brand identity

Building Online Brand Identity

“Brand” and “logo” are frequently used interchangeably. However, while a logo can be a business’s sign, it is not the sum of a brand. Having a powerful brand identity begins the moment you start creating or ideating logo designs.

With millions, if not billions, of businesses vying for attention, having a strong brand has become critical for businesses to distinguish themselves from their competitors.

If you’re creating your first brand identity for a client or your own company, it’s critical to first understand what a brand is and what it takes to create one.

Let’s look at some great examples of brand identities and how to make your own (ref – Canva).

What is brand identity?

A brand identity comprises what your brand says, your values, how you explain your product, and how you want people to feel while interacting with your firm. Essentially, your brand identity is the company’s persona as well as a promise to your learners or customers. It is very important for selling courses online.

The term “brand” was initially used to refer to the mark that had cattle and  “branded” their livestock. Currently, the concept of a “brand” has experienced a huge change and includes much more than a name or a symbol.

A brand is a feature — or group of features — that differentiates one company from another. A brand often includes a name, tagline, logo or symbol, design, brand voice, and other elements.

The component of branding that focuses on your brand’s personality, as well as the ideals you transmit to clients, is called brand identity.

According to Wayfair’s Senior Brand Manager, Jared Rosen, “Finding the proper logo to put on coffee cup sleeves or hang above your front door is only one aspect of brand identity. It’s all about developing a personality that highlights the key parts of your brand’s DNA. Today’s most compelling brand identities span digital platforms, in-person interactions, and even naturally chat with real customers.”

Finally, long after you’ve made the sale, your product will leave an effect on your customers. The process of shaping that perception is known as brand identity.

Let’s look at a few examples to better comprehend this notion.

Strong Brand Identity Examples

When you hear the term Coca-Cola, you undoubtedly think of its famous logo.

However, you may recall the polar bear, the color red, the “Share a Coke” promotion, or the traditional ribbon-like artwork featured on its cans. Coca-Cola’s brand identity comprises two elements:

  • The brand identity of Coca-Cola begins with a crimson logo in script type. The red color inspires confidence in those who consume Coke, while the script typeface is all about fun. Coffee, for example, is a beverage consumed before going to work in the morning. Coca-Cola is a drink that you enjoy in the afternoon. This is the “face” of the brand.
  • Coca-Cola prints its logo on a distinctively shaped bottle (no other beverage has bottles that look exactly like it). This assures clients that they are not receiving an imitation, but rather a genuine article. In this way, the brand gains credibility and trust.

Hustle & Hope Greeting Cards

Hustle & Hope is a company that sells more than just greeting cards. Their stationery and greeting cards address more tough issues like job hunting and personal development. The cards are intended to “level up” the recipient in some way by combining simple inspirational messaging with a code on the back of the card that connects to digital information and tips.

Ashley Sutton, the firm’s founder, always wanted to create a stationery company, but after working in some of the world’s largest corporations, she became enthusiastic about empowering individuals to be their best professional selves. That’s when she had an inspiration that would eventually serve as the foundation of what distinguishes her company: “Why not offer cool greeting cards AND aid people?”

  • All the paper goods have trendy, bright graphics that stand out from the page, as well as statements that go beyond typical well-wishes.
  • The novelty of scanning the code leaves an impression, both on the product and with its purpose to push an idea home.


POP Fit has a lovely brand with vibrant pinks, purples, and yellows, yet it isn’t even the most prominent aspect of their brand identity. One of the most striking aspects of this company is the bold representation featured in all of its marketing. “POP Fit Clothing was created on the idea that representation, inclusion, and body positivity are important in both fashion and media,” according to their website. This is why their sizes span from XXS to 4XL and include trademark four-way stretch fabric.

  • POP Fit’s advertising promotes diversity by portraying women of color, wheelchair users, and people with different body kinds. Their photographs are also not retouched, allowing them to show off their different models truthfully and courteously.
  • Their solutions address major concerns in the athletic apparel business, such as size issues, a lack of pockets, and transparency or rolling while performing squats and other activities.


Asana’s aim is “to help humanity thrive by making it easy for the world’s teams to collaborate.” The creators started at Facebook, where it was evident that they required project management and collaboration solution to allow teams to collaborate more fluidly.

“Asana” alludes to a specific stance in which yogis sit in Sanskrit, and the firm name pays homage to the Buddhist ideals of attention and flow. This, along with their ideals of “creating big things quickly” and teamwork, is reflected in their visual brand:

  • Asana makes extensive use of white space for concentration, with bursts of color to “inject energy” into the workspace.
  • The three dots of the logo are grouped in a circle to represent balance and teamwork.

Creating a distinctive brand necessitates the constant use of text, color, imagery, and language, but it is well worth the effort. When customers instantly understand who you are and what you stand for based just on a logo, you’ve gone beyond a name and a symbol.

Stay tuned with Teachmore for informational bogs.

Suggested Read: Building Brand Identity for Online Learners Community

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