What are the 3 Pillars of Corporate Sustainability?
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What are the 3 pillars of corporate sustainability and why are they important?
The voice of impact
ESG / CSR
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MEASURE
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How to create a brand identity
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Brand identity is the foundation of how a company presents itself to the world. A strong brand identity builds recognition, trust, and loyalty, helping businesses stand out in an increasingly competitive landscape. But what exactly does “brand identity” mean, and how can businesses create one that truly resonates with their audience?
From defining your brand’s personality to crafting a consistent visual and verbal presence, this guide will walk you through the essential steps to building a brand identity that lasts. We’ll explore:
- What brand identity is and why it matters
- The key components of a strong brand identity
- A step-by-step process for creating one from scratch
- How sustainability is becoming a crucial part of brand identity
In this article, we’ll explore how to create a compelling brand identity, ensuring your business remains memorable, authentic, and aligned with modern expectations.
What is brand identity?
“ Brand identity is the visual, verbal, and emotional expression of a brand; it’s how a company looks, sounds, and feels to its audience. A strong brand identity shapes how people perceive your business and sets it apart from competitors. ”
Think of brand identity as a company’s personality - it’s what makes a business instantly recognisable and differentiates it from competitors. A strong brand identity isn’t just about having a great logo; it’s about creating a consistent and memorable experience across all touchpoints, from a company’s website and social media to its packaging and customer service.
Many people confuse brand identity, brand image, and branding, but they’re not the same thing:
| Term | Definition |
|---|---|
| Brand Identity | The tangible elements a company uses to express itself—logo, colours, typography, messaging, and overall aesthetic. It’s what the brand creates. |
| Brand Image | The perception customers have of the brand based on experiences, interactions, and reputation. It’s what the audience thinks. |
| Branding | The process of shaping a brand’s identity and image through marketing, design, and communication strategies. It’s what the company does. |
Brand identity in action
Coca-Cola is one of the most recognisable brands in the world, thanks to its strong and consistent brand identity. Here’s how its identity has helped it dominate the global soft drink market for over a century:
- Logo & typography: The iconic red and white colour scheme, paired with the flowing script, makes Coca-Cola’s branding instantly identifiable worldwide.
- Visual design: Coca-Cola uses the same bright, uplifting visuals in its packaging, advertising, and marketing materials to create a sense of happiness and refreshment.
- Brand voice & messaging: Coca-Cola’s tone of voice is friendly, nostalgic, and joyful, reinforcing its message of bringing people together. Campaigns like “Open Happiness” and the famous Christmas truck ads reinforce this identity.
- Emotional connection: Through consistent branding, Coca-Cola has positioned itself as more than just a drink, it’s a symbol of celebration, nostalgia, and togetherness.
Because of this carefully crafted brand identity, Coca-Cola remains instantly recognisable in nearly every country - even without seeing the name, most people can identify the brand just by its colours, packaging, or font.
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Why is brand identity important?
“ A strong brand identity is more than just a logo or colour scheme, it’s a business asset that directly impacts customer trust, loyalty, and marketing effectiveness. Without a clear identity, businesses risk being forgettable, inconsistent, and unable to build long-term relationships with their audience. ”
Here’s why brand identity matters:
1. It creates a strong first impression
Customers form opinions about a brand in seconds. A polished, professional identity signals credibility, while a weak or inconsistent identity can make a business seem unreliable.
Example: Think about Apple’s sleek branding. Everything from its minimalist logo to its sleek product packaging communicates innovation, quality, and exclusivity. Even before a customer uses an iPhone or MacBook, the design and presentation reinforce Apple’s premium positioning. This consistent identity builds trust, making Apple one of the most recognisable brands in the world.
2. It drives customer loyalty
People are drawn to brands that feel familiar and align with their values. A strong brand identity:
- Helps customers instantly recognise and remember your business.
- Builds emotional connections, making them more likely to return.
- Reinforces trust and consistency, encouraging repeat purchases.
Example: Patagonia’s eco-conscious brand identity has created a loyal customer base that supports its sustainable mission. The company’s branding consistently highlights sustainability and environmental responsibility from its earth-toned visuals to its “Don’t Buy This Jacket” campaign promoting mindful consumption. This authenticity has created a loyal customer base that supports the brand’s mission.
3. It strengthens marketing and communication
A well-defined brand identity makes marketing efforts more effective and cohesive:
- Consistent messaging makes advertising campaigns more impactful.
- Clear positioning helps target the right audience.
- Strong visuals ensure recognition across all platforms (website, social media, packaging, etc.).
Example: Nike’s branding - from the swoosh logo to its motivational messaging - creates a powerful emotional connection. Because of its consistent identity, customers instantly associate Nike with performance and determination, making its marketing highly effective.
4. It Sets You Apart from Competitors
In competitive markets, brand identity is a key differentiator. When businesses offer similar products or services, a unique brand identity helps:
- Create a memorable experience for customers.
- Highlight what makes you different from competitors.
- Position your brand as a leader in your industry.
Example: Tesla has positioned itself as a tech company first, a car manufacturer second, setting it apart from traditional automakers. Its futuristic branding, minimalistic design, and focus on sustainability reinforce an identity that appeals to forward-thinking consumers.
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Key elements of a strong brand identity
A brand identity is made up of several interconnected elements that shape how a business presents itself. Each element needs to be consistent across all platforms to create a clear, recognisable identity.
1. Brand mission and values
Before designing logos or choosing colours, a brand must define its mission and values. These act as the foundation of the brand identity, influencing all other elements.
- Mission: What does the brand aim to achieve?
- Values: What principles guide its decisions and messaging?
Example: Patagonia’s mission statement - "We’re in business to save our home planet" - is reflected in everything from its sustainability initiatives to its advertising campaigns.
2. Logo and visual identity
A brand’s visual identity includes its logo, colour palette, typography, and imagery. These elements should be cohesive and memorable, helping customers instantly recognise the brand.
| Visual Element | Why It Matters |
|---|---|
| Logo | The most recognisable brand symbol—should be simple and scalable. |
| Colour Palette | Different colours evoke different emotions (e.g., blue = trust, red = energy). |
| Typography | Fonts should match the brand’s personality (e.g., bold for confidence, cursive for elegance). |
| Imagery & Design | Consistent use of images, icons, and layouts reinforces the brand’s look and feel. |
Example: McDonald’s golden arches and red-and-yellow colour scheme create an instantly recognisable visual identity that reinforces energy, fun, and fast service.
3. Brand voice and messaging
How a brand communicates - its tone of voice, language, and messaging style - should be consistent across websites, social media, advertising, and customer interactions.
- Formal or casual? Does the brand sound corporate, friendly, or playful?
- Serious or humorous? Should messaging be informative, inspiring, or witty?
- Short or detailed? Is the brand direct and to the point or storytelling-driven?
Example: Apple’s brand voice is minimalist, confident, and aspirational - product descriptions use short, impactful sentences like “A new era of iPhone”.
4. Customer experience and brand touchpoints
Brand identity isn’t just about logos and messaging, it’s also about how customers experience the brand at every touchpoint. This includes:
- Website design: Is it visually aligned with the brand? Easy to navigate?
- Social media presence: Is content consistent in tone and style?
- Packaging and product design: Does the brand’s physical presence reflect its identity?
- Customer service: Does the way employees communicate match the brand’s personality?
Example: Starbucks maintains a consistent customer experience - its stores, cups, and mobile app all reflect the same warm identity. Whether you walk into a store in London or Tokyo, you get the same atmosphere, aesthetic, and service, reinforcing familiarity and brand trust.
5. Brand guidelines for consistency
Once a brand identity is created, it must be applied consistently across all marketing materials, advertising, and customer interactions. A brand guideline document helps maintain this consistency by outlining:
- Logo usage: Proper sizing, placement, and variations.
- Colour codes and fonts: Ensuring uniform design across platforms.
- Tone of voice guidelines: How to communicate in different contexts.
Example: Coca-Cola’s brand guidelines dictate that its signature red and white colour scheme and the classic script logo must always be used in specific ways to maintain brand recognition. The company also ensures its advertisements and packaging always convey happiness and togetherness, reinforcing the emotional connection it has built with consumers.
Step-by-step guide: How to create a brand identity
A strong brand identity requires more than just a logo or colour scheme, it’s about creating a cohesive, recognisable presence across all touchpoints. Here’s how to build one from the ground up.
1. Define your brand’s purpose and values
Before designing anything, you need to answer:
- Why does your brand exist?
- What core values shape your decisions?
- How do you want customers to perceive you?
A brand’s purpose should guide every decision, from messaging to design.
2. Identify your target audience
Your brand identity should be crafted to resonate with your ideal customers. Understanding their needs, values, and behaviours will shape how your brand looks and communicates.
If your branding doesn’t connect with your target market, it won’t be effective - know who you’re speaking to before designing anything.
3. Research competitors
Competitive research helps you:
- Identify branding gaps you can leverage.
- Avoid looking too similar to industry leaders.
- Learn what works (and what doesn’t) in your market.
For example, when Airbnb entered the market, it avoided copying hotel branding and instead focused on personalised, local travel experiences, positioning itself as authentic and community-driven.
Don’t imitate - differentiate. What can your brand do differently?
4. Develop your brand personality
A strong brand identity isn’t just visual, it also has a personality, influencing the way it communicates.
Think of your brand as a person:
- Is it formal or casual?
- Is it serious or playful?
- Does it sound authoritative or friendly?
A clear brand personality helps ensure consistency in tone, messaging, and customer experience.
5. Create your visual branding elements
Once your strategy is defined, bring it to life through visual elements that reinforce your identity.
| Element | Explanation | Brand Example |
|---|---|---|
| Logo | Your logo should be simple, scalable, and memorable—something that works equally well on a website, business card, or billboard. | Apple’s clean, minimalist logo aligns with its sleek, modern identity, while FedEx’s logo includes a hidden arrow, subtly reinforcing its efficiency in logistics. |
| Colour Palette | Colours influence customer perception and evoke emotions: |
|
| Typography & Design Language | Fonts and design choices should align with your brand personality. Serif fonts often feel traditional and classic, while sans-serif fonts feel modern and clean. | The New York Times uses a serif font to reflect tradition and authority, while Google’s sans-serif font makes it feel accessible and modern. |
Your logo, colours, and typography should work together to create a distinct and recognisable identity.
6. Craft your brand messaging and tone of voice
Your brand’s voice and messaging should reflect its values and personality.
- Is it casual or professional?
- Is it witty, bold, or reassuring?
- Does it focus on storytelling or direct, factual messaging?
Whether it’s social media, ads, or customer service, your tone should remain consistent everywhere.
7. Ensure consistency across all touchpoints
We’ve just said it but we’ll say it again - your brand should be consistent no matter where customers encounter it - whether on a website, social media, packaging, or even in-store experiences.
Create brand guidelines to standardise your identity across teams, marketing materials, and digital channels.
8. Monitor and refine over time
A brand identity should evolve based on customer feedback and market trends. However, it should remain recognisable even after updates.
Ideally you should only refresh branding only when necessary - consistency builds recognition, and drastic changes can confuse loyal customers.
The role of sustainability in brand identity
Today’s consumers are more aware of the environmental impact of their choices, and they expect businesses to align with their values. Companies that fail to integrate sustainability into their brand identity risk appearing outdated, or worse, out of touch.
But what does a sustainable brand identity actually look like? It goes beyond using green colours or talking about carbon footprints. The brands that do it best embed sustainability into every aspect of their identity, from their messaging to their supply chains.
Patagonia’s sustainable brand identity
Few companies have built a more cohesive, authentic, and influential sustainable brand identity than Patagonia. The outdoor clothing company has made environmental activism the core of its branding - not just in marketing, but in its products, business model, and corporate philosophy.
1. Mission & brand philosophy
Patagonia’s entire identity revolves around one clear purpose:
"We're in business to save our home planet."
This mission guides every decision Patagonia makes. Unlike many brands that treat sustainability as an add-on, Patagonia has shaped its entire identity around environmental responsibility.
Example: In 2011, Patagonia ran a now-famous ad titled “Don’t Buy This Jacket”, urging customers to rethink consumerism and only buy what they need. While unconventional for a retail brand, this campaign reinforced Patagonia’s anti-waste philosophy, showing that the company was willing to sacrifice short-term sales to stay true to its values.
2. Visual identity & product design
Patagonia’s visual identity aligns perfectly with its brand ethos. Instead of using trendy, high-fashion imagery, it leans into its rugged, nature-inspired aesthetic.
- Logo: A silhouette of the Fitz Roy mountain range in Patagonia, Argentina, reinforcing its connection to the outdoors.
- Colours & materials: Earthy, muted tones that reflect nature, along with recycled and organic fabrics used in production.
- Packaging: Minimal, plastic-free, and designed for reuse or composting.
By ensuring that every visual element reflects sustainability, Patagonia avoids the disconnect seen in brands that talk about the environment while using excessive plastic packaging or unsustainable materials.
3. Brand Voice & Messaging
Patagonia’s tone of voice is direct, activist-driven, and unapologetic. It doesn’t just talk about sustainability - it calls out industries and governments for their environmental failures.
- Its website and social media highlight climate policies, activism, and grassroots movements.
- Patagonia’s “Worn Wear” program encourages customers to repair old gear rather than buy new, reinforcing its commitment to reducing waste.
- The company openly criticises fast fashion, calling out brands that prioritise profit over sustainability.
Unlike brands that take a soft, PR-friendly approach to sustainability, Patagonia’s messaging is bold and confrontational, which strengthens its credibility.
4. Corporate actions & transparency
Sustainability in branding means nothing if it’s not backed up by real action. Patagonia has built trust by ensuring its business practices align with its messaging.
- 1% for the Planet: The company donates 1% of all sales to environmental organisations.
- Fair Trade & ethical production: Patagonia ensures its factories meet high labour and environmental standards.
- Ownership structure: In 2022, Patagonia’s founder transferred ownership of the company to a trust that ensures all future profits go toward fighting climate change.
This level of transparency and action sets Patagonia apart from brands that simply use sustainability as a marketing tool. Customers know that when Patagonia says it’s committed to the planet, it means it.
How brands can integrate sustainability into their brand identity
Not every company can mirror Patagonia’s activist stance, but brands across industries are finding ways to integrate sustainability authentically.
| Aspect | How to Integrate Sustainability | Brand Example |
|---|---|---|
| Mission & Values | Embed sustainability into the brand’s core mission, not just as an initiative. | Unilever integrates sustainability into its corporate identity, aiming for net-zero emissions by 2039. |
| Visual Branding & Packaging | Use materials and designs that reflect eco-consciousness. | Lush uses minimal, recyclable packaging and ethical ingredient sourcing. |
| Messaging & Brand Story | Align sustainability messaging with the brand’s overall personality. | IKEA promotes affordability while also investing in renewable energy and circular economy initiatives. |
| Corporate Actions & Transparency | Show real impact through sustainability reports, responsible sourcing, and ethical production. | The Body Shop focuses on ethical sourcing, cruelty-free products, and environmental activism. |
Avoiding greenwashing
As more brands adopt sustainability messaging, the risk of greenwashing (making misleading environmental claims) has increased. Consumers are more informed than ever, and they can quickly spot when a company’s sustainability efforts are superficial.
A sustainable brand identity should:
- Be transparent: Admit challenges, not just successes.
- Be backed by action: Claims should be supported by real commitments and measurable impact.
- Be integrated, not just marketed: Sustainability should shape products, operations, and brand culture.
When done right, integrating sustainability into brand identity can build deep customer trust, drive long-term brand loyalty, and create a lasting competitive advantage.
How Greenly can help your company
At Greenly, we help businesses take real climate action by measuring, managing, and reducing their carbon footprint. As sustainability becomes an increasing priority for consumers and stakeholders, companies need more than just good intentions, they need credible data and a clear emissions reduction strategy.
We provide the tools and expertise to help companies:
- Measure and track carbon emissions: Our platform enables businesses to assess their Scope 1, 2, and 3 emissions, giving them a clear picture of their environmental impact.
- Set and achieve climate goals: Whether it's reducing emissions in line with science-based targets or complying with sustainability regulations, we provide guidance tailored to each company’s needs.
- Improve supply chain sustainability: Many companies overlook the impact of Scope 3 emissions (those generated by suppliers, logistics, and purchased goods). Greenly helps businesses identify high-emission areas and transition to more sustainable suppliers.
- Make sustainability data-driven and actionable: Our platform turns emissions data into practical insights, enabling businesses to make informed decisions about carbon reduction.
Whether you’re looking to reduce emissions, improve supply chain sustainability, or prepare for regulatory compliance, Greenly provides the expertise to help businesses take meaningful steps toward a low-carbon future.
Want to accelerate your sustainability strategy? Talk to us today to see how Greenly can help.
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Sources
- The Branding Journal, The Power of a Strong Brand Identity: Definition, Importance, and Key Elements, https://www.thebrandingjournal.com/2023/03/brand-identity/
- Greenly, Our top 10 tips on brand positioning, https://greenly.earth/en-us/blog/industries/our-top-10-tips-on-brand-positioning
- iBrand Studio, Coca-Cola’s Timeless Brand Identity, https://ibrandstudio.com/articles/coca-cola-timeless-brand-identity
- Forbes, Why Brand Identity Is More Important Than Ever In 2024, https://www.forbes.com/councils/forbescommunicationscouncil/2024/01/23/why-brand-identity-is-more-important-than-ever-in-2024/
- Patagonia, Don’t Buy This Jacket, Black Friday and the New York Times, https://www.patagonia.com/stories/dont-buy-this-jacket-black-friday-and-the-new-york-times/story-18615.html
- Medium, Electrifying words: Exploring Tesla’s marketing language and brand identity, https://medium.com/brandinspiration/electrifying-words-exploring-teslas-marketing-language-and-brand-identity-daa95dea6a00
- Patagonia, Patagonia’s Mission Statement, https://www.patagonia.com.hk/pages/our-mission?srsltid=AfmBOopiHF3eTHKG7LD9lzscgpiPcZYg8b2WlAj-fTTvXPaMv7n64uMA
- CoShedule, How To Create A Strong Visual Identity: The Foundation Of Your Brand's Success, https://coschedule.com/marketing/branding/visual-identity
- Qualatrics, Brand voice: Definition, benefits, and tips to create one, https://www.qualtrics.com/experience-management/brand/brand-voice/#:~:text=What%20is%20brand%20voice%3F,and%20it%20mustn't%20change.
- Bynder, What are brand guidelines and how to create a style guide, https://www.bynder.com/en/glossary/brand-guidelines-definition/
- Bigblue, How Patagonia Leads the Way in Global Sustainability, https://www.bigblue.co/blog/how-patagonia-leads-the-way-in-global-sustainability
- Worn Wear, Gear for a Good Time and a Long Time, https://wornwear.patagonia.com/
- Greenly, Does transparency benefit or harm your company, https://greenly.earth/en-gb/blog/company-guide/does-transparency-benefit-or-harm-your-company
- Patagonia, 1% for the Planet, https://www.patagonia.com/one-percent-for-the-planet.html
- Patagonia, Earth is now our only shareholder, https://www.patagonia.com/ownership/
- Greenly, What is greenwashing all you need to know in 2022, https://greenly.earth/en-us/blog/company-guide/what-is-greenwashing-all-you-need-to-know-in-2022
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