• Karyl Eckerle

Image Impact™: Choose Your Brand Identity Wisely

Updated: May 23, 2020

Your brand identity can be a deal maker or a deal breaker. To many it will be the first introduction to your business.

So what is brand identity? It's all the little things that make up our brand; from fonts to color to logos to copy to pictures to taglines (just to name a few). They can seem small and maybe even insignificant on their own, but the opposite is true.

What you choose sends a very distinct message about your company. Each item elicits a reaction from your audience. They tell a story about your business and in turn, YOU. It's important that you are clear, consistent and confident in your messaging at each step of the decision process. Choose wisely.

My suggestion is to determine what message you want to send and work backwards. Take each component and ask yourself if it truly fits your brand. For instance, if you want to be known as trustworthy, pick items that speak to this. If you want to be know for your creativity, than you'll want to head in a totally different direction. Think long and hard about your message and your audience. At the end of the day, remember the three c's to avoid confusion:

  • Clear

  • Consistent

  • Confident



The examples below show how confusing your brand can be when your choices don't match the intention of your message. Let's say that "Burchett & Pryor" wants to be known as a trustworthy and conservative law firm specializing in high powered negotiations:

Sample 1:

How does this example make you feel? Will you be calling them to talk about negotiating on your behalf?

Sample 2.

How about this sample? Are you more or less likely to give them a call to find out how they can help you?

Which example speaks to trust and conservative values? Who are you more likely to call to help you with a high level negotiation? Which logo do you think better represents their message?

Keep your key clientele and goals in mind when you make your choices.

Make sure you know the answer to the following questions and then choose wisely. Your image, your brand and your bottom line are dependent on the choices:

1. Who is your key audience?

2. What message do you want to send?

3. What adjective is a must have for your profession and/or industry?

Look at your choices with a discerning eye, ask trusted colleagues and/or friends for their opinion. If you're not comfortable creating this on your own, let's talk!

Here are a few links to that you may find helpful for creating logos and content:




Here are some examples of brand consistency:





Not sure where to start? Let's talk! Reach out to me at karyl@theimageimpactgroup.com to set up your complimentary discovery call.

Are you looking for more tips like this? Check out my book, Your Image Impact: 49 Tips to Find Your V.O.I.C.E. in a Crowded Space.

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