How to develop a successful brand identity

Brand identity definition

Developing a Brand Identity focuses on 5 fundamental elements:

  • The logo;
  • Typography;
  • Colours;
  • Website;
  • Tone and Voice.

Before asking for help from a Graphic Designer, you need to take into consideration a few questions:

  • What are your mission and motto?
  • What does make you different from your competitors?
  • Think about your offer
  • Identify your goals

After you have cleared up your idea of business, you are going to follow the Prism concept.

What is the brand identity Prism?

According to Kapferer‘s concept, developed in 1986, a brand can be identified based on 6 characters that constitute a prism.

  1. Physique: physical qualities that brings an image on your customer’s mind. Such as logo, colour and shape;
  2. Personality: values or characteristics that make the brand easily identified;
  3. Culture: the brand motto and statement;
  4. Reflection: the stereotypical buyer persona that the brand reflects on;
  5. Relationship: what the customer hopes they are getting from the brand beyond the actual product or service;
  6. Self-image: how your audience would see themselves using the brand.

The image below, shows what Apple built up its brand and its relationship with its target:

How to design a powerful Brand Identity?

Making a brand stand out, it is not so easy as you think.

Firstly, you should answer the questions above and draw your marketing strategy. In addition, you should start thinking about what is the message that you would communicate with your brand.

Essential steps to follow:

Logo: it will influence your identity more than you think. Even if people don’t remember your brand name, surely will recognize your logo. Logos provide an opportunity for customers to automatically associate products or services with any given brand itself. A logo could include the business’s name, just a letter or a draw; it can be colorful or with a transparent background. NOTE: ask your Graphic Designer to create a logo in a variety of sizes compatible with different social and content platforms.

Typography: which type of font you are going to use? It is not recommended having the same font between Headlines and Body text. So, what I suggest you here is consulting free “Font pairing” free tools to choose the one that you prefer. My two favourites tools are Canva Font Combinations and Fontpair.

Colours: I’m the least creative person on earth so what I usually do is entrust Canva Color Palette Generator. Upload your logo and the system will show you the best palette combination in less than 10 seconds. Easy right? If you still are not sure that palette is the best solution for you, read this article about the meaning of colours.

psychology of colours

Tone and voice: what does your brand sound like? How are you going to communicate with your audience? According to your customer persona’s age and interest, your voice will be different. The goal is making your potential customer comfortable to talk with you.

Tone of voice
How to use voice and tone in UX writing. By Rhiannon Jones. Available at:

Website: a business or a professional can’t feel settled by just using social media platforms. People need to see what your products or services are, what have you done in the past, how did you resolve other clients problems… Even a portfolio of your creations or projects is enough. Integrate a good email software and you have done most of the essential job.

Don’t you know where to start to build and create your website? Have a look at my related services clicking here.


If you have a business idea or you would like to rebrand, take your time, talk with your team and find the right strategy for you. You won’t get results in a few weeks, but if you will apply an excellent Marketing plan, you’ll get your piece of market share.

Good luck!

Valeria Di Lonardo

Digital Marketer Freelancer| Ita & Eng| I help professionals and small businesses find the simplest way to boost their activity.

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