Digital brand identity: keys to stand out from the competition

What is digital brand identity?  

It is the set of visual, emotional and communicational elements that a company uses to present itself and mark a difference with the competition. It includes aspects such as the logotype, tone of voice and company values.  

In sum, it is the way in which a brand is perceived and recognised in the marketplace.  

What are the benefits of having a brand identity?  

Achieving a strong brand identity is essential in several respects. Firstly, consistency in the use of logos, colours and typography allows consumers to easily identify and remember the brand. This recognition is crucial in a saturated marketplace where brands are constantly competing for consumer attention. 

In addition, visual and communicative consistency projects professionalism and reliability, which increases consumer confidence in the brand.  

When a brand maintains a consistent image, consumers tend to trust it more, which implies greater loyalty. This not only translates into recurrent purchases, but also into recommendations to other potential customers. 

A well-defined identity also helps differentiation. Properly executed, it allows the brand to stand out from its competitors, capturing the attention and interest of the target audience. 

Finally, a well-aligned brand identity facilitates clear and effective communication. When all brand elements are in sync, the message conveyed is more powerful and understandable, which strengthens the connection with the audience and improves the overall perception of the brand. 

But what are the brand elements? We tell you below. 

Key elements of brand identity 

To build a strong and coherent brand identity, it is essential to focus on certain key elements that together reflect the essence and values of the brand. Among them, the following are differentiated: 

1. Visual: these include the logotype, colours or typography. These are the most recognisable elements of a brand. A strong brand is one that can be recognised at a glance by a piece of the logotype or by a characteristic typography.  

2. Comunicative: both the slogan and the tone of its spokespersons can generate public affiliation based on a coherent and differentiated discourse. 

3. Customer experience: the brand identity should not only seek recognition in the market but also offer an optimal service that customers value and become brand ambassadors.  

Now that you know the key elements for building a good brand identity, here are the steps to follow.  

Steps to build a brand identity 

To develop a coherent and attractive brand image, it is necessary to follow certain strategic steps such as the following: 

1. Set the mission and values: establish the brand's mission, vision and core values. These principles will guide all branding decisions. 

2. Market research: understand the market, competitors and target audience, including trend analysis, customer needs and points of differentiation. 

3. Develop the brand identity: decide how you want your brand to be perceived. Some aspects that must be defined are the tone of voice, communication style and the image you want to project. 

4. Create the visual elements: design the logotype, choose the colour palette, select the typography and the overall visual style. These elements should be consistent and reflect the brand values. But they must also be distinctive and scalable to adapt to the digital world. 

5. Develop a slogan: create a short, memorable phrase that captures the essence of the brand. If your slogan is easy to remember, the audience is able to recognise the brand without having to mention it directly. BMW's ‘Driving pleasure’ or Disneyland's ‘Happiest place on earth’ are examples of slogans that have achieved almost universal recognition. 

6. Establish brand guidelines: document all branding decisions in a brand manual. How to use the logo, colours, typography and tone of voice in different contexts. 

7. Apply brand identity: implement brand identity across all touch points, such as the website, social media, product packaging and advertising. 

8. Check and adjust: regularly assess how the brand is perceived and adjust as needed to maintain consistency and relevance. 

Learn about the AirBnb case 

To build a strong and recognisable brand identity and image, as Airbnb has successfully done, it is essential to follow a well-defined strategic process. The following are the key steps in their brand development: 

1. Mission, visión and values: Airbnb's mission is to ‘create a world where anyone can belong anywhere’, reflecting values of hospitality and community to make travellers feel at home anywhere. 

2. Market research: Airbnb identified that consumers craved authentic experiences, a need that traditional hotels were not meeting. This allowed them to focus on providing a local and unique feel. 

3. Brand identity development: the brand is presented as friendly, inclusive and authentic, with a warm tone and a focus on user experience. 

4. Visual elements: its ‘Bélo’ logo, together with the ‘Cereal’ colour palette and typography, symbolises belonging and global community, adaptable to digital and physical formats. 

5. Slogan: ‘Belong Anywhere’ encapsulates the essence of Airbnb, highlighting the possibility of feeling at home anywhere in the world. 

6. Brand guidelines: Airbnb has a detailed brand manual to ensure consistency in the use of its logo, colours and tone in all its communications. 

7. Application of the brand identity: the brand is reflected in all of its touch points, with an increasing focus on highlighting guest experiences rather than visual elements. 

8. Monitoring: Airbnb monitors the perception of its brand to adjust as necessary, using network monitoring tools and operational checks to safeguard its image and prevent reputational issues. 

You already know the importance of building a coherent and attractive brand image. If you would like to learn more about this topic and other similar content, don't miss our resource section!