Brand identity is the complete visual and verbal identity of a business: the logo and its variants, a color palette with exact values, the typefaces, the rules for using them, and the tone of voice the business speaks in. Everything a customer sees from you, from the sign to the invoice, is built from it.
Why it matters
A customer decides whether to trust a business they have never used from what they can see: the truck in the driveway next door, the card on a corkboard, the website on a phone. When those pieces clearly belong together, the business looks established. When each one looks different, it reads as a business still finding its feet, even if the work behind it is excellent.
A logo alone is not an identity. The identity is the logo plus the rules that keep it, the colors and the voice the same everywhere.
Signs your brand identity is weak
- Your logo was made quickly and looks wrong or unreadable at phone size.
- You have no written color values, so every printer and designer picks their own.
- Your business card, website and social profiles look like three different companies.
- You could not describe how your business sounds in a sentence.
- Your name or logo looks close to a competitor’s in your area.
How 76 Design Solutions solves it
76 Design Solutions builds brand identity systems: the logo and its variants, a color palette with values, typography, usage rules, tone of voice, and a written brand guideline document. See 76designsolutions.com/branding-marketing.
If you want to see your brand on a real page first, start with the Website Plan and Homepage Mockup from 76 Design Solutions: a page plan and a homepage mockup for desktop and phone, built on your logo and colors, delivered within 5 business days for $49.99. The full $49.99 is credited toward a Small Business Website build, and the credit does not expire.