Transform Your Business By Developing a Brand Identity

Smart Website DesignBrand Strategy and Website PsychologyAligned Business Growth

21 Nov

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**Developing a brand identity isn't just a pretty logo – it's the entire personality of your business brought to life online and offline.**

If you've been wondering why some businesses instantly feel trustworthy whilst yours might feel a bit... cobbled together, the answer lies in how you've defined (or haven't defined) your brand identity.

According to recent research, 81% of consumers need to trust a brand before making a purchase, and a consistent brand identity can increase revenue by up to 23%. (G2 Learning Hub: Branding Statistics 2025).

In this post, I’ll share:

What brand identity truly means, and
How to create one that transforms how clients/customers see your business
Real-life brand examples
Some FAQs

And, in case you’re interested in working together, here’s a little look at my 👉 services.

“Where marketing ends, branding begins. You won’t get the answers right away – you’ll need to ask yourself why several times before you get to the root purpose, the very core of your business.”

— Neil Patel

The Honest Truth About Most Brand Identities

Here's what I see far too often: a business owner spends 2+ years building something absolutely stellar – brilliant service, happy clients, decent word-of-mouth. But when you visit their website or see their marketing materials, it’s not quite the look you're probably after; it’s a bit amateur.

One social post has a blue logo. The website shows green. Images aren’t consistent. The email signature? Well, don't even get me started.

And I get it. You've been focused on helping clients and growing your biz, not agonising over fonts and colour palettes. But, honestly, your brand identity is how people recognise you before they've even read a word you've written.

Here’s a blog post I’ve written on signs it’s time to refresh your brand identity.

Studies show that visual elements alone form first impressions 55% of the time. That means more than half your potential clients have decided whether they trust you based purely on what they see.

What Brand Identity Actually Includes

Your brand identity isn't just one thing – it's the complete visual and verbal personality of your business. According to Neil Patel, brand identity encompasses logos, typography, colours, packaging, messaging, and even how your team speaks to customers.

Think of brands like McDonald's or Apple – you know exactly what they stand for (whether you buy into them, or not) without anyone having to explain it. That's the power of a clear, consistent brand identity.

The Core Elements of Brand Identity:

1. Visual Identity

Logo and logo variations
Colour palette (and when to use each shade)
Typography (fonts that reflect your brand personality)
Photography style and imagery
Design elements and patterns

2. Verbal Identity

Brand voice and tone
Key messaging and taglines
Your brand story
How you describe what you do

3. Brand Values and Purpose

Why you do what you do
What you stand for
The transformation you create for clients
How you want people to feel when they work with you

Why Brand Identity Matters More Than Ever

Let me tell you about a client. She's a life coach who came to me after running her business for three years. She had clients, she had income, but she felt invisible online. Her website looked decent enough, but it didn't feel like her. Her Instagram was all over the shop, and didn’t gel with her website vibe at all. And she was absolutely leaving money on the table because potential clients couldn't quickly understand what made her different.

For her rebrand, we spent time defining her brand identity – not just picking lush colours, but getting clear on her purpose, her values, and how she wanted to show up. Within three months of launching her refreshed brand, she:

Increased her discovery call bookings by 40%
Attracted more aligned clients (fewer tyre-kickers)
Felt confident sharing her work on social media
Started charging premium prices without apology

Want results like my client? Consider a Website Audit with Strategy

And here's a data point that should make you sit up:

64% of consumers form brand loyalty because of shared values. Your ideal clients want to connect with you and what you stand for – but they can't do that if your brand identity is unclear.

That's what a clear brand identity does. It doesn't just make things look nicer – it transforms how people perceive your value.

The Cost of Getting It Wrong (Or Ignoring It Altogether)

Inconsistent branding doesn't just make you look a tad unprofessional – it actively costs you money. Studies show that conflicting brand usage can lead to a 56% decrease in brand recognition. That means people literally can't remember you, even if they've seen your content multiple times.

And whilst you're busy serving clients brilliantly, your competitors with clear brand identities are scooping up the prospects who should have been yours. A bit galling, right?

Common brand identity, woopsies, I see:

Using different logos across different platforms
Inconsistent colours and fonts
A website that looks nothing like your social media
Generic stock photos that could belong to anyone, AND don’t fit with your fonts and colours
Messaging that sounds like everyone else in your industry
No clear visual style or personality

Did you know – it takes an average of 5-7 brand interactions for consumers to recall a brand. If each interaction looks different, you're pretty much starting from scratch every single time.

How to Create a Brand Identity That Attracts Your Ideal Clients

Building a strong brand identity isn't about being flashy or trendy. It's about being clear and consistent. Here's how we'll approach it together:

1. Start With Your Purpose and Values

Before you even think about colours, ask yourself: Why do I do this work? What do I believe? Understanding your core purpose is the foundation of everything. You need to ask yourself "why" several times until you get to the real heart of your business.

For example, you might say: "I'm a business coach."

Why? "Because I help people grow their businesses."

Why? "Because I believe everyone deserves to create freedom and joyful work."

That's your purpose. That's what your brand identity should reflect.

2. Define Your Visual Identity

Once you're clear on your values, we can create visuals that reflect them. This includes:

A colour palette that evokes the right emotions (did you know that strategic use of colour can improve brand recognition by up to 80%?)
Fonts that match your brand personality
A logo that's simple, memorable, and scalable
Photography and imagery guidelines

And absolutely no generic stock photos of people in suits shaking hands. Your brand deserves better.

3. Develop Your Brand Voice

How do you speak to your clients? Are you warm and conversational or authoritative and formal? Your brand voice should feel authentic to you whilst resonating with your ideal clients.

This is where so many businesses fall down – they try to sound like everyone else in their industry instead of leaning into what makes them unique.

4. Create Brand Guidelines

This is your brand identity bible. It documents everything from your logo usage to your colour codes to example messaging. It ensures that whether you're creating a social post, updating your website, or designing a lead magnet, everything feels cohesive.

Research shows that 68% of companies maintaining brand consistency contribute 10-20% to revenue growth. That's not pocket change – that's real impact on your bottom line.

5. Apply It Consistently Everywhere

Your brand identity should be recognisable across:

Your website
Social media profiles and posts
Email signatures
Marketing materials
Client-facing documents
Packaging (if applicable)

Consistency is key. Brands that present a consistent image across platforms are significantly more likely to be remembered and trusted.

Feeling overwhelmed? Let's simplify this together – book a discovery call.

Brand Identity in Action: What We Can Learn

Think about brands you trust instantly. Patagonia, for instance, has built such a strong brand identity around environmental responsibility that customers know exactly what they stand for before clicking "buy." Their consistent commitment to sustainability has cultivated a loyal customer base that aligns with their values – and they're willing to pay premium prices because of it.

Or, a new to me USA company, Warby Parker. Their brand identity isn't just about stylish eyewear – it's about accessible fashion with purpose. The visual identity is clean and modern, but what really sets them apart is the consistency of their message across every touchpoint: “Buy a pair, give a pair - make an impact!”.
Another new UK brand to me is Eileen Fisher, whose target audience includes professional women. Their brand identity – from the minimalist aesthetic to the commitment to sustainability – speaks directly to their ideal clients' values.
Another UK fashion brand and one of my personal favourites is Seasalt. They are a certified B Corporation, use responsibly sourced fabrics, and are working towards becoming a Carbon Net Zero business by 2040, collaborating with other retailers in the British Retail Consortium's Climate Action Roadmap. And there’s more good stuff…

These aren't flashy brands. They're clear ones. And that clarity has transformed them from businesses into movements.

Brand Identity vs. Brand Strategy (And Why You Need Both)

Quick distinction here, because these terms get thrown around:

Brand identity is how your brand looks and speaks.
Brand strategy is why and what you're communicating, and who you're speaking to.

You need both. A beautiful brand identity without strategy is just decoration. And a brilliant strategy without a clear identity gets lost in the noise.

When I work with a client on their brand before the web build, we're not just making things pretty – we're aligning your visuals with your value and creating a cohesive experience that speaks directly to your ideal clients.

Real Questions from Business Owners Like You

Q: I'm not a designer. Can I really create a strong brand identity?

Absolutely. You don't need to be a designer – you need to be clear on who you are and what you stand for. Saying that, sometimes we can be a bit ‘close’ to our business, and that’s when help can be useful. The design execution can be handled by a professional (ahem, that's where I come in), but you are the expert on your business.

Q: My business is evolving. Should I wait to define my brand identity?

No! Your brand identity should evolve with you, but having something clear and consistent is always better than waiting. Most companies consider rebranding every 7-10 years with smaller refreshes in between. Start where you are.

Q: Won't a strong brand identity make me seem too corporate?

Quite the opposite. A clear brand identity helps you show up as yourself, not a generic business robot. The goal is authenticity, not corporate blandness.

Q: How long does it take to create a brand identity?

For a custom website with a basic brand identity and strategy, we're typically looking at 4-8 weeks, depending on the scope. A full rebrand can take 3+ months, but foundational work can be done much faster.

Q: I already have a logo. Do I need to start from scratch?

Not necessarily. Sometimes we can work with what you have and refine it. Other times, a fresh start is the best option. We'll map it out together during a discovery call.

The Transformation a Clear Brand Identity Creates

When you invest in defining your brand identity properly, here's what shifts:

For Your Business:

More qualified leads who already understand your value
Higher perceived expertise and authority
Ability to charge premium prices £$
Easier content creation (because you have clear guidelines)
Stronger recognition and recall

For You:

Confidence in how you show up online
Less second-guessing about design decisions
Pride in sharing your business
Clarity on your messaging
Freedom from comparing yourself to competitors

For Your Clients:

Instant understanding of what you offer
Trust and credibility from first impression
Clear expectations about the experience
Easier decision-making about working with you

Remember, 77% of consumers prefer shopping from brands they follow on social media, and 46% of consumers will pay more for trusted brands. When your brand identity is clear, you're not just another option – you're the option.

Takeaway: Your Brand Identity Is Your Business Foundation

You've built something meaningful. Your work has the power to transform lives. But if your brand identity doesn't reflect the quality and value of what you offer, you're making it harder for the right people to find you.

You don't need a flashy brand. You need a clear one.

Your brand identity is how the world sees your business before they've experienced your service. It's the visual and verbal personality that makes you recognisable, trustworthy, and memorable. And when it's done right, it doesn't just look good – it works hard for you, attracting ideal clients and supporting business growth.

What Next?

The question isn't whether you need a strong brand identity. The question is: how much longer can you afford not to have one?

Ready to create a brand identity that truly reflects your value?

Book a discovery call and we'll have a chat about your brand and what your business website needs to stand out, be remembered, and attract clients who are absolutely ready to work with you 😁.

Let's Have a Chat

About Jane Hinchliffe: Your Squarespace Designer & Brand Strategist

I'm Jane, and I've been helping established business owners transform their DIY websites into professional, conversion-focused online presences for years. Based in Harrogate, Yorkshire, I work with clients across the UK 🇬🇧 and internationally.

My sweet spot? Mid-life business owners like you – coaches, educators, consultants, and creatives who've built solid businesses but whose websites haven't kept pace with their growth.

I believe your website should be your hardest-working team member, not something you dread updating or feel embarrassed sharing. That's why I combine strategic brand positioning with beautiful, functional design that actually converts visitors into clients.

Beyond full website design, I offer Squarespace Maintenance Days (perfect for ongoing updates), Pro Website Audits (strategic roadmaps without full redesign), Web Strategy sessions, and 90-minute Help Calls (focused problem-solving sessions).

Ready to stop feeling awkward about your website and start showing it off proudly? Let's chat →

Thanks 🌟 for being here, and if you’d like more tips, tools, and tricks [without the overwhelm], to help YOU grow your small business, I’d love to have you join my twice-monthly HeartBiz 💌 Letter.

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1. 5-Step Web Design Checklist PDF
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5. Is Your Website Holding You Back? A brand identity checklist.