Brand Identity and Brand Strategy

Your identity is not your logo, it’s your DNA.

Your brand identity is what makes you unique among others. It’s how you think, what you believe and how you operate. It’s about the real value you create for your employees, your customers, your investors, and the world. Brand identity is so important for organizations because it creates clarity, relevance and appeal. The better you know yourself, the more effectively you can help others understand and value you. With our brand identity consulting services, we help our clients communicate this in differentiated, relevant and lasting ways.

When your brand identity is clear, things fall into place. Decisions become easier. Team members are motivated to do the right things. Customers and investors come to you for the right reasons. Your brand identity should be the driving force behind decisions and behaviors, as well as visual and verbal expression. Strong brand identities build strong customer relationships.

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Brand Identity vs. Brand Image

If identity is the reality of who you are, your image is how people think of you. Your image is created through your interactions with customers and partners, through your visual and verbal brand identity, and external factors such as press coverage and social media. When your image is in alignment with your identity, you can build a strong brand.

Visual Brand Identity

Visual identity is often the most visible and recognizable communication tool an organization has. It should be a unique and memorable expression of your identity. Again, it’s not just about the logo. Visual brand identity incudes use of type and color, image type and placement, as well as logos, symbols or wordmarks. When they work together as a system, they create a cohesive presence for your organization. When expressed effectively across customer touchpoints, your visual brand identity will reinforce a positive image in the minds of your important audiences.

Read about how we created an effective new visual brand identity system for Caltech

Verbal Brand Identity

Verbal brand identity, which might include your name, a tagline or slogan, voice and tone and other verbal cues, goes hand in hand with your visual brand identity to reach your audiences in memorable, compelling, and authentic ways.  It is part of your overall toolkit, helping you express your brand identity across all touchpoints.

Read about how we used a new verbal brand identity to express true purpose and vision for the Rehabilitation Institute of Chicago.

Brand Strategy Consulting

Our brand strategy consulting services are designed to help our clients understand themselves the inside out. We help define the core ideas behind your unique brand identity, and connect those unique strengths to all of your services, offerings and divisions. A strong brand strategy ensures that the reality of who you are is represented in both true and appealing ways, and sets the right rational and emotional expectations among your critical audiences. Brand strategy consulting engagements may include positioning strategy, messaging development, brand architecture and naming.

Our Work as a Brand Identity Agency

We have helped organizations across industries each define and express their brand identity. Our clients have considered this work to be instrumental to their success as they mature and grow.

See how brand identity strategy helped inspire a new and differentiating identity for a company in the architecture and design industry. Read about our work with Revel.

View Our Brand Strategy Work

abilitylab-case-study

AbilityLab

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Adobe Acrobat

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Caltech

Caltech

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guidewire

Guidewire

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Highmark/Allegheny Health Network

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Luum Textiles

Luum Textiles

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napa-valley-vintners

Napa Valley Vintners

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Revel Architecture & Design

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Rockefeller University

Rockefeller University

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Salesforce_brand

Salesforce

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Santa Lucia Preserve

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The Mix @ SFPL

The Mix @ SFPL

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University at Buffalo

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