How to Build a Winning Brand Identity

How to Build a Winning Brand Identity

A brand identity is more than a logo or glossy brochures. It’s more than a brand style manual. A brand identity impacts your customers’ experience at every touch point that captures their imagination. It subliminally affects how they view everything from your industry, to your reputation, to your relevance.

So, what is Brand Identity?

It is the sum total of how your brand looks, feels, and speaks to the intended audience—the elements that help them decide if they want to engage with you.

A Brand System comprises 3 Components:

  • Logo
  • Identity
  • Brand

How do you develop a brand identity that tells a consistent, coherent story without saying a word?


This is a mark that identifies the brand and promotes instant public recognition. People see the visual mark and recognize its color, shape and form; most commonly, it consists of a symbol or icon along with words.

Your logo should be the core of your brand identity system. It’s the combination of words, symbols, and design elements that helps identify your product or service.

It should work well large (like a sign or billboard), small (favicons and social avatars), in color, black and white, in print, and on screen.

A Winning Brand Identity - WestBrook Consulting A Winning Brand Identity - WestBrook Consulting

It can also be a logotype—a logo that is just words, with no symbol. For example:


Also referred to as visual identity system, or brand identity system – is a package of visual devices that an organization uses to communicate the brand, such as graphic imagery, a color system and fonts. The system may or may not also include marketing collateral such as stationery, brochures and signage, key messages, a positioning statement and brand style guide.

For Example:

A Winning Brand Identity - WestBrook Consulting A Winning Brand Identity - WestBrook Consulting


Well known experts have prudently defined what a brand is. Let’s see what they say:

Seth Godin’s definition: “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

People buy products but they have relationships with brands. If you took away a person’s product, they would just buy the next one on the shelf. If you took away their brand, they would miss it.

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