How To Create A Brand Identity That Lasts featured image
By Owen Fay . Posted on January 6, 2023

w Brand identity is the visual aspect of a brand, including elements such as color schemes, logos, typography, and packaging. It is the overall look and feel of a brand and how it is perceived by consumers. A strong brand identity helps establish a brand’s reputation and differentiate it from its competitors. It is important for a brand to have a consistent and cohesive brand identity across all marketing materials and touchpoints to create a lasting impression on customers.

Brand identity also helps to create trust in your brand. Studies have shown that customers are more likely to trust brands they recognize and associate positively with. This can help increase sales and build customer loyalty. You need to understand your brand identity and how to use it to grow your business. This article will guide you through the tips and hacks for creating a lasting brand identity.

Developing An Authentic Brand Voice

Illustration of brand voice and tone

An authentic brand voice is a way your company talks to its customers, whether it’s through ads, blog posts, emails, or social media. It should be consistent, recognizable, and relatable.

The first step in developing an authentic brand voice is to identify your target audience. Think about who you want to reach and what type of language will resonate with them. Once you have a clear idea of your target audience, you can start crafting your brand’s message and tone.

Keeping your company’s values in mind is important when creating an authentic brand voice. Use language that reflects those values to show your audience and customers that you practice what you preach. This will help customers relate to your brand and will build trust in your company.

Your brand voice should also reflect the personality of your company. Think about how you want to come across to customers, it could be friendly, educational, or any other personality you want to portray to the users. For example, if your company is playful and energetic, use language that reflects that energy.

Once you have identified your target audience and created a brand voice that reflects your values and personality, but make sure it’s consistent. Every piece of content you create should have the same tone and message. This will help customers easily recognize your brand and build trust.

Finally, it’s important to be flexible with your brand voice. Your company may evolve over time, and your brand voice should reflect that. Pay attention to customer feedback and adjust your brand voice accordingly.

Crafting A Brand Story

Creating a brand story is important in creating a lasting brand identity. It is a way to tell the world who you are, what you stand for, and why they should care. A brand story should be unique, memorable, and emotionally engaging.

The best brand stories are based on your company’s true values and mission. They should be honest and authentic, often coming from how the company formed or where you started. Your story should show how you are different from other companies and what makes you stand out.

When crafting your story, you should consider the following elements:

  • Tone: Your brand story should have a consistent tone that reflects your company’s values.
  • Audience: Think about who your audience is and tailor your story to them.
  • Voice: Your story should have a unique voice that reflects your brand identity.
  • Emotions: Your story should evoke emotions in your readers and make them feel connected to your company.
  • Timelessness: Your story should be timeless and be able to grow with your business.

Analyzing The Competition

When it comes to creating a brand identity that lasts, understanding the competition is key. Knowing what your competitors are up to can help you create a better brand identity for yourself and give you a competitive edge.

Analyzing the competition can be done in several ways.

Understand Your Competitor’s Identity

What kind of logo do they have? How did they form their message? What kind of colors do they use? All these factors can help you better understand what your competitors are doing and how they are presenting themselves.

Look at the Product or Services of the Competition

What makes them different from what you offer? Do they have a unique selling point? What kind of pricing do they have? Pay close attention to their pricing and product features to get an idea of what they are offering and how they are positioning themselves.

Marketing Strategies

How is the competition reaching out to its target audience? What kind of campaigns are they running? Are they using social media, paid advertising, or other methods? Understanding their marketing strategies can help you develop better strategies for your brand.

Customers Feedback

Finally, you should look at the customer feedback that your competitors are getting. This can give you a good idea of what people think of their products and services and how they are perceived in the market. It can also tell you why a customer likes or dislikes the competition allowing you to capitalize on their mistakes.

The Power Of Consistency

Image of brand contistency

Consistency is an essential part of creating a strong brand identity. You need to make sure you are consistent in all your brand efforts across all your marketing material. This means using the same logo, tagline, tone, and colors in all of your advertisements, social media posts, website content, and promotional materials. This will ensure that your customers are always seeing the same look and feel from your business.

Consistency helps your customers to recognize and remember your brand. When they see the same logo, tagline, and colors, they are more likely to remember your company and its products or services.

Being consistent also helps to create trust between your business and your customers. By consistently providing the same quality product or service, you’re showing your customers that you’re committed to providing them with the best experience possible.

A unified message can be formed through brand consistency. By using the same designs and messaging, you’re sending a clear message to your customers about your company and its values.

Having a consistent look and feel across all of your marketing materials tells customers that you are a professional business and that you care about the quality of your products and services. This can help set your business apart from the competition and give customers more confidence.

Using consistent branding across all of your marketing efforts creates a recognizable brand identity that your customers can trust and remember. This will help to create a strong and unified message and give your business a more professional look and feel.

Utilizing Brand Activation Tactics

Brand activation is an important part of creating a lasting brand identity. It is the process of using different strategies to get customers to recognize, remember, and interact with your brand. By utilizing brand activation tactics, your business can increase its visibility and build loyalty among customers.

Promotional Campaigns

Promotional campaigns can be used to create awareness and drive engagement with your brand. Examples of promotional campaigns include offering discounts and free giveaways, running contests and sweepstakes, and offering exclusive products or services.

Experiential marketing

Experiential marketing involves creating interactive experiences for customers to help them form a connection with your brand. Examples of experiential marketing include creating pop-ups, hosting special events, and partnering with influencers to promote your brand.

Social Media

Using social media is another great way to activate your brand. Social media platforms like Twitter, Instagram, and Facebook are great ways to reach customers and create conversations around your brand. You can post content, share graphics and videos, and create polls and surveys to engage customers.

Influencer marketing

Using influencer marketing is another great way to activate your brand. Influencers are people who have a large following and are seen as experts in their field. By working with influencers, you can reach more potential customers and create a positive image of your brand.

Content creation

Lastly, you can activate your brand by creating content. Content is a great way to spread awareness about your brand and engage customers. Examples of content include blogs, videos, podcasts, and webinars. Creating content can build relationships with customers, increase your visibility, and build loyalty.

Infographic of 5 brand activation tactics

The Benefits Of Strategic Partnerships

Strategic partnerships are an important tool for businesses to grow and thrive. By forming strategic partnerships, companies can benefit from each other’s strengths and resources to build a successful and sustainable business. There are many advantages to forming strategic partnerships, such as gaining access to new markets, sharing resources and expertise, reducing costs, and increasing brand awareness.

New Markets

One of the most important benefits of strategic partnerships is that it gives businesses access to new markets. By forming strategic partnerships, companies can combine their resources and expertise to expand into new markets. Strategic partnerships can help businesses to get their products and services to new places quickly and efficiently.

Sharing Resources

Another benefit of strategic partnerships is that it allows businesses to share resources and expertise. By forming strategic partnerships, businesses can share their resources and expertise to help each other out. This can help businesses save time, money, and resources. Strategic partnerships will increase a business’s knowledge and skills, allowing them to become more competitive.

Reduced Cost

Strategic partnerships can help businesses reduce their costs. Businesses can combine their resources and expertise to reduce costs by forming strategic partnerships. This can help businesses save money and increase their profit margins. Strategic partnerships can reduce their risk, as they can share the risk of a project or venture.

Brand Awareness

Strategic partnerships can help businesses increase their brand awareness. By forming strategic partnerships, businesses can use each other’s resources and expertise to promote their brand and increase their visibility. This can help businesses to increase their customer base and sales.

Validating Your Brand Design

brand name test results

With the immense importance of establishing a lasting brand identity, getting it right before you go live is important. allows you to gather valuable feedback and insights from target audiences. This feedback can help you refine and improve your brand design to better communicate your brand’s message and values and connect with your desired audience.

Testing your brand design is particularly important because it helps ensure that your brand materials effectively communicate your brand’s message and values and resonate with your target audience. It can also help to identify any potential issues or challenges with your brand design and allow you to make necessary adjustments before launching your brand.

While there are many ways to validate your brand design, the fastest, most cost-effective, and reliable method is user testing with Poll the People. Our platform allows you to test the basics with a brand name test, compare logo options in a head-to-head logo test, or even validate the design of your website before or during development.

Poll the People gives you expert-built templates to test any element of your brand identity, from logos to messaging. A market research panel with automatic anti-cheating response rejection technology that takes out the poor responses, so they don’t appear in your results. And easy-to-understand results with demographic information, filters, and collaboration options. Our goal is to make user research simple and accessible to every business or individual, that’s why we give you the tools to get high-quality feedback on your assets with no experience needed.

Frequently Asked Questions

What Is Brand Identity?

Brand identity is the overall look and feel of a brand. It is made up of elements like a logo, color palette, typography, website design, and more. It helps to create an emotional connection with customers and differentiate a brand from competitors.

How Do I Create A Brand Identity?

Creating a brand identity involves some strategic steps. First, you need to have a clear understanding of your brand values and mission statement. Then, you can think about the visuals that will help you to communicate your message and create a memorable impression. This can include creating a logo, color palette, typography, and website design.

How Do I Make My Brand Identity Last?

Creating a consistent and recognizable design is important to ensure your brand identity lasts for the long term. This includes using the same logo, colors, and typography across all platforms. Additionally, it is important to use relevant visuals and content for your target audience and stay up-to-date with industry trends.

What Are Some Examples Of Successful Brand Identities?

Some of the most successful brand identities are those that are consistent, recognizable, and timeless. Some examples include Apple, Nike, Coca-Cola, and Mcdonald’s. All of these brands have a consistent logo, color palette, and typography that is instantly recognizable and has stood the test of time.


Creating a brand identity that lasts takes a lot of time and effort. But with careful planning and attention to detail, you can have a brand identity that will stand the test of time and create a lasting impact on your customers.

By focusing on your mission and values, staying true to yourself, and understanding your target audience, you can create a brand identity that will make your business stand out from the competition. With a strong and unique brand identity, you can ensure that your business will be around for many years to come.

If you are following our guide on building a timeless brand identity, sign up for Poll the People and launch a test to understand what your users think of your brand design. Don’t run the risk of launching a brand that doesn’t work.

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