How to build a strong brand identity from scratch?

According to the 2031 A Future World Report, almost 46% of Gen Z feel connected to a brand if it's sustainable and has strong ethics. 21% care about the clarity of intentions of a brand and 17% look for brands with a clear point of view.

1. Conduct competition research

Before you do anything else, explore your market. Who are your competitors? What brand strategies have they nailed? Where do they stumble? Tools like SWOT can reveal market gaps and guide how your brand can fill them.

Tip: Head to your competitor’s social media profiles, observe their tone, and see if there’s anything you admire or dislike. You’ll gather clues to shape your own identity.

2. Understand your target audience

Your brand identity should resonate with real people, so first, figure out who those people are:

• Who are they?

• What do they need?

• How will your brand make their lives better?

Use surveys, focus groups, or interviews to collect these insights. If your target audience includes Gen Z, adapt your voice to their preferences—such as approachable and informed, with a dash of socially conscious messaging.

3. Define your brand personality

No brand can be everything to everyone. Decide on the specific niche you want to serve. List a handful of adjectives that describe your brand as if it were a person—does it feel trendy, refined, or even cheeky?

Figure out the narrative you want your brand to tell. This includes core values, a mission statement, and the “why” behind it all. After all, people often gravitate toward why you do what you do. Patagonia is a prime example: they emphasise a commitment to sustainability and environmental stewardship, and their customers appreciate that wider purpose.

4. Develop the key elements of your brand

Once you’re clear on your brand’s inner workings, it’s time to translate that into tangible elements.

Brand Colours

Colours trigger emotions at first glance. Pick shades that reflect your brand’s personality:

• Slack uses a bright, mixed palette that feels dynamic and social.

• Instagram sports a bright gradient that signals creativity and community.

Aim for a main palette, a secondary palette, and consistent text/background combos. Think about trademarking a colour if you’re truly committed—like T-Mobile’s hot pink or UPS’s brown.

Brand Fonts

Yes, fonts matter. Some convey playfulness, others come off as formal. Choose two fonts (maybe a bold option for headings and a simpler one for body text). Consistency in typography cements recognition—like Chobani’s approachable, bold style.

Brand Logo

Your logo might be the toughest piece to crack because it packs your mission, style, and personality into one neat image. Study your industry’s leading brands to see which logos thrive. Use the following tips:

• Reflect on your brand personality.

• Add balance or repetition for visual harmony.

• Include colours from your chosen palette.

• Aim for simplicity—think Apple’s bitten fruit or Nike’s swoosh.

Branded imagery and design elements

Photography, illustrations, icons—these all convey your brand’s vibe. Create guidelines on filters, colour overlays, and typical compositions to maintain consistency. Think of Glossier’s playful, pink-tinged aesthetic versus McKinsey’s more corporate, understated style.

5. Create brand voice and tone

Just like visuals, your brand’s verbal identity matters. A consistent voice builds trust, and a well-chosen tone can spark emotional reactions. Are you fun and casual? Polished and professional?

• Step 1: Pinpoint your audience’s communication style.

• Step 2: Ensure your brand’s personality and values shine through.

• Step 3: Document in brand guidelines so new team members get it right.

6. Build your brand guidelines and branded templates

Brand guidelines act like guard rails, ensuring everyone—from marketing to customer support—presents a unified image. A digital library of brand-approved templates, design kits, and usage dos and don’ts can eliminate guesswork.

Frontify is a handy tool for creating brand guidelines, design systems, and asset libraries in one place—especially helpful if you work with remote or global teams.

7. Evaluate and adapt your brand identity

Trends shift, markets evolve, and audiences grow older (or younger). Regularly review how people respond to your brand and be willing to tweak elements or messages if needed.

• Check brand awareness: Are people recognising your brand out there?

• Monitor brand sentiment: Are reviews or comments leaning positive or negative?