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Brand Identity
Business Transformation
Brand Identity Agency
Brand Strategy
Digital Branding
ARTICLE #5
How brand identity agencies are transforming businesses?
Brand Identity
Business Transformation
Brand Identity Agency
Brand Strategy
Digital Branding
Written by:
7 min read
Updated on: March 14, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Some brands stick in our thoughts as though they arrived with a personal invitation, while others vanish instantly. Much of this difference comes down to a strategic brand identity that captures genuine principles while stirring curiosity in new audiences. That’s where brand identity agencies thrive. They refine everything from visual presence to storytelling style, supporting businesses in clarifying or overhauling how they appear to the outside world.
When done well, this work transcends mere visuals. Brand identity agencies dig into your story, your audience’s desires, and the sweet spot where they meet. This is where a memorable colour palette or a compelling tagline becomes more than design fluff, it becomes the reason people remember your brand in a cluttered marketplace. And in a time where consumer attention can vanish at the tap of a screen, that’s often the difference between soaring success and slipping into irrelevance.
Some brands stick in our thoughts as though they arrived with a personal invitation, while others vanish instantly. Much of this difference comes down to a strategic brand identity that captures genuine principles while stirring curiosity in new audiences. That’s where brand identity agencies thrive. They refine everything from visual presence to storytelling style, supporting businesses in clarifying or overhauling how they appear to the outside world.
When done well, this work transcends mere visuals. Brand identity agencies dig into your story, your audience’s desires, and the sweet spot where they meet. This is where a memorable colour palette or a compelling tagline becomes more than design fluff, it becomes the reason people remember your brand in a cluttered marketplace. And in a time where consumer attention can vanish at the tap of a screen, that’s often the difference between soaring success and slipping into irrelevance.
The role of brand identity agencies
The role of brand identity agencies
Brand identity agencies offer more than stylised logos and breezy taglines. They aim to unify every way a business presents itself, from font choices on a website to the voice used in emails. By auditing how a brand communicates, these specialists highlight gaps and inconsistencies that might be diluting your message. Their projects typically begin with market research, confirming how a company is perceived and what rivals are doing. Then comes a plan that aligns visual elements and storytelling with broader objectives. This includes refining language, shaping colour schemes, and ensuring each channel reflects the same overarching character. It’s a thorough process that can reshape your reputation and spark genuine audience interest.
Why distinctive identity matters
These days, getting noticed can feel like climbing a never-ending ladder. A cohesive brand identity, however, can be your foothold, forging a sharp first impression that lingers. People connect with brands that broadcast a clear sense of who they are, rather than tossing together random visuals. By embracing consistent colours, typography, and tone, you cultivate familiarity and trust. Over time, that trust can spark loyal followings and enthusiastic word-of-mouth recommendations. A distinct look also taps into emotions, showing that your brand genuinely resonates with its audience. From packaging to social media voice, a unified identity boosts confidence in your products or services.
Brand identity agencies offer more than stylised logos and breezy taglines. They aim to unify every way a business presents itself, from font choices on a website to the voice used in emails. By auditing how a brand communicates, these specialists highlight gaps and inconsistencies that might be diluting your message. Their projects typically begin with market research, confirming how a company is perceived and what rivals are doing. Then comes a plan that aligns visual elements and storytelling with broader objectives. This includes refining language, shaping colour schemes, and ensuring each channel reflects the same overarching character. It’s a thorough process that can reshape your reputation and spark genuine audience interest.
Why distinctive identity matters
These days, getting noticed can feel like climbing a never-ending ladder. A cohesive brand identity, however, can be your foothold, forging a sharp first impression that lingers. People connect with brands that broadcast a clear sense of who they are, rather than tossing together random visuals. By embracing consistent colours, typography, and tone, you cultivate familiarity and trust. Over time, that trust can spark loyal followings and enthusiastic word-of-mouth recommendations. A distinct look also taps into emotions, showing that your brand genuinely resonates with its audience. From packaging to social media voice, a unified identity boosts confidence in your products or services.
How are brand identity agencies transforming businesses?
Brand identity agencies do more than repaint stale logos. They evaluate how a business appears and sounds, then blend strategy and design to sharpen public perception. Whether it’s a sweeping overhaul or minor improvements, these experts prompt noticeable change, raising brand energy and widening reach across different audience segments.
Mastercard’s modernised look
Mastercard teamed up with FutureBrand to refresh its long-standing circles, making them sleeker and more current. By giving the overlapping shapes a leaner silhouette, the brand connected with a younger, tech-focused audience that values modern aesthetics. The change was subtle enough to maintain familiarity, yet bold enough to stand out in digital spaces. This new approach positioned Mastercard as a forward-thinking provider of payment solutions without discarding its iconic heritage. In the end, the refined look communicated innovation while reinforcing the brand’s established credibility.
BP and Landor & Fitch
BP enlisted Landor & Fitch to underscore its focus on cleaner energy. The agency reimagined the brand symbol to convey a more earth-friendly stance, introducing colours and shapes that hinted at a natural feel. This subtle transformation resonated with audiences concerned about sustainability, positioning BP as an organisation attempting meaningful change. By weaving in eco-conscious design cues, the revised identity helped shift public perception, opening dialogue about renewable efforts. Importantly, it signalled a new direction without alienating longtime stakeholders who value BP’s established roots.
Slack logo update
Slack worked with Pentagram to tidy its well-known logo for a polished yet flexible look. The updated icon retained the original ‘hash’ concept but simplified angles and colours for easier recognition across screens. This consistency echoed Slack’s mission of streamlined communication, reinforcing the brand as a reliable digital workspace. By refining shapes and unifying the palette, the design stood out in app lists, browser tabs, and marketing materials. Overall, the updated logo strengthened Slack’s visual identity while remaining true to the product’s core functionality.
These examples highlight how brand identity agencies guide organisations through change, whether it’s targeting younger demographics, promoting fresh services, or reworking visuals to reflect new priorities.
Brand identity agencies do more than repaint stale logos. They evaluate how a business appears and sounds, then blend strategy and design to sharpen public perception. Whether it’s a sweeping overhaul or minor improvements, these experts prompt noticeable change, raising brand energy and widening reach across different audience segments.
Mastercard’s modernised look
Mastercard teamed up with FutureBrand to refresh its long-standing circles, making them sleeker and more current. By giving the overlapping shapes a leaner silhouette, the brand connected with a younger, tech-focused audience that values modern aesthetics. The change was subtle enough to maintain familiarity, yet bold enough to stand out in digital spaces. This new approach positioned Mastercard as a forward-thinking provider of payment solutions without discarding its iconic heritage. In the end, the refined look communicated innovation while reinforcing the brand’s established credibility.
BP and Landor & Fitch
BP enlisted Landor & Fitch to underscore its focus on cleaner energy. The agency reimagined the brand symbol to convey a more earth-friendly stance, introducing colours and shapes that hinted at a natural feel. This subtle transformation resonated with audiences concerned about sustainability, positioning BP as an organisation attempting meaningful change. By weaving in eco-conscious design cues, the revised identity helped shift public perception, opening dialogue about renewable efforts. Importantly, it signalled a new direction without alienating longtime stakeholders who value BP’s established roots.
Slack logo update
Slack worked with Pentagram to tidy its well-known logo for a polished yet flexible look. The updated icon retained the original ‘hash’ concept but simplified angles and colours for easier recognition across screens. This consistency echoed Slack’s mission of streamlined communication, reinforcing the brand as a reliable digital workspace. By refining shapes and unifying the palette, the design stood out in app lists, browser tabs, and marketing materials. Overall, the updated logo strengthened Slack’s visual identity while remaining true to the product’s core functionality.
These examples highlight how brand identity agencies guide organisations through change, whether it’s targeting younger demographics, promoting fresh services, or reworking visuals to reflect new priorities.
Digital branding: Expanding the identity online
Online presence is no longer secondary to physical storefronts. A brand identity agency ensures that, across websites, apps, and social platforms, everything remains aligned in look and tone. That seamless approach promotes trust and makes audiences more likely to remember or recommend you. Below are key areas where digital branding excels.
Website and app design
Effective brand identity extends to every pixel of your homepage and mobile interface. Colours, fonts, and layout choices should harmonise with your brand’s overall feel, letting visitors know they’re in the right place. A well-crafted look won’t just impress; it also directs attention to important features and calls-to-action. By prioritising clarity and unifying design elements, potential customers sense you’re organised and dependable. This creates a smoother browsing experience, which can lead to higher engagement and, ultimately, better conversion rates online.
Social media and emails
Every tweet, post, and newsletter can reinforce your brand personality, so consistency across channels is crucial. Brand identity agencies advise on tone of voice, visual templates, and subject lines, keeping your look and language aligned. A mismatch can confuse audiences, eroding trust. Meanwhile, cohesive graphics spark instant recognition, prompting more frequent engagement. Over time, familiarity evolves into loyalty, as people appreciate brands that maintain a relatable tone in communications. This ongoing consistency fosters a sense of continuity that resonates with followers.
E-commerce platforms
E-commerce sites are where design meets revenue. A brand identity agency ensures your product pages, checkout flow, and visuals are both inviting and cohesive. That alignment can reduce cart abandonment, reassuring shoppers they’re dealing with a trusted company from start to finish. Consistency also underscores professionalism, which can be decisive when customers weigh options in crowded marketplaces. By matching your site’s overall look with your brand voice, you reinforce familiarity at every step. In turn, stronger brand recall often translates into repeat purchases.
Peloton example
Peloton shook off a slump by recalibrating its brand identity, unveiling Peloton Gym, Peloton Strength, and even a free membership tier. This digital-first shift aimed to recover from a 22% revenue dip, with a sharper online identity showcasing new features for both loyal fans and newcomers. The cohesive visuals and messaging underlined Peloton’s commitment to accessible fitness options, rebuilding confidence among hesitant prospects. By blending fresh offerings with consistent branding, Peloton regained traction, proving how a strategic image update can spark renewed interest.
Online presence is no longer secondary to physical storefronts. A brand identity agency ensures that, across websites, apps, and social platforms, everything remains aligned in look and tone. That seamless approach promotes trust and makes audiences more likely to remember or recommend you. Below are key areas where digital branding excels.
Website and app design
Effective brand identity extends to every pixel of your homepage and mobile interface. Colours, fonts, and layout choices should harmonise with your brand’s overall feel, letting visitors know they’re in the right place. A well-crafted look won’t just impress; it also directs attention to important features and calls-to-action. By prioritising clarity and unifying design elements, potential customers sense you’re organised and dependable. This creates a smoother browsing experience, which can lead to higher engagement and, ultimately, better conversion rates online.
Social media and emails
Every tweet, post, and newsletter can reinforce your brand personality, so consistency across channels is crucial. Brand identity agencies advise on tone of voice, visual templates, and subject lines, keeping your look and language aligned. A mismatch can confuse audiences, eroding trust. Meanwhile, cohesive graphics spark instant recognition, prompting more frequent engagement. Over time, familiarity evolves into loyalty, as people appreciate brands that maintain a relatable tone in communications. This ongoing consistency fosters a sense of continuity that resonates with followers.
E-commerce platforms
E-commerce sites are where design meets revenue. A brand identity agency ensures your product pages, checkout flow, and visuals are both inviting and cohesive. That alignment can reduce cart abandonment, reassuring shoppers they’re dealing with a trusted company from start to finish. Consistency also underscores professionalism, which can be decisive when customers weigh options in crowded marketplaces. By matching your site’s overall look with your brand voice, you reinforce familiarity at every step. In turn, stronger brand recall often translates into repeat purchases.
Peloton example
Peloton shook off a slump by recalibrating its brand identity, unveiling Peloton Gym, Peloton Strength, and even a free membership tier. This digital-first shift aimed to recover from a 22% revenue dip, with a sharper online identity showcasing new features for both loyal fans and newcomers. The cohesive visuals and messaging underlined Peloton’s commitment to accessible fitness options, rebuilding confidence among hesitant prospects. By blending fresh offerings with consistent branding, Peloton regained traction, proving how a strategic image update can spark renewed interest.
The benefits of hiring a brand identity agency
Partnering with specialists in brand identity can deliver a major edge when you’re refining your public presence. Agencies combine strategic insight with creative flair to keep your brand consistent across multiple channels. Let’s break down four benefits that often prove transformative for both growing ventures and established enterprises.
Consistency across platforms
An agency ensures that logos, colours, and tone feel consistent on your website, social feed, packaging, and any other touchpoint. That uniformity reassures audiences that your business is well-managed and confident in its identity. When viewers encounter the same design elements repeatedly, they remember who you are, boosting brand recall. This reliable presentation also conveys trustworthiness, encouraging shoppers or clients to return. In a crowded digital space, standing out as organised and genuine can tip decisions in your favour, leading to stronger loyalty over time.
Better recognition and credibility
Sticking to a unified brand identity increases recognition because people start associating specific design elements or messaging with your company. This familiarity helps you outshine generic competitors and encourages new audiences to trust that you’ll deliver on your promises. According to a Lucidpress study, consistent branding can boost revenue by up to 20%. That’s partly due to how it streamlines the decision-making process for customers, when a brand looks and sounds authentic, shoppers are more likely to buy, revisit, and recommend what you offer.
Strategic creativity
Agencies keep track of emerging trends and incorporate them into your brand strategy. They’re plugged into what’s hot, but they also know how to adapt ideas so they suit your goals. That balance prevents chasing gimmicks that fade quickly. Instead, you get a distinctive approach rooted in data and an understanding of your audience’s preferences. This outside perspective can highlight overlooked avenues for growth, from product tweaks to social media campaigns. In short, well-planned creativity leads to memorable brand experiences.
Saved time and energy
Keeping a brand consistent can be time-consuming if you’re juggling countless responsibilities. A dedicated agency frees you from daily design tweaks or extensive guideline enforcement, so your internal teams can focus on core duties. They’ll also manage updates whenever your brand needs a refresh, whether prompted by new offerings or shifting audience tastes. Because they specialise in this field, agencies can complete tasks more efficiently than a generalist team. As a result, you reduce stress and still maintain a polished, unified brand image.
Partnering with specialists in brand identity can deliver a major edge when you’re refining your public presence. Agencies combine strategic insight with creative flair to keep your brand consistent across multiple channels. Let’s break down four benefits that often prove transformative for both growing ventures and established enterprises.
Consistency across platforms
An agency ensures that logos, colours, and tone feel consistent on your website, social feed, packaging, and any other touchpoint. That uniformity reassures audiences that your business is well-managed and confident in its identity. When viewers encounter the same design elements repeatedly, they remember who you are, boosting brand recall. This reliable presentation also conveys trustworthiness, encouraging shoppers or clients to return. In a crowded digital space, standing out as organised and genuine can tip decisions in your favour, leading to stronger loyalty over time.
Better recognition and credibility
Sticking to a unified brand identity increases recognition because people start associating specific design elements or messaging with your company. This familiarity helps you outshine generic competitors and encourages new audiences to trust that you’ll deliver on your promises. According to a Lucidpress study, consistent branding can boost revenue by up to 20%. That’s partly due to how it streamlines the decision-making process for customers, when a brand looks and sounds authentic, shoppers are more likely to buy, revisit, and recommend what you offer.
Strategic creativity
Agencies keep track of emerging trends and incorporate them into your brand strategy. They’re plugged into what’s hot, but they also know how to adapt ideas so they suit your goals. That balance prevents chasing gimmicks that fade quickly. Instead, you get a distinctive approach rooted in data and an understanding of your audience’s preferences. This outside perspective can highlight overlooked avenues for growth, from product tweaks to social media campaigns. In short, well-planned creativity leads to memorable brand experiences.
Saved time and energy
Keeping a brand consistent can be time-consuming if you’re juggling countless responsibilities. A dedicated agency frees you from daily design tweaks or extensive guideline enforcement, so your internal teams can focus on core duties. They’ll also manage updates whenever your brand needs a refresh, whether prompted by new offerings or shifting audience tastes. Because they specialise in this field, agencies can complete tasks more efficiently than a generalist team. As a result, you reduce stress and still maintain a polished, unified brand image.
How to choose the right brand identity agency?
Pinpointing an agency that truly captures your brand’s character takes more than a coin toss. You’ll want to examine their track record, creative mindset, and how they adapt to your targets. The pointers below can steer you towards a partner who delivers genuine, lasting benefits for your brand and bottom line.
Check their portfolio
Examining an agency’s portfolio is more than window shopping; it’s a peek into their style, skill, and track record. Seek examples that align with your sector. Notice whether the visuals are cohesive and if the messaging ties everything together. Projects featuring tangible outcomes, such as increased engagement or brand visibility, indicate a reliable partner. Also, check whether their past clients sing their praises. If you see strong, consistent work and satisfied collaborators, that agency could be a solid bet.
Assess their method
An effective agency doesn’t rely on random guesswork. They gather market insights, pinpoint gaps in your current approach, and test creative concepts before finalising them. That process involves a mix of data analysis, competitor checks, and brainstorming sessions that yield informed ideas. If an agency glosses over this stage, you risk a mismatch between brand identity and real-world audience needs. Ask about their research techniques, timelines, and feedback loops. A thorough methodology ensures your updated identity resonates with both internal stakeholders and prospective customers.
Seek full-service support
Some agencies handle only the initial concept, leaving you to juggle separate vendors for execution or ongoing maintenance. That fragmentation can cause inconsistent visuals, messaging slip-ups, or added costs. With a full-service agency, brand strategy, creative design, and implementation happen under one roof. This structure cuts down on scattered communication and any confusion over who handles what. It also sets the stage for a cohesive final result, staying true to your early vision. Ultimately, an agency offering complete solutions keeps your identity consistent from initial concepts to each new phase of growth.
Pinpointing an agency that truly captures your brand’s character takes more than a coin toss. You’ll want to examine their track record, creative mindset, and how they adapt to your targets. The pointers below can steer you towards a partner who delivers genuine, lasting benefits for your brand and bottom line.
Check their portfolio
Examining an agency’s portfolio is more than window shopping; it’s a peek into their style, skill, and track record. Seek examples that align with your sector. Notice whether the visuals are cohesive and if the messaging ties everything together. Projects featuring tangible outcomes, such as increased engagement or brand visibility, indicate a reliable partner. Also, check whether their past clients sing their praises. If you see strong, consistent work and satisfied collaborators, that agency could be a solid bet.
Assess their method
An effective agency doesn’t rely on random guesswork. They gather market insights, pinpoint gaps in your current approach, and test creative concepts before finalising them. That process involves a mix of data analysis, competitor checks, and brainstorming sessions that yield informed ideas. If an agency glosses over this stage, you risk a mismatch between brand identity and real-world audience needs. Ask about their research techniques, timelines, and feedback loops. A thorough methodology ensures your updated identity resonates with both internal stakeholders and prospective customers.
Seek full-service support
Some agencies handle only the initial concept, leaving you to juggle separate vendors for execution or ongoing maintenance. That fragmentation can cause inconsistent visuals, messaging slip-ups, or added costs. With a full-service agency, brand strategy, creative design, and implementation happen under one roof. This structure cuts down on scattered communication and any confusion over who handles what. It also sets the stage for a cohesive final result, staying true to your early vision. Ultimately, an agency offering complete solutions keeps your identity consistent from initial concepts to each new phase of growth.
Frequently Asked Questions
How is a branding agency different from a marketing agency?
A branding agency has a team that pinpoints who you really are—everything from your logo’s look and feel to the voice behind each message. A marketing agency, on the other hand, takes that identity and spreads it across various channels, such as advertising, social media, and search engines. In short, one shapes your core image, the other amplifies it.
What does a personal branding agency do?
Personal branding agencies help individuals refine a standout public image. They highlight distinctive abilities, craft consistent visuals, and shape messages so that thought leaders, entrepreneurs, or influencers gain credibility, attract opportunities, and leave a memorable impression in their fields.
Are branding and advertising the same?
Branding defines who you are and how you’re perceived, while advertising gets that identity in front of more people. Branding shapes the narrative, whereas advertising amplifies it through targeted efforts such as paid ads or sponsored placements.
Wrapping up
Brand identity agencies aren’t just about eye-catching logos. They establish a cohesive framework that keeps your business recognisable, no matter which channel people use to connect with you. By developing alignment in visuals, tone, and storytelling, they help a brand leave a more confident impression.
Whether that leads to exploring new markets, adding product lines, or simply refreshing a dated image, the right agency brings an outside perspective that refines how you’re perceived. In a crowded market, that clarity can shape whether you’re taken seriously or overlooked. Ultimately, it’s about forging genuine connections that outlast passing trends. A dedicated brand identity partner helps ensure every brand encounter feels intentional, consistent, and worthy of your customers’ trust.
Frequently Asked Questions
How is a branding agency different from a marketing agency?
A branding agency has a team that pinpoints who you really are—everything from your logo’s look and feel to the voice behind each message. A marketing agency, on the other hand, takes that identity and spreads it across various channels, such as advertising, social media, and search engines. In short, one shapes your core image, the other amplifies it.
What does a personal branding agency do?
Personal branding agencies help individuals refine a standout public image. They highlight distinctive abilities, craft consistent visuals, and shape messages so that thought leaders, entrepreneurs, or influencers gain credibility, attract opportunities, and leave a memorable impression in their fields.
Are branding and advertising the same?
Branding defines who you are and how you’re perceived, while advertising gets that identity in front of more people. Branding shapes the narrative, whereas advertising amplifies it through targeted efforts such as paid ads or sponsored placements.
Wrapping up
Brand identity agencies aren’t just about eye-catching logos. They establish a cohesive framework that keeps your business recognisable, no matter which channel people use to connect with you. By developing alignment in visuals, tone, and storytelling, they help a brand leave a more confident impression.
Whether that leads to exploring new markets, adding product lines, or simply refreshing a dated image, the right agency brings an outside perspective that refines how you’re perceived. In a crowded market, that clarity can shape whether you’re taken seriously or overlooked. Ultimately, it’s about forging genuine connections that outlast passing trends. A dedicated brand identity partner helps ensure every brand encounter feels intentional, consistent, and worthy of your customers’ trust.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®