Your Brand is the Face of your Company

“Your brand is the single most important investment you can make in your business.” 

Steve Forbes

Your brand identity is more than a logo and a name. While the style of your brand is definitely a key factor, what it represents for your company is what matters. Having a well established brand identity conveys the quality of your company, builds loyalty and trust, and differentiates you from your competitors. 

Ashley Garland, one of our graphic designers, is here to shed a few words of wisdom on why your brand identity is important.


We have always been told to never judge a book by its cover, however, most of us don’t play by that rule. We can’t help it, and neither can your clients. That is where the importance of your brand’s visual identity comes into play. You may ask “What does your brand’s visual identity include?” Well, visual identity includes your logo, colors, brand elements (shapes or accents associated with your brand), and graphics (pictures & illustrations). All of these things paint a literal picture of your brand to the client. They showcase your message, your intent and convey a sense of trustworthiness, building a relationship with your client before you even get to see or meet them.

Consistency & Standing Out

Keeping a consistent style shows that you know how to keep things organized. If you can keep your style consistent, your promise and quality of service will be as well. It also keeps you recognizable to your clients, helping you stand out from the rest of your competitors. For example, if you were to search “photography company logos” in Google Images, you are almost certain to have a smorgasbord of logos with a camera. While this is helpful to immediately identify what that company is about, it doesn’t exactly help them stand out from the rest, now does it? Simplifying a camera to one circle within another to focus on the lens is an easy way to cut out the popular choice and still show what you’re about. Keeping it consistent within your brand is one thing. You don’t have to match the rest of the businesses within your industry.

Not only does your logo need to stand out among the rest, your entire brand identity does as well. The colors you use not only need to have meaning, but they need to catch the eye of potential clients. For example, green can represent money, but have you seen how Disney uses green? It is consistent with every villain in the Disney universe. Have you noticed how a good amount of fast food restaurants use red in their branding? Red is actually used to increase the appetite of a potential customer, luring them into the restaurant. Now, let’s combine the two, red and green. You think of Christmas, right? Colors alone speak to a client in a number of ways. It’s up to you to decide what they say.


Your brand identity also shows the perceived quality of your business. Take Starbucks, for example. There are plenty of brands that match the quality of Starbucks, but their brand identity puts them at the top of the list for a lot of consumers. Why? Their brand showcases a well brewed cup of joe and stands behind it every step of the way. You get what you pay for, right? Their brand identity makes the consumer perceive them as better quality by making them seem like they stand above the rest. 

The same can go for BMW and their marketing. It is the same product as every car manufacturer, but they market themselves to be better than their competitors by focusing on what they add to their vehicles, their elegance. Focusing on what you do best will help you shine a little brighter.

Building Loyalty

When your brand identity exudes a sense of personal pride, your clients will too, increasing your profit. What is your brand’s tone of voice? Is it professional? Does it show off that you know exactly what you’re talking about? 

Apple, for example, has one of the most loyal customer bases to ever exist. Have you ever witnessed a conversation, if you can call it that, between an iPhone user versus an Android user? Apple’s customer base will fight to the end, attempting to convince the rest on why they are the best. Their branding lets their products speak for themselves, showcasing them in elegant ways. Because of this, they are able to price their products much higher, and still have people willing to pay for them. With an investment in a strong brand identity, you are more likely to have a brand that people are going to remember and stand behind. Personal pride goes a long way and also increases your chances at a higher profit. Who doesn’t want that?

We’re Here to Help

Interested in taking your brand identity to the next level? Kalli Collective is here to help. We know that your brand identity is important and can be difficult to maintain on your own. We have professionals in the field working to help you every step of the way. 

Still have questions on how to boost your branding game? Contact Ashley at .