Why Your Brand Needs an Identity

by | Dec 5, 2023 | Blog

When you think of some of the world’s biggest brands, you can probably picture their logo, which includes a signature colour. Bold, primary colours, such as red and blue, are popular choices, and there are some well-researched reasons for this.

Brand Recognition

Consistent use of colours helps in creating a memorable and recognisable brand. When customers see your brand colours consistently across various touchpoints, it reinforces the association between those colours and your brand.

Emotional Connection

Colours evoke emotions and feelings. By choosing a colour palette that aligns with your brand’s personality and values, you can create a stronger emotional connection with your audience. For example, warm colours like red and orange may convey energy and excitement, while cool colours like blue and green may evoke a sense of calmness and trust.


A unique colour palette sets your brand apart from competitors. It helps in creating a distinct visual identity that customers can easily identify and distinguish from other brands in the market.

Consistency Across Platforms

A well-defined colour palette ensures consistency in your brand’s visual representation across various platforms, from your website and social media to packaging and promotional materials.


Understanding how each element of colour selection influences a reaction to your brand makes it easier to select the colours you want to represent your brand. When you understand the message you want to convey, it is easier to select a colour palette and conduct market testing to discover the colours that resonate with your audience and your brand message.

Understand Your Brand

Start by defining your brand personality and values. Consider the emotions and messages you want to convey through your brand.

Know Your Audience

Understand your target audience and their preferences. Consider the demographics, cultural factors, and psychological aspects that might influence their response to different colours.

Industry Research

Analyse the colour palettes of competitors and other successful brands in your industry. This can help you identify common themes and gaps in colour usage.

Colour Psychology

Familiarise yourself with colour psychology to understand the emotional and psychological impact of different colours. Choose colours that align with the desired perception of your brand.

Limit the Palette

While it might be tempting to use a wide range of colours, it’s generally advisable to stick to a limited colour palette (usually 3-5 colours). This ensures consistency and simplicity.

Consider Accessibility

Ensure that the chosen colours are accessible to all users, including those with visual impairments. High contrast and legibility are important considerations.

Test and Iterate

Before finalising the colour palette, test it across different mediums and contexts to ensure it works effectively. Be open to feedback and be willing to make adjustments if necessary.

Create a Style Guide

Once you’ve selected your brand colour palette, document it in a brand style guide. Include details on colour codes, usage guidelines, and any variations that may be acceptable.


Remember, the colour palette is just one element of your brand’s visual identity. Consistency in its application is key to building a strong and recognisable brand image. Creating a brand voice is another crucial aspect of developing a consistent and recognisable brand identity. Your brand voice encompasses the tone, language, and personality that your brand uses to communicate with your audience.

Understand Your Brand

Define your brand’s core values, mission, and personality.

  • What does your brand stand for?
  • What are its unique characteristics?

Identify Your Target Audience

Understand your target audience—their demographics, preferences, and communication styles. Your brand voice should resonate with your audience.

Define Brand Personality

Describe your brand as if it were a person.

  • Is it friendly, formal, playful, or authoritative?
  • Use adjectives that capture the essence of your brand’s personality.

Craft a Brand Message

Develop a clear and concise brand message that communicates your value proposition. This message should serve as the foundation for your brand voice.

Choose Tone and Language

Determine the appropriate tone for your brand. Consider whether your brand voice should be formal, casual, humorous, professional, or a mix of different tones.

Choose language that aligns with your brand personality.

  • Are you using a straightforward and no-nonsense language, or do you prefer a more creative and metaphorical approach?

Consider Brand Archetypes

Explore brand archetypes, which are universal character types that can help define your brand’s personality. Examples include the Hero, Explorer, Jester, and Sage. Choose an archetype that resonates with your brand.

Be Consistent

Consistency is key to building brand recognition. Ensure that your brand voice is consistent across all communication channels, including social media, website content, marketing materials, and customer support.

Train Your Team

Ensure that everyone on your team understands and adopts the brand voice. Provide guidelines and examples to help maintain consistency in communication.

Adapt to Context

While consistency is crucial, be willing to adapt your brand voice to different contexts. For example, your social media communication might be more casual and conversational, while your official statements may be more formal.

Test and Refine

Regularly review and evaluate the effectiveness of your brand voice. Gather feedback from your audience and be open to making adjustments as needed.

Create a Brand Style Guide

Document your brand voice, including guidelines on tone, language, and messaging, in a brand style guide. This serves as a reference for your team and ensures a cohesive brand voice.


By following these steps, you can develop a brand voice and identity that resonates with your target audience and contributes to building a strong and memorable brand.