A brand identity is the cornerstone of any brand — it’s the personality that expresses what the brand stands for in every detail. Because of its vital role in helping a brand reach its target audience, today we’ll cover how to build a brand identity from scratch.

Building a Brand Identity from Scratch

There’s no doubt that the product or service you offer is a strong point for your brand — but the brand identity often competes with the product’s quality itself. It’s the first element that attracts an audience and communicates the brand’s personality clearly and directly.

Some people think a brand’s identity is just its logo. In reality, it’s a complete set of elements, such as:

  • The logo
  • The color palette
  • The brand message

These elements complement each other. Below are the key steps to building your brand identity from scratch:

1. Define Your Target Audience

Your target audience is the first step in building your brand identity. You can’t create a brand’s personality without clearly defining who your products and messages are for. The audience plays a major role in shaping the brand’s character.

You can learn about your audience’s preferences through tools like surveys, analyzing common audience habits, or understanding the language they use — all of which help you find the right tone to speak with them.

2. Develop Your Brand Voice and Personality

Your brand’s voice and personality are crucial parts of building its identity. You must speak to your target audience in a way that feels personal and relevant, making them feel like your message is created just for them. Your brand’s voice is also a key attraction point for loyal customers.

Experts recommend that when defining your brand’s voice, you should focus on:

  • Your brand’s area of expertise
  • Clearly defining your core message
  • Choosing the right tone of voice

3. Choose a Strong Brand Name

Your brand’s name should clearly reflect your products or services. It must also be unique and available on social media platforms and websites — your brand’s name should stand out from the rest.

Experts also advise that the name be short, simple, easy to remember, and easy for your audience to share. These points make your brand name more distinctive.

4. Write Your Brand Story

Writing your brand story — the steps and challenges behind it — is one of the most important parts of building your brand identity from scratch. Your story reflects your journey and adds a human, personal touch that makes your brand’s message stand out.

A clear brand story creates a sense of connection between you and your audience. It strengthens the bond and builds a personal relationship between customers and the brand.

5. Design a Style Guide

Your style guide should include all visual elements — colors, imagery, typography. This guide is essential for designing your website, social media pages, product packaging, or checkout buttons.

Your color palette builds a visual connection between the customer and your brand. Color psychology plays a big role in shaping your identity from scratch. Your typography and visual style should express your personality — whether you’re fun, serious, neutral, or balanced.

6. Create Your Logo

Next comes your logo design — an element that can’t be overlooked. Your logo should combine all your visual details: colors, shapes, images — everything that visually and clearly represents your brand’s name and personality.

7. Apply Your Brand Personality Consistently

This means expressing your brand’s personality through all aspects of your business — for example, in paid ads on social media, your brand’s pages, or your website. It should connect directly with your logo and visuals to create a strong link between customers and your brand.

Developing Your Brand Over Time

Experts agree that a brand doesn’t stop at building its identity once. A brand evolves over time in ways that strengthen its personality and position in customers’ minds. This ongoing development works hand-in-hand with marketing campaigns and changing audience preferences that align with your brand’s personality.

So, building your brand identity is the foundation for creating and sustaining any brand. It’s clear that it’s much more than just mixing colors, fonts, and images. Developing your brand must be a continuous, sustainable process as your business grows and stays in the market.