6 Key Elements to Help You Build a Strong Brand Identity for Your Business

Choosing branding elements is not easy, especially if you have just started your business from scratch. From the logo to the website design – all of the pieces of this puzzle eventually would fir together to define how your potential customers will perceive your company and products. Imagine it like this – your company's branding is the first thing a customer will see, so make sure it makes a good first impression!

Luckily for you, at Blue Ocean, we are experts in brand development and can help you build your brand identity in a way for it to make a lasting impression on your potential customers. As part of our brand development services, we also assist with logo creation, website design, and more! Learn more about our brand and logo development services, and contact us to get a free quote!

What Is Brand Identity? (and What It Is Not)

To better understand what brand identity is, let's first take a look at what brand identity is not:

  • It is not just a bunch of colours mixed in a logo.
  • It is not a brand name or a trademark placed everywhere.
  • It is not an easy-to-remember tagline that says nothing about your products or services.

A brand identity is the combination of all the elements that represent your business goals, values and vision. It is a collection of items that a company uses to portray the right image to its customer.

But Why Is Brand Identity So Important for Your Business?

Brand identity helps you build stronger relationships with your potential clients and turn them into a loyal customer base. It gives additional value to your main product benefits by representing the promise of an engaging customer journey or experience.

Key Elements That Shape a Strong Brand Identity

Choosing the Right Brand Name

A company's brand name should identify a particular business and its offers while distinguishing it from its competitors. Here we share some helpful tips for choosing a brand name that perfectly represents your business:

  • Stay away from hard-to-spell brand names that can raise confusion about your brand. Also, don't forget about automatic spell-checkers – they can ruin the idea of having an interesting brand name if they constantly redirect your customers somewhere else.

  • Pick a business name that shows a potential for growth. Don't tie your business name to your existing product range or service area because that could create limitations with the way your potential customers perceive your brand.

  • Choose a business name that conveys meaning in relation to your business. It doesn't need to represent your products or services literally, but choosing a good business name would add value to your brand and help customers associate it with their demands more easily.

Your Logo Should Be Unique

A business logo is probably the most recognizable aspect of a brand. It is the face of the brand, and it will communicate your company's goals and values to the audience through simple imagery. There are two main types of logos:

  • Wordmarks, also known as logotypes, are the logos formed by words. These types of logos enable you to capitalize on your brand name and create a unique letter style. Although wordmarks can be easily associated with a business, sometimes they may be hard to remember, so you should consider the complexity of your brand name before deciding to go with a wordmark type of logo.

  • Logomarks are in the form of images – they are easy to recognize and remember and can be easily combined with wordmarks to create a unique design that will engage your potential customers.

Not sure where to start? Our experts in Blue Ocean are ready to guide you through the process of creating your brand identity by providing you with the best quality brand and logo development services tailored to your business! Give us a call today, and let's discuss how we can support your business.

Read more: Why You Need Alternate Logos For Your Brand (...And How To Use Them!)

Should You Bother With Choosing a Color Palette?

Choosing a colour palette for your company can be challenging, but this is a critical step in the brand identity development process. Your business colour palette is important because it influences all the additional visual branding elements you create for your brand. Your brand colour scheme would play a crucial role in creating your logo and website, which is why you should pay extra attention when choosing and combining colours to represent your business.

The Importance of Using the Right Graphics and Images

With graphics and image elements, it can be difficult to find a style that is cohesive style across platforms. It is essential to keep that cohesiveness, especially between your website and social media channels. Not only this approach makes your brand more recognizable, but also the general appearance of your company will be more appealing to the audience.

What Is Typography?

Typography refers to the fonts you choose to use for all business materials such as brochures, graphics, business cards, etc. Consistency is key when trying to create a cohesive branding that people can recognize immediately. Not sure how to choose the right typography? These ideas will help you start:

  • A single, minimal sans-serif font would give your business a modern and professional look.

  • Thin and stylized fonts enhance high-end elegance and are a great choice for luxury brands.

  • Rounded fonts are an excellent choice for a more welcoming and friendly design.

How to Create a Slogan for Your Business?

Slogans and catchphrases are a vital part of your branding that helps you stay memorable to consumers. Use the following steps to define if a slogan or a tagline is right for your business:

  • Create a unique tagline or catchphrase to distinguish your company from the competitors.

  • Keep your slogan or tagline short, so it is easy to remember.

  • Focus on the key benefits that your company provides.

  • Make your slogan timeless, so it stays relevant, especially in the constantly evolving world of business.

There are many other important factors to consider when we talk about brand identity. Let's continue the conversation and help you build the brand you envision. As a leading brand, strategy, design and marketing firm in Calgary, we are dedicated to providing our clients with efficient solutions that drive measurable results. Contact us for more information about our brand and logo development services today!


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Located in Calgary, Alberta, Blue Ocean Interactive Marketing creates online marketing strategies that enable your business to grow.

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