Brand identity has always been a critical component of initiating a start-up, but more so in recent years.
With millions of competitors selling the same products and services, it’s difficult to stand out from the crowd, but still possible. A brand could have excellent products, but with little to no brand identity, the target audience would likely go for another option.
Coming up with a brand’s identity, inclusive of everything, isn’t everyone’s forte. On the other hand, hiring a designer for a company’s visual identity alone could cost $100-3000.
That’s a hefty expenditure, but an elaborate brand identity from the start is the recipe for a successful business.
A solid brand identity with a consistent angle can take you places. But don’t take my word for it.
In this guide, I will show you how the top brands have sketched a name in history. If you want to know all about it, keep scrolling!
What is Brand Identity?
Think of your brand as a whole person rather than a company solely selling services or products.
Building on that, each individual has several characteristics that make them unique. Similarly, a brand has various features that collectively configure its identity.
One angle of a brand’s identity is its visual elements, which include logo, color palettes, and theme. However, a brand’s personality is the real game changer that makes one stand out from the crowd.
Let’s discuss this with an example.
Coca-Cola could’ve been another cold drink company competing in the market against hundreds of similar products. However, it became one of the top brands globally with a competitive advantage for the sole reason that it connected with its target audience on an emotional level.
A brand’s identity defines its values and, more importantly, how it communicates with its audience.
This is where it’s a make-or-break deal because your brand identity helps connects with your audience emotionally, instead of a basic ‘just another brand’ relationship.
Plus, it helps your company become a memorable brand in the eyes of your potential customers and retain your clientele.
Famous brands with Strong Brand Identity
Undeniably, if you need inspiration for anything, the first step should be to review the prominent players in the field.
Want to dive into the names that have made a name in the market based on their brand identity? Let’s keep reading!
Patagonia – “Sustainable”
For the first entry on the best brand identity list, Patagonia takes the win, and for a good reason.
With almost five decades in the market, they have established an exemplary brand identity example based on sustainability.
In the world of fast fashion, Patagonia is one of the pioneers in encouraging sustainable outdoor wear through its value proposition. Their brand values reflect not just in their vision and mission statements, but also campaigns and social responsibility actions.
Patagonia continues to attract environmentally conscious explorers by remaining steadfast on their motto – to save the planet by reducing waste and unnecessary consumption with products meant to last.
Apple – “Innovative”
A compilation of the top brand identity examples, and Apple isn’t there? That’s impossible. Their key to success? A consistent brand strategy.
It wouldn’t be wrong to call Apple’s brand strategists masterminds. The company’s style guided focuses on minimalist designs and a neutral color scheme, from its logo to the products.
That’s not all, though; they’ve kept the same strategy for their brand voice, i.e., easy-to-understand communication instead of a tech-savvy angle.
Another compelling element of Apple’s brand identity is its brand archetype and how the elements collectively propel the idea forward. The company falls under the Creator archetype, and its slogan, “Think Different,” reflects its innovativeness, forming the core basics of the brand.
The North Face – “Adventurous”
The North Face is a distinguished outdoor wear brand with a fair share of the market.
But wait… why don’t we talk about what got them here in the first place. Sure, product quality is one thing, but their brand identity shows they know what they’re doing.
The North Face isn’t a name conjured from midair. A lot of thought went behind this business name, originating from the coldest side of a mountain.
Their branding manifests the idea of setting out of their comfort zones and inspiring others to do the same.
The brand’s identity is threaded in its tagline – Never stop exploring, which is further integrated with its brand values and tone.
If you ever come across their website or page, it shows the thrill of adventure and puts the North Face products in them. And that, right there, is a brand identity well crafted.
Kinder – “Happy”
Kinder, a subsidiary of Ferraro, is another brand most people would be able to spot on a shop’s shelf instantly, all thanks to its branding.
The chocolate company is recognizable for its visual identity. Similar products, design, and packaging are some elements attributed to Kinder’s success. However, Kinder’s trademark product, Kinder Joy, is what brought it to the forefront.
The brand takes a two-angled approach as the first chocolate specifically for kids and a healthy choice for parents to consider.
The universal packaging of Kinder Joy’s products with a happy boy forms a global visual identity for the brand, highlighting human emotions to form a connection with its target audience.
Starbucks – “Cozy”
Starbucks has undoubtedly become a premier face of a steaming cup of coffee in the morning. The brand’s popularity goes far and wide, and its branding process has much to do with it.
Over the years, Starbucks has revamped its visual identity multiple times. As of now, the brand has kept its siren symbol, but the new look centralizes a green and white combination.
Straying from the typical “our coffee is the best” slogan, Starbucks has relied on nourishing its customer service.
For this reason, their marketing materials encompass a casual, friendly tone that gives a homely, cozy vibe. And they continue to resonate with new and existing customers by offering comfort through a cup of coffee customized for your tastebuds.
Slack – “Connected”
Long gone are the days when you’d have to send a dozen emails in a day at work. When times were changing, Slack made sure it led the way for a need of the hour: easier communication.
Let’s get one thing straight, Slack, like most companies, hasn’t stuck with one logo for eternity. Instead, they’ve had to revisualize their design theme on multiple occasions.
However, with that said, they have ensured uniformity in their brand guidelines. Taking from the primary idea of staying connected, they’ve tried to create a work environment that’s simpler yet productive.
This strategy expands to their communication, too, based on a casual but straightforward brand voice.
TikTok – “Young”
While TikTok is a newcomer in the social media platforms domain, it has quickly become a raging sensation in this short duration. Whether you’re a fan of it or not, its brand identity is an outstanding example to learn from.
TikTok came into the market for the bored consumer who no longer has the time to read or watch long-form content.
With a clear view of its target market, the brand formed a creative identity aligned with its bite-sized content. Whether it’s the colorful logo or website and social media copies, TikTok has a fun brand image bound to attract the upcoming generations of content consumers.
Not just that, but TikTok advances in the customer experience by exclusively featuring user-generated content, thereby staying true to their young audience and using indirect advertising.
Ferrari – “Powerful”
If you want to know the significance of brand identity, there’s no better example than Ferrari.
Ferrari has had one mission, and that is to be the fastest on the road. Everything, from their prancing horse logo and bold colors to their compelling tagline ‘We are the Competition’, exhibits that they’re not just good at what they do, they’re the best.
The sports car manufacturer has held a dominant position, and its branding completely revolves around a powerful portrayal. Ferrari has never had to advertise, but still has a loyal customer base because of its unbeatable brand strategy and positioning.
Switzerland – “Safety”
You would be wondering if you read this right. No, it’s not a company you never knew about; it’s the country.
Switzerland has made a reputable image in front of the entire world. Besides the country’s progress and policies, Switzerland has worked on bringing forth its values, including quality.
Its red background and white cross are esteemed as a symbol of the country and its consistent progress. Due to the country’s hard work and the formation of a recognizable identity on a global forum, Switzerland has been titled the strongest nation in the world as of 2021.
What are Brand Identity Words?
Brand identity words aren’t rocket science, but simply adjectives that reflect your brand’s personality.
A brand can’t have every personality trait out there, so you really need one core brand adjective and a few supporting traits.
Before you reach out for a dictionary, you won’t need it to piece everything together and outline your brand’s strategy later on.
The best way to figure out your brand’s personality is to list adjectives like trustworthy, adventurous, humorous, masculine, cheerful, etc.
Next, select one that best represents what your brand stands for and how it wants to communicate.
You’ll also need to identify your target market and dive into their mindset at this point.
If you’re selling kitchen appliances and the target market is women 25-40 years old, the ideal brand identity word would be efficient, since they would want appliances that work rather than those with cool designs.
If you have a gist of brand identity words and how to choose them for your brand, you’re ready to move forward!
Ensure that your brand’s visual aspect, tone of voice, typography, and other elements correspond to your brand’s identity.
162 Resonating Brand Identity Words
| A | Adaptive Adventurous Actionable Active Amazing Ambitious Amusing Attractive Authentic |
| B | Beautiful Better Brave Bright |
| C | Casual Clear Clever Colorful Combative Comfortable Cool Cooperative Courageous Creative Credible Curious |
| D | Defiant Delightful Determined Different Dynamic |
| E | Eager Easy Elated Elegant Enchanting Encouraging Energetic Enthusiastic Excited |
| F | Fair Faithful Fancy Fashionable Flexible Fine |
| G | Glamorous Gleaming Glorious Good Gorgeous Graceful |
| H | Happy Handsome Healthy Happy Harmonious Healthy Helpful Holistic Homey |
| I | Inquisitive Imaginative Impactful Impulsive Independent Industrious Influential Ingenious Innocent Innovative Inquisitive Inspiring Intentional Intriguing Intuitive Inventive |
| J | Jolly Joyous |
| L | Lavish Light Likeable Lively Lovely Loyal Lucky Luxurious Lovely |
| M | Magnificent Modern Magical Magnetic Majestic Methodical Meticulous Mindful Modern Mystical |
| O | Outstanding Obedient Optimistic Opulent Orderly Organic Original |
| P | Precious Passionate Peaceful Perceptive Perfect Persistent Plausible Playful Pleasant Plucky Polite Positive Powerful Progressive Purposeful |
| R | Radiant Rational Real Rebellious Refreshing Relaxing Reliable Resourceful Responsible Revolutionary Robust Romantic |
| S | Safe Scalable Secure Serious Smart Splendid Solid Sophisticated Spiritual Strategic Strong Sustainable |
| T | Traditional Transparent Trendy Trustworthy |
| U | Unusual Unconventional Unified Unique Unusual |
| V | Vibrant Victorious Vigorous Vintage Vivid |
| W | Whimsical Witty Wild Wonderful |
Conclusion
Building a brand from scratch isn’t a piece of cake. Before even getting down to work, you need to form the basics, including a solid brand identity. One thing’s for sure, working on a brand’s identity is well worth it!
These brands might not outline the structure of your brand guidelines, but they can be a stepping stone to getting inspiration.
You can learn a lot from these leading companies, whether it’s for educational purposes or to start thinking about a personal brand.
