brand identity

what is
brand identity?

For your company brand identity is:

  • Who you are
  • Why you do what you do
  • The solutions you bring for certain problems
  • The value you provide for your potential audience — either a price point, or helping them add time back into their day with a service or product that helps them get things done

Defining your brand is an important step. And it’s not as easy as you think. You have to take a step back and figure out why you’re in the market. 

In a way, it’s like your brand is a person you’re meeting for the first time. 

  • What is its name?
  • What does it look like?
  • What does it do for a living?

Then you want to get to know them better and learn more about them as a person.

You need to be sure of these answers for yourself before you can introduce your brand to your prospective audience.


If you don't have a brand identity, it’s impossible for you to tell your audience why you’re a better choice for their business than your competitors.

Defining your brand identity for yourself helps you communicate it “in person” — on your website, in other words — and across all digital platforms through your ads.

That’s vitally important to remember, because here’s the uncomfortable truth about your brand:

You don’t own it.

Your brand isn’t really what your company is and what it does. It’s what people think your company is and does, and how they feel about it. You’ll never have complete control of your brand. Think about Facebook.

Until recently, everyone thought they knew what Facebook stood for. Now, they’re not so sure, and Facebook’s popularity has taken a huge hit.

You can’t control your brand in the mind of your audience, but you can help shape it by being consistent, professional, friendly, engaging, truthful and helpful every time you appear on someone’s browser.


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To help you shape your brand, we sit down with you and ask you the questions most consumers would ask.

We don’t ask these questions as if we already know you, but as if we’re meeting you for the first time.

We don’t want to know only what you do and what it costs. We want to know your company’s values; what makes it tick. You’ll be surprised how talking through this helps you understand who you are as a company.

We’ll also ask some of your customers why they chose you and not a competitor. 

Listening to them will tell you what your brand is. (Remember, your brand is what customers think you are.) And your current customer base might see things in you that got them to choose you — things about you you’re not even aware of.

So helping you define your brand is a two-step process. 

We’ll determine how you want your customers to perceive you, and we’ll find out how your customers see you now. 

Determining your brand identity is the first step in shaping it, and the very important first step in moving forward with your digital marketing strategy.