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Brand Identity

Business Transformation

Brand Identity Agency

Brand Strategy

Digital Branding

Brand Identity

Business Transformation

Brand Identity Agency

Brand Strategy

Digital Branding

ARTICLE #5

How brand identity agencies are transforming businesses?

How brand identity agencies are transforming businesses?
How brand identity agencies are transforming businesses?

Brand Identity

Business Transformation

Brand Identity Agency

Brand Strategy

Digital Branding

Brand Identity

Business Transformation

Brand Identity Agency

Brand Strategy

Digital Branding

Written by:

3 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 slip into memory as they’ve always belonged there, whereas others fade into the background without a second thought. Often, the deciding factor is a carefully crafted brand identity—one that genuinely reflects a company’s values, while sparking interest among potential customers. That’s the precise territory where brand identity agencies come in: helping businesses clarify, refresh, or completely overhaul how they look and feel 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 slip into memory as they’ve always belonged there, whereas others fade into the background without a second thought. Often, the deciding factor is a carefully crafted brand identity—one that genuinely reflects a company’s values, while sparking interest among potential customers. That’s the precise territory where brand identity agencies come in: helping businesses clarify, refresh, or completely overhaul how they look and feel 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

Some folks assume a brand is just a logo and a catchy tagline, yet it’s actually the overall impression your business gives off. Every touchpoint matter, from the colours on your website to the language you use on social media. Brand identity agencies focus on synchronising all those details, so they line up smoothly with your larger goals and principles.

These agencies offer services like brand strategy, visual identity, and brand messaging. Often, they begin by researching the market—examining what resonates with your audience and how your main competitors present themselves. From there, they build a plan designed to help your business leave a lasting mark.

Another crucial area is positioning and storytelling. These agencies turn corporate facts into engaging brand stories that spark emotional connections. In other words, they help you stand out in a sea of market noise. An integrated plan means your brand stays fresh in people’s minds across multiple channels—whether someone sees your logo on a billboard or scrolls past your profile online.

Why distinctive identity matters

In a market bursting with competitors, “memorable” can be a tough target. A strong brand identity offers an instant advantage by creating a specific look, feel, and voice. Customers are more likely to remember—and trust—businesses that display consistency and authenticity at every turn.

An engaging identity also does wonders for building emotional links. This is the difference between a forgettable commodity and a brand people will champion to friends and colleagues. Consistency and a clear sense of purpose keep your name on the tip of everyone’s tongue when it’s time to make a purchase or recommendation.

Some folks assume a brand is just a logo and a catchy tagline, yet it’s actually the overall impression your business gives off. Every touchpoint matter, from the colours on your website to the language you use on social media. Brand identity agencies focus on synchronising all those details, so they line up smoothly with your larger goals and principles.

These agencies offer services like brand strategy, visual identity, and brand messaging. Often, they begin by researching the market—examining what resonates with your audience and how your main competitors present themselves. From there, they build a plan designed to help your business leave a lasting mark.

Another crucial area is positioning and storytelling. These agencies turn corporate facts into engaging brand stories that spark emotional connections. In other words, they help you stand out in a sea of market noise. An integrated plan means your brand stays fresh in people’s minds across multiple channels—whether someone sees your logo on a billboard or scrolls past your profile online.

Why distinctive identity matters

In a market bursting with competitors, “memorable” can be a tough target. A strong brand identity offers an instant advantage by creating a specific look, feel, and voice. Customers are more likely to remember—and trust—businesses that display consistency and authenticity at every turn.

An engaging identity also does wonders for building emotional links. This is the difference between a forgettable commodity and a brand people will champion to friends and colleagues. Consistency and a clear sense of purpose keep your name on the tip of everyone’s tongue when it’s time to make a purchase or recommendation.

How are brand identity agencies transforming businesses?

Numerous companies owe their fresh images (and, often, renewed success) to brand identity agencies. Let’s peek at three standouts:

Mastercard’s modernised look

Mastercard joined forces with FutureBrand to shake off its old-fashioned vibe. The redesign simplified the classic circles and gave them a more digital-age aesthetic. This subtle shift appealed to younger users and underscored Mastercard’s status as a tech-savvy leader in payment solutions.

BP and Landor & Fitch

BP wanted to highlight cleaner energy initiatives. Landor & Fitch stepped in to craft visuals emphasising eco-friendly ideals, including a reworked symbol that hinted at more earth-conscious operations. The result? A striking identity that helped BP steer public perception and speak more credibly to an audience concerned about sustainability.

Slack logo update

Slack collaborated with Pentagram to refine its instantly recognisable identity, trimming clutter and ensuring it worked across different devices. Everything from the icon to colour choices got a refresh, giving Slack a consistent and polished face for users to encounter everywhere—apps, emails, and more.

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.

Numerous companies owe their fresh images (and, often, renewed success) to brand identity agencies. Let’s peek at three standouts:

Mastercard’s modernised look

Mastercard joined forces with FutureBrand to shake off its old-fashioned vibe. The redesign simplified the classic circles and gave them a more digital-age aesthetic. This subtle shift appealed to younger users and underscored Mastercard’s status as a tech-savvy leader in payment solutions.

BP and Landor & Fitch

BP wanted to highlight cleaner energy initiatives. Landor & Fitch stepped in to craft visuals emphasising eco-friendly ideals, including a reworked symbol that hinted at more earth-conscious operations. The result? A striking identity that helped BP steer public perception and speak more credibly to an audience concerned about sustainability.

Slack logo update

Slack collaborated with Pentagram to refine its instantly recognisable identity, trimming clutter and ensuring it worked across different devices. Everything from the icon to colour choices got a refresh, giving Slack a consistent and polished face for users to encounter everywhere—apps, emails, and more.

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

Physical presence and online presence now carry nearly equal weight. A brand identity agency ensures your look and messaging remain consistent wherever customers discover you. This can include:

  • Website & app design: A coherent feel, from homepage aesthetics to copy style, reassures visitors they’re dealing with a reputable business.

  • Social media & emails: Maintaining the same colour schemes, logos, and tone of voice fosters familiarity and trust over time.

  • E-commerce platforms: A brand that looks solid and professional on digital marketplaces stands a stronger chance of turning casual browsers into loyal patrons.

Case in point: Peloton recently updated its brand identity to emphasise fresh fitness offerings, rolling out Peloton Gym and Peloton Strength while adding a free membership tier. The new digital-focused strategy helped the company rebound from a 22% revenue slip. By amplifying online branding and making services more accessible, Peloton regained footing and caught the eye of new customers.

Physical presence and online presence now carry nearly equal weight. A brand identity agency ensures your look and messaging remain consistent wherever customers discover you. This can include:

  • Website & app design: A coherent feel, from homepage aesthetics to copy style, reassures visitors they’re dealing with a reputable business.

  • Social media & emails: Maintaining the same colour schemes, logos, and tone of voice fosters familiarity and trust over time.

  • E-commerce platforms: A brand that looks solid and professional on digital marketplaces stands a stronger chance of turning casual browsers into loyal patrons.

Case in point: Peloton recently updated its brand identity to emphasise fresh fitness offerings, rolling out Peloton Gym and Peloton Strength while adding a free membership tier. The new digital-focused strategy helped the company rebound from a 22% revenue slip. By amplifying online branding and making services more accessible, Peloton regained footing and caught the eye of new customers.

The benefits of hiring a brand identity agency

Working with a specialised agency offers several benefits that can be tough to replicate in-house:

Consistency across platforms

An agency maintains brand consistency by using the same visuals, tone, and messaging no matter where your brand appears. Customers sense that reliability and often reward it with loyalty.

Better recognition and credibility

According to a Lucidpress study, businesses with consistent branding can boost their revenue by an average of 10–20%. Beyond the financial upside, a coherent brand identity helps you hold your ground in a crowded market, raising your profile and reinforcing that you’re serious about your craft. The logic is simple: people warm up faster to brands that look and sound organised at every turn.

Strategic creativity

Professionals keep an eye on evolving market trends, adjusting creative strategies as needed. Their outside perspective helps sidestep pitfalls and seize new opportunities.

Saved time and energy

Busy teams appreciate delegating brand upkeep to someone else, freeing them to excel at day-to-day business tasks without compromising brand quality.

Working with a specialised agency offers several benefits that can be tough to replicate in-house:

Consistency across platforms

An agency maintains brand consistency by using the same visuals, tone, and messaging no matter where your brand appears. Customers sense that reliability and often reward it with loyalty.

Better recognition and credibility

According to a Lucidpress study, businesses with consistent branding can boost their revenue by an average of 10–20%. Beyond the financial upside, a coherent brand identity helps you hold your ground in a crowded market, raising your profile and reinforcing that you’re serious about your craft. The logic is simple: people warm up faster to brands that look and sound organised at every turn.

Strategic creativity

Professionals keep an eye on evolving market trends, adjusting creative strategies as needed. Their outside perspective helps sidestep pitfalls and seize new opportunities.

Saved time and energy

Busy teams appreciate delegating brand upkeep to someone else, freeing them to excel at day-to-day business tasks without compromising brand quality.

How to choose the right brand identity agency?

Not all agencies are created equal. If your company is ready for a rebrand or just a small refresh, a few considerations can help identify the ideal partner:

Check their portfolio

See if they’ve tackled similar projects or industries. For instance, Fredbase’s portfolio highlights achievements that prove the agency knows how to deliver tangible outcomes.

Assess their method

An approach that blends research, creativity, and analytical thinking usually leads to stronger results. Data insights alone won’t fix a lacklustre brand, but guesswork without market research can sink you even faster.

Seek full-service support

An end-to-end solution, from strategy to final execution, keeps the brand cohesive. Having separate teams handle individual tasks raises the risk of misalignment.

Not all agencies are created equal. If your company is ready for a rebrand or just a small refresh, a few considerations can help identify the ideal partner:

Check their portfolio

See if they’ve tackled similar projects or industries. For instance, Fredbase’s portfolio highlights achievements that prove the agency knows how to deliver tangible outcomes.

Assess their method

An approach that blends research, creativity, and analytical thinking usually leads to stronger results. Data insights alone won’t fix a lacklustre brand, but guesswork without market research can sink you even faster.

Seek full-service support

An end-to-end solution, from strategy to final execution, keeps the brand cohesive. Having separate teams handle individual tasks raises the risk of misalignment.

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—like entrepreneurs or influencers—craft a clear, distinctive public image. They highlight a person’s unique skills, personality, and experience so they genuinely stand out in their field.

Are branding and advertising the same?

Not quite. Branding sets the tone and the “who we are” of a company, while advertising aims to spread that identity to a larger audience, typically via paid channels.

Wrapping up

Brand identity agencies do far more than pick a flashy logo. They’re like personal stylists for your business, ensuring every detail—from colours to tone—works together in perfect unison. It can mean the difference between a brand that slips into the background and one that genuinely stands out. And yes, that can translate into a measurable boost for your bottom line.

Yet the magic doesn’t stop with a crisp new design. These agencies bring harmony to the entire brand experience, from an eye-catching homepage to a warm, memorable customer sign-off. The outcome is a brand that resonates with both loyal fans and inquisitive newcomers, giving you a genuine edge in an overcrowded market. At its heart, it’s about creating connections that outlast fleeting trends.

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—like entrepreneurs or influencers—craft a clear, distinctive public image. They highlight a person’s unique skills, personality, and experience so they genuinely stand out in their field.

Are branding and advertising the same?

Not quite. Branding sets the tone and the “who we are” of a company, while advertising aims to spread that identity to a larger audience, typically via paid channels.

Wrapping up

Brand identity agencies do far more than pick a flashy logo. They’re like personal stylists for your business, ensuring every detail—from colours to tone—works together in perfect unison. It can mean the difference between a brand that slips into the background and one that genuinely stands out. And yes, that can translate into a measurable boost for your bottom line.

Yet the magic doesn’t stop with a crisp new design. These agencies bring harmony to the entire brand experience, from an eye-catching homepage to a warm, memorable customer sign-off. The outcome is a brand that resonates with both loyal fans and inquisitive newcomers, giving you a genuine edge in an overcrowded market. At its heart, it’s about creating connections that outlast fleeting trends.

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Work with us

Click to copy

work@for.co

FOR® Agency

Design Trial
Coming soon

FOR® Industries

Retail
Finance
B2B
Health
Wellness
Consumer Brands
Gaming
Industrial

We’re remote-first — with strategic global hubs

Click to copy

Helsinki, FIN

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Click to copy

New York, NY

ny@for.co

Click to copy

Miami, FL

mia@for.co

Click to copy

Dubai, UAE

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Click to copy

Kyiv, UA

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Click to copy

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Copyright © 2024 FOR®

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