Custom Graphic Design & Brand Identity

Just like your personal identity makes you uniquely you, your brand identity is the special sauce for your business that sets you apart from every other Tom, Dick and Harry, Inc. on the block. And your brand identity design? It’s what shapes your company. But what exactly is brand identity? What does it have to do with design? And how do you shape a strong brand identity that takes your business to the next level?

What is Brand Identity & why is it important?

Brand identity is the collection of all elements that a company creates to portray the right image to its consumer. Brand identity is different from “brand image” and “branding,” even though these terms are sometimes treated as interchangeable. The term branding refers to the marketing practice of actively shaping a distinctive brand. Brand is the perception of the company in the eyes of the world. Let''s dig a little deeper. Let''s say you are a middle school student. As an awkward pre-adolescent, you want to be perceived as cool and get invited to sit at the best table in the cafeteria. But you can't just force other people to have that image of you. In order to develop this brand, you need to do some work. Sign up for our free, 7-day email course and learn to build the perfect brand identity. We'll also send you creative tips, trends, resources and the occasional promo (which you can opt-out of anytime). By completing this form, you agree to our Terms of Service and Privacy Policy. This site is protected by reCAPTCHA and the Google Privacy Policy and Google Terms of Service apply.

So you make sure you watch the right YouTube channels so you always know the latest meme. Maybe you start working on your free throw. And cultivating on an impression of Mr. Archibald, your science teacher. These actions are the work you're putting towards develop your desired image; they're your branding. Finally, you need to make sure you look the part. You save up your money to buy the new Adidas shoes everyone covets. You get a new haircut. You try out for (and join) the basketball team. Those tangible elements—the shoes, the haircut, the team membership—that's brand identity. Your brand identity is what makes you instantly recognizable to your customers. Your audience will associate your brand identity with your product or service, and that identity is what forges the connection between you and your customers, builds customer loyalty, and determines how your customers will perceive your brand. Ultimately, your branding impacts your financial success and there's data to prove it. In a survey that we at 99designs by Vista conducted, the majority of small business owners (86%) reported that visual branding is important to their overall business success, with 78% saying it significantly contributes to their revenue growth1.

The General Assets of a Branding Package

A Logo

Your logo is your first and most crucial branding investment. It is the face of your company, its foundation, and its cornerstone. This is the representation that your customers will remember you with. Make sure to make it as uniquely yours and as memorable as you possibly can.

Style Guide

After having your logo designed, you need a style guide to make its use consistent whatever the platform it lives in. Also known as the brand guidelines or branding standards, a style guide is where everyone will refer to when working with your company’s branding.

Email Templates

Email templates, whether for communication or marketing, also need to reflect your branding identity. Having this included in your branding package shows consistency and always being on-brand.

Business Cards

While some may think that business card design is a thing of the past, it is still an effective marketing tool. They’re easy to hand out and will stay with the recipient long after an ad banner has gone.

Social Media Graphics

Templates and social media graphics for use on all of your platforms is a good idea. Having these will ensure that your marketing campaigns and strategies stay consistent with your branding identity.