How To Find Your Brand Identity

April 29, 2022

Filed in: Marketing

As a brand, your number one goal should be effectively communicating what you have to offer with your desired audience, but how exactly do you do that? Nailing down your brand identity can be tough, but if you focus on these three components, you’ll be ready to rock in no time. 

  • First, you have to identify your audience by determining what group of people are most interested in what your brand has to offer. 
  • After identifying the demographic you’re trying to market to, you need to develop a brand voice and tone that your demographic (or audience) will resonate with. 
  • Finally, nail down the visual component: what type of images, designs, colors and fonts best represent your brand? Are they professional, which should align with your tone of voice, or more playful, for example? 

Defining your identity and creating a brand book with information around brand imagery, fonts, tone, etc. is key to ensuring consistency in how your brand is presented to the world. So where do you start?


Brand Refresh


Brand Voice & Tone


Brand voice is what you say, and brand tone is how you say it and it’s important to cater both to your audience. Your voice influences how people perceive your brand and is a direct representation of your brand’s personality and values. Meanwhile, your tone is a subset of your voice and changes based on the specific situation at hand.


Brand voice and tone is all about making it easy for your audience to understand what you have to offer in a way that resonates with them. For example, will your audience respond better to a humorous, serious, playful, or informative voice? Portent’s Tone Of Voice Generator is a great tool for this.


Brand Stylescape

Slide from our “Tone of Voice” section of our brand guidelines, January 2021.


Consider Your Company’s Values & Mission Statement

Having a clear set of values helps potential clients understand the culture of your company. Like minded people are drawn to like minded people so identifying values that define your brand will attract clients with similar core values. 


Similar to your company’s values, a mission statement provides a vision for the company’s future and directs growth. The future of your company includes new opportunities so it’s important to consider a mission statement that encompasses the goals of potential future opportunities.


When devising values and a mission statement that resonates with your audience, you have to consider the voice and tone. What words will elicit the best responses and how do I say those words to entice my audience? 


What Direction Do You See Your Company Going?

The direction of your company is very specific to the capacity in which you have the ability to operate. If you haven’t already, identify the goals of your business because these goals will heavily steer your business development. 


A plan for business development helps increase sales, customer service, product offering, and brand awareness. It’s important to set realistic goals for the development of your company because your brand voice and tone will reflect the direction in which you see your company going. If you are a bigger company with the capacity for substantial expansion, you may take more of an ambitious stance on your brand voice and tone.


What Emotions Do You Want Your Brand To Elicit?

Incorporating emotional appeal into branding initiatives is a successful marketing strategy if you know which emotions will resonate with your target audience. Identifying which emotions you want to appeal to will help you develop your voice and tone to evoke your identified emotions. 


What Colors And Images Would Best Evoke Those Emotions

In addition to certain colors triggering emotions, complementary color combinations are essential to the visual appeal of your brand identity. Brand colors contribute to your personality which reflect in your brand voice. 


Ready to dive further into brand identity & strategy? We’ve put together a list of questions that you can reflect upon internally to help you identify your brand identity. 



Brand Voice And Brand Tone And Brand Identity, Oh My!

Still having trouble understanding how each component helps you effectively communicate with your audience? At Koi-Fly, we are equipped with the knowledge and skills to help you identify your brand voice and tone to use it in your next marketing strategy initiative! Contact us today to get started.



Brand Identity Worksheet

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