets to reflect new messaging and to ensure there is consistency across every channel.

Brand experience

The brand experience refers to the experience consumers have of a brand, based on their interactions and communication across all touchpoints. 

These include social media channels, customer service, websites, product quality, packaging details, mailshots, email campaigns, and advertising.

We hear a lot today about the customer experience (CX). 

Brands may decide to redesign or update the key elements of brand identity in order to improve and enhance the brand experience for their customers, leading to greater engagement and boosting brand loyalty.

This case study in Creative Boom examines the changes made to Lego’s brand identity in order to improve the brand experience for their customers.

The key elements of brand identity

Marketing strategy

Understanding the key elements of brand identity will enable the development of a marketing strategy that aligns with brand identity, speaks to the target audience, and drives engagement. 

A marketing strategy should encompass:

  • Target audience definition – demographics, behaviours, pain points, and how your products/services address them
  • Compelling messaging that resonates with the target audience and reflects the brand identity and brand messaging
  • The right channels for speaking to your target audience
  • Content that communicates and engages
  • Consistency across all channels and customer touchpoints 

It is important to remember that if any of the key elements of brand identity are tweaked, updated, revamped, or redesigned, the marketing strategy will need to be aligned to reflect the new elements. 

If you need help to create, build or  market your brand more effectively but you don’t have an in-house expert, why not book a brew with me, Clare? 

I am a branding expert and the kettle is always on, so if you would like to talk about any of the key elements of brand identity for your business, or discuss options to grow your brand, get in touch today.