Where and How to Start Building a Brand Identity

The way we build brands has changed dramatically in recent years.

Traditionally, companies relied on local presence and word-of-mouth—networking events, community sponsorships—to establish themselves. While effective, these methods are slow to scale and limited in reach.

Today, digital platforms and global access have transformed brand-building into a more dynamic—and essential—process. Yet before diving into logos, colors, or campaigns, ask yourself: Where and how do you actually start?

Does your brand speak for itself?

Step 1: Begin with Your Foundations

Every strong brand starts with clarity. Define your mission and intentions. What values and emotions should your brand carry?

Offer consistency across every touchpoint—from messaging to visuals—to anchor your brand’s identity. A robust identity isn’t optional—it’s integral to brand strategy. (Source)

Step 2: Define Your Audience

Instead of trying to speak to everyone—which dilutes your message—create a detailed persona. Ask:

·       Who are they (age, income, lifestyle)?

·       What do they consume?

·       Where do they seek information?

·       What motivates or frustrates them?

The clearer this picture, the more your identity resonates. After all, “there are riches in the niches.”

Step 3: Understand Habits and Behaviors

A 25-year-old with modest income won’t respond the same as a 45-year-old entrepreneur. Dive deep into:

·       Media consumption habits

·       Preferred platforms

·       Visual and verbal preferences

This is where tools like mood boards, surveys, and customer interviews are invaluable.

Step 4: Choose Your Medium and Presence

Being visible, searchable, and credible online is no longer a bonus—it’s expected. Pick one core content medium (blog, video, podcast, short-form), and show up consistently. Then, repurpose content across platforms for efficiency and coherence.

Step 5: Test, Listen, and Evolve

Brand identity isn’t static. As your customers evolve, so must your brand. Use surveys and feedback to stay relevant. Flexibility ensures longevity.

Step 6: Build Credibility and Trust

Proof matters. Incorporate testimonials, case studies, and real stories. Even when audiences don’t know the person behind the praise, relatable success speaks volumes.

Think of credibility as the bridge between awareness and loyalty: people may notice your brand once, but they will stay only if they believe in it.

Why Strong Brand Identity Pays Off

·       Strong brands deliver around 20% higher total shareholder returns compared to weaker ones. (Source)

·       Companies with strong brand perception grow twice as fast in revenue as those with weaker identities. (Source)

·       Even a fraction of a second (0.05 s) shapes a user’s impression of your website—and influences their decision to stay or leave. (Source)

·       Visual consistency and recognition—like Apple’s minimalist look or Starbucks' familiar aesthetic—build trust and help you charge a premium. (Source)

A Creative Spark: The Story Behind Louboutin’s Red Soles

Sometimes a brand-defining moment comes from a flash of creativity.

In 1992, Christian Louboutin was reviewing a shoe prototype inspired by Andy Warhol’s Flowers. Everything seemed right except for the sole—it looked too heavy and black. At that moment, his assistant happened to be painting her nails in bright red. On impulse, Louboutin grabbed the nail polish and painted the sole. Instantly, the shoe “popped”—and that red underside became his signature. (Source: Glamour)

As he later recalled: “Then it popped, and I thought, This is the drawing!” (Source: The New Yorker).

That bold flash of red turned into one of the most recognizable trademarks in fashion, proving that a single creative decision can shape an entire brand identity.

Final Thoughts

I’ve always been a checklist kind of girl, and building a brand works the same way. Having guiding steps you can return to keeps you grounded as your brand grows. The core identity stays true—yet stays alive with new ideas and improvements. Building a strong identity takes time, effort, and above all, truth. By truth, I mean truly reflecting on what your product or service stands for—not just what you like, or what you think people might like, but the real idea behind it. That’s where authenticity begins.

And authenticity isn’t just about words—it’s also about inspiration. Don’t be afraid to tear pages from magazines, print elements that resonate with your vision, or create boards you can look at every day to confirm what truly matters to your brand. Go beyond the obvious. Explore content online, but also in nature, in cities, in museums. Inspiration is everywhere if you train your eyes to see it.

As a young fashion designer, I was taught this lesson early. My director always reminded us not to rely on one “ultimate” source like Italian Vogue, but instead to open our minds to every possibility of inspiration. Whether it was designing a clothing collection or creating perfume bottles, the exercise was always the same: think, rethink, and question. Who is this for? How will they receive it? How can we make it feel undeniable?

This mindset applies to any brand, product, or service. The strongest identities are born not only from structure and consistency, but also from curiosity, openness, and a relentless commitment to meaning.

Key Takeaways

• Start with clarity: Define your mission, values, and intentions.

• Know your audience: Create personas and understand behaviors.

• Be consistent: Show up regularly on one core content medium.

• Evolve wisely: Adapt your identity as your audience grows.

• Build trust: Use real stories and testimonials.

• Strong identity = stronger results: Expect ~20% better shareholder returns and 2× faster revenue growth.

• Small creative sparks matter: Louboutin’s red soles—born from nail polish—are now iconic.

• Leaders matter: A CEO’s personal brand shapes perception, trust, and success.

In my next article, I’ll dive into iconic examples of strong brand identity — from Tiffany’s timeless blue to Apple’s minimalist universe — and why these brands have truly nailed it.