The 5 Key Elements Of A Successful Brand Identity

The 5 Key Elements Of A Successful Brand Identity

Your brand identity is your company’s personality and is essential for making your company unique and memorable. Here are The 5 Key Elements Of A Successful Brand Identity. It needs to be personalised to your business and consistent across all marketing channels. Below are just some of the biggest elements that make up a brand and how to choose the right solution for your company. 


Throughout your branding should be some kind of easily identifiable message to your customers that sets your company apart. This could be to help customers save money, to help customers save the planet or to simply enhance customers everyday life in some way. 

You can convey your message through other elements of your brand such as your logo or colour scheme. Alternatively, you can use slogans and taglines to easily convey your message in a catchy way that people will remember (examples include Walmart’s ‘save money, live better’ and Rothy’s ‘reduce your carbon footprint in style’). 


A logo can help you to visually stand out. The most successful logos are those that can be identified at a glance – even without any text to tell you who the company are (such as Nike’s tick and Starbucks’ siren). 

There are logo generators that you can use online to design your logo. Alternatively, you can hire a professional company as found at a site such as to design your logo. A good logo needs to be versatile for modern marketing – it needs to be easy to print and easy to  display on a screen. Keep it simple and try to reflect the tone of your business. 

Colour scheme

Many successful brands have identifiable colour schemes. For example, Coca-Cola uses the  same tone of red throughout all its marketing, while Apple is known for its use of white.

When choosing a colour scheme, it’s important to consider colour psychology. Different colours can denote different things (blue for example typically denotes trust, while green is associated with environmentalism). This guide at explains more. 


It’s worth using consistent fonts throughout your branding. As with the colour scheme, these should convey a certain tone or emotion related to your brand.

For example, when marketing a kid’s toy brand, you may want to stick to soft and fun fonts without serifs. For a sophisticated luxury product aimed at adults, you may want to use a more formal serif-heavy font. 

Tone of voice

When it comes to text or voice commentaries within your marketing, it’s important to choose a suitable tone of voice. As with fonts, think about who your audience are – a fun entertainment product will require a more bubbly tone of voice with less formal vocabulary and exclamation marks, while a business cybersecurity product may require a more serious tone of voice with more formal vocabulary and punctuation.Some businesses create a unique tone of voice adopting signature vocabulary and phrases. This includes specific terms for products and unique hashtags. Check out this post at, which compares a few examples of standout tones of voice.

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