research and brand identity

Building a unique brand identity: measuring the relative ownership potential of brand identity element types

• Original Article
• Published: 02 March 2020
• Volume 27 , pages 393–407, ( 2020 )

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• Ella Ward   ORCID: orcid.org/0000-0002-9533-8690 1 ,
• Song Yang 1 ,
• Jenni Romaniuk 1 &
• Virginia Beal 1  

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A strong brand identity must comprise unique identity elements such as logos, colours or characters that distinguish it from competitors and facilitate recognition and purchase. A critical marketing function is therefore deciding which elements to invest in, to protect and build this identity. Within this paper, a new measure, Competitive Intensity , is proposed as a means to critically evaluate brand identity elements on their uniqueness potential. Results of testing 1281 in-market elements from 13 consumer packaged goods categories in 19 countries show that character, logo and logotypes have the greatest potential for unique brand ownership. Colour, however, is more challenging to develop as a unique brand identifier due to high levels of competitive sharing. Competitive intensity varies for elements of the same type, suggesting that practitioner execution plays a critical role in successful ownership. Being the first empirical comparison of eight element types, this paper provides comprehensive guidance to practitioner decision-making.

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Within this paper uniqueness is used in two separate contexts, as a general concept and also to describe a specific metric. Where referring to the metric, Uniqueness has been capitalised and italicised for clarity.

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Appendix A: Description of data sets

Appendix b: example of within survey element presentation.

Appendix C: Asset type inclusion at category level

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Ward, E., Yang, S., Romaniuk, J. et al. Building a unique brand identity: measuring the relative ownership potential of brand identity element types. J Brand Manag 27 , 393–407 (2020). https://doi.org/10.1057/s41262-020-00187-6

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DOI : https://doi.org/10.1057/s41262-020-00187-6

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Brand Identity: The Definitive Guide to Building a Strong, Consistent, and Memorable Brand Image in 2024

Discover your brand's unique character. Reveal the truth with our free quiz!

A powerful brand identity can be a game-changer for small businesses, startups, and marketers eager to leave their mark and grow their businesses faster.

What is brand identity?

Brand identity embodies the visual and emotional representation of your brand. It comprises elements like your logo, color palette, typography, imagery, and messaging, which convey your brand's values, personality, and promise.

A memorable and consistent brand identity distinguishes you from the competition and fosters customer trust and loyalty.

Over the past fifteen years, our team has empowered over 101,000 entrepreneurs, small businesses, and agencies to create and enhance their visual identities. We have been keynote speakers at numerous conferences and webinars on brand identity, frequently sharing our insights on our blog and at industry events.

This guide shares the practical knowledge, tips, best practices, and expertise we’ve honed after helping over one hundred thousand of the world’s most successful brands.

Brand Identity: The Definitive Guide

Why is brand identity important for small businesses and startups, best practices for creating a powerful brand identity, common pain points in creating a brand identity, leveraging your brand identity for powerful marketing results.

Brand identity is more than just logos and colors – it’s about the heart and soul of your business and how it connects with customers. Here’s why a solid brand identity is crucial for your business’s growth and success:

• Creates a strong first impression.  A well-crafted brand identity instantly communicates your business’s values and personality, making a powerful first impression on potential customers. For example, Apple’s sleek and minimalist logo and design aesthetic give customers the impression of a high-quality, innovative technology company.
• Builds trust and credibility.  A consistent and professional brand identity helps build customer trust, making them more likely to choose your business over your competitors. For example, Starbucks has built a reputation for quality and consistency, leading customers to trust their brand no matter where they are.
• Increases customer recognition.  Distinctive brand identity makes your business easily recognizable, helping customers remember and identify your brand . For example, McDonald’s golden arches and red-and-yellow color schemes are instantly identifiable, even from a distance.
• Differentiates you from competitors.  A unique brand identity sets your business apart from competitors and helps you stand out in a crowded market. For example, Tesla’s sleek electric cars and innovative branding have helped it differentiate itself from traditional automakers.
• Creates brand loyalty.  A strong brand identity fosters a connection with customers, encouraging them to become loyal, repeat customers . For example, loyal fans of Nike’s athletic wear appreciate the company’s commitment to innovation, quality, and performance.
• Simplifies decision-making for customers.  A clear and consistent brand identity helps customers understand what your business stands for and makes it easier for them to choose your products or services. For example, Patagonia’s commitment to environmental sustainability is evident in its branding , making it a go-to choice for eco-conscious consumers.
• Attracts like-minded employees.  A well-defined brand identity can help you attract employees who share your company’s values and are passionate about your mission. For example, Google’s playful and innovative brand identity attracts top talent in technology.
• Enhances marketing efforts.  A cohesive brand identity provides a strong foundation for marketing campaigns, ensuring your messaging is consistent and resonates with your target audience. For example, Coca-Cola’s “Share a Coke” campaign leveraged its iconic logo and typography to create personalized bottles, making it a global success.
• Encourages customer referrals.  Customers who feel strongly connected to your brand are more likely to recommend your products or services to others. For example, Everlane’s transparent pricing and ethical manufacturing practices have earned it a dedicated fan base that actively promotes the brand.
• Adds value to your business.  A strong brand identity can increase the perceived value of your products or services, allowing you to charge a premium. For example, Apple’s premium pricing strategy is supported by its carefully cultivated brand identity, emphasizing quality, innovation, and design.

Each reason is essential but will vary depending on your business and industry. Be sure to prioritize those that are most relevant to your unique business.

Define your brand’s purpose and values

Start by determining your brand’s core purpose and values , which will guide your brand identity and help you connect with your target audience.

For example, TOMS Shoes emphasizes its commitment to social responsibility with its “One for One” giving model, while Ben & Jerry’s showcases its environmental and social activism through its branding and product names.

Know your target audience

Understand your ideal customer’s needs, preferences, and pain points to create a brand identity that resonates with your target audience .

For instance, Glossier’s minimalist and inclusive branding appeals to the modern beauty enthusiast.

Crowdspring, a custom design and naming platform, targets small business owners, marketers, and entrepreneurs from various industries. By understanding its clients’ needs for affordable, high-quality design services, crowdspring can create a brand identity that appeals to its target audience.

Define your brand’s core values and personality

Your brand identity should reflect your brand’s core values and personality . Defining these elements will guide your design choices and help you create a consistent brand image.

For example, Patagonia, an outdoor clothing and gear company, has a strong commitment to environmental and social responsibility. Their brand identity, featuring earthy colors and rugged imagery, reflects these values and appeals to their environmentally-conscious audience.

SWOT Analysis

A SWOT analysis can help you develop a higher-level understanding of your business and the context in which it operates.

A SWOT analysis is a strategic planning framework used to take a big-picture look at your brand and business’s internal and external factors. “SWOT” stands for S trengths,  W eaknesses,  O pportunities, and  T hreats.

By examining your business’s strengths, weaknesses, opportunities, and threats, you may find a path to new growth.

As part of your SWOT analysis, remember to ask questions that can help you to define your brand identity .

Develop a unique visual identity

Create a distinctive visual identity, including a memorable logo, color palette, typography, and imagery that reflects your brand’s personality and values.

For example, Spotify uses bold colors, custom typography, and dynamic visuals to represent its brand as an innovative and energetic music streaming service.

In contrast, Airbnb’s simple and friendly logo and visuals emphasize the home-sharing platform’s welcoming and community-driven nature.

Develop a brand style guide

A brand style guide is a document that outlines the rules and guidelines for using your brand’s visual elements. It ensures consistency across all touchpoints, strengthening your brand identity.

For example, in custom logo design projects, crowdspring logo designers typically provide clients with a style guide that includes their unique logo, color palette, typography, and other visual elements, ensuring consistency in their brand identity.

Craft a consistent brand voice

Your brand voice should reflect your brand’s personality and values and remain consistent across all channels and touchpoints.

For example, Mailchimp’s friendly and approachable brand voice makes email marketing accessible to small businesses, while Dollar Shave Club’s witty and irreverent tone stands out in the crowded grooming market.

Create a memorable tagline

A catchy and meaningful business tagline can help communicate your brand’s essence and make it more memorable.

For example, BMW’s “The Ultimate Driving Machine” highlights the brand’s focus on performance and luxury, while L’Oréal’s “Because You’re Worth It” empowers consumers and conveys a sense of self-worth.

Be consistent across all channels

Ensure that your brand identity is consistent across all marketing channels , both online and offline, to create a cohesive brand experience .

For example, Casper’s clean and minimalist branding is evident on its website, social media, and physical stores. Warby Parker’s hip and socially conscious brand identity extends from its website to brick-and-mortar locations.

Tell a compelling brand story

Share your brand story to create an emotional connection with your audience.

For example, SoulCycle tells the story of its founders’ quest for a unique fitness experience that was more than just a workout. Honest Tea shares its journey to create a healthier, more sustainable beverage option.

Encourage employee buy-in

Ensure that your employees understand and embody your brand’s values and identity, as they are often the face of your brand to customers.

For example, Zappos empowers its employees to provide exceptional customer service, while Southwest Airlines encourages its staff to showcase their friendly and fun personalities.

Monitor and refine your brand identity

Regularly evaluate your brand’s performance and make adjustments to ensure it remains relevant and resonates with your audience.

For example, Old Spice rebranded itself with humorous and unconventional advertising campaigns to attract a younger demographic. Burberry revitalized its brand by modernizing its design aesthetic and embracing digital marketing.

Protect your brand’s intellectual property

Register your brand’s trademarks , copyrights , and domain names to protect your brand identity and prevent competitors from copying your unique elements.

For example, Google and Amazon have invested in protecting their intellectual property to maintain their strong brand identities and market positions.

By following these best practices, you can create a powerful and enduring brand identity that helps your business stand out, connect with your target audience, and drive long-term success.

Small business owners, marketers, and entrepreneurs face several common challenges when creating a brand identity for their businesses. Addressing these pain points is critical to creating a brand that effectively communicates your values and resonates with your target audience.

Here are the most common obstacles, and actionable solutions, to help you navigate these challenges and create a powerful brand identity for your business:

Knowing where to start

Entrepreneurs can be overwhelmed by the process of creating a brand identity.

Begin by conducting market research , understanding your target audience, and defining your brand’s mission , vision, and values.

For example, Warby Parker started by identifying a gap in the eyewear market for affordable, stylish glasses, while TOMS Shoes built its brand on the premise of giving back through its “One for One” model.

Lack of a brand identity strategy

A comprehensive brand strategy can help ensure your brand identity is cohesive and effective.

Develop a plan that includes your brand story, visual elements, messaging, and communication channels.

For example, Airbnb’s brand identity strategy centers on creating a sense of belonging reflected in its messaging, visuals, and user experience. Glossier’s strategy focuses on minimalism and transparency, appealing to a beauty-savvy audience.

Using online logo generators

Using generic logo generators can result in less distinctive brand identity and potential intellectual property issues.

New business owners often incorrectly believe that a good logo will cost thousands or tens of thousands of dollars (that’s untrue – check out this guide to how much a logo design should cost ).

Investing in a custom-designed logo can help your brand stand out and avoid legal complications. For example, Spotify’s distinctive, custom logo sets it apart in the music streaming market, while Mailchimp’s unique, illustrated logo helps it stand out in the email marketing space.

Limited budget and lack of design expertise

Many small businesses and startups face budget constraints when developing a brand identity.

Entrepreneurs without design experience may struggle to create a visually appealing brand identity.

You can create a professional brand identity without breaking the bank by leveraging cost-effective resources and collaborating with professional designers.

For example, crowdspring is an excellent option for those on a tight budget, offering custom logo design and business naming services at competitive prices (starting at $299, including all fees). With its flexible pricing and wide range of design categories, crowdspring allows you to create a powerful brand identity while staying within your budget.

Differentiating from competitors

Standing out in a crowded market can be difficult. Identifying and conveying your unique selling proposition (USP) through your brand identity can help you stand out.

For example, Everlane differentiates itself with its “radical transparency” regarding pricing and manufacturing, while Purple Mattress emphasizes its unique materials and technology.

Maintaining brand consistency

Ensuring brand consistency across various channels and touchpoints can be challenging. Developing a comprehensive brand style guide can help maintain a cohesive brand experience.

Take Coca-Cola, for instance, which upholds a uniform visual identity and brand voice across all its marketing platforms. Similarly, Starbucks achieves consistency not just in-store but also through its packaging and digital presence. Brands like Facebook and Amazon streamline their user experience with shortened domains for easy link sharing on their platforms.

Evolving with the market

As consumer tastes and trends change, ensure that your brand identity evolves.

This doesn’t mean you should constantly change your logo or visuals. Some companies, like Target, Nike, and BMW, have kept their logo consistent for decades while adapting their brands to stay in step with the times.

McDonald’s has updated its menu and restaurant design to meet modern preferences, while Apple continuously evolves its product design and branding to stay ahead of competitors.

For Target, evolution has not been limited to visual refreshes (their logo has changed over the years); it has also included updating their brands, store layouts, and staff uniforms.

Remember, your brand is a living document of what your company represents, and it’s a vital connection between your customers and your business. Listen to what your customers say on social media, and don’t be afraid to involve them in the discussion. As your customers change, so should your brand identity.

Navigating cultural differences

Businesses targeting international markets must consider cultural nuances in their branding. Adapting your brand identity to resonate with local audiences can help you succeed in new markets.

For example, KFC adapts its menu and marketing strategies to local tastes in China, while IKEA modifies its product offerings and marketing materials for different countries.

With clients from 100+ countries, crowdspring regularly interacts across time zones, cultural differences, and business practices.

Managing customer perceptions

Aligning your brand identity with customer expectations is crucial for building trust and loyalty. Regularly soliciting customer feedback and addressing concerns can help manage perceptions.

For example, JetBlue Airways consistently addresses customer feedback on social media, while Trader Joe’s responds to customer preferences by offering unique, high-quality products at affordable prices.

Protecting your brand’s reputation

A strong brand identity can be undermined by negative publicity or crises. Developing a proactive crisis management plan and responding effectively to issues can help protect your reputation.

For example, Tylenol successfully navigated a product tampering crisis by prioritizing customer safety, while Toyota addressed safety recalls with transparency and comprehensive corrective actions.

Measuring brand performance

Identifying the right metrics to evaluate your brand’s success can be challenging. Tracking brand awareness, customer satisfaction , and brand equity can provide valuable insights.

For example, Nike monitors its brand performance through sales, market share, and customer feedback, while Patagonia tracks its social and environmental impact alongside financial metrics.

Balancing creativity and practicality

Striking the right balance between creative expression and practical considerations can be challenging. Collaborating with designers and marketers who understand your industry and target audience can help you find this balance.

Tasks that used to be expensive and complex are now affordable and quick. For example, if your product photos are sub-par, consider product retouching services that can correct colors, remove or replace backgrounds, remove or add objects, etc.

Slack’s playful and engaging brand identity is balanced with a functional and user-friendly interface, while Tesla combines innovative design with practical features to appeal to eco-conscious consumers.

By addressing these common pain points , small businesses and startups can create a strong and enduring brand identity that resonates with their target audience and drives long-term success.

Rebranding the right way

Rebranding can be an excellent way to refresh your brand by incorporating modern aesthetics into your existing company’s identity. Sometimes, a visual overhaul can help inspire consumer loyalty in existing and new markets.

However, if you introduce changes poorly, you risk isolating your potential customer base and alienating your existing one.

When making changes to an established brand identity, you need to be sure any modifications have benefits that significantly outweigh the risks of potentially losing business.

Even influential brands make mistakes when rebranding.

In 2010, Gap, a popular clothing retailer, rebranded by changing its iconic logo. The original logo, featuring the brand’s name in capital letters and a square with a blue background, was replaced with a new design: the name “Gap” in a smaller font and a small blue square placed above the letter “p.” Customers and design professionals hated the redesign.

The backlash was so intense that Gap reverted to its original logo within a week. The failed rebranding attempt cost the company money and damaged its reputation.

Gap’s rebranding failure teaches other businesses the importance of understanding your target audience and their emotional connection with your brand before making significant changes.

Tropicana’s rebranding misstep occurred when they replaced their recognizable packaging featuring an orange with a straw with a minimalist design showing a glass of orange juice. This change made it harder to identify the brand on store shelves.

The backlash led to a 20% drop in sales within two months. Tropicana quickly reverted to the original packaging, acknowledging they had underestimated customers’ emotional attachment to the old design.

In the following video, we look at four rebranding failures so that you can gracefully avoid these rebranding pitfalls.

After developing your brand identity, it’s time to translate it into marketing efforts, including digital, social media , and traditional marketing .

To effectively track your progress, use tools like Google Analytics and social media platforms to monitor how people interact with your brand. This helps you make adjustments and correct mistakes.

Here are a few examples of companies successfully translating their brand identity into marketing:

Burt’s Bees: A simplified logo reflecting a responsible and honest image

Burt’s Bees, known for creating all-natural and sustainable personal products, has a modern and simple logo that has evolved

The original logo featuring the bearded founder focused on simplicity and modesty, contrasting other beauty and personal care products. The logo was simplified as the brand’s public perception shifted towards responsibility and honesty.

Insight: Regularly simplify your logo as your brand image strengthens and evolves. Adapt your visual identity to match the evolution of your brand image. We did this at crowdspring multiple times.

Divine Chocolate: Showcasing its brand promise through luxurious fair trade chocolate packaging

Image courtesy of Divine Chocolate

Divine Chocolate, a UK-based chocolatier, is committed to creating delicious chocolate while ensuring fair trade practices.

The brand promise is communicated through its chocolate packaging design , which features a luxurious gold script logo and adrinka symbols derived from Ghanaian culture. Each symbol represents a virtue the brand values. The packaging design and marketing materials , inside and out, tells the story of Divine Chocolate’s mission and commitment to fair trade.

Insight: Prominently feature your logo and make thoughtful choices about the graphics to communicate your brand story. Ensure your packaging design reflects your brand promise and values.

Charlotte’s Web: Creating a positive brand perception in the CBD hemp oil industry through professional and consistent packaging design

Their packaging design uses bold yet trustworthy neutral colors and clean sans-serif typography to evoke a sense of sophistication and professionalism.

Charlotte’s Web has built a strong identity by modeling its design after traditional medicinal packaging and maintaining consistent branding throughout its products.

Insight: Visually align your packaging with your desired brand story and maintain consistent product branding. Ensure your packaging design communicates the right message to your target audience.

PoopBags.com: Using playful and eco-friendly packaging to highlight its brand personality and mission

Image courtesy of Packaging of the World

PoopBags.com is dedicated to creating biodegradable dog waste bags with a sense of humor. Their packaging design is light and playful, using bright colors and a gently rounded font for its logo. The raw cardboard color beneath the vibrant pastels reminds consumers of its commitment to eco-friendly materials.

PoopBags.com effectively communicates its brand personality and mission through its packaging design, making its products appealing and memorable.

Insight: Use colors , imagery, and fonts that reflect your brand’s personality, and share what drives your brand through packaging design. Consider incorporating your brand’s mission and values into your packaging design to create a strong connection with your customers.

When managing multiple brands , ensure each remains separate and distinct to avoid confusing customers and tarnishing your brand identity. Consistency and clarity across your different brands are crucial for creating a strong brand presence in the market.

A strong brand identity can mean the difference between your company succeeding beyond your wildest dreams or failing miserably.

By understanding your target audience, defining your brand’s core values and personality, and developing a cohesive visual language, you can create a memorable brand identity that resonates with your customers and supports your marketing efforts.

Remember to address common pain points and consider partnering with a professional design platform like crowdspring to ensure the best results.

More About Brand Identity:

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Article Contents

Introduction, the pleasure and/or pain of brands, brand attachment and loyalty, consumer relevance and distinctiveness in branding, consumer communications about brands, managerial considerations in branding, other future research directions, conclusions.

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Consumer Research Insights on Brands and Branding: A JCR Curation

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Kevin Lane Keller, Consumer Research Insights on Brands and Branding: A JCR Curation, Journal of Consumer Research , Volume 46, Issue 5, February 2020, Pages 995–1001, https://doi.org/10.1093/jcr/ucz058

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Brands are a fact of everyday life and an omnipresent reality for consumers. Understanding how consumers respond to brands—what they think and feel and how they act toward them—is a critical aspect of consumer research. Consumer research in branding is expansive in nature and has investigated a wide range of topics in terms of how different kinds of consumers respond to different types of brands and branding activities in various contexts ( Schmitt 2012 ).

Researchers have explored how consumer responses to brands vary by factors such as knowledge, experience, gender, attitudes, and cultural background. They have studied the effects of brands that vary by product or industry type, personality or other image factors, country of origin, and more. They have explored branding as applied to products or services, people, countries and other geographical locations, and the like. Different forms of marketing activity relating to various aspects of the classic marketing mix (the “4 Ps”: product, price, place, and promotion) have been assessed, and the contexts studied have included a host of situations or settings.

The pleasure and/or pain of brands

Brand attachment and loyalty

Consumer relevance and distinctiveness in branding

Consumer communications about brands

Managerial branding considerations

Despite the relatively short time period involved, these five themes exhibit some of the diversity in subject matter characteristic of branding research. Some of these themes tap into broader interests in consumer research that also can be found in research streams outside of branding. Others capture phenomena wholly unique to the branding area. All themes reflect conceptual rigor and practical relevance. For each theme, we provide some background and highlight the findings of two recent JCR articles, one of which we describe in more detail in the form of its abstract and discussion of its future research implications. We conclude with commentary on other future research directions for brands and branding.

In theory, brands can play many different roles for consumers. In a basic sense, brands can make consumer lives simpler, easier, or more rewarding. Moreover, brands can take on rich meaning and allow consumers to signal to others, or themselves, who they are or who they would like to be and what they value. Yet not all consumers ascribe to the positive qualities of brands, and some consumers actively dislike brands and branding in general. Understanding the basic forces—positive and negative—associated with brands is an enduring consumer research priority.

Recent JCR Research

Reimann, Nuñez, and Castaño (2017) show the remarkable power of brands to insulate consumers from physical pain. Brands allow consumers to cope with pain by offering them a reassuring sense of social connectedness. On the other hand, Brick et al. (2018) show the yin-yang of brands in one of the most important aspects of consumers’ lives: their relationship with close others. They find that brands can also be a source of conflict, as summarized in their abstract below.

Brick et al., “Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction”   (2018) Individuals often evaluate, purchase, and consume brands in the presence of others, including close others. Yet relatively little is known about the role brand preferences play in relationships. In the present research, the authors explore how the novel concept of brand compatibility, defined as the extent to which individuals have similar brand preferences (e.g., both partners prefer the same brand of soda), influences life satisfaction. The authors propose that when brand compatibility is high, life satisfaction will also be high. Conversely, because low brand compatibility may be a source of conflict for the relationship, the authors propose that it will be associated with reduced life satisfaction. Importantly, the authors predict that the effects of brand compatibility on conflict and life satisfaction will depend upon relationship power. Across multiple studies and methodologies, including experimental designs (studies 2, 3, 5) and dyadic data from real-life couples (studies 1, 4, 6), the authors test and find support for their hypotheses. By exploring how a potentially unique form of compatibility influences life satisfaction, including identifying a key moderator and an underlying mechanism, the current research contributes to the literatures on branding, close relationships, consumer well-being, and relationship power.

Several aspects of this research are noteworthy. One crucial consideration, building on past research and worthy of further study, is how brands are embedded in consumer lives and part of their identities in profound ways. Additionally, this research reinforces one of the most central considerations in branding—compatibility, or “fit”—which manifests in different ways with many different branding phenomena (e.g., brand extensions, leveraged secondary associations from cause marketing or sponsorship). Finally, another valuable insight suggested by this research is the polarization that can occur with brands; that is, the same brand can elicit decidedly different responses from different people. Greater attention to the downside of brands and branding and their more detrimental effects with certain consumers is needed.

Not all brands have the same importance to consumers, and understanding why some brands take on special meaning has much theoretical and managerial importance. In a practical sense, in today’s intensely competitive marketplace, firms are going to greater and greater lengths to try to forge strong bonds with consumers and build mutually beneficial relationships. Understanding consumer-brand relationships has been a fertile research topic for years now as the complexity of those relationships continues to spawn intriguing and productive new research directions.

Khamitov, Wang, and Thomson (2019) offer a comprehensive meta-analysis of factors affecting when and how different types of brand relationships increase loyalty. The authors find that various brand, loyalty, time, and consumer characteristics all can affect brand relationship elasticity. They specifically reinforce the power of the intangible and emotional qualities of brands. Huang, Huang, and Wyer (2018) home in on a very specific consideration—how consumers connect with brands in crowded social settings, as summarized in their abstract.

Huang et al., “The Influence of Social Crowding on Brand Attachment”   (2018) Feeling crowded in a shopping environment can decrease consumers’ evaluations of a product or service and lower customer satisfaction. However, the present research suggests that a crowded environment can sometimes have a positive impact on consumer behavior. Although feeling crowded motivates consumers to avoid interacting with others, it leads them to become more attached to brands as an alternative way of maintaining their basic need for belongingness. The effect does not occur (a) when the crowding environment is composed of familiar people (and, therefore, is not considered aversive); (b) when individuals have an interdependent self-construal (and consequently, high tolerance for crowdedness); (c) when people are accompanied by friends in the crowded environment; (d) when the social function of the brands is made salient; (e) when people have never used the brand before; or (f) when the brand is referred to as a general product rather than a specific brand.

Understanding situational and contextual influences on consumer behavior with respect to brands offers much practical value to marketing managers who must make many different types of decisions based on assumptions about how consumers will behave in particular places or at particular times. Identifying boundary conditions in these and other ways is important to provide a more nuanced depiction of how consumers actually think, feel, and act toward brands under certain circumstances or in specific settings. Finally, more generally, this research underscores the contingent nature of consumer processing of brands and the need to thoroughly investigate moderator variables that can impact the direction and strength of branding effects in meaningful ways.

Distinctiveness is at the core of branding and a key element in virtually any definition of brands. Branding success is all about differentiation and offering consumers unique value. Unique value requires relevance, too; accordingly, another core branding concept is brand relevance and how meaningful a brand is to consumers. Ensuring that brands are relevant and differentiated, however, is a challenging managerial priority in today’s fluid and fast-changing marketplace. Consumers are also seeking relevance and differentiation and consequently demanding personalized, customized brand offerings that suit their individual preferences and distinguish them from others. In part because of these new dynamics, many important consumer research opportunities are emerging in how consumers and brands fit into their respective landscapes.

Torelli et al. (2017) show how consumer feelings of cultural distinctiveness in foreign locations can lead to consumer preferences for more culturally aligned brands, even if those brands may be deficient in other ways. In a desire to connect with home and not feel as distinctive, consumers broaden how they actually think of “home.” By expanding their in-group boundaries in that way, they exhibit preferences to include culturally related brands that are merely similar in geographic proximity or sociohistorical or cultural roots. Puzakova and Aggarwal (2018) show how a consumer desire for distinctiveness can actually result in less preference for an anthropomorphized brand, as summarized in their abstract.

Puzakova and Aggarwal, “Brands as Rivals: Consumer Pursuit of Distinctiveness and the Role of Brand Anthropomorphism”   (2018) Although past research has shown that anthropomorphism enhances consumers’ attraction to a brand when social-connectedness or effectance motives are active, the current research demonstrates that anthropomorphizing a brand becomes a detrimental marketing strategy when consumers’ distinctiveness motives are salient. Four studies show that anthropomorphizing a brand positioned to be distinctive diminishes consumers’ sense of agency in identity expression. As a result, when distinctiveness goals are salient, consumers are less likely to evaluate anthropomorphized (vs. nonanthropomorphized) brands favorably and are less likely to choose them to express distinctiveness. This negative effect of brand anthropomorphism, however, is contingent on the brand’s positioning strategy—brand-as-supporter (supporting consumers’ desires to be different) versus brand-as-agent (communicating unique brand features instead of focusing on consumers’ needs) versus brand-as-controller (limiting consumers’ freedom in expressing distinctiveness). Our results demonstrate that an anthropomorphized brand-as-supporter enhances consumers’ sense of agency in identity expression, compared to both an anthropomorphized brand-as-agent and an anthropomorphized brand-as-controller. In turn, enhancing or thwarting consumers’ sense of agency in expressing their differences from others drives the differential impact of anthropomorphizing a brand positioned to be distinctive.

Two aspects of this research are especially noteworthy in terms of future research. Given how many marketers are trying to bring their brands to life—literally and figuratively—in today’s digital world, anthropomorphism is likely to continue to be an important consumer research topic. In particular, AI and robotic advances in service settings and elsewhere will raise a number of similar issues in terms of how consumers interact with more human-like marketing devices. These are complex phenomena that will require new theoretical development as well as the careful adaption of concepts from consumer psychology originally developed with humans. Secondly, understanding how consumers and brands are—or want to be—distinctive is a fundamental element of branding that can yield interesting insights with a variety of branding phenomena.

Communications are the lifeblood of any brand. In a “paid-earned-owned-shared” media world, consumer-to-consumer communications are taking on increased importance. Different communication channels have different properties, however, that require careful analysis and planning. Understanding what, when, where, how, and why consumers decide to share information or opinions about brands is a research priority that will likely continue to drive research activity for many years to come.

Through an extensive text mining study of social media, Villarroel Ordenes et al. (2019) use speech act theory to identify distinct elements—rhetorical styles such as alliteration and repetition, cross-message compositions, and certain visual images—that lead to greater consumer sharing of messages posted by brands. They reinforce the power of informational and emotional content in online brand messages and find some important distinctions in message sharing across Facebook and Twitter social media platforms. Moving to also include the offline world, Shen and Sengupta (2018) found that when consumers communicate about brands to others by speaking versus writing, they develop deeper self-brand connections, as summarized in this abstract.

Shen and Sengupta, “Word of Mouth versus Word of Mouse: Speaking about a Brand Connects You to It More than Writing Does”   (2018) This research merges insights from the communications literature with that on the self-brand connection to examine a novel question: how does speaking versus writing about a liked brand influence the communicator’s own later reactions to that brand? Our conceptualization argues that because oral communication involves a greater focus on social interaction with the communication recipient than does written communication, oral communicators are more likely to express self-related thoughts than are writers, thereby increasing their self-brand connection (SBC). We also assess the implications of this conceptualization, including the identification of theoretically derived boundary conditions for the speech/writing difference, and the downstream effects of heightened SBC. Results from five studies provide support for our predictions, informing both the basic literature on communications, and the body of work on consumer word of mouth.

Word of mouth has been a critical aspect of marketing since the origin of commerce. In today’s digital world, word of mouth can take many different forms (structured vs. unstructured, public vs. private, and so on). Understanding the full consumer psychology implications of reviews, in particular, is a top research priority given their increasingly important role in consumer decision-making. Contrasting oral and written speech, as in the referenced article, will have important implications for social media usage and marketing communications more generally. Lastly, the crucial mediating role of self-brand connections reinforces the need to consider the relevance of brands and when and how they are drawn into consumers’ identities and lives.

There is a managerial side to branding that can benefit from principles and insights gleaned from more practically minded consumer research. Managers make numerous decisions on a daily basis related to building, measuring, managing, and protecting their brands with significant short- and long-term consequences. A thorough understanding of applicable consumer behavior theory is extremely valuable to guide that decision-making. The research opportunities here are vast, as a wide gap still exists in many areas between academic research and industry practice.

Studying the James Bond film franchise, Preece, Kerrigan, and O'Reilly (2019) take an evolutionary approach to study brand longevity. Applying assemblage theory, they show how brands can optimally balance continuity and change at different levels over time. van Horen and Pieters (2017) show how copycat brands—that is, those that imitate brand elements of another brand—meet with more success when the imitated product is in a product category distinct from that of the imitated brand, as summarized in their abstract.

van Horen and   Pieters, “Redefining Home: How Cultural Distinctiveness Affects the Malleability of In-Group Boundaries and Brand Preferences”   (2017) Copycat brands imitate the trade dress of other brands, such as their brand name, logo, and packaging design. Copycats typically operate in the core product category of the imitated brand under the assumption that such “in-category imitation” is most effective. In contrast, four experiments demonstrate the benefits of “out-of-category imitation” for copycats, and the harmful effect on the imitated brand. Copycats are evaluated more positively in a related category, because consumers appraise the similarity between copycat and imitated brand more positively than in the core category, independent of the perceived similarity itself. This is due to a reduced salience of norms regarding imitation in the related category. Moreover, the results show a damaging backlash effect of out-of-category imitation on the general evaluation of the imitated brand and on its key perceived product attributes. The findings replicate across student, MTurk [Amazon Mechanical Turk], and representative consumer samples; multiple product categories; and forms of brand imitation. This research demonstrates that out-of-category brand imitation helps copycat brands and hurts national leading brands much more than has so far been considered, which has managerial and public policy implications.

Research on trade dress goes to the very heart of brands and branding: the brand elements themselves. Because of how they shape awareness and image with consumers, brand elements are often invaluable assets to brand marketers. A deeper understanding of their intrinsic properties, as well as their interface with various marketing activities, would be very helpful for managers. More generally, adopting a legal perspective to branding research, as with this article, should be encouraged given its increasingly significant role in managerial decision-making. In a related sense, given that most brands span multiple categories, ensuring that a broader multicategory perspective is recognized in branding research is also essential.

The five themes reviewed above each suggested a number of important future research directions. Nevertheless, an abundance of other research opportunities also exist in other areas with brands and branding, five of which are highlighted here (for further discussion, see Keller 2016 ; Keller et al. 2020 ).

Brand Emotions and Feelings

What are the most important types of brand feelings and emotions? What is a useful taxonomy of brand feelings and emotions?

What are the most effective ways for marketers to elicit brand feelings and emotions? How do different marketing activities create brand feelings and emotions?

Can affective information be shared by consumers as effectively as more cognitive information? What is the role of word of mouth and social media for spreading feelings and emotional qualities of brands across consumers?

How easily can feelings and emotions be linked to a brand? In what ways are they stored and later activated?

In what ways do feelings and emotions affect consumer decision-making? When can positive brand feelings overcome product deficiencies? When can negative feelings undermine product advantages?

Brand Intangibles

As noted above, successful branding is about differentiation. Increasingly, brand intangibles are playing a bigger role in creating, or at least strengthening, differentiation. Brand intangibles are those associations to a brand that are not directly related to the product or service and its function and performance. In a broad sense, the increased emphasis on brand intangibles reflects the fact that consumers have become more interested in learning about the people and companies behind products and brands, posing questions such as: Who are they? What values do they hold? What do they stand for? How do they make the product or service?

How do consumers form opinions about authenticity ( Newman and Dhar 2014 ; Spiggle, Nguyen, and Caravella 2012 )? How important is it for a brand to be seen as authentic or genuine?

How does history or heritage define a brand ( Paharia et al. 2011 )? In what ways can it help or hurt? How flexible are consumers in updating their perceptions and beliefs about brands? What is the proper balance of continuity and change for brands over time?

How do consumers view political stances by brands ( Horst 2018 )? How do they respond to brands taking positions on important political issues that support or contradict the positions they hold?

What are consumer expectations for corporate social responsibility for brands ( Bhattacharya and Sen 2003 ; Chernev and Blair 2015 ; Kotler and Lee 2005 ; Torelli, Monga, and Kaikati 2012 )? What are the accepted standards for sustainability, community involvement, and social impact? How do consumers make those judgments? How do they influence brand attitudes and behavior?

Given the subjective nature of brand intangibles, how do marketers reconcile the potentially varying or even contradictory opinions held by different consumers about any particular brand intangible? How much consensus can reasonably be expected?

Brand Positioning

One well-established strategic tool for branding is the concept of positioning —how consumers think or feel about a brand versus a defined set of competitor brands ( Keller, Sternthal, and Tybout 2002 ). Although historically significant, some marketers have questioned the value of traditional positioning in developing modern marketing strategies. One fundamental question is the role of consumers in setting strategies for brands. Some marketing pundits proclaim that “customers are now in charge of marketing,” maintaining that consumers now set the strategic directions of brands. Such statements, however, presume that consumers are empowered, enlightened, and engaged with respect to brands and branding. In other words, consumers have the motivation (engagement), ability (enlightenment), and opportunity (empowerment) to actually impact brand strategies.

In what ways do consumers think they can influence brand strategy? How much input do consumers think they should have about what a brand does?

How much do consumers know about brands and branding? How deep and broad is consumer brand knowledge? How do they define the “rules of the game” for branding?

How actively invested are consumers with a brand’s fortunes? How much do consumers care about how other consumers view a brand or how it is performing in the marketplace as a whole?

How much do consumers want to engage with brands and in what ways? What is a useful taxonomy of brand engagement?

Developing a more complete understanding of the consumer-brand terrain along these lines will be invaluable in understanding how different types of relationships are formed between consumers and brands ( Fournier 1998 ).

Brand Purpose, Storytelling, and Narratives

How well do these alternative brand strategy concepts tap into our understanding of consumer behavior? What assumptions do they make about consumer behavior? When are they most valid or useful? Are they ever unhelpful or even counterproductive?

What types of brand purposes are most meaningful to consumers? How should brand purposes be crafted internally and expressed externally? How should brand purpose relate or be aligned with other aspects of the brand positioning and strategy? For example, how closely tied should brand purposes be to the products or services for the brand?

What makes brand stories or narratives compelling ( Escalas 2004 )? Are there any disadvantages to their use? Can brand stories or narratives distract marketers or consumers from a focus on potentially more important product or service performance considerations?

Brand Measurement

Lastly, for both academics and managers to fully understand the effects of brands and branding, there needs to be a deep, rich understanding of how consumers think, feel, and act toward brands. Although one common industry research technique has been consumer surveys, as consumers have become more difficult to contact and less willing to participate, the viability of surveys has diminished in recent years. Yet marketers today arguably need to stay closer than ever to consumers, underscoring the need to develop new methods and evolve existing ones to gain critical insights into consumers and brands.

Fortunately, as much as any area, branding research has benefited from a full range of quantitative and qualitative methods that go beyond surveys and other traditional data collection methods (e.g., focus groups). For example, researchers are continuing to refine neural techniques (Chang, Boksem, and Smidts 2018; Yoon et al. 2006 ) and ethnographic methods ( Belk 2006 ; Chang Coupland 2005 ). One particularly promising tack involves digital methods and measures that can be used at the individual or market level to monitor online behavior ( Berger et al. 2020 ; Moe and Schweidel 2014 ; Yadav and Pavlou 2014 ). Although full of potential, the methodological properties of these digital approaches need to be validated carefully, and boundaries need to be established as to their comparative advantages and disadvantages.

More broadly, for all traditional or emerging research methods, strengths and weaknesses must be identified and contrasted in terms of their effectiveness and efficiency in gaining consumer and brand insights. In many ways, brand-building can be thought of in terms of painting a picture of a brand in consumers’ minds and hearts. Extending that metaphor, it is important that marketers skillfully combine a full range of research methods to be able to appreciate the colors, vividness, and texture of the mental images and structures they are creating.

Perhaps not surprisingly, research on branding mirrors many of the broad themes found in consumer research more generally. Consumer researchers of all kinds are interested in achieving a better understanding of consumer motivations and desires and how consumers choose to interact with the world around them, especially in digital terms. Researchers studying branding have certainly homed in on these and other topics and also have focused on more managerial considerations, all of which help marketers achieve a deeper understanding of consumers to help them build, measure, manage, and protect brand equity.

The reality is that brands and consumers are inextricably linked. Brands exist for consumers, and consumers generally value brands. Yet, in today’s data-rich world, both brands and consumers can be too easily reduced to online and offline statistical footprints. It is incumbent upon consumer researchers to breathe life into branding to ensure that consumer psychology as applied to branding is undeniable in its importance and essential to marketers everywhere.

This curation was invited by editors J. Jeffrey Inman, Margaret C. Campbell, Amna Kirmani, and Linda L. Price .

The author thanks the editors for the opportunity to write this research curation and for their helpful feedback.

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The Importance of Research in Brand Identity Development

Redesigning an existing brand or developing an identity for a new brand requires a sizable investment and, as with any investment, it’s not without risk. In the case of a redesign, the existing equity and loyalty to the brand could be negatively impacted. Or if it’s a new brand, it could simply miss the mark—and the target audience—with messaging and a visual identity that doesn’t resonate.

Research, whether it’s focus groups, surveys or ethnographic studies, helps to minimize these risks. This isn’t news. And in this day of metrics-driven business strategy, we had expected to see an increasing demand for it. But we haven’t.

In our experience, there are three key benefits of using research in the brand identity development process:

• Minimize Risk. Conducting research is like taking out an insurance policy during the brand identity development process. It helps the team assess whether or not the brand strategy and visual identity system are resonating with audiences before the launch. Better to modify the strategy and design in response to any potential negative feedback before you’ve launched it, than spend unmentionable sums to fix the problem after it’s been seen around the world.
• Bolder, More Confident Design Approaches. Research can’t predict the future, but it does provide critical insights into how customers and end users think, feel and act, giving everyone on the team (designers and clients) the confidence to be bold and different. In the absence of research, there is a strong tendency to take the “safe” route. If you want to try something completely new, research offers a way to test your vision. What if everyone in your industry uses photography and conservative colors and you want to do something radically different? You’ll be more apt to take the leap if members of your target audience have told you that it supports your brand strategy and it’s a refreshing change.
• Measuring the Return on Marketing Investment. No matter how innovative an organization wants to be, the bottom line is still what matters in the end. Research offers the ability to track the Return on Marketing Investment, giving the executive team more confidence to invest in future marketing efforts.

Research is an important tool in the brand identity development process. It’s the only thing resembling an insurance policy in this industry—and in the scheme of things, a relatively inexpensive one. We understand there are a number of reasons why research might be cut from a project—timing, budget, etc. But, we’ve seen how it can impact a project’s success. So be bold, be different and use research to guide you in the process.

About the author

Deb Fiorella is Principal & Strategy Director at Franke+Fiorella

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Strategic and discerning, identityWise ® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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Building a Brand Research Strategy: How to Analyze Your Brand

Brand research assists with the creation, development, and strengthening of brands. Using a variety of methods, researchers can uncover a range of insights.

Undertaking brand research will help to uncover the health of your brand. A business’s potential can be maximized by identifying threats and opportunities.

You can understand if your customers are aligned with your values. The position you occupy in the in the marketplace is important too, as is the health of your competitors.

What is brand research?

Brand research assists with the creation, development, and ongoing management and strengthening of brands.

Analysis can be carried out to understand the landscape and develop a launch strategy. Brand research can also be conducted after launch to assist in the development of brand assets.

For more established businesses, brand research can be used periodically, or continually, to track consumers awarenes, perceptions, and experience.

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Brand research methods

As with any research, the most robust methodology will include information taken from multiple sources. Some will be easier or cheaper to obtain than others, but investing wisely means you will develop a more detailed picture of the landscape and reduce the possibilities for bias that are inherent in any form of research.

The good old fashioned survey is still a great source of consumer views on brands and product categories, and can be useful regardless of what development stage the brand is at.

You can conduct surveys in person, by telephone or online. Each has its own set of biases that researchers have to be aware of.

Surveys can provide the quantitative insights for brand research, understanding consumer views on a larger scale. SurveyMonkey is probably the most well known and popular online survey software.

Workshops and focus groups

Bringing different types of people, from customers to employees, into a workshop can bring some qualitative insights into the research mix. Asking open-ended questions allows you to gain deeper perceptions, opinions and emotional responses to your brand, product or service.

Twitter recently launched a service that turns 12,000 users into a quick research panel, allowing brands to gauge what a cross section of consumers thinks of a campaign or product. The service can be used before or during campaigns, offering focus group insights at speed and without using the same level of resources.

Any customer facing employee should have some insight into what prospects and customers think of your brand. Salespeople, account managers, shop assistants and customer service representatives will all have stories from the front line that can add to the qualitative research.

Social Intelligence

Social intelligence offers a unique blend of research. Used well, it can offer a mix of the qualitative and quantitative. The organic nature of conversations reduces response bias found in surveys while the volume of conversations means that you are not limited to a specific set of questions. You simply need to devise the methodology to best answer the questions you’d like answered while also being able to find aspects of the conversation you hadn’t anticipated.

While collecting social media metrics for campaign monitoring has long been a popular use case, deeper business insights can also be found. Even brands at pre-launch or relatively new or small brands with lower volumes of conversation can gain insights by looking at broad topics and types of conversation. Segmenting the data using tags and categories is vital for highlighting relevant information in your data.

Ways to conduct brand research

With surveys and focus groups you can obviously just ask people the questions, although you need to design the questions to reduce bias where possible and keep them open ended. With social intelligence, you also have to design your methodology. One advantage is that you may come across insights you hadn’t previously considered.

Below are some topics and themes that you may wish to track, but the list is not exhaustive. There may be brand or industry specific insights you wish to search for.

Competitive analysis

Whether you are launching a new brand or are an established player, understanding the current landscape is vital. Undertaking competitive analysis can give insights to help you position and improve your offering.

With social intelligence, you can uncover the strengths and weaknesses of the competition, understand their unique selling point in the eyes of the customer, and get an overview of the level of competition among different markets and demographics by measuring share of voice .

Brand awareness

Are people aware of your brand and are they able to recall it unprompted? Focus groups are best for measuring brand awareness , but surveys and social intelligence can also be used to understand the level of fame your brand has achieved.

Brand perception

Measuring brand awareness will tell you if people know your brand, but measuring brand perception will tell you what those people think of the brand. What does the brand represent for consumers? What do they think of its products and services? How does this perception compare with competing brands?

Brand associations

Following on from brand perception, you can  discover and measure brand associations consumers have when thinking about your business. If you are a luxury brand, you need to know that you are maintaining that exclusivity and admiration. If you aim at the opposite end of the market, do people associate your brand with savings and economy or cheap, inferior products?

Sentiment and satisfaction

Sentiment analysis in social intelligence platforms can provide a quick overview of public opinion on any topic. A human analysis of the data can surface more nuanced emotions, such as joy, humor, frustration, anger, and so on. Working through the data you can understand if customers are satisfied or frustrated and why, helping you address any issues.

Shopping experience

Whether your shopfront is brick-and-mortar or e-commerce, understanding perceptions of your shopping experience is also valuable. Average shopping cart abandonment rate for e-commerce stores is 68% . While shoppers don’t tend to abandon carts in physical stores, experiences can still be improved through data led approaches.

General brand research tips

• Don’t be afraid to ask simple questions. Often you can find that by asking simple questions people open up and explain in greater detail.
• Seek emotional and rational responses. There are different reasons why someone chooses one brand over another. Trying to uncover a mix of the two will help your brand research.
• Don’t start with assumptions or bring your own views into the research. Facilitate the conversation to discover true insights, don’t lead the conversation to where you expect it to go.
• Think about the best presentation methods. Present your findings well, with methodology and key findings first, followed by clearly presented data and qualitative insights.

There is no one way to create the perfect brand research strategy. The best method will use a mix of data sources, developing a tailored approach to suit your brand and industry. Some of the findings may be great, and others may be painful. The painful ones can often be the best as they lead to opportunities to improve.

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Brand identity: your complete guide.

12 min read What is brand identity and how can you ensure yours becomes iconic? And, perhaps more importantly, does it marry up to what your customers think about you? Here’s everything you need to know about building a successful brand…

Brand identity definition

What is brand identity exactly? Well, in simple terms you can think of it as the visual building blocks of branding, and the design elements linked to your brand personality. It’s the logo, brand colors, typeface, and other visual elements of a particular brand – the things that people might look out for in a shopping mall, or amongst a list of products.

Think about McDonald’s’ golden arches; Coca-Cola’s swirling font and iconic red; Nike’s ‘Swoosh’; Google’s four distinctive colors and Apple’s… well, Apple .

Brand identity corresponds to the intent and approach behind these elements. Brand image is the actual results of these efforts- whether successful or not.

These are some of the hallmarks of great brand identity building, alongside other, less noticeable touches. For example, you might not pay attention to the particular fonts being used by Apple and Google, but they are different and ironclad for each – as part of their efforts to build a consistent brand identity.

Brand identity cornerstones:

• Font/typeface
• Shapes and iconography
• Tone of voice

In essence, brand identity your customers recognize you amongst a crowd, and to cultivate positive associations for your customers.

Why is brand identity important?

There are a few key reasons that brand identity should be seen as a central focus of any company’s brand activity, and they have a lot to do with customer preference and customer loyalty.

First and foremost, building a strong, consistent brand identity helps lend credence and build a reputation. At its height, standalone elements of your brand identity – like your logo – could be enough to convince someone to buy your product over any other. Just think about how Gucci products command a higher value than non-brand clothing, as a simple example. Or how Adidas’ three stripes on a pair of shoes might make you feel reassured that they’ll help you run faster than a cheaper alternative.

That’s great if you’ve already achieved strong brand recognition, but what about when you’re just starting out? In that instance, making the visual elements of your brand identity appealing and memorable will help you stand out in a list of similar products. And if you can make your brand identity reassuringly consistent, you’ll appear more professional than those whose identity is harder to pin down.

Furthermore, humans are often driven by emotion – and so are our purchasing decisions. So if your brand identity is built on a bedrock of professional design that appeals to people’s tastes, you’ll stand a better chance of getting them on board than a less visually-striking competitor.

Characteristics of a strong brand identity

The tricky thing about brand identity is that – as with anything visual – there’s a lot of subjectivity. One person might love a specific design while another hates it. With that being said, though, there are a few core characteristics that every organization should try and keep in mind when it comes to developing brand identity design:

Unique brand identity

Strong brand identity is really about standing apart from the crowd , and being instantly recognizable is the goal. If any of the various visual elements of your brand can be easily confused for another organization, you’re in trouble. Being unique helps people remember you, and that often comes from a visually striking treatment that can’t be mistaken for anyone else.

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Uniform brand identity

If your logo, colors, and fonts all look like they don’t belong together on the same page, you have a problem with cohesion. Your finished brand style guide should ideally boast complimentary colors, shapes, and typesets so that however you apply your brand’s visual elements, things have a sense of uniformity and togetherness.

Appropriate brand identity

As well as looking like they belong together, strong brand identity design needs to be appropriate for the industry you operate in. If you’re in a corporate environment, squiggly handwriting will probably make you look unprofessional. Conversely, if your organization works with children, you probably don’t want your brand assets to be too stuffy.

Adaptable brand identity

The different elements of your brand identity design need to be easy to apply in a multitude of settings. Designers should feel confident in using your visuals online, in print, and out-of-home, while your company colors should be flexible – allow for color inversion, and use in various combinations

5 predictions that will shape your 2022 brand strategy

Accessible brand identity

It’s always worth giving thought to those with disabilities when designing your brand essence. Will colorblind people be able to make out your logo? Does your brand’s typeface cause problems for those with dyslexia?

Elements of brand identity design

Your brand identity will be present on everything from product packaging to email signatures, but the key building blocks of it from a design point of view are as follows:

Your company name, and/or a symbol in its place. Think: Nike as it’s written out, and the ‘Swoosh’.

The palette that appears in and around your logo, on your website, across your packaging, etc. A great example of this is IKEA’s iconic blue and yellow.

The fonts you use and how you use them – including guidelines for things like white space around your logo, and how different fonts work together.

How to build a strong brand identity

Ok, so now you know the main components of brand identity, it’s time to create or fine-tune yours. Here are a few strategies for creating a visual brand image that people will love:

Do your research

Before you fire up any graphic design software and start mocking up brand assets, you need to be confident of your positioning . So the first thing to do is market research – dive into your target market and your competitors to learn what works, what doesn’t, and what people expect from brands in your field.

How to conduct competitor research

Hone your personality

The information you’ll gather in the market research phase will help you develop your brand’s personality and a set of values – your brand’s mission statement should also feed into your visual identity.

It helps to think about how people think and present themselves as a metaphor for brand identity; someone with conservative values will dress very differently from a counter-culture punk music fan, for example. It’s the same for organizations: your values should inform your brand image.

Design and document your brand identity

Ok, now you have a vision for what your company stands for, it’s time to put pen to paper. Your design team should think in terms of usability and uniformity – it’s best practice to clearly state rules for how various parts of your brand identity can and can’t be used.

When it’s time to distribute brand assets, it’s worth taking the time to template every possible use case – from PowerPoint decks to stationary – so that people can’t accidentally veer away from design guidelines, and so that using your brand identity in practice is as easy as possible.

Think about language

Your brand identity should also shine through in the way you write. Airtight Tone of Voice documentation will help anyone representing your brand online do your brand personality and brand strategy justice – and bring consistency to your overall brand identity.

3 famous brands that nail brand identity

Apple’s always on these kinds of lists for good reason: if you can replace your company’s name with a symbol and still have people recognize you, you’ve won. Apple has an iron grip on its brand identity and branding across the board, with a consistently premium, minimalist, and clean look and feel permeating everything from its website to the actual design of its products.

There’s an elegant ‘no-nonsense’ feel to just about everything IKEA does in terms of brand identity, which is completely intentional and in line with the products they make. They also score highly on brand recall tests because they’ve taken the smart step to adorn their physical stores in their striking blue and yellow.

Airbnb underwent a major rebrand in 2014 and has since done an excellent job of positioning its logo (and color scheme), to the point where it’s now a widely-recognized piece of iconography. The company’s brand identity stems from a mix of premium reliability and a sense of fun, spirited humanity.

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How to measure the strength of your brand identity

Building a strong brand identity doesn’t start and stop with the upfront work. Branding in general is an ongoing process – one that needs to be monitored and measured in order to prove growth.

There are a few ways you can measure brand identity as part of brand image, brand awareness, and brand perception:

There’s a huge number of different types of surveys out there for monitoring all things branding, but perhaps the most common is the brand perception survey . This kind of survey can help you understand how your brand identity is perceived in the mind of customers, as well as prospects, employees, and other stakeholders. For many growing brands, these perceptions may change drastically over time. In fact with continued investment to amplify the brand it should! To track changes in the brand and it’s overall health, leaders commonly use brand trackers as a solution to keep a pulse on their markets.

They paint a great picture of the ‘mental real estate’ your brand owns, letting you see how that stacks up against your aims. You can then use that data to make informed decisions that impact brand identity over time.

If you’re looking for help getting started, Qualtrics has a host of tools available for running surveys for customers and prospects.

Social listening

You can get a good grasp of how customers feel about your brand identity – and how it compares to the rest of their experiences with you – by using social listening tools that include sentiment analysis.

Qualtrics enables companies to listen to all social data sources , gathering and analyzing customer data from any social media source and any online review site, including Facebook, Twitter, TripAdvisor, and Booking.com, among many others. Our platform also integrates data from social CRM tools and social media monitoring software such as Sysomos, Radian6, and many more for a comprehensive view.

Always-on feedback

When you’re in a fast-moving industry, a lot of customer-focused data quickly loses its relevance. That’s why it’s also important to incorporate always-on feedback into your brand monitoring .

Qualtrics’ XMOS™ is an experience management platform that delivers real-time, AI-powered insight into everything from your brand identity to the customer experience, helping you drive a culture of action that will constantly move the needle for your brand.

Discover how your brand identity is performing

Related resources

Brand perception 11 min read, brand perception surveys 7 min read, brand sentiment 18 min read, brand intelligence 12 min read, brand recall 10 min read, brand image 10 min read, request demo.

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Brand Identity: How to Develop a Unique & Memorable Brand in 2023

Published: May 10, 2023

Developing a brand identity requires more than creating a logo. Although a logo can be the symbol of a business, it is not the entirety of a brand. In fact, creating a logo is just one small step toward developing a strong brand identity.

With millions, if not billions, of businesses trying to make a name for themselves, having a strong brand has become crucial for businesses to differentiate themselves from their competitors.

If you're working to develop your first brand identity for a client, or you're doing this for your own business, it's important to first understand what a brand is and what it takes to create one.

We’ll explore strong examples of brand identities, plus how to create one for your own business, according to brand strategists.

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• What brand identity is
• Brand identity examples
• Importance of brand identity
• Creating a brand identity

What is brand identity?

A brand identity is made up of what your brand says, what your values are, how you communicate your product, and what you want people to feel when they interact with your company. Essentially, your brand identity is the personality of your business and a promise to your customers.

The terms "brand" and logo" are often used interchangeably, but they are not the same. Originally, the term "brand" was used to refer to the mark that cattle ranchers "branded" on their cattle.

However, the idea of a "brand" has since evolved to encompass much more than just a name or a symbol.

A brand is a feature — or set of features — that distinguishes one organization from another. A brand is typically comprised of a name, tagline, logo or symbol, design, brand voice, and more.

Brand identity, then, is the aspect of branding that focuses on your brand's personality , as well as the values you convey to customers.

As Wayfair Senior Brand Manager Jared Rosen puts it, "Brand identity is more than just finding the right logo to place on coffee cup sleeves or mount above your front door. It's about crafting a personality that amplifies the core elements to your brand's DNA.

Today, the most magnetic brand identities scale across digital platforms, IRL experiences, and even naturally converse with real customers."

To further understand this concept, let's explore some examples, next.

Strong Brand Identity Examples

• Hustle & Hope Greeting Cards
• Burt's Bees
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1. Coca-Cola

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When you hear the name Coca-Cola, you probably picture its well-known logo, shown above.

But you also might think of the polar bear, the color red, its "Share a Coke" campaign, or the classic ribbon-like imagery featured on its cans. Here are two things that comprise Coca-Cola's brand identity:

• Coca-Cola's brand identity begins with a red logo in script text. The red color elicits confidence in the person who drinks a Coke, while the script typeface is all about enjoyment. Coffee, for example, is a drink you have before work in the morning. Coca-Cola is a drink you enjoy when you're done in the afternoon. This is the brand's "face."
• Coca-Cola prints its logo on a uniquely shaped bottle (it's true, no other beverages have bottles exactly like it). This tells customers they're not getting an imitation — this is the real thing. The brand develops credibility and trust this way.

2. Hustle & Hope Greeting Cards

Hustle & Hope is a brand that positions their products as more than a greeting card. Their stationary and cards tackle more difficult topics such as job hunting and personal development.

By pairing simple inspirational messaging with a code on the back of the card that leads to digital content and tips, the cards are meant to "level up" the recipient in some way.

Founder Ashley Sutton always wanted to start a stationery company, but after a career working in some of the top Fortune 500 companies, she became passionate about empowering people to be their best professional selves.

That's when she had an epiphany that would later become the basis of what makes her company unique: "Why not sell cool greeting cards AND help people!" Here's how this brand's identity is executed:

• All the paper products use modern, colorful designs that pop off the page and slogans that go beyond generic well wishing.
• The experience of scanning the code is a novelty that makes an impression, both with the product itself as well as its mission to drive an idea home.

POP Fit has a beautiful brand with bright pinks, purples, and yellows, but that's not even a main element of their brand identity. Perhaps one of the most stunning thing about this brand is their radical representation found in all their messaging.

According to their website, "POP Fit Clothing was built on the idea that representation, inclusivity, and body positivity matters in both fashion and media." This is why their sizes range from XXS to 4XL and feature signature fabric with a four-way stretch.

• POP Fit's advertising supports their message of inclusivity, featuring women of color, wheelchair users, and diverse body types. Their images are also un-retouched, showcasing their diverse models realistically and respectfully.
• Their products solve for massive pain points in the athletic clothing industry, such as sizing issues, lack of pockets, and transparency or rolling while doing squats and other exercises.

4. Burt's Bees

After humble beginnings in beekeeping and selling honey, Burt's Bees grew to meet the need for all-natural and sustainable personal products. The company seeks to "make thoughtful choices to reduce our impact on nature and work to protect biodiversity, which preserves our own place in the world."

Their initial logo (pictured above) depicting the bearded founder underscores the feeling of simplicity and modesty. This is in stark contrast to aesthetics that other beauty and personal care products embody.

Here's how else the brand distances itself from flashiness, sticking to its nature-obsessed focus:

• Burt's Bees responsibly sources ingredients for their products and use recyclable packaging.
• They donate to conservation projects and other green initiatives.

Free Brand Building Guide

A comprehensive guide to effectively define, launch, scale, and monitor your brand.

• Understanding brands today.
• Incorporating brand in marketing.
• Creating brand strategy.
• Measuring brand impact.

Asana's mission is "to help humanity thrive by enabling the world's teams to work together effortlessly."

The founders began at Facebook, where it was clear that they needed a project management and collaboration tool that would enable the teams to work together more fluidly.

In Sanskrit, "Asana" refers to a specific pose in which yogis sit, and the company name is in homage to the Buddhist principles of focus and flow.

This, along with their values of "doing great things, fast" and teamwork, is manifested clearly in their visual brand, as well:

• Asana uses a lot of white space for focus with bursts of color to " inject energy " into the workspace.
• The three dots in the logo are arranged together, signifying balance and collaboration.

6. Semicolon Bookstore & Gallery

Semicolon Books was born when owner/operator Danielle Mullen chose to seize the day. After being diagnosed with a tumor on her ocular nerve, she was thinking about legacy.

Then, without expectation or intention to open a store, she walked by the perfect space for lease. Not long after, the spot was hers, and she was building shelves.

The book store's mission is in "nurturing the connection between literature, art, and the pursuit of knowledge; while also using the power of words to better our community."

Because of this, the brand is committed to the Chicago community and cultivating a welcoming space for their customers:

• Their #ClearTheShelves initiative allows local students to take home any books they want, free of charge, to impact literacy rates in Chicago.
• Residents are encouraged to BYOB, chill in the store, and talk with the owner, creating an air of friendliness and camaraderie.
• Semicolon Bookstore supports local creators by featuring local artists in the gallery and showcasing local authors.

You'll also notice that their visual brand demonstrates a Chicago vibe, while showing people reading and enjoying the store.

7. Marcella NYC

Marcella NYC started out of founder Siyana Huszar apartment and grew to a notable brand, blending classic silhouettes with an effortless look. Her goal was to make affordable, high-end clothing and also take a more sustainable approach to fashion.

"I really wanted to dress a woman like me: someone who wanted to feel empowered and strong and understated but not afraid to stand out in a crowd," Siyana said in an interview with Forbes . "My designs are very minimalist, very simple, but there's always a little bit of a twist or a cool edge to it.

Empowering women and girls became an integral part of Marcella NYC’s brand identity.

• The clothing takes on a monochromatic, uniform look: black, gray, white, and camel. Perfect for building a capsule wardrobe with a cohesive look.
• Staying true to their women’s empowerment ethos, each item of clothing customers buy supports a full week of school for girls in need: books, supplies, uniforms, and hygienic items.
• Keeping their commitment to sustainability, the brand uses organic and sustainable fabrics when possible, uses recycled materials in addition to biodegradable packaging.

Each of these facets work together to create a cohesive brand identity. When you look at any item of clothing, you know it’s Marcella NYC.

In the above examples, brand is so much bigger than the logo or visuals for the business. We'll talk more about this in the sections below.

Why is brand identity so important?

As the embodiment of almost everything your business is and does, a brand identity can inspire customers and increase a sense of loyalty for your brand. Brand identity, therefore, is crucial to your business's future.

So, if your brand is more than just its logo, how can you replicate what brands like Coca-Cola have done and instill other unique elements into your business's identity?

Here are six components of a well-developed brand identity, and why it's so important for you to develop them.

The "Face" of Your Business

For all intents and purposes, your brand's logo is the "face" of your business. But that face should do more than just look cool or interesting — a logo's contribution to brand identity is associative, too.

It tells the public that [this image] means [the name of your company].

Credibility and Trust

Having a brand identity doesn't just make your product more memorable; it makes your brand more authoritative in the marketplace.

A brand that establishes a face, and maintains that face consistently over time, develops credibility among its competitors and trust among its customers.

Advertising Impressions

A brand identity is a template for everything you would include on an advertisement for your business — whether that ad is in print, online, or a preroll commercial on YouTube.

A brand with a face and industry credibility is well prepared to promote itself and make impressions on potential buyers.

Your Company's Mission

When you create an identity for your brand, you're giving it something to stand for. That, in turn, gives your company a purpose.

We all know companies have mission statements , right? Well, you can't have one without first giving your brand an identity.

Generating New Customers and Delighting Existing Ones

A brand identity — one with a face, trust, and a mission — attracts people who agree with what your brand has to offer. But once these people become customers, that same brand identity gives them a sense of belonging.

A good product generates customers, but a good brand generates advocates .

If you want your business to become a well-known and beloved brand name, it's going to take some work. The following steps will help you build a brand identity. They are simple steps — implementing them, however, is another story.

How to Create a Brand Identity

• Research your audience, value proposition, and competition.
• Design the logo and a template for it.
• Integrate language you can use to connect, advertise, and embody on social media.
• Know what to avoid.
• Monitor your brand to maintain its brand identity.

Building a brand is not something that should be done hastily. There are a lot of moving parts that go beyond creating a logo and choosing some key colors. Creating a brand identity will require the following:

1. Research your audience, value proposition, and competition.

Just like any other aspect of starting a business, the first step in creating a brand identity is to complete market research . You should clarify and understand these five things.

As HubSpot Brand Strategist James Zabik told me, "One of the most important things to consider when building a brand identity is how your messaging will resonate with your target audience.

Start by finding out your audience's pain points and communicating how your company or product helps solve them."

It's no secret that different people want different things. You can't (usually) target a product to a pre-teen the same way you would target a product to a college student.

Learning what your audience wants from a business in your industry is vital to creating a brand people will love.

Value Proposition & Competition

What makes your business unique in your industry? What can you offer your consumers that others can't? Knowing the difference between you and your competition is imperative to developing a successful brand.

Keeping an eye on your competitors will also educate you on what branding techniques work well — as well as those that don't.

You know what your business offers, but be sure to have a clear and direct mission statement that describes your vision and goals.

In other words, know your business's purpose — you can't very well create a personality for a business unless you know what that business is about.

HubSpot Senior Brand Manager Callie Wilkinson says, "Don't be afraid to stand for something. Now more than ever, customers are drawn to brands that align with their values.

Inject your mission and vision into everything you do, and pursue meaningful partnerships with people and organizations that share those values."

Personality

Even though you're not necessarily branding an individual, that doesn't mean that you can't be personable when developing a brand image. Use your type, colors, and imagery to represent who the brand is. Then enhance that visual representation with your tone of voice:

Are you a confident business with a lot of sass, like Nike? Or are you ritzy and professional, like Givenchy? Either way, be sure to develop your brand as a way to represent your business.

Research may be boring, but the more you know about your business, the stronger your brand identity will be.

SWOT Analysis

Finally, completing a SWOT Analysis can be beneficial to better understand your brand. Considering the characteristics of the brand will help you find characteristics you want to portray in the brand.

SWOT stands for:

• Strengths: Positive characteristics of your business that provide an advantage over your competition.
• Weaknesses: Characteristics that prove to be a disadvantage to your business.
• Opportunities: Changes and trends in your industry that offer opportunities for your business.
• Threats: Elements in the environment or industry that may cause problems for your business.

2. Design the logo and a template for it.

Once you know your business inside and out, it's time to bring your brand to life . In the words of graphic designer Paul Rand , "Design is the silent ambassador of your brand." Here's what you'll need to know:

Although the logo is not the entirety of the brand identity , it's a vital element in the branding process — it's the most recognizable part of your brand. It's on everything from your website to your business cards to your online ads.

With your logo on all of these elements, your branding should look as cohesive as this example:

Interesting Form

As imperative as your logo is to branding, it's not the only element that makes a brand identity strong. Your product(s), the packaging, or the way you present your services all need to play a part in your brand identity.

Visually representing your business in everything you do will create consistency and help create a familiarity with your consumers.

Take McDonald's golden arches as an example. They used an interesting form to create the iconic "M," which is now recognizable all over the world.

Color & Type

Creating a color palette is a way to enhance your identity. It provides you with variety so you can create unique designs for your business while remaining faithful to the brand identity.

Type can also be a double-edged sword if not used properly. Although "mix and match" type design has become quite the trend, that doesn't mean mixing a handful of fonts is necessarily a good idea for your business.

In your logo, on your website, and on any documents that your business creates (print and digital), there should be consistent use of typography.

If you take a look at Nike's website and its ads , it keeps the same typeface and type style throughout all aspects of the business — and it works wonders.

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HubSpot’s Brand Kit Generator helps you create a unique and cohesive brand image. With the tool, you can:

• Create a custom logo using logo templates and the logo generator
• Pick your brand's unique typography and style
• Design your own custom icons and favicons for your company.
• Enter your starting colors and choose from auto-generated color schemes

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You probably send out emails, type up letters, or hand out business cards to potential customers on a daily basis.

Creating templates (even for a detail as minute as email signatures ) will give your business a more unified, credible, and professional look and feel.

Consistency

As mentioned in nearly every step already (I can't stress it enough), consistency is what can make or break a brand identity.

Use the aforementioned templates and follow the design choices you've decided upon for your brand throughout all areas of your business to create a harmonious brand identity.

Flexibility

Yes, consistency is crucial — but remaining flexible in a society that is always looking for the next best thing is just as important.

Flexibility allows for adjustments in ad campaigns, tag-lines, and even some modernizing to your overall brand identity so you can continuously keep your audience interested.

The key is keeping any changes you make consistent throughout your entire brand (e.g., don't change the design of your business cards and nothing else).

One of the most effective ways to ensure a business sticks to its branding "rules" is to create a set of brand guidelines that document all of the do's and don'ts of your brand.

Skype is one brand that has done an amazing job creating a clear, cohesive brand guide that anyone can follow. This is one way to empower people to build brand assets and share your brand while remaining brand compliant.

3. Integrate language you can use to connect, advertise, and embody on social media.

Now that you've established your brand within your company and have taken all the necessary steps to develop it, you're ready to integrate your brand within your community.

And one of the most successful ways to accomplish this is for your brand to provide quality content.

In HubSpot's ebook Branding in the Inbound Age , Patrick Shea writes, "In every way, your content is your brand online. It's your salesperson, your store, your marketing department; it's your story, and every piece of content you publish reflects on, and defines, your brand. So, great content, great brand. Boring content, boring brand."

Use language that matches the personality of your brand. If your brand identity is high-end, use professional language; if your brand is laid-back, be more conversational.

The language you choose to use as a brand will be integrated throughout the entire business, so it's important that you carefully craft your tone to match your brand's personality.

Connection & Emotion

People love stories. More accurately, people love stories that move them (emotionally and to action).

A strong brand identity can establish an emotional connection with consumers, which can be a solid foundation for building a lasting relationship with a brand.

Designing ads, whether traditional or digital, is the most efficient way of introducing your brand to the world. It's a way to get the message of your brand seen and heard by your target audience.

Social Media

Another great way to establish a connection with your consumers is through social media. The plethora of platforms on the internet offers up a ton of digital real estate you can use to establish your brand identity.

Coca-Cola, once again, makes great use of its Facebook cover photo real estate by keeping it consistent with the happiness theme.

Social media is also important when it comes to conversing directly with your customers and creating affinity for your brand.

If you're mentioned in a tweet, status, or post (especially if the customer has a question or concern), be sure to give your brand a good reputation by responding efficiently to your customers.

4. Know what to avoid.

You can follow all the steps of creating a strong brand identity, but if you're guilty of any of the following practices, your brand might falter or fail.

Don't give your customers mixed messages.

Know what you want to say, and use the appropriate language and visuals to say it. Just because it makes sense to you doesn't mean it will make sense to your customers.

Don't copy your competitors.

Your competition may have exemplary branding, and since you're selling the same products or services, you might want to do what you know works — don't.

Take what they do into account, and put your own twist on it to make your business stand out in your industry even more.

Don't lose consistency between online and offline.

Yes, your print material might look a little different than your online presence, but your colors, type, theme, and message should all be consistent.

Scale, don't sacrifice.

Rosen told me, "As your brand scales onto new channels, resist the urge to simply chase trends that don't align with your brand's DNA. Scaling identity only works when you iterate off your original song sheet … rather than writing a new song entirely."

5. Monitor your brand to maintain its brand identity.

Similar to other aspects of your marketing, it's difficult to know what you're doing right (and what you're not) without tracking key performance metrics.

Use Google Analytics, surveys, comments, social media discussions, etc., to monitor your brand and get a sense of how people talk about and interact with you.

This will give you the opportunity to implement changes to your brand as needed — whether it's to correct a mistake or to improve brand identity.

As Zabik puts it, "Test, learn, and optimize. Figure out what sets your brand apart from your competitors and learn to communicate that in a way that builds trust. If your product lives up to the hype you create, you'll start to build momentum with customers that believe in your brand."

Create a Memorable Brand Identity That Resonates With Customers

Creating a memorable brand requires consistent use of type, color, images, and language, but it's worth it. When consumers instantly recognize who you are and what you stand for all based on a logo, you've become more than just a name and a symbol.

Editor's note: This post was originally published in January 2019 and has been updated for comprehensiveness.

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• Brand Image

How to Build a Strong Brand Identity in 10 Steps +Examples

Table of contents.

The swoosh, two golden arches on a red background, or a bitten apple – no need to call the companies by name. You know I mean Nike, McDonald’s, and Apple anyway. How is it possible? That’s how a strong, compelling brand identity works. Do you want your company to be equally successful with its brand image? You are in the right place.

Refining your brand’s image is crucial if your brand strategy involves boosting awareness and recognition.

By finely tuning your brand’s visual identity, you can make your offering stand out amidst competitors and draw in more customers through an authentic approach.

Dive deeper to uncover the secrets of crafting an exceptional identity for your brand.

Table of contents:

What is brand identity, why is brand identity important, how to build a strong brand identity in 10 steps.

• Strong identity design examples
• Start building your company’s identity today!

It is the visual and conceptual representation of a brand.

It includes distinct elements, like logos, color schemes, and typography, as well as its unique voice, messaging, and values.

This cohesive set of characteristics forms a brand’s personality. It distinguishes the brand from competitors and creates a memorable impression on consumers.

A well-defined brand’s identity not only fosters recognition but also builds trust and loyalty by conveying consistency and authenticity in every interaction.

It’s a crucial aspect of brand strategy influencing how the audience perceives it.

Brand identity is the heart and soul of your company.

A strong identity helps your potential customers recognize, relate to, and differentiate your brand from others in the market. It provides a cohesive and memorable impression, fostering trust and making your brand more appealing and relatable.

Besides increasing brand equity, a strong identity supports the right brand positioning.

Brand identity is the key to developing a successful brand. Learn the 10 fundamental steps to creating a brand with an excellent identity that will boost your business.

01 Conduct thorough market research

Market research plays a crucial role in shaping and refining the identity of a business. Through extensive market analysis, you gain a deep understanding of your brand positioning, competitors, and industry trends.

Market research helps identify unique selling points, brand values, and digital marketing strategies that can set a brand apart. It provides a foundation for crafting a brand image that aligns with the market’s needs and desires. Ultimately, it contributes to a more effective and successful brand identity.

You can rely on Brand24 to conduct market research. This media monitoring tool collects online data about your company and turns them into actionable insights.

Brand24 measures your brand’s metrics, including:

• Number of mentions
• Social media interactions
• Sentiment Score
• Social media and non-social reach
• Presence Score – measured on a scale of 0 – 100, where globally known brands achieve 100
• Reputation Score
• Share of voice

Besides the standard metrics, there are also AI-powered insights:

• Topic Analysis
• AI Insights
• Emotion Analysis
• Metrics Analysis
• Anomalies Detection

Create a brand identity! Research the market with Brand24.

You can also conduct a competitor analysis by setting up a project for them and adding it to the Comparison tab. This way, you can assess your market position in relation to other brands in the niche.

Besides the Comparison tab, you can browse your competitors’ mentions to get firsthand insights into their customers’ pain points and remarks. This way, you can learn from your competitors’ mistakes and fine-tune their weak areas to attract their unsatisfied customers.

What’s more, you can monitor the whole niche by setting up a project featuring general, niche-related keywords. This will give you a general image of the field, allowing you to fit in or stand out with your brand identity.

You can also detect trending topics and participate in the hottest discussions.

Create a brand identity with Brand24 insights.

02 Analyze your target audience

Market research is an extensive and insightful step but not an exhaustive one. Besides knowing your target market, you also need to learn a thing or two about your audience.

This way, you will be able to understand your customers better and create a personal connection with them. Browse your Brand24 mentions to learn your customers’ pain points and issues.

Explore the Influencer Analysis and Geo Analysis tab for further insights about your audience. There’s also the Topic Analysis tab in which you will find the hottest topics your audience is discussing on the internet.

In the end, you can create customer focus groups for your brand. You do this by segmenting your audience according to common traits and needs. You can also develop buyer personas to inform your company strategy further.

Meet your target audience through Brand24.

03 Define your brand personality

Defining your brand personality is crucial in establishing an identity for your business. It involves crafting a distinct character for your company. You must create a brand identity that resonates with your target audience and fosters an emotional connection.

Start by aligning your mission, vision, and brand values, ensuring consistency across all elements. Your brand story should narrate the journey, values, and purpose behind your business, creating a narrative that customers can relate to.

This process provides a solid foundation, helping to build authenticity and trust.

By carefully shaping your brand personality, you lay the groundwork for a compelling and memorable brand identity design that sets your business apart in consumers’ minds.

04 SWOT analysis

Examining a company’s Strengths, Weaknesses, Opportunities, and Threats is another tool for shaping a robust brand identity. Even the most powerful brand has its weaknesses. It’s good to be aware of them and to be able to act strategically.

By evaluating internal strengths and weaknesses, you can pinpoint unique attributes to highlight and areas that need improvement. External opportunities and threats help identify market trends and potential challenges.

SWOT analysis guides the development of a brand identity that leverages strengths, mitigates weaknesses, seizes opportunities, and guards against threats.

To learn about your strong and weak points use Brand24 mentions tab. There, you’ll find all the online chats about your company, divided into positive, negative, and neutral sentiments. You can filter the results by emotion to find what you are looking for quickly.

Conduct a SWOT analysis with Brand24.

05 Develop a consistent brand voice

This and the next step are all about creating a brand identity from scratch. I cover all the brand elements so you get a complete list of what needs to be prepared for a well-defined brand identity.

You can involve a brand strategist to help you with this task or do it on your own, equipped with actionable insights from Brand24.

Ready to grab the know-how?

Let’s move on to developing a consistent brand voice and tone.

This pivotal element of brand identity helps you increase brand awareness and recognition. Your brand’s voice reflects its personality, and the tone sets the mood for communication. Consistency across various platforms and interactions fosters brand recognition and trust. A well-defined voice and tone resonate with your target audience, creating a cohesive and memorable brand experience.

Whether it’s the friendly tone on social media or the professional voice in official communications, maintaining this consistency builds a strong, reliable brand identity that customers can easily recognize and connect with. Ultimately, this contributes to building brand loyalty for a long-term perspective.

When you establish a default communication style, it’s good to write down the brand guidelines so everybody in the company can consult them. This way, you ensure cohesion between the brand guidelines, online and offline communication, marketing materials, and any other type of content created.

Brand24 offers an Emoji Analysis that reveals your audience’s favorite symbols. Thanks to this feature, you can adjust not only the tone of conversation but also the emojis you use.

Analyze your target audience with Brand24.

06 Establish a visual identity

These seven key elements are the key to the visual identity of your brand.

You can effectively communicate your brand identity and increase recognition thanks to the alignment between all visual elements.

To ensure this project’s success, you may need help from a graphic designer. Alternatively, you can do it independently using a dedicated tool like Canva or Looka.

Now, let’s move on to the core elements of the visual identity of your brand.

Brand colors

Colors convey emotions, values, and personality, making them a powerful element of visual brand communication. The chosen color palette should align with the brand’s essence, target audience, and industry standards.

For example, warm tones like red or orange evoke energy and passion, while cool blues represent trust and professionalism.

Consistency in color usage across various platforms fosters brand equity and recognition. It’s not just about aesthetics; it’s about creating a visual language that resonates with the audience and distinguishes the brand in a crowded market.

When establishing your brand’s color palette, you must consider primary and secondary colors. The former are the main colors dominating your marketing materials and website. The latter are the colors that appear less but match your primary colors. Ideally, they should belong to one color palette.

Company logo

This visual mark serves as the face of the brand identity, encapsulating its values and personality.

The logo design should be distinctive, memorable, and scalable, ensuring adaptability across various mediums. Whether a minimalist emblem or an intricate design, the logo becomes the emblematic identifier, triggering instant brand recall. The color, font, and imagery within the logo contribute to the overall narrative a brand seeks to convey.

It’s not merely a graphic; it’s a symbol that encapsulates the brand’s essence and communicates it to the world. The Nike swoosh, the golden arches of McDonald’s, or the bitten apple of Apple exemplify the enduring impact a well-designed logo can have on brand perception and recognition.

Brand fonts and shapes

Fonts and shapes play a pivotal role in shaping the visual identity of a brand. The choice of fonts communicates a brand’s personality and sets the tone for its messaging. Whether a sleek and modern sans-serif font or a classic and elegant serif, each typeface carries a distinct vibe.

Shapes, on the other hand, contribute to the overall design language. Geometric shapes may evoke a sense of precision and order, while organic ones can bring warmth and friendliness.

Consistency in font usage and shapes from digital platforms to printed materials and other visual elements, fosters a cohesive and recognizable visual identity. Every curve, line, and letter contributes to the brand’s story.

Mascot or representative

Mascots and brand representatives serve as charismatic ambassadors, breathing life into a brand’s visual identity. These iconic figures embody the brand’s personality, values, and essence, creating a memorable and relatable connection with the audience.

Whether it’s a mascot’s friendly face or a brand ambassador’s trusted persona, these characters become consumers’ visual and emotional anchors. The use of mascots can evoke a sense of playfulness or nostalgia, while human representatives bring authenticity and trust.

Think of the Duracell Rabbit, the Geico Gecko, the Michelin Man, or the affable Flo from Progressive. These characters transcend their commercial roles, becoming integral to the brand narrative.

The choice of a mascot or representative is a strategic decision that aligns with the brand’s positioning and resonates with the target audience, adding a dynamic and personable dimension to the overall brand identity.

Imagery and symbols

In brand identity design, symbols and imagery are strategically used beyond a company’s logo. They encompass a variety of other visual elements and details woven into its broader narrative.

These symbols can take diverse forms, from icons and illustrations to patterns and thematic visuals. For instance, Starbucks employs iconic symbols like mermaids and coffee cups throughout its brand imagery, creating a cohesive and recognizable theme.

In this context, imagery involves the curated visual content used in marketing materials, social media posts, or product packaging. The consistent integration of these symbols and imagery across various brand expressions contributes to a holistic and engaging brand identity. It offers a rich visual tapestry that resonates with the target audience.

This is one of the final steps that eventually binds your brand design together.

Product packaging

Product packaging is a tangible representation of a brand’s essence, whispering promises and stories to consumers. Every visual aspect of packaging, from the color palette and typography to size, shape, and the inclusion of logos, imagery, or patterns, plays a crucial role.

The packaging is not just a protective shell for the brand’s products; it is a canvas for the brand’s personality and expression.

Take Apple’s minimalist yet sleek packaging, for example, which mirrors the design philosophy of its devices. Crafting a compelling brand identity through packaging involves considering how each visual element aligns with the brand narrative.

It’s an artful fusion of aesthetics and functionality, ensuring that the first touchpoint with a product resonates with the consumer’s brand perception.

By curating the above seven elements, you ensure that your business’s identity will be successful in all areas of its presence and easily recognized by its customers.

Monitor your brand identity reception with Brand24.

07 Create branded templates

After deciding on all the visuals for your brand, it’s time to collect all this knowledge in one place. This way, you can ensure that everybody in the company contributes to creating a brand identity aligning with the initial decisions.

Templates encapsulate the brand’s essence through standardized designs, including fonts, color palette, and layout structures. They will be handy for the types of content that you create frequently.

Branded templates ensure a cohesive brand design and streamlined creation process for social media posts, presentations, or marketing campaigns.

08 Create a brand book

That’s an important step to maintain consistency. The brand book is the brand style guide everybody in the company should have at hand.

A visual brand book is instrumental when you need to create something from scratch and cannot use templates. It will guide you through all the available colors, fonts, and designs your company accepts.

Collecting all the brand guidelines in one place and keeping them updated is a critical step toward a great brand identity.

09 Be consistent across all channels

With templates and a brand book at hand, this shouldn’t be a big deal. You simply need to stick to the initial decisions and guidelines.

10 Monitor your audience’s reactions

Companies work on their brand images and identities to foster their customer loyalty. But the work doesn’t end here. You must check if the proposed brand image got your audience’s approval. Do this by conducting sentiment analysis and measuring the emotions around your brand.

In history, not all brand identity design changes have been successful. Brands like Gap, Tropicana, and MasterCard learned their lessons the hard way and needed to return to their previous, well-known, and liked brand identities and logos.

You can prevent a PR crisis linked to rebranding or experimenting with your brand identity with Brand24. The tool monitors your mentions and online metrics in real time, allowing you to respond promptly to any emerging questions and concerns.

In this case, the most useful features are sentiment analysis, AI-powered emotion analysis , and the Mentions Tab where you can find firsthand insights from your audience.

Stay close to your customers with Brand24.

In the image above, you can see that from the end of December, disgust towards McDonald’s’ was on an upward trend, reaching its peak on January 5th, 2024. Then, it suddenly dropped after January 10th.

To examine this situation, you can use time filters in your mentions tab and browse the mentions to find an answer.

Strong brand identity design examples

Many companies did a fantastic job establishing their brand personality and brand identity design. Let’s study their cases and discover the secret of some of the best brand identities and images.

Apple is the one brand that stands as a paragon of simplicity, innovation, and aesthetic prowess. The iconic half-bitten apple logo is globally recognized, symbolizing a blend of creativity and user-friendly technology.

The minimalist design philosophy extends to every facet, from their product packaging to retail stores, creating a seamless and immersive experience. Apple’s distinctive white earbuds, sleek devices, and the uncluttered layout of their stores are all integral components of their brand identity.

The consistent use of a clean, sans-serif font, paired with a muted color palette, reinforces a sense of sophistication and modernity.

Beyond the visual, Apple’s brand identity is woven into its communication style — concise, aspirational, and often challenging the status quo.

This cohesion across design, products, and messaging has forged a brand identity that transcends technology, embodying a lifestyle and a design philosophy that millions aspire to be a part of.

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Coca-Cola’s brand identity is the epitome of timeless tradition and global appeal. The brand’s signature red color and iconic scripted font create an unmistakable visual identity that has endured for over a century. The curvy contour bottle design is not only a functional choice but has become an integral part of the company’s recognition.

Coca-Cola’s imagery often revolves around moments of joy, celebration, and togetherness, emphasizing the emotional connection with the brand. The brand consistently infuses its messaging with positivity, promoting happiness and refreshment.

Every visual element aligns with the brand’s narrative, from the classic polar bears in their holiday campaigns to the universally recognized ribbon device.

Coca-Cola’s identity is not just about a beverage; it’s about fostering shared moments, creating a sense of nostalgia, and maintaining an enduring presence in the hearts and minds of consumers worldwide.

Nike, a global powerhouse in athletic wear, boasts a successful brand identity that resonates with the spirit of athleticism, empowerment, and innovation. The iconic Swoosh logo, simple yet dynamic, captures the essence of motion and speed. The “Just Do It” tagline has become synonymous with determination and achievement, transcending the realm of sports into everyday life.

Nike’s choice of celebrity endorsements, often partnering with high-profile athletes, reinforces the brand’s commitment to excellence. The sleek and modern visual details in their advertising, consistent use of bold typography, and the trademark color palette contribute to a solid and recognizable identity.

Nike has positioned itself not just as a sportswear brand but as a symbol of motivation, pushing boundaries, and pursuing one’s goals. This identity inspires and connects with consumers globally.

No matter if you use the app, when I say Duolingo, you immediately think about a green owl. Duolingo succeeded in creating a compelling identity with its unique mascot.

The app’s intuitive user interface features vibrant colors and engaging graphics that create an inviting learning environment. Duolingo’s gamified approach, incorporating achievements and rewards, adds an element of fun to the language-learning journey.

The brand consistently uses these visuals across its marketing materials, creating a cohesive and recognizable presence. Beyond visuals, Duolingo’s conversational and encouraging tone in its communications aligns with its mission of making education accessible to all.

Combining a distinctive mascot, user-friendly design, and a cheerful brand voice has contributed to Duolingo’s success in establishing a unique and memorable brand identity.

What’s also significant about Duolingo’s brand image is its playful, humorous style. On the canvas of the memes created by Duolingo users, the company decided to change its brand voice and build itself up with the mascot of the evil owl.

This brand strategy turned out to be a bull’s eye!

Duolingo created a unique, recognizable brand identity visible on its social media. The company’s accounts attract thousands of followers and fans fascinated by the playful image of the evil owl.

On the other hand, this example shows that your company’s brand identity should be aligned with your target audience. Duolingo made a brave decision and put all its eggs in one basket. Luckily for the company, the reception of its new brand identity was fantastic and appealed to its young users.

Remember that this kind of decision needs to be well-thought-out and aligned with your target audience.

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Start building a strong brand identity today!

In conclusion, understanding brand identity and its importance lays the groundwork for building a solid and enduring business presence.

The 10 steps outlined here provide a comprehensive guide to shaping a business identity that resonates with your audience, incorporating key elements such as mission, vision, values, brand story, and personality. By exploring examples of strong brand designs, businesses can draw inspiration for their unique visual and conceptual representation.

Now armed with the knowledge and tools to make your brand unique, the invitation is clear: start building the identity of your brand today.

Whether you are a startup or an established business, a strong company identity is not just a logo; it’s the essence of your business that leaves a lasting impression on customers and sets the stage for long-term success.

Check out the FAQs for additional insights and guidance on navigating the intricacies of brand identity development.

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Is it possible to change brand identity?

Yes, that’s what rebranding is all about. You can change all the key elements of your brand image. This needs to be a well-thought-out decision. If you don’t feel safe and sure about it, consider consulting with brand strategists.

Creating a new brand identity is a big challenge, especially if you already have a profitable and recognizable brand. Many companies have tried to change their brand image by updating the logo, font, or other brand elements, but not all succeeded.

That’s why the decision should be planned in detail. Plus, your audience must be prepared for the upcoming changes. Remember that the new identity of your brand must align with your brand story and brand assets not to confuse your customers.

How is brand identity different from brand image and branding?

Brand identity, brand image, and branding are interconnected aspects of a brand but carry distinct meanings.

Brand identity refers to the visual and sensory elements that define a brand, such as logo, colors, and design, reflecting the brand’s essence.

Brand image is the perception and impression customers and the public hold about the brand based on their experiences, marketing messages, and interactions. It’s how the brand is perceived in the minds of the audience.

On the other hand, branding is the strategic process of creating and managing the brand. It involves defining the brand’s purpose, positioning, and communication strategies.

In essence, brand identity is the tangible representation, brand image is the perceived impression, and branding is the ongoing strategic process that shapes both.

What is brand personality?

Brand personality refers to the set of human-like characteristics and traits attributed to a brand. It involves giving a brand distinctive qualities and characteristics, similar to how we perceive personalities in people. This helps create a more relatable and engaging brand image, fostering a stronger connection with the target audience.

What makes a brand identity strong?

Brand elements that make its brand identity strong are:

• Consistency: Maintain a uniform image across all platforms.
• Clarity: Clearly communicate values, mission, and purpose.
• Memorability: Create a distinctive and memorable brand.
• Authenticity: Reflect genuine values and beliefs.
• Adaptability: Stay relevant and adaptable to market changes.
• Coherence: Ensure all brand elements align cohesively.
• Uniqueness: Stand out from competitors.
• Emotional Appeal: Evoke emotions and connect with the audience.
• Relevance: Stay attuned to the target audience’s needs and preferences.
• Versatility: Apply the brand consistently across various mediums.

Does brand identity matter for a small business?

Yes, it matters for a small business as well. It helps create a distinct and memorable image, builds customer trust, and sets the business apart from competitors. It’s a good idea to craft your company’s identity and create a brand identity style guide at the beginning of your business.

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5 NSF projects transforming how researchers understand plastic waste

The U.S. National Science Foundation champions research on how plastic impacts the planet. These five projects are changing how researchers think about plastic and what happens after it is tossed away.

Plastic is everywhere. Humans produce so much plastic that we end up throwing away about 400 million tons of plastic-related trash every year. And researchers are learning that this trash doesn't stay where it is deposited. From land to sea, plastic is found virtually everywhere on the planet.

Earth Day 2024 is highlighting the plastics problem with the theme: "Planet vs. Plastic." "Our reliance on harmful plastics is not sustainable," said Alexandra Isern, NSF assistant director for Geosciences. "We are committed to funding research that will address the plastics challenge to create a safer future for generations to come."

Here are five NSF-driven projects that look at the versatile material in both expected and unusual places and examine its impacts on the planet and the creatures who call it home. 

1. In soils

About half of the 400 million tons of plastic that people worldwide discard annually migrates beyond landfills.

Brian Giebel, an assistant research professor at the City University of New York, and Benjamin Bostick, a professor at Columbia University, are studying how these discarded plastics can affect soil health and function . The team is especially interested in plastic's potential to change how soils emit climate-warming gases like carbon dioxide and methane.

How does a piece of plastic eventually end up as a gas? First, it breaks down through chemical and physical processes in soils. When it degrades to less than 5 micrometers in size, slightly bigger than a speck of dust, it can become a tasty lunch for microorganisms, which then release carbon dioxide and methane into the atmosphere.

The team will use a variety of laboratory techniques, like stable isotope measurements and X-ray microscopy, to track plastic's degradation, microbial uptake and eventual transformation to gas. 

2. In urban streams

From plastic wrappers to plastic bottles, plastics dominate daily life. Once used, however, plastic can often end up as litter within waterways.

Anne Jefferson, a professor at the University of Vermont, and her team are using time-lapse photography and repeat field surveys to understand how discarded plastic  moves through and sometimes stays in streams . "I kept seeing trash everywhere in the urban streams where I was doing research for other projects," Jefferson said. "Since stopping litter from entering streams seemed like a losing battle, I wanted to know more about what happens to the litter once it got into a stream and how it interacted with other elements of the stream channel."

Jefferson's findings will improve litter tracking models that follow plastic from streams to oceans. She wants to learn how much plastic is stored in flood plains or within stream and river channels rather than entering the ocean. Her findings will also help guide litter management, environmental cleanup and ecosystem restoration efforts.

3. On the ocean's surface

Just like humans, plastic is carbon-based. Aron Stubbins, a professor at Northeastern University, is using this fact to better understand whether plastic pollution has fundamentally changed the ocean's surface.

Plastic has been accumulating at the ocean's surface ever since mass production started about 70 years ago. Stubbins and his team are collecting plastic samples from the open ocean and measuring natural organic carbon and plastic-carbon concentrations to determine if the plastic carbon now makes up a significant fraction of the total surface ocean carbon. If that is the case, as the team suspects, then it's very likely that the plastic carbon levels on the ocean surface today are unprecedented.

The team collected samples from the Atlantic Ocean on a research cruise last summer. The anticipated findings will reveal whether ocean scientists need to consider the role of plastic carbon as an active component of the surface ocean carbon cycle. 

4. In the Arctic 

Bits of plastic smaller than 5 millimeters can come from larger plastic pieces that have broken apart, byproducts of plastic manufacturing or microbeads used in health and beauty products.

These microplastics litter the seas, even reaching the remote Arctic Ocean. Alexandra Jahn, an associate professor at the University of Colorado Boulder, is studying how sea ice moves microplastics in polar regions.

Jahn and her collaborators at the NSF National Center for Atmospheric Research, the University of Washington and the Woods Hole Oceanographic Institute are investigating why observed concentrations of microplastics in sea ice are many times higher than in the underlying ocean and how this affects where microplastics end up. The team is also investigating whether sea ice is more likely to melt when it contains dark microplastics, which increase sunlight absorption.

To help answer these questions, the team is growing sea ice embedded with microplastics in a laboratory and adding microplastics to numerical models of various complexity. 

5. In the atmosphere 

Manufacturers add certain chemicals to plastic to make it stronger, more flexible and more durable. However, when plastic waste ends up in the ocean, these often toxic additives can leach into the water and accumulate in the sea surface microlayer, where the top of the ocean meets the atmosphere. 

Nate Slade, an assistant professor at the University of California San Diego is studying how these chemicals can stick to droplets as they evaporate into the air , travel long distances across the ocean, pollute air quality, and eventually end up in a person's airways. 

Slade and his team want to know how long plastic additives can last when stuck to those droplets, known as aerosols, and how other chemicals can affect their transport. 

These and related NSF-supported projects will help scientists better understand how plastic impacts the planet and how to use that knowledge to build a resilient planet. 

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Effectiveness of Marketing Tools to the Business Performance of Coffee Shop in Sto.Nino, Meycauayan, Bulacan

Vol.3, no.1b.

• Chrismael A. Asilom Bestlink College of the Philippines
• Knika Anne P. Asuncion Bestlink College of the Philippines
• Emerjohn C. Atangan Bestlink College of the Philippines
• Alwin A. Ayao Bestlink College of the Philippines
• John Paul P. Malco Bestlink College of the Philippines

The demand for coffee in the Philippines has increased in recent years, making it an ideal location for opening a coffee shop. With the establishment of the EMA Town Centre, businesses in the area can access a larger customer base from other barangays. This study aims to analyse how marketing tools affect the business performance of Qhaveh Khaneh, an emerging coffee shop concept in the area.

Qhaveh Khaneh needs suitable strategies for different demographic profiles, including age groups, gender and occupation. They should also enhance and maximise their selling methods to make their brand more appealing to the market. Acquiring and sustaining trends is important for the welfare of employees and customers. The most significant concerns are the lack of sales, stiff competition and weak marketing presence, and an advanced action plan is needed to improve operations.

The study found that respondents were mostly between 21-25 years old, pricing was fair, food was flavourful, and staff was friendly. Marketing tools such as direct marketing and word-of-mouth also had a positive impact. Qhaveh Khaneh's bond with brand identity and food and beverage safety standards were also well-implemented. However, lack of sales, stiff competition and weak promotional presence were identified as areas for improvement.

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Race Is Central to Identity for Black Americans and Affects How They Connect With Each Other

Many learn about ancestors, u.s. black history from family, table of contents.

• The importance of being Black for connections with other Black people
• The importance of Blackness for knowing family history and U.S. Black history
• Younger Black people are less likely to speak to relatives about ancestors
• Black Americans differ by party on measures of identity and connection
• The importance of race, ancestry and place to personal identity
• The importance of gender and sexuality to personal identity
• Black Americans and connectedness to other Black people
• Intra-racial connections locally, nationally and globally
• How Black Americans learn about their family history
• Most Black adults say their ancestors were enslaved, but some are not sure
• Most Black adults are at least somewhat informed about U.S. Black history
• For many Black adults, where they live shapes how they think about themselves
• Acknowledgments
• The American Trends Panel survey methodology

Pew Research Center conducted this analysis to understand the rich diversity of Black people in the United States and their views of Black identity. This in-depth, robust survey explores differences among Black Americans in views of identity such as between U.S.-born Black people and Black immigrants; Black people living in different regions of the country; and between Black people of different ethnicities, political party affiliations, ages and income levels. The analysis is the latest in the Center’s series of in-depth surveys of public opinion among Black Americans (read the first, “ Faith Among Black Americans ”).

The online survey of 3,912 Black U.S. adults was conducted Oct. 4-17, 2021. The survey includes 1,025 Black adults on Pew Research Center’s American Trends Panel (ATP) and 2,887 Black adults on Ipsos’ KnowledgePanel. Respondents on both panels are recruited through national, random sampling of residential addresses.

Recruiting panelists by phone or mail ensures that nearly all U.S. Black adults have a chance of selection. This gives us confidence that any sample can represent the whole population (see our Methods 101 explainer on random sampling). Here are the questions used for the survey of Black adults , along with its responses and methodology .

The terms “Black Americans” , “Black people” and “Black adults” are used interchangeably throughout this report to refer to U.S. adults who self-identify as Black, either alone or in combination with other races or Hispanic identity.

Throughout this report, “Black, non-Hispanic” respondents are those who identify as single-race Black and say they have no Hispanic background. “Black Hispanic” respondents are those who identify as Black and say they have Hispanic background. We use the terms “Black Hispanic” and “Hispanic Black” interchangeably. “Multiracial” respondents are those who indicate two or more racial backgrounds (one of which is Black) and say they are not Hispanic.

Respondents were asked a question about how important being Black was to how they think about themselves. In this report, we use the terms “being Black” and “Blackness” interchangeably when referencing responses to this question.

In this report, “immigrant” refers to people who were not U.S. citizens at birth – in other words, those born outside the U.S., Puerto Rico or other U.S. territories to parents who were not U.S. citizens. We use the terms “immigrant” and “foreign-born” interchangeably.

Throughout this report, “Democrat and Democratic leaners” refers to respondents who say in they identify politically with the Democratic Party or are independent but lean toward the Democratic Party. “ Republican and Republican leaners” refers to respondents who identify politically with the Republican Party or are independent but lean toward the Republican Party.

To create the upper-, middle- and lower-income tiers, respondents’ 2020 family incomes were adjusted for differences in purchasing power by geographic region and household size. Respondents were then placed into income tiers: “Middle income” is defined as two-thirds to double the median annual income for the entire survey sample. “Lower income” falls below that range, and “upper income” lies above it. For more information about how the income tiers were created, read the methodology .

No matter where they are from, who they are, their economic circumstances or educational backgrounds, significant majorities of Black Americans say being Black is extremely or very important to how they think about themselves, with about three-quarters (76%) overall saying so.   

A significant share of Black Americans also say that when something happens to Black people in their local communities, across the nation or around the globe, it affects what happens in their own lives, highlighting a sense of connectedness. Black Americans say this even as they have diverse experiences and come from an array of backgrounds.

Even so, Black adults who say being Black is important to their sense of self are more likely than other Black adults to feel connected to other groups of Black people. They are also more likely to feel that what happens to Black people inside and outside the United States affects what happens in their own lives. These findings emerge from an extensive new survey of Black U.S. adults conducted by Pew Research Center.

A majority of non-Hispanic Black Americans (78%) say being Black is very or extremely important to how they think about themselves. This racial group is the largest among Black adults , accounting for 87% of the adult population, according to 2019 Census Bureau estimates. But among other Black Americans, roughly six-in-ten multiracial (57%) and Hispanic (58%) Black adults say this.

Black Americans also differ in key ways in their views about the importance of being Black to personal identity. While majorities of all age groups of Black people say being Black shapes how they think about themselves, younger Black Americans are less likely to say this – Black adults ages 50 and older are more likely than Black adults ages 18 to 29 to say that being Black is very or extremely important to how they think of themselves. Specifically, 76% of Black adults ages 30 to 49, 80% of those 50 to 64 and 83% of those 65 and older hold this view, while only 63% of those under 30 do.

Black adults who identify with or lean toward the Democratic Party are more likely than those who identify with or lean toward the Republican Party to say being Black is important to how they see themselves – 86% vs. 58%. And Black women (80%) are more likely than Black men (72%) to say being Black is important to how they see themselves.

Still, some subgroups of Black Americans are about as likely as others to say that being Black is very or extremely important to how they think about themselves. For example, U.S.-born and immigrant Black adults are about as likely to say being Black is important to how they see their identity. However, not all Black Americans feel the same about the importance of being Black to their identity – 14% say it is only somewhat important to how they see themselves while 9% say it has little or no impact on their personal identity, reflecting the diversity of views about identity among Black Americans.

Beyond the personal importance of Blackness – that is, the importance of being Black to personal identity – many Black Americans feel connected to each other. About five-in-ten (52%) say everything or most things that happen to Black people in the United States affect what happens in their own lives, with another 30% saying some things that happen nationally to Black people have a personal impact. And 43% say all or most things that happen to Black people in their local community affect what happens in their own lives, while another 35% say only some things in their lives are affected by these events. About four-in-ten Black adults in the U.S. (41%) say they feel their fates are strongly linked to Black people around the world, with 36% indicating that some things that happen to Black people around the world affect what happens in their own lives.

The survey also asked respondents how much they have in common with different groups of Black Americans. Some 17% of Black adults say they have everything or most things in common with Black people who are immigrants. But this sense of commonality differs sharply by nativity: 14% of U.S.-born Black adults say they have everything or most things in common with Black immigrants, while 43% of Black immigrants say the same. Conversely, only about one-in-four Black immigrants (26%) say they have everything or most things in common with U.S.-born Black people, a share that rises to 56% among U.S.-born Black people themselves.

About one-third of Black Americans (34%) say they have everything or most things in common with Black people who are poor, though smaller shares say the same about Black people who are wealthy (12%). Relatively few Black Americans (14%) say they have everything or most things in common with Black people who identify as lesbian, gay, bisexual, transgender or queer (LGBTQ). However, a larger share of Black Americans (25%) say they have at least some things in common with Black people who identify as LGBTQ. All these findings highlight the diversity of the U.S. Black population and how much Black people feel connected to each other.

These are among the key findings from a recent Pew Research Center survey of 3,912 Black Americans conducted online Oct. 4-17, 2021. This report is the latest in a series of Pew Research Center studies focused on describing the rich diversity of Black people in the United States.

The nation’s Black population stood at 47 million in 2020 , making up 14% of the U.S. population – up from 13% in 2000. While the vast majority of Black Americans say their racial background is Black alone (88% in 2020), growing numbers are also multiracial or Hispanic. Most were born in the U.S. and trace their roots back several generations in the country, but a growing share are immigrants (12%) or the U.S.-born children of immigrant parents (9%). Geographically, while 56% of Black Americans live in the nation’s South , the national Black population has also dispersed widely across the country.

It is this diversity – among U.S.-born Black people and Black immigrants; between Black people who live in different regions; and across different ethnicities, party affiliations, ages and income levels – that this report explores. The survey also provides a robust opportunity to examine the importance of race to Black Americans’ sense of self and their connections to other Black people.

The importance of being Black to personal identity is a significant factor in how connected Black Americans feel toward each other. Those who say that being Black is a very or extremely important part of their personal identity are more likely than those for whom Blackness is relatively less important to express a sense of common fate with Black people in their local communities (50% vs. 17%), in the United States overall (62% vs. 21%), and even around the world (48% vs. 18%).

They are also more likely to say that they have everything or most things in common with Black people who are poor (37% vs. 23%) and Black immigrants (19% vs. 9%). Even so, fewer than half of Black Americans, no matter how important Blackness is to their personal identity, say they have everything or most things in common with Black people who are poor, immigrants or LGBTQ.

The new survey also explores Black Americans’ knowledge about their family histories and the history of Black people in the United States, with the importance of Blackness linked to greater knowledge. 

Nearly six-in-ten Black adults (57%) say their ancestors were enslaved either in the U.S. or another country, with nearly all who say so (52% of the Black adults surveyed) saying it was in the U.S., either in whole or in part. Black adults who say that being Black is a very or extremely important part of how they see themselves (61%) are more likely than those for whom being Black is less important (45%) to say that their ancestors were enslaved. In fact, Black adults for whom Blackness is very or extremely important (31%) are less likely than their counterparts (42%) to say that they are not sure if their ancestors were enslaved at all.

When it comes to learning more about their family histories, Black adults for whom Blackness is very or extremely important (81%) are more likely than those for whom Blackness is less important (59%) to have spoken to their relatives. They are about as likely to have researched their family’s history online (36% and 30%, respectively) and to have used a mail-in DNA service such as AncestryDNA or 23andMe (15% and 16%) to learn more about their ancestry.

The importance of Blackness also figures prominently into how informed Black Americans feel about U.S. Black history. Black adults who say Blackness is a significant part of their personal identity are more likely than those for whom Blackness is less important to say that they feel very or extremely informed about U.S. Black history (57% vs. 29%). Overall, about half of Black Americans say they feel very or extremely informed about the history of Black people in the United States.

Among Black adults who feel at least a little informed about U.S. Black history, the sources of their knowledge also differ by the importance of Blackness to personal identity. Nearly half of Black adults for whom Blackness is very or extremely important (48%) say they learned about Black history from their families and friends, making them more likely to say so than Black adults for whom Blackness is less important (30%). Similarly, those who say being Black is important to their identity are more likely than those who did not say this to have learned about Black history from nearly every source they were asked about, be it media (33% vs. 22%), the internet (30% vs. 18%) or college, if they attended (26% vs. 14%). The only source for which both groups were about equally likely to say they learned about Black history was their K-12 schools (24% and 21%, respectively).

Overall, among Black Americans who feel at least a little informed about U.S. Black history, 43% say they learned about it from their relatives and friends, 30% say they learned about it from the media, 27% from the internet, and 24% from college (if they attended) and 23% from K-12 school.

Black adults under 30 years old differ significantly from older Black adults in their views on the importance of Blackness to their personal identity. However, Black adults also differ by age in how they pursue knowledge of family history, how informed they feel about U.S. Black history, and their sense of connectedness to other Black people.

Black adults under 30 (50%) are less likely than those 65 and older (64%) to say their ancestors were enslaved. In fact, 40% of Black adults under 30 say that they are not sure whether their ancestors were enslaved. Black adults in the youngest age group (59%) are less likely than the oldest (87%) to have spoken to their relatives about family history or to have used a mail-in DNA service to learn about their ancestors (11% vs. 21%). They are only slightly less likely to have conducted research on their families online (26% vs. 39%).

Black adults under 30 have the lowest share who say they feel very or extremely informed about the history of Black people in the United States (40%), compared with 60% of Black adults 65 and older and about half each of Black adults 50 to 64 (53%) and 30 to 49 (51%). In fact, Black adults under 30 are more likely than those 50 and older to say they feel a little or not at all informed about Black history. While Black adults are generally most likely to cite family and friends as their source for learning about Black history, the share under 30 (38%) who also cite the internet as a source of information is higher than the shares ages 50 to 64 (22%) and 65 and older (14%) who say this.

These age differences persist in the sense of connectedness that Black Americans have with other Black people. Black adults under 30 are less likely than those 65 and older to say that everything or most things that happen to Black people in the United States will affect their own lives. This youngest group is also less likely than the oldest to have this sense of common fate with Black people in their local community. One exception to this pattern occurs when Black adults were asked how much they had in common with Black people who identify as LGBTQ. Black adults under 30 (21%) were considerably more likely than those 65 and older (10%) to say they have everything or most things in common with Black people who identify as LGBTQ.

Black Democrats and Republicans differ on how important Blackness is to their personal identities. However, there are also partisan gaps when it comes to their connectedness to other Black people. 1

Black Democrats and those who lean to the Democratic Party are more likely than Black Republicans and Republican leaners to say that everything or most things that happen to Black people in the United States (57% vs. 39%) and their local communities (46% vs. 30%) affect what happens in their own lives. However, Black Republicans (24%) are more likely than Black Democrats (14%) to say that they have everything or most things in common with Black people who are LGBTQ. They are also more likely than Black Democrats to say they have everything or most things in common with Black people who are wealthy (25% vs. 11%).

When it comes to knowledge of family and racial histories, Black Democrats and Republicans do not differ. Democrats (59%) are just as likely as Republicans (54%) to know that their ancestors were enslaved. Nearly 80% of Black adults from both partisan coalitions say they have spoken to their relatives about their family history. Similar shares have also researched their family histories online and used mail-in DNA services.

Black Democrats are also not significantly more likely than Black Republicans to say they feel very or extremely informed about U.S. Black history (53% vs. 45%). And among those who feel at least a little informed about U.S. Black history, Democrats and Republicans are about equally likely to say they learned it from family and friends (45% vs. 38%).

Place is a key part of Black Americans’ personal identities

The majority of Black adults who live in the United States were born there, but an increasing portion of the population is comprised of immigrants. Of those immigrants, nearly 90% were born in the Caribbean or Africa . Regardless of their region of birth, 58% of Black adults say the country they were born in is very or extremely important to how they think about themselves. A smaller share say the same about the places where they grew up (46%).

Black adults also feel strongly about their current communities. About half of Black adults (52%) say that where they currently live is very or extremely important to how they think about themselves. And when it comes to the quality of their neighborhoods, 76% of Black adults rate them as at least good places to live, including 41% who say the quality of their community is very good or excellent.

Still, Black adults say there are concerning issues in the communities they live in. When asked in an open-ended question to list the issue that was most important in their neighborhoods, nearly one-in-five Black adults listed issues related to violence or crime (17%). Smaller shares listed other points of concern such as economic issues like poverty and homelessness (11%), housing (7%), COVID-19 and public health (6%), or infrastructure issues such as the availability of public transportation and the conditions of roads (5%).

While nearly one-in-five Black Americans (17%) say that individual people like themselves should be responsible for solving these problems, they are most likely to say that local community leaders should address these issues (48%). Smaller shares say the U.S. Congress (12%), the U.S. president (8%) or civil rights organizations (2%) bear responsibility.

• According to the survey, 80% of Black adults say they identify with or lean toward the Democratic Party, 10% say the same of the Republican Party and 10% did not answer the question or indicated that they did not affiliate with either party. Among Black registered voters, the survey finds 85% identify with or lean toward the Democratic Party, 10% identify with or lean toward the Republican Party and 5% did not answer the question or indicated that they did not affiliate with either party. ↩

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Here’s to you, South Louisiana: SoLAcc Brand is Launched!

• Posted April 18, 2024

South Louisiana Community College (SoLAcc) proudly unveils its new brand identity, SoLAcc! Rooted in years of growth and community impact, the SoLAcc brand represents the college’s unwavering commitment to excellence, inclusivity, and the advancement of homegrown talent.

"South Louisiana Community College has a rich and storied history that reflects our dedication to providing outstanding education in the backyards of each of our parishes in Acadiana. From the 1950s to today, we have evolved into a comprehensive institution serving thousands of students annually,” explains Dr. Vincent June, Chancellor of SoLAcc. “Our journey, from humble beginnings to becoming a pillar of education in South Louisiana, is a testament to our dedication to student success and community vitality. SoLAcc encompasses who we are, who we’ve always been, and we’ve always been here for YOU, South Louisiana.”

Over a decade ago, SoLAcc faced the challenge of merging and expanding across the region, viewing it as an opportunity to better serve our community. Today, with more than 50 programs, 12,000+ students, and a footprint in 8 parishes, SoLAcc has become a place of opportunity, success, and vibrance. It’s a community hub; a place to learn, to succeed, to grow, and to call home for the countless doers and dreamers of Acadiana.

The new branding was made possible through a two-year process of research, feedback, and dialogue with hundreds of stakeholders, including prospective and current students, alumni, faculty and staff, donors, and industry partners.

The SoLAcc brand is built on four pillars that define the college’s mission:

• Who We Are: At SoLAcc, we are deeply rooted in our community, celebrating the diverse fabric of South Louisiana. Every student, regardless of background, finds a welcoming environment and opportunities to thrive.
• What We Do: SoLAcc offers a range of educational programs that serve as pathways to professional success. Our focus on affordability, flexibility, and practical skills empowers individuals and the community to achieve their dreams.
• How We Do It: Our emphasis on practical skills equips graduates for real-world challenges and ensures positive outcomes.
• Why We Do It: At SoLAcc, we believe in the transformative power of education. Our goal is to empower individuals to reach their full potential, contributing to the enrichment of our communities and the future prosperity of South Louisiana.

One of the most visible changes in the brand identity is the logos for the institution, which features the iconic shape of Louisiana with an arrow pointing in towards South Louisiana. The college and its various campus locations will undergo a transition to the new visual identity over time.

Director of Strategic Communications, Anne Falgout captures the excitement and optimism of the new brand, “At SoLAcc, we are enthusiastic about the future as we continue to build on our strong foundation of community-centered education. Our focus on affordability, flexibility, and personalized support will ensure that students receive a high-value education that prepares them for successful careers. The future of SoLAcc is bright, and we look forward to continuing to make a positive impact on the lives of our students and the community."

Here’s to you South Louisiana, from SoLA with love!

For a deeper dive into the new SoLAcc please visit:  www.solacc.edu/brand

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