What are brand identity elements? A marketing pro dives in

Picture the Starbucks siren logo. Now picture it in bright HubSpot orange. How wrong does that feel to you?

Like any brand identity, the Starbucks identity requires many elements working together to connect with you, the consumer. The siren graphic, the right shade of green, the logo’s round shape — you need everything to get the right effect (and to create one of the world’s most recognizable brands).

What brand elements create a compelling brand identity? And where can you go for a little help or inspiration to get you started? Let’s dive in.

Table of Contents

What are brand identity elements?
Brand Identity Elements

What are brand identity elements?

I think of “brand identity” as your brand’s personality — a presence that’s distinct and uniquely you. It’s an image conjured in the minds of your buyers, one you feed with regularity and consistency. These aspects of your brand — like your name, logo, and color choices — create a cohesive, recognizable image within your target audience.

Once you look for these brand elements, you’ll find them within nearly everything a company creates: social media photo filters, fonts on YouTube videos, sales decks, websites, and products. And removing any of these elements will make this brand feel wrong or off (like an orange Starbucks logo).

These details might feel overwhelming if you’re building your brand identity from scratch. Let’s walk through each of the most important elements, with examples and actionable tips.

Brand Identity Elements

1. Brand Purpose

Who are you to your audience? I find the best brand identities can answer that question with specificity and uniqueness. And your answer will guide how the rest of your brand identity development unfolds.

Review your value proposition, mission and vision statements, and values. Within those elements, pinpoint the pieces that spark emotions from your target audience.

For instance, The Farmer’s Dog is a specialty dog food company that started because one of its founders had a dog (Jada) who had stomach issues with processed dog food. He wanted a better way to feed Jada, and that desire ballooned into a billion-dollar company.

While I don’t use their service, I recognize that the desire to care for their pets runs deep in every Farmer’s Dog buyer. Love for dogs powers the heart of The Farmer’s Dog — and it’s obvious in every element of its brand identity.

Pro tip: If you need a little extra help figuring out who you are in your marketplace, check out these other HubSpot resources:

2. Brand Name

A brand name identifies your company and its products or services, distinguishing you from your competitors. It serves as one of the most obvious and memorable elements of your brand identity.

As you build customer trust, your name will represent that trust. That matters to buyers: According …read more

Source:: HubSpot Blog