Brand identity communicates who we are

creare una brand identity iconica

In an increasingly competitive market, consumers are starting to choose products based on the values ​​transmitted by the company and not just the benefits of a particular product. To be successful, a brand must be able to create an emotional connection with customers. Let’s discover how a strong brand identity can become the strength of your business.

Why do I need to take care of my company’s brand identity?

In the past, it was believed that customers only purchased products by evaluating their technical specifications and the benefits that they would derive from them. However, over time, it has been discovered that consumers make purchases more based on the emotional aspect, assessing what the company offers beyond the products themselves. They buy products to identify with the values ​​of a company and to support it. We could take Fairtrade as an example: a brand that prioritizes sustainability and human rights. People are inclined to buy Fairtrade foods in supermarkets, even if they spend more to support more significant causes. It is essential to communicate to our audience who we are, what our principles are, and the promises we offer. In this way, we will attract more and more consumers who identify with our values. To do this, it is crucial to create a solid brand identity that communicates to customers who we are, what we do, and what we believe in!


How to find your own core values and identify the ones that work

Core values ​​define who the company is, what it believes in, and how it operates in the business world. But how do you identify authentic core values ​​that truly reflect the essence of your company?


  • Engage team: involving your team is essential to identify the authentic core values ​​of the company. Organize brainstorming sessions and open discussions to gather ideas and opinions from employees from different areas of the company. This collective involvement helps create a sense of belonging and aligns values ​​with the company culture.
  • Mission and vision: this is an important starting point for identifying core values. The mission represents the fundamental reason for the company’s existence, its primary purpose, and what it commits to achieve in the long term. The vision represents the ideal and aspirational image of the company’s future. It is a clear and inspiring description of where the company aims to be in the long term and how it envisions contributing to the world or industry in which it operates.
  • Conduct research and surveys: involve your employees, customers, and other stakeholders through interviews, online surveys, or focus groups. Ask them which values ​​they associate with the company and which they consider most important. This feedback will provide valuable insights into how the company is perceived and which values ​​are most meaningful to the people involved.
  • Analyze past and present actions: reflect on decisions made by the company in the past and how difficult situations were handled. Which values ​​guided these decisions? Analyzing past and present actions can offer valuable insights into which values ​​are truly fundamental to the company.
  • Reduce and prioritize: once the data is collected, identify the values ​​that emerge most frequently and are most consistent with the mission and company culture. Reduce this list to essential values ​​and prioritize them based on their importance to the company.
  • Test and evaluate: implement the identified values ​​and observe how they influence company culture and decisions. Monitor the results and evaluate whether the values ​​are effective in guiding the company towards its strategic objectives and whether they inspire and engage the team.


Identifying authentic and effective core values ​​for your company is a challenging but essential process for building a solid and sustainable company culture.

Stand out from the competition

In the big world of business, differentiation is essential.  A brand identity, based on the selection of the right core values and well-designed, becomes your visual signature, distinguishing you from the competition. The logo, company colors, and a consistent style create a unique identity, facilitating recognition and capturing consumers’ attention.

Consistency to build trust

Consistency is key to building trust. A solid brand identity ensures that every customer touchpoint, whether it’s an advertisement, a social media post, or a product, communicates the same message. This uniformity strengthens your brand’s credibility, creating a consistent and reliable experience.

Instant recognition

A strong identity ensures instant recognition. A well-designed logo and other consistent visual elements make your brand stand out in any context. This not only facilitates memorability but also encourages word-of-mouth sharing of your brand, helping to extend your presence in the market.

Professionalism and reliability

Your brand identity is the first impression that customers will have of your brand, and as the popular saying goes: “you never get a second chance to make a first impression”. A professional and cohesive appearance conveys reliability and professionalism, crucial factors in gaining consumer trust. A brand that pays attention to detail is often perceived as more reliable and competent.

The path to customer loyalty

When customers feel connected to your brand, they become loyal. A brand identity that resonates with the audience creates a community of supporters. Loyalty translates into customers choosing your brand not only for the quality of products or services, but also for the overall experience that you offer.

Investing in long-term success

A well-established brand identity can serve as a solid foundation for expanding your business and building a positive reputation, thereby strengthening your company’s position in the commercial environment. Do you want to build the brand identity for your company but don’t know where to start? Contact us!