The Essentials of Brand Identity and How to Establish It Online

As the old adage goes, “Your brand is what people say about you when you're not in the room.” The legendary Jeff Bezos himself lent weight to this saying, underscoring the fundamental importance of brand identity. In today's digital age, building a solid brand identity online is no longer an option—it's a necessity.

What is Brand Identity?

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. But it's more than just visual elements. It's the essence of the business. It's the promises you make to your customers and the experience you deliver. It's your company's mission, values, and personality. It's the story you tell and the emotions you evoke. In short, brand identity is how a business presents itself to, and wants to be perceived by, its consumers.

The Essential Elements of Brand Identity

Brand Purpose

Why does your brand exist? What problems does it solve? Who does it help? These are the questions that define your brand's purpose. This isn't about making money—that's a result of fulfilling your purpose.

Brand Values

What guiding principles drive your business? What beliefs steer its decisions and actions? Your brand values are the core principles that guide your business and keep it consistent and authentic.

Brand Voice

Your brand voice is the way you communicate with your audience. It's not just what you say—it's how you say it. It should be consistent across all platforms and it should reflect your brand personality.

Brand Personality

If your brand was a person, what would they be like? Would they be serious and professional, or fun and casual? Your brand personality is a way to humanize your brand and make it relatable to your audience.

Brand Positioning

How does your brand differentiate itself from competitors? What unique value does it offer? Your brand positioning is your brand's unique standing in the mind of the consumer.

Visual Identity

This includes your logo, color scheme, typography, and imagery. Your visual identity is the most obvious part of your brand identity—it's what people immediately see and associate with your brand.

Establishing Your Brand Identity Online

Online, your brand identity is largely communicated through your website, social media profiles, content, and any other digital touchpoints your brand might have. Here's how you can establish it:

Create a User-Friendly Website

Your website is often the first point of contact between your brand and potential customers. It should be visually appealing, easy to navigate, and reflective of your brand identity.

Be Consistent on Social Media

Each social media platform has its unique characteristics and audience, but your brand identity should remain consistent across all platforms.

Produce High-Quality Content

Content is a powerful tool for communicating your brand identity. It's not just about selling—it's about educating, entertaining, and engaging with your audience.

Optimize for Search Engines

SEO isn't just about getting your website to rank higher—it's also about ensuring that the content you're ranking for aligns with your brand identity.

Monitor and Engage with Your Audience

Monitor what people are saying about your brand online and engage with them. This will not only help you control your brand's online reputation—it will also give you insights into how your brand is perceived.

As Sheryl Sandberg, COO of Facebook, once said, "Brand is no longer what we tell the consumer it is—it is what consumers tell each other it is." Online, where consumers have the power to shape your brand's narrative, this statement rings even more true.

To successfully establish your brand identity online, you must take to heart the advice of branding expert Cheryl Pullins: "You must care so much about your brand that you are intentional, deliberate, and strategic about how you showcase it to the world"​.

Why DuWest Concepts?

DuWest Concepts, headquartered in the heart of Austin, TX, is a full-service marketing agency that understands the power and potential of a strong brand identity. Leveraging our industry expertise, we help businesses from varied industries in establishing a robust brand identity online that resonates with their target audience. We apply our knowledge of design, paid marketing, social media marketing, website design and development, event creation, and digital strategy to deliver tailored solutions that drive results.

We are not just about creating captivating visuals or intriguing content. We are about crafting unique brand narratives that speak volumes about who you are and what you stand for. We are about ensuring that your brand's identity is consistent, compelling, and communicates your business's unique values and mission.

Every business has a story to tell. Let us help you tell yours. At DuWest Concepts, we believe in empowering businesses to become the best versions of themselves. Reach out to us today to learn more about how we can support your business goals and help establish your brand identity online.