Growth is part of the natural order, and survival depends on a company’s ability to adapt with the times. In this rapidly unfolding landscape, the most important asset a company can invest time into is developing a strong, recognizable brand identity.

Yet, what makes a successful brand identity? After all, a surface-level skimming of Google search results might cause you to believe a brand is nothing more than a name, term, design, symbol, or other identifiers.

Although, if this is how brand identity works, why do some brands achieve global recognition while others languish in obscurity?

In traditional marketing terms, a brand identity is comprised of the brand’s visible elements, such as color, design, and name, that identify and distinguish the brand in the marketplace. For instance, Starbucks is easily recognizable by its green and white color scheme, while Nike is known for its swoosh logo. A strong use of brand identity elements helps customers understand what a company or product is about, makes it easily recognizable, and creates loyalty.

1. Name

Like your personal name, a brand name is one of the first things people learn about a new company or product. Your brand name is how you introduce yourself and becomes a chief identifier to your target audience. Are you a serious business or a fun-loving startup? Are you classic or cutting-edge? Your name is your first opportunity in the branding process to make an impression, so choose wisely.

2. Tagline

Your tagline is a short, concise statement that sums up your brand’s mission or philosophy. A good tagline is memorable and easy to grasp. A new visitor should be able to understand what you do from that single line of text. Your tagline must also reflect your brand’s personality. For example, Nike’s “Just Do It” is inspirational and motivating, while KFC’s “finger-lickin’ good” is lighthearted.

3. Logo

Your logo is a graphical representation of your brand. It’s often the first thing people see when they encounter your brand, which is why it’s often the first design element someone considers when asking themselves, “what is company branding?”

Naturally, you must ensure your logo is eye-catching and memorable. A logo should be simple enough to be easily recognizable but also unique enough to stand out in a sea of startups. In the logo design process, be sure to ask yourself what images naturally come to mind when thinking about your company’s mission. Jot down a few of those ideas during your brainstorming process.

A mission is the reason a company exists. It’s the “why” behind everything a business does. It drives decision-making processes from the very top down, and it informs every single action a company takes. Ultimately, your mission translates into your brand experience and how your target audience interacts with your business concept, your content, your products, and your team.

Many entrepreneurs mistake their mission for their tagline or slogan. But a true mission goes deeper.

Your mission won’t fit on a bumper sticker or a t-shirt.

Your mission is the guiding light for a company, and, as such, it’s essential to get it right.

Missions differ from visions. Visions are aspirational; they encompass what you hope to achieve and shape the direction of your future steps. Missions are present tense; they illuminate what you’re doing right now to achieve your vision.

To develop your mission, start by asking yourself these questions:

• What problem are you solving?
• Who are you helping?
• What need are you filling?
• What change are you making in the world?

Your mission should be more than just a statement; it should be a call to action. It should inspire people to join your movement and support your cause.

Solid values are essential to any lasting brand. They’re the principles you live by as a company, and they should be reflected in your products, company culture, your leadership, and your brand’s voice.

Your values can be divided into two categories: internal and external.

Internal values are the guiding principles for your team members; they’re what you expect from the people who work for you.

External values are the principles you live by as a company; they’re what you want your customers and clients to know about you.

It’s necessary to have both internal and external values because they inform every decision you make—from the way you design your products to the way you treat your employees.

To develop your values, start by brainstorming a list of adjectives that describe your company. Once you have a good starting point, you can begin to narrow it down to the most important values.

From there, it’s time to start refining your values. Remember, your values should be more than just words on a page; they should be reflective of your company culture and the way you do business.

Finally, your brand’s unique voice is your crowing jewel. Whether you discover your voice after you’ve finished your brand identity elements or you come to this post at the very beginning of your entrepreneurial journey, you need to understand two things about discovering your brand’s voice:

• Your brand voice is crucial for successful audience engagement
• It’s never too late to develop your voice

Brand Voice and Audience Connection

Connecting to your audience is key, whether you want to build a personal brand or corporate one.

Your voice is how you connect with your audience on an emotional level. It’s the heart and soul of your brand, and it must be reflected in everything you do—from the language you use on your website, in the way you answer customer service inquiries, and to how you design your marketing collateral.

There are four central elements of brand voice:

• Tone
• Style
• Personality
• Values

Each element should be taken into consideration when you’re developing your voice.

Building a powerful brand identity comes with several steps and challenging questions. However, when you take the time, and use the best resources, to do the necessary work, you’ll be well on your way to developing a brand your audience connects with on a personal level.

Keep these points in mind as you work on developing your brand identity:

• Your brand is more than your logo
• Your mission defines your why.
• Your vision defines your how.
• Your voice is your connection to your audience.