How to build a strong brand identity from scratch?

Building a brand identity isn’t just about choosing pretty colours or creating a clever logo. It demands a deeper look into who they are, what they value, and how your brand can speak to those needs. According to the 2031 A Future World Report, 46% of Gen Z connects more with brands that prioritise sustainability and strong ethics, 21% appreciate brands that clarify their intentions, and 17% respond to brands that boldly stand for something. If you want to win hearts in this evolving market, here’s how to shape a brand identity that truly stands out.

Conduct competition research

Start by taking a solid impression of the marketplace you are competing in. Watch competitors and monitor market trends to find opportunities for your brand to expand where the competition isn't. As you research a competitor's branding and social media strategy, observe their tone, style of messaging, and overall look and feel. Perhaps they do customer engagement amazingly well but lack visual oomph. Ask yourself whether there is something to adapt or enhance. Also, listen to who they are speaking to. If it's the same as your own audience, you can learn a great deal about what works. Don't gloss over their weaknesses, either; you may see a secret opportunity in those blind spots.

Understand your target audience

No one brand is going to appeal to everyone, so you must identify precisely whom you are trying to talk to. If it's Gen Z that you want to target, it's beneficial to understand that many of them have a concern with ethics, being open, and going green. If you have an older age group in your sights, nostalgia or dependability may be their interests. You can learn about these preferences with the help of surveys, focus groups, or by directly talking to potential customers.

Define your brand personality

A personality-less brand is noise, and to connect on a deeper level, you have to determine the way you would explain your brand if it were human. Are you gritty or sophisticated, boisterous or quiet, fun or somber? Boil it down to a few descriptors that describe your personality. If you are a bold, youthful brand, your style might include bright colours and upbeat copy. If your vibe is classy and mature, a sleek black-and-white aesthetic could be more effective. Your mission statement and core values should also form part of your brand story. Patagonia's dedication to sustainability is a perfect example: they consistently show how they’re fighting for the planet, and that shapes the entire brand image. Prioritise your "why" first—because people are more interested in what motivates you than in what you're selling.

Develop the key elements of your brand

Once you understand your brand’s personality, it is time to bring it to life. You might start with a mood board packed with random inspirations such as colours, fonts, images and then refine it into a set of guidelines people can recognise at a glance. Think about how Tiffany’s iconic blue is instantly identifiable. Achieving that kind of recognition takes thoughtful design choices and consistency.

Brand Colours

Colours evoke emotion from the very first glance. If you are aiming for trust, you might lean on blues. If you want something energetic, explore reds and oranges. Think about how these hues fit into your overall identity. Slack, for instance, uses a playful set of four colours that immediately feel open and friendly. You’ll want a primary palette, a secondary palette, text colours, and background hues. Don’t forget to check accessibility—some colour combos can be tough to read, especially for those with visual impairments.

Brand Fonts

Just as colours speak volumes, fonts can shape the voice of your brand. A font that’s too fancy might look sophisticated but be a nightmare to read, while something ultra-modern could skew younger. Look at companies like Chobani, which revamped its entire typeface for a warmer, friendlier feel. Choose a couple of complementary fonts, one for headings and one for body text and stick to them across all your platforms to keep your style consistent.

Brand Logo

Your logo is a visual shorthand for everything you stand for, so it’s worth the effort. Before you jump into design, do a bit of competitive review. Which logos stand out in your industry, and why? The best logos communicate brand personality at a glance, whether that’s by using specific colour contrasts or a unique shape. Aim for simplicity that can work at any size or on any platform. If your brand is about empowering women, perhaps a bold symbol or script style could reflect that spirit. The key is to ensure it feels like “you.”

Branded imagery and design elements

Beyond the big stuff, such as colours, fonts, logos, every visual you use should reflect your brand’s character. That includes how you filter your photos, the saturation levels, or even the icons and shapes you incorporate in layouts. Glossier uses pinks and playful edits to appeal to a youthful crowd, while McKinsey relies on a more formal aesthetic to match with corporate clients. Consistency is the name of the game here, and if your images suddenly switch from fun and bright to dark and moody, you’ll confuse your audience.

Create brand voice and tone

Your brand voice is the tone that defines how you talk to your audience, from a humorous tweet to a step-by-step tutorial. If you are going for casual and friendly, bring that playful touch with you through your product copy and social media posts. If you want to sound more authoritative or expert-based, your words should reflect that. Once your voice is defined, find the way it manifests in various channels, so that it feels like the same brand. Create a style guide or an easy cheat sheet that defines your brand's tone, language, and overall feeling to ensure consistency.

Build your brand guidelines and branded templates

Brand guidelines act like guardrails, 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.

Evaluate and adapt your brand identity

A brand identity isn't meant to be put in a vault after it's been developed. As markets change and audience tastes change, take time to see if your brand's appearance and message remain relevant. Monitor metrics such as brand awareness, loyalty, and customer sentiment. If things begin to slip—or if new trends appear—look at a subtle refresh, perhaps a shift in your color palette or a change in your brand voice. Really, consider this to be normal maintenance: the best brands are those that are paying attention to the world at large and making changes accordingly.