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Brand Identity and Positioning

Brand identity refers to the collection of visual, verbal, and experiential elements that distinguish a brand and define its overall personality. It is the outward expression of a business, representing its unique values, mission, and unique characteristics.

Brand identity is important because it is how your customers recognise your business. It helps to build trust and a strong reputation in a field of competition. Brand identity could include:


A visual symbol or mark that represents your brand. This could include your business name.


The fonts and typographic styles used in brand materials. This stems not only into your logo but also across your website, paperwork, and even shop signage.

Colour Palette:

The specific colours used with your brand. Like the typography, this could be used for your logo, your website, paperwork, marketing paraphernalia (leaflets, posters, etc), signage, and across social media.

Visual Style:

How aesthetics and visual elements work together in brand material.

Tone of Voice:

Determines the language, writing style, and messaging tone used to communicate with your audience.

Brand Values:

The guiding principles and core beliefs that shape each of your brand's actions and behaviours. For example, if being eco-friendly is important to you, or if you only choose materials from local sources.

A brand identity that has been well-developed creates a brand that is recognisable, making it easier for your customers to connect with you and what you stand for.

Our team of experts can help with a variety of brand identity and positioning tasks, including:

Brand Strategy Development

We can work with you and your team to create a comprehensive brand strategy that clearly defines your business’s mission, values, target audience, and unique selling point (USP). We can help you to create a brand identity that matches the needs and expectations of your target audience.

Brand Identity Design

Our team of branding experts can help you to create or refine the different elements of your brand design, including creating an appealing logo, and choosing the best colour scheme that is industry appropriate. This can all be used to create guidelines for your branding that are consistent across everything in your business from your logo, to your website's design to packaging and signage, and marketing tools including posters, and social media.

Brand Messaging and Communication

We can help you to craft key messages for your business that match your values, ethics, and the personality you want to convey. We will look at your target audience, analyse their pain points, and design messaging that focuses on creating content that resonates with them.

Market Research and Competitor Analysis

Our team of experts can conduct market research and competitor analysis to identify opportunities in your brand positioning. This information can help your business to understand the needs of your target market, including the common perceptions within your industry, to help guide where you position your business.

Content Development

We can create content that is both engaging and persuasive, whilst reflecting your brand identity so that is resonates with your target audience. Tasks we might conduct include:

  • Creating website copy
  • Writing blog posts
  • Social media content
  • Creating marketing material

Brand Guidelines and Standards

Consistency with your brand identity is important because it helps to build trust, so having guidelines helps to achieve this. It is crucial to ensure that everyone within your business - or acting on behalf of your business - knows what needs to be used for consistency including language, tone of voice, visual elements (including colours and symbols, such as the company logo) and brand personality.

Customer Experience Alignment

As a business, you probably have a brand promise relating to what customers should expect from you. Aligning your brand identity with the overall customer experience ensures that those promises are kept at every potential “touchpoint” that customers engage with your business. This could be the way shop staff engage with customers in person, how the business is represented in the media, or even how customers need to navigate your business website.

If you need guidance with your brand identity and positioning, get in touch for a chat with our Branding Team.


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