Brand identity
Brand identity
The foundation
for a strong &
recognizable brand
& recognizable brand
A strong brand identity is much more than a great logo or a well-designed website. It’s the sum of everything that makes your brand recognizable, credible and meaningful to customers and employees alike.
We approach brand identity as a holistic experience: a combination of strategy, visual identity and emotional resonance. When it all comes together, it creates the magic that makes a brand stand out and differentiate itself in the marketplace.
Writer
10/10/2025
Frederik Bjerre Andersen
Brand Strateg
fa@brandsurface.dk
What is brand identity?
In short, brand identity is the way your brand presents itself to the world – the visuals, language, tone and values you communicate through everything you do.
But while many people think of brand identity as the graphic expression, the term covers much more than that.
At Brandsurface.dk we define brand identity as:
“The total experience of a brand – visual, linguistic and emotional – created through strategic and aesthetic choices that convey the company’s core values.“
A brand identity is not just design. It’s a strategic narrative that strengthens both the internal culture and the external perception of the brand.
Why is brand identity important?
A clear brand identity creates recognizability, trust and loyalty – three key elements of any strong market position.
Without a clear identity, the brand risks appearing unclear or inconsistent. This can create doubt among customers and weaken brand credibility.
A well-defined brand identity can therefore often create three things:
Creates recognizability
When colors, typography and tone of voice are consistent, the brand becomes easier to remember – and easier to choose again.
Builds trust
A consistent identity signals professionalism and quality. Customers feel safe with a brand that knows who it is.
Differentiate yourself
In a market full of competitors, it’s not the product alone, but the experience around it that often makes the difference. A strong identity shows why you are unique.
In a nutshell: A brand identity is not just a business card. It’s a promise.
It's important to distinguish between brand identity and visual identity and understand how they are connected. Brand identity is the overall experience and narrative of the brand.
The visual identity is the aesthetic expression that makes the story visible and recognizable. You could say that brand identity is the soul, while visual identity is the face.
One cannot be strong without the other. A well thought-out design without a solid strategic foundation risks being empty, while a strong strategy without a visual imprint can struggle to resonate.
How to create a brand identity
Developing a brand identity requires insight, strategy and creativity. At Brandsurface.dk, we work from a process that combines analysis, design and implementation. The goal is always the same: to create an identity that both feels right and works effectively – across all media.
1. Strategic foundation
Before the visual design even begins, uncover the essence of the brand: Who are you? What do you stand for? What do you want to achieve – and who do you speak to?
Efforts should be made to analyze the company’s core values and target audience, as well as the market and competitors, as these are relevant parameters to keep in mind when creating or defining brand identity.
In concrete terms, these are elements such as:
- The brand’s core values
- Positioning and differentiation
- Brandets ToV
- USPs & ESPs
2. Visual identity
The visual identity is the most visible part of the brand – and a crucial part of brand identity.
Here the strategy is translated into a visual language that can be seen, felt and recognized.
It’s about colors, shapes, typography, logo, image style and layout principles that together form a coherent expression.
The visual identity should be used holistically and incorporated accordingly. The logo should never stand alone, but it should work with everything from packaging design and packshots to digital communication and POS material.
When there is a common thread between all links, we see a magic that creates trust, authority and professionalism.
3. Branded Tone of Voice
Brand identity is as much about how the brand communicates.
Linguistic style and tone shape perception as much as visual expression.
Is your brand serious, playful, approachable or innovative? The way you communicate should reflect your personality – and be consistent across platforms.
4. Implementation and consistency
A brand identity only has value when it is used correctly. That’s why we create guidelines and brand manuals that make it easy for employees and partners to stay on track.
Consistent implementation creates confidence and recognizability – both internally and externally.
5. Maintenance and development
A brand never stands still. It needs to be adjusted as the company evolves or the market changes. That’s why we help many customers continuously update and develop their brand identity to keep it current and relevant.
What does a strong brand identity feel like?
When a brand identity works, you can feel it. It feels real, consistent and trustworthy – whether you see it on packaging, a website or a social media post. Customers experience it as a whole. Employees experience it as pride. And the company is seeing the results. This is where a brand identity goes from being design – to becoming business.