sebastian lochbronner

Brand identity - What does your brand stand for?

What actually is a brand identity? Brand identity expresses what a brand stands for. It describes the core of your brand from your perspective as the brand owner. You use it to describe all the characteristics...
October 8, 2020

What actually is a brand identity? The Brand identity expresses, what a brand stands for. You describes the core your brand from your point of view as the brand owner. You use it to describe all the features that make your company special and unique and set it apart from the competition.

The brand identity represents the cornerstone of every successful brand and shows which image is to be represented. Building a brand identity is therefore a fundamental factor for a long-lasting brand positioning in the competitive market. Your targeted customer group will associate your brand identity with your offering, build a connection and ultimately generate satisfied repeat customers.

Why are certain brands so successful? They are based on a clearly aligned identity, create a positive external impact and identification, which makes long-term customer loyalty possible.

And that Design your brand identity? This gives shape to your business.

Building a brand identity

How do you design a strong brand identity, what steps are necessary?

Your brand identity makes you unmistakable and instantly recognizable to your customers. Your product or service is associated with the positive image you show of your company.

But to achieve a certain image among customers, of course, requires some work.

Markenidentität wofür steht deine Marke

Brand Identity - What does your brand stand for? (Illustration by Dmitry Nikulnikov from Icons8)

And so a fundamental building block of your brand identity is design.

Design includes your logo, your web design, your graphics, your packaging, your social media presence, your business cards, or even your employees' work clothes. If your design fits, then your brand identity also represents the statements and content that are important to you as an entrepreneur.

You should work with a designer or agency to bring your brand identity to life. Together, you can then transform your brand into concrete design content that you can use to launch your marketing campaign. Which design elements are important then also depends on the nature of your company or product. For example, as a design agency, we need to focus more on our web presence, while a restaurant, for example, is more concerned about premises or the menu.


Your logo is a central part of the brand identity and therefore very important. A logo is comparable to a face. We recognize people by their face and use it to draw conclusions about the personality of our counterpart. And ultimately, it is the face that gives us a first impression of whether we find someone pleasant and nice or unsympathetic and threatening. Your logo should stand as an image for your brand's values and content, focusing on a core message. It is also important that it visually appealing must be and yet should be simple and clear design. It must also not be too fancy. Otherwise it might be out again in a few months. Ultimately, it has to resonate with your customers and leave a lasting impression.


Without a well-structured and functioning website, it is no longer possible. Almost all customers find out about you and your offer in advance via your Internet presence. So you have to make full use of this tool.

Product packaging

Especially in the area of product packaging, design is often the key to success. And that applies to everything from the look of a coffee package to the shopping bag to the design of an appealing customer email. This enhances the shopping experience of your target audience and that keeps them coming back to you. The design possibilities of business cards or workwear could also be mentioned here.

Strategic brand analysis

A strategic brand analysis examines all the essential building blocks of a brand. What makes my product/service special, how can I differentiate myself from the competition? This analysis also focuses on the target group. I look at my customers (trends, consumer behavior), my competitors (image and strategies) and my own strengths and weaknesses in order to use the results to align my brand identity more efficiently.

Examples of successful brand identities

An effective brand identity must generate trust and sympathy among consumers. Brands that deliver what they promise are well received. This then also has an effect on their recognition value. What gives you wings? Who wouldn't know the answer? Red Bull has consistently shown in its entire advertising spectrum that this energy drink makes you fit and strong. The result is a positive and stable brand image.

But it doesn't always have to be a global corporation that you can take as an example. Let's take the restaurant from Schwabmünchen for instance Germar's Best Burger and Pizza. In a very short time, this restaurant, which has since become an insider tip, has made a name for itself. The successful brand identity is based on a target group-oriented logo and fresh design, which has been consistently applied to the menu, the design of the premises and facade, the clothing of the service staff and the vehicle livery of the delivery service. This is rounded off with a tasty Internet presence - completely in the sense of the delicious burgers.

Or let's look at the V.M.P Vermögensmanagement GmbH with the motto "Fair always comes first!" from Neusäß. The website and social media channels give clients a positive image of a dedicated and competent team that gives 100 % for its clients. Expertise, commitment and success are reflected in the rapidly growing client base.


Your brand identity should highlight your unique selling proposition, strengths and advantages. It should make you competitive and successful in a highly competitive market. Your customers should know who you are and what you can offer them. For you, your brand identity is your flagship, for your customers it is a decision criterion.

Image: Photo by Min An from Pexels

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Sebastian Lochbronner
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