Brand Out Loud Topic 1: Brand Identity

Whether you're launching a new project, growing a business or trying to engage new audiences, a strong brand identity is one of the most effective ways you can cut through the noise. It helps people recognise what you do, builds trust and makes it memorable.

Building a brand identity that stands out

Brand identity goes beyond just a logo or colour palette. It’s a combination of your visual style, messaging and values – and when done well, it creates a consistent and memorable experience across everything from signage to social media. A clear creative strategy brings all these elements together and helps give your ideas real impact.

What is creative strategy – and why does it matter?

A creative strategy is a long-term plan for how you present your brand or initiative. It includes your tone of voice, design approach, visual language and messaging style – all the ways you communicate with your audience. With a strong creative strategy in place, every customer touchpoint feels aligned and consistent – whether someone is visiting your website, attending an event or interacting with your products or services.

Without a strategy, your messaging can end up feeling inconsistent or unclear. It also can help you decide what to say, how to say it and where to say it more easily.

Four foundations of a strong creative strategy

1. Create the vision
   Start with a clear sense of purpose. What kind of experience do you want people to have when they come across your work? What values or emotions should they associate with what you’re offering? A strong vision gives you direction and helps you shape the right creative approach.

2. Align the message
   Consistency builds credibility. Whether you’re writing a social media caption, putting together a flyer or updating your website, the tone and language should reflect the same personality. Take the time to define your voice – whether it’s playful, polished, bold or understated – so that your identity feels distinct and intentional. Creating a ‘persona’ that represents your brand can be helpful.

3. Choose the right channels
   Not every platform or format will be right for your audience. Think about where and how you want to connect with people – maybe that’s digital content, in-person activations, printed collateral or temporary installations. Your strategy should reflect the channels that are most likely to work for you, based on the profile of your intended audience.

4. Manage and adapt
   Creative strategy isn’t something you set once and never touch again. It should evolve as you learn what works – whether that’s through engagement, visibility or feedback. Make time to review and refine your approach so it stays relevant and effective.

Brand identity: making it real

Once your strategy is in place, brand identity is how you bring it to life. It’s the outward expression of your vision – through visuals, words and design. When done well, it helps people have an emotional response and remember your brand long after they’ve come across it.

Some key parts of brand identity to consider:

Brand story
This isn’t just your history – it’s the narrative that communicates your values, purpose and personality. A compelling story helps people connect with what you do and understand why it matters.

Positioning
What makes you different? Positioning helps you define what sets your brand apart and why someone should choose to engage with it. Maybe it’s innovation, creativity, inclusivity or quality – whatever it is, make sure the message is clear and honest.

Look and feel
Your visual identity – colours, fonts, imagery and layout – influences how people perceive you. It should reflect your overall strategy and work consistently across different platforms and materials.

Design and collateral
This is where your strategy turns into something tangible – from logos and signage to social media assets and printed materials. Whether you’re working with a designer or doing it yourself with online tools, aim to create a presence that feels unified, unique and recognisable.

Example: Neon Town

Neon Town is a fictional example that brings these ideas together. It features three businesses in the same shopping precinct: a neon-lit yoga studio, a record store and DJ space, and an art-inspired bar. Each one had its own identity, but they came together to develop a shared creative strategy.

They crafted a brand story centred around nightlife, creativity and sensory experiences. They aligned their tone of voice, co-hosted events, and built a visual language that connected them. As a result, they attracted more attention, reached a wider audience and supported one another’s growth – all while staying true to their individual offerings.

Practical next steps

• Write a one-paragraph description that clearly explains what your initiative or business is and why it exists.

• List three words that describe the tone and personality you want your brand to have.

• Audit your existing materials – website, social media, flyers – and check for consistency in message and style.

• Identify 2-3 key channels to focus your creative energy (e.g. Instagram, posters, word of mouth).

• Collect or create reference images that reflect the visual identity you want to develop.

Summary – Brand Identity

A strong brand identity helps you show people who you are and why they should care. It’s built on a clear creative strategy and expressed through consistent messaging, thoughtful design and a strong sense of purpose. By defining what makes your work unique – and communicating it with intent – you can increase your visibility, build trust and make a more lasting impact.

 Read more of the Brand Out Loud series

This article is part of an impactful series designed to help you plan, develop and deliver creative campaigns that connect with the right audience:

• Brand Out Loud: a creative strategy series for getting noticed

• Brand Out Loud Topic 1: Brand Identity (this article)

• Brand Out Loud Topic 2: Creative Briefs

• Brand Out Loud Topic 3: Creative Assets

• Brand Out Loud Topic 4: Getting your campaign live