What is the brand identity, and how is it developed?

Building a good brand identity is essential for a company to achieve many of its objectives, such as customer acquisition and loyalty. By creating its own corporate identity, the company differentiates itself from the competition and allows users to recognize it among all the existing offers in the market.

Hiring a professional digital marketing agency with years of experience in branding campaigns is the best alternative to build its own identity that truly represents the values and image that the company wants to convey.

What is brand identity?

The brand or corporate identity includes all the elements that define it, both visual or graphic, as well as principles, emotions, and experiences that your brand wants to convey.

The main objective of building a good brand identity is that users can differentiate the company from its main competitors, in addition to making it easier for them to identify with the brand’s mission or philosophy.

The visual identity of a brand is part of its corporate identity, complemented by the principles, values, and messages that the company wants to convey.

Differences between brand identity and corporate image

It is typical for the terms brand identity and corporate image to be confused, so we are going to show the main difference between the two.

The first term is what the company wants to transmit about itself, both visually and in terms of mission and philosophy, while the corporate image is what customers and potential customers really perceive it.

Therefore, corporate image is an external factor that depends on the public or audience, while brand identity is an internal factor that the company can work on, take care of, and promote.

What are the elements of brand identity?

Brand identity has key elements that define it, and that must be taken into account when developing it. Let’s move on to what you need to know when defining your brand identity.

Name and logo

Within the visual part of the brand identity, the name and the logo are two key elements. Getting the company’s name to convey a message and to be easy to remember is key to remaining in the public’s mind.

The logo is the graphic representation of the company’s name, and it must make the public immediately associate it with the company when it is displayed in any media.


It is the type of font used by the company in its different communications, such as the company name, official documents, and advertising campaigns… Typography helps to send a message about the company’s values and tone, as well as to differentiate it from competitors.


Colors help to create a corporate identity because they are easily associated with moods and feelings. Color is an element that can be key in differentiating a company from others.

Voice and tone

This is the way in which the company addresses its audience. For example, it can interact in a close tone with the public or in a more respectful way (depending on the image it wants to project and the target to which it is addressed).

Message and values

The message and values that the company wants to convey complete the corporate identity. For example, if the company is committed to caring for the environment, its message must be aligned with it.

How to develop a brand identity

Let’s look at how to create a branding strategy to create or enhance brand identity.

  • Market research: Very important to know the audience and the leading businesses with which the company competes in the market (analysis of strengths, weaknesses, opportunities and threats (SWOT) is a common technique when carrying out this type of study prior to developing the brand identity).
  • Brand design and definition of the message and values: Where work is done on all the visual aspects of the company such as the name, logo, colors, typography… When developing these visual aspects, they must be aligned with the message and values to be transmitted.
  • Integration: After the research and design processes, it is time to integrate everything developed in the company. It is about the company reflecting what it wants to convey by applying it to physical and digital advertising, documentation, messages, and the tone of interactions…
  • Monitor and control: The corporate identity must be as close as possible to the corporate image perceived by users, so it is important to implement a continuous monitoring system to assess its status, detect errors, and apply improvements or corrections.

Brand identity and corporate image are two critical concepts for a company’s branding strategies. While brand identity is controlled and created by the company, corporate image is what the public actually perceives of the company.

Creating a brand identity in an efficient way will allow the brand identity to be closer to the corporate image, making it easier for the company to achieve its various objectives. 

For digital advertising, which will have a huge impact on the development of brand identity, it is important to work with a reliable digital marketing agency with years of experience in this field. As an International SEO Agency, we can help you determine the digital marketing strategy you will use to develop your brand identity. Contact us for more information!