Ep 13. Brand Identity: How to Make Your Brand Recognisable (Branding Pie Part 3)
Nourish Your Brand · Episode 13
We've reached the final part of the branding pie: the topping. Just like the finishing touches on a pie, your brand identity is what makes you visually appealing and memorable. Now that we've sorted the crust (strategy) and the filling (offer), it's time to turn it all into a visual identity. I'll walk you through the same process I use with clients, so grab a notebook. Let's get into it.
Why brand identity is the topping
Your brand identity isn't just aesthetics. It's the visual and emotional representation of your brand, and a strong one creates trust and reliability. When someone sees your brand, they should immediately get who you are and what you stand for, and keep recognising you long term.
You eat with your eyes first, and the same goes for branding. Without a strong identity you risk being forgettable, lost in a sea of competitors. Imagine a pie with no topping, it might taste amazing, but no one tries it because it doesn't look enticing. A weak or mismatched identity also creates inconsistency, which causes confusion and chips away at trust. Consistency is what builds credibility.
Start with words, not visuals
Here's the bit that surprises people: I start with words, not visuals. I brainstorm words that capture the brand's personality, purpose and values, using the strategy (the crust) as my guiding star. That creates a verbal foundation to guide the visuals.
Think words like bold, friendly, curious. For my brand I use food, and my roots, Hong Kong. Once you have a strong list that captures how you want your brand to feel, you start translating them into visual elements. If one of your words is "fresh," you might associate it with a light mint colour, or an image of a rushing river. The visuals should always connect back to the essence of the words. This is the fun part, so experiment and see what comes together. This words-to-visuals process is the heart of how I build identities inside the Brand Kitchen.
Turn words into visuals (and tie it all back)
Once your words and imagery are guiding you, it's time to design. Make sure every element ties back to your strategy and offer, so the whole brand is cohesive and reinforces your message. It's like making sure all the ingredients in your pie work together, the topping reinforcing the flavour rather than fighting it. Whether it's your logo, website or social graphics, each piece should tell the same story and evoke the same emotions.
Design only what you need
I think about the customer journey in stages: awareness (they see you), interest (they engage), desire (they consider working with you), the sale (the experience of buying), and loyalty (they become an advocate). Make a list of what you need at each stage and design only that. Don't clutter your brand with things you'll never use, if you don't hand out business cards, don't design business cards.
Simplicity often makes for a stronger, more recognisable brand. A clean logo, a consistent colour palette and a set of brand guidelines go a long way. Decide on your essentials and execute them well. Pulling this whole process together, from words to a complete, cohesive identity, is exactly what happens inside the Brand Kitchen.
Ask yourself this week
Take a moment to review your brand identity.
Does it reflect your personality and values?
Is it consistent across every platform?
Is there any fluff you could cut, things you designed but never actually use?
Where to go from here
A strong brand identity is like the perfect topping. It completes the dish and makes it irresistible, the thing that makes people instantly know you're the right fit.
If you'd like a hand refining yours, my signature Brand Kitchen is designed to help you every step of the way. Book a free Brand Pairing call if you'd like to start baking your branding pie. That wraps the three-part series, let me know which part you need to work on most.
Related episodes
Ep 11: Brand strategy: how to build the foundation of your brand (Branding Pie Part 1)
Ep 12: Offer positioning: how to make your offer stand out (Branding Pie Part 2)
Ep 8: How to choose the right colour for your brand
Resources mentioned
Brand Kitchen – my signature sprint where we design your full brand identity, words to visuals
The Spread – my email newsletter, with new episodes straight to your inbox
Here's More…
What is brand identity? It's the visual and emotional representation of your brand, your logo, colours, typography and style, plus the feeling they create. A strong, consistent identity makes you recognisable and builds trust.
Why start with words before visuals? Because the words capture your personality, purpose and values, and give the visuals something to express. Designing straight to visuals with no verbal foundation is how brands end up pretty but meaningless.
How do I keep my brand identity consistent? Tie every element back to your strategy, design only what your customer journey actually needs, and use a simple set of brand guidelines. Consistency across every platform is what builds recognition and credibility. The Brand Kitchen helps you do exactly that.
About the host
I'm Aiza, the brand chef behind Studio Coya, a branding studio with a food-themed twist. I help established coaches, creators and service providers brand their signature offers so their best work looks as good as it actually is, and sells like hotcakes.
