The visual identity of a brand is what consumers associate with, relate to and ultimately remember. So why not make it something that they’ll never forget?

But where do you start? How do you convey the company’s mission, culture and values so customers quickly understand what you’re all about?

We’ve developed a 3 step process that helps owners dig deep and create an outstanding identity. Take this and run with it across all channels. You will be happy with the results for years to come.

3 Steps to Identifying Your Look and Feel of Your Brand


Step 1: Rapid-Fire Brain Dump

Some of the best ideas come out when you’re really not thinking at all. But sometime you can’t afford to wait to be graced with a genius idea in the shower. So here’s a strategy that will help you dig deep, quickly.

  1. Get a piece of paper and make two columns – one labeled “look” the other labeled “feel”
  2. Set a timer for 15-minutes. Write down every one-word adjective that you can think of that aligns with your vision for your brand. This is a company-wide activity, so involve everyone. No idea is too radical and this is quite literally a brain dump. You want to get as much on the paper as possible to see all the options. Take care to define what you don’t want as well.
  3. Take the next 10-minutes to narrow down each column to 3 words. It may seem hard after expunging everything in your vocabulary, but this rapid-fire elimination will help you really align with exactly what you feel the brand is without thinking too much.
  4. Lastly, narrow down to one word in each column. Words can transfer over, so if you want an edgy look and feel, then go for that. Don’t rule out a juxtaposition either. For example, raw and refined. Anything goes as long as it defines the brand.

You can repeat this step as many times as needed until you feel you’ve thoroughly exhausted your options and really gotten clear on what the brand is, and isn’t.

Step 2: Image Assets

The internet is full of inspiration and Pinterest is an invaluable tool to discover and gather it all together to help you create the look and feel of your brand’s visual identity.

  1. Create a pinboard (or multiple boards) on Pinterest for discovery and collaboration.
  2. Search using the very same keywords you defined in step 1 and any other words or phrases that you’ve associated with the brand specifically. Involve other creative minds on this step so they can define what the words mean to them.
  3. Look at visual elements that complement the words you have chosen. What you’ll find is that once you have these boards full of inspiration, it will be much easier to execute on the actual visual identity of the brand.

It’s risky to do what everyone else has done but there’s nothing wrong with drawing inspiration from other good visual communication. It’s hard to be original, so just focus on making it your own.

Step 3: What’s the X Factor?

Once you’ve identified these critical words, what can you add to make it your own? What’s the thing that you have that no one else has? What sets you apart in the market and industry? It may be YOU or a service you provide that the competition doesn’t.

By the end of this exercise, you will have a clear plan for the future and a road map for visual design that is clear, concise and deliberate. Get intentional and set time aside to really think through the process.


*Want to learn more about how to create the look and feel of your brand? Listen to THIS PODCAST