Brand Identity

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Consumers today are more inundated with ads, more jaded with marketing, and more skeptical of brands than ever before. Yet the very same consumers have rocketed so many digital brands into overnight success. While today’s customers are choosy, they still gravitate toward brands that look, speak, and act authentically. But creating a genuine brand identity – let alone one that aligns with your business goals – is a daunting task. Here at Wilbertz Group, we know what it takes for digital brands to succeed. With an eye for storytelling and an enthusiasm for strategy, our team helps companies stand out through art direction, engaging content, and bit of soul-searching too.

What is Brand Identity

Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers’ minds. Brand identity is distinct from brand image . The former corresponds to the intent behind the branding and the way a company does the following all to cultivate a certain image in consumers’ minds. Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home.

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Brand Identity

Why brand identity is importnt

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. 

Credibility and TrustHaving 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 c ommercial 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. 

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Our brand identity process

The first part of establishing a brand identity is determining your purpose and positioning.The brand purpose is the big reason for your existence. We first identify who your product is for and why your product is a better option than the competitors. Defining these helps inform a strategy as we create your logo , decide on a color palette to mention but a few.

Markt reseach

Just like any other aspect of starting a business, the first step in creating a brand identity is to complete market  and customer research.  To understand the cultural tension described in the previous section, research is crucial. 

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.

We contact our market reasearch through phone interviews as they allow for detailed discussions and place a helpful emphasis on the human element of research. Apart from thats, we also use online survey tools like survey Monkey and government resources. Thes are fast and powerful tools to gather a lot of information.

Likable brand 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. At Wilbertz Group, we consider brand personality as it comes through in every part of brand identity. Brand personality has a huge impact on the voice and tone used in marketing materials and other communications. If a personality isn’t established, customers will get mixed messages and have trouble connecting with your brand.

We use your type, colors, and imagery to represent who the brand is. Then we enhance the visual representation with your tone of voice. Either way, we make sure to develop your brand as a way to represent your business.

Memorable logo

Although the logo is not the entirety of the brand identity, it’s central to your brand identity design. Similarly, 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 cohesive. It needs to line up with all the other elements of your brand identity, as well as the broader emotional appeal of your brand.

To increase chances of having a memorable logo that encourages a strong emotional response, we go for a simple look. When a logo is simple, it becomes an open canvas customers can fill with positive experiences they have with the brand. Also, the simpler the logo, the easier it is to scale between mediums such as digital advertising and the more traditional print advertising such as flyers.

Attractive color palette

Creating a color palette is a way of enhancing identity. It provides variety which helps to create unique designs for your business while remaining faithful to the brand identity.

A lot of color psychology is intuitive, like blue expressing calm and red and yellow expressing passion and energy. Depending on the tint or shade of a color used, that emotion can be adjusted. A tint is the color mixed with white, making it lighter, and a shade is the color mixed with black, making it darker. A lighter tint of blue conveys tranquility, while a darker shade of blue often conveys trust, an effect that many banks use in their color schemes.

Professional typography

At Wilbertz Group we make sure to choose a font that works in harmony with your logo and colors.Fonts are powerful. The most famous fonts are recognizable even when taken out of context. You’ll want a single primary typeface to lead your brand design, and it should work well with your logo and your color palette. It should also, like your logo and color palette, be simple.

On-brand supporting graphics

Since we live in a multimedia world, the final step in creating a brand identity is an extended visual language with supporting graphics, design assets, icons and photographs.We use language that matches that personality of your brand. We carefully craft your tone to match your brand’s personality as the language used  as a brand is intergreted throughout the entire business .


Reach out to us

We love to listen and we are eagerly waiting to talk to you regarding your project. Get in touch with us if you have any queries and we will get back to you as soon as possible.


+27 (81) 007 – 2528

Head Office

Cape Town, South Africa