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How to Elevate Your Business through Strategic Brand Identity Design

by Arianne Foulks

August 8, 2023
Custom brand identity for Paper Mundi designed by Aeolidia.
Custom brand identity for Paper Mundi.

Your brand identity is the heart and soul of your business. It’s how you convey your values, mission, and unique personality to your target audience. Having a solid, professional brand design makes your marketing efforts more effective which can provide a great return on your investment.

Tote bag design for personalized period packages
Tote bag design.

A well-crafted brand identity does more than just attract customers — it fosters loyalty and builds trust. A brand identity that resonates with your audience can lead to increased brand recognition, customer loyalty, and even higher perceived value for your products or services.

Our process

Benzie Design - brand styleguide for craft and felt supplies store.
Brand style guide for Benzie.

To create a compelling brand identity, we start by delving into your brand’s core values and mission. What sets you apart from the competition? Who is your target customer? Once we’ve established these foundations, we develop a cohesive visual identity that includes your logo, color palette, typography, and design elements. Consistency across all touchpoints, both online and offline, is key to making a lasting impression.

Strategic brand identity design is more than just a logo

Maker + Stitch - storefront and branding design for a brick and mortar knitting shop.
The Maker + Stitch shop in Colorado, with our signage design.

Our clients often come to us with part of their identity nailed down, as they’re usually creative types, or even designers themselves. Maybe their tone of voice (particularly true of bloggers!), their style, their ideal customer, their gorgeous photography. We then build on that, picking up where they left off, and supporting them in making sure that their identity reaches to all that they do. Brand identity can include any (or all) of the following:

  • Logo (multiple versions)
  • Color scheme
  • Font families
  • Illustrations and patterns
  • Photography styling
  • Marketing materials, signage, business stationery
  • Packaging design
  • Tone of voice for writing
  • Business stationery design
  • Social media marketing graphics

The importance of strong print and packaging design 

Packaging design for an e-commerce baby brand
Packaging design for an e-commerce baby brand

In a digital age, the tangible aspects of your brand, such as print materials and packaging design, hold a unique power to engage and delight your customers. Strong print and packaging design can leave a lasting impact, turning everyday interactions into memorable experiences.

Balanced Bites tote bag with their secondary logo.
Balanced Bites tote bag with their secondary logo.

Print materials, from business cards to brochures, allow you to put your brand directly into your customers’ hands. Thoughtful design and high-quality materials showcase professionalism and attention to detail, enhancing your brand’s credibility.

yarn gauge design
A custom-branded yarn gauge design for Knitting Bee’s customers.

When it comes to packaging design, the possibilities are endless. Whether it’s the unboxing experience or the visual appeal on store shelves, your packaging speaks volumes about your brand. Incorporate your brand’s story and values into the design, creating an emotional connection with your customers.

Cashmerette - sewing patterns and business card design for a plus size sewing brand moving from WordPress to Shopify.
Sewing patterns and business card design featuring the logo and brandmark.

Consistency in design across digital and print platforms reinforces your brand identity and fosters a sense of cohesiveness. Striking the right balance between aesthetics and functionality is essential to captivate your audience and make a lasting impression.

Rebranding for success: the Indigo Ember story 

Custom Shopify website design for an engraved wooden gift brand.
Custom Shopify website design for an engraved wooden gift brand.

Real-life success stories often provide valuable insights, and the journey of Indigo Ember is a perfect example. 

Through careful analysis and a fresh perspective, the brand underwent a comprehensive transformation that included a new name, logo, website, and product photography. 

We heard from Patricia immediately with her first impression:

“I’m without words because it’s perfect.”

This successful rebrand not only led to increased sales but also elevated Indigo Ember’s overall presence. The key takeaway from this story is that rebranding isn’t just about a visual facelift—it’s about reinvigorating your brand’s essence and aligning it with your current business goals.

Photo of wooden coasters and a table set for tea.
Product photography for an engraved wooden gift brand.

Our work is strategic, completely custom, data-driven, and entirely goals-based. We like to get involved when we know our work can cause exponential growth. If you’re at that tipping point, we’re your team for strategic brand identity design.

Benzie Design Case Study

Brand Design Webinar - Benzie Design

Behind the scenes of a brand identity for a wool felt shop. Owner Renae loved her logo so much she embroidered it!

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