The 4 Key Ingredients To Building A Brand, Part 4: The Brand Identity (aka, the logo)

By March 20, 2017Branding

Brand development is an exercise of examining what the brand is and is not, and then codifying the discoveries in a way that the brand owner(s) and stakeholder(s) can easily leverage to grow the brand.

Here are what I know to be the next of the 4 key ingredients for building a brand:

Part 4: The Brand Identity (aka, the logo)

Preface: Read Part 1 here, Part 2 here, and Part 3 here.

Believe it or not, but the brand identity (aka, logo) should be the final part of a brand development exercise because it is going to reflect the brand voice, be familiar to the  customer persona, and align with the brand’s “Why.”

Then, and only then, can a truly great brand identity be created – one that will last for years, or even decades.

The brand identity is going to be made first of typography. The typography is going to add the visual tone of voice to what the brand says in writing. And because typography is able to be consistent on all touch points, the typeface in the logo should be used in all brand messaging.

It’s also going to be made up of colors and style. A green used on bath products in Bath & Body Co. is not the same green used on a tree stand in Bass Pro Shop. Different colors, different style, and it’s ok to be niche and esoteric. Look, the brand isn’t trying to please everyone. Branding can be very nice and understandable only by your audience. It shows focus and that the brand is going to deliver what it says.

Look, the brand isn’t trying to please everyone. Branding can be very nice and understandable only by your audience. It shows focus and that the brand is going to deliver what it says. The brand identity is a visual handshake between it and its customer.

In the next segment…wait…what? There’s a fifth part? Yes, but it’s not so much of an ingredient as it is the best way to learn to cook. In Part 5 I’ll cover why it’s best to have a guide – a shepherd – to help develop the best possible brand.

If you can’t wait for all of the articles to post, please contact me today so we can discuss how to develop your new or existing brand.


Dan Crask

Author Dan Crask

Hello - I'm Dan Crask. I help brands discover who they are, then express it visually. I co-own Brand Shepherd, am a husband, father of four children, and I don't believe in a work/life balance - it's all life, and all of it matters.

More posts by Dan Crask

Leave a Reply