29 June 2018 00:00

The importance of a consistent brand identity

brand identity

Every professional company should have one. But the presence alone is not enough. In this blog, we explain what brand identity is, what elements it consists of and why a consistent application is so incredibly important. As icing on the cake, we will also tell you how Marvia can help you uniformly radiate your brand!

What is brand identity?

In fact, we can be very brief about what brand identity is. Brand identity is the way an organization presents itself to the outside world. An excellent corporate identity consists of three elements: design, communication, and behavior. It is often thought that a corporate identity or brand identity only consists of graphical elements, but that is not true. In fact, research shows that behavior determines nearly 90% of your brand identity.


A good brand identity consists of a combination of six essential elements. These corporate identity elements are usually recorded in a brand identity guide or corporate identity manual:

  • Logo (image or word mark)
  • Typography
  • Color
  • Form
  • Graphics
  • Language


The starting point for your brand identity. A logo is an image, wordmark or a combination of both. It is the visual translation of your company and brand. It is essential that the logo says something about the identity of your organization in a distinctive way.


At least as important as a logo is the choice of a font. A font unknowingly evokes different associations: business, informal, childlike, old-fashioned or luxurious. It is therefore critical to ensure that your typography fits with your target group. In some cases, multiple fonts are used side by side for different types of utterances such as print and online communication. This often has to do with the standard availability of fonts in standard software and operating systems.


Colors do something with people. The meaning of colors is partly universal but is also culturally and personally determined. For example, in Western cultures, the color yellow represents happiness and joy, while in some North African countries such as Egypt and Jordan the color is associated with grief. For color it is therefore important that your choice fits well with your target group; otherwise, it may cost you market share (ask Pepsi).


Shapes can underline certain aspects of the brand, just like fonts. Is your brand creative, businesslike, masculine or feminine? With forms, you can emphasize this. Shapes can be used as an addition to the logo, but are also elements in the logo itself (such as the three stripes of Adidas).


Icons, symbols, illustrations, videos, and photos are decisive for the image of your brand. Style rules for photography are also laid down in your brand identity. Ideally, you collect and manage your images (assets) in one central location, such as an image bank.


Often forgotten, but certainly part of your brand identity: language. The tone-of-voice, pay-off or slogan and the use of concepts are all part of your corporate identity. This is not just about an unambiguous style of writing,  employees who pick up the phone should also be on the same wavelength regarding language use.

Brand Identity = Sacred

We can not say it often enough: your brand identity should be sacred. Why is a brand identity so important? Because your brand gains strength if it is clearly and consistently brought to the attention of your target group. Consistency ensures recognisability and radiates professionalism and trust. And it is often consistency that lacks. Due to the expansion of (online) brand touch points such as social channels, the risk of errors increases.

Brand Identity management with Marvia

With Marvia's digital brand identity guide module you have access to the corporate identity rules that are laid down in your organization brand identity manual. Our other modules also make it easier to manage your brand identity. The online image bank module ensures that all your brand assets such as your logo, icons, images, and fonts are stored in one central location. Our Social Media module provides social posts in your brand style, and the email connector does this for your mailings. With Marvia there is never an old or wrong logo on your direct mailing, and the right font is used on your flyers and advertisements. Cross medially propagating your brand identity has never been easier!

Seeing is believing. Read the stories of our satisfied customers or contact us for a free demo!

  29 June 2018 00:00       By Marvia