How to Build a Strong Brand Identity: 20 Strategies from Business Leaders
Unveiling the secrets to crafting a resilient brand identity, this article distills wisdom from seasoned business leaders. By breaking down expert strategies, it offers a roadmap for distinctive brand positioning and consistent communication. Discover how to forge a memorable brand that resonates with audiences and stands the test of time.
- Leverage Proprietary Frameworks for Unique Positioning
- Ensure Consistency in Messaging and Visuals
- Create a Signature Experience
- Use Storytelling to Reinforce Core Values
- Articulate Core Values Through Storytelling
- Demonstrate Values Openly
- Position as Partners in Growth
- Align Brand with Audience Preferences
- Prioritize Transparency for Strong Reputation
- Use Sharp, Punchy Messaging
- Be Real About Operations
- Live Values Through Marketing and Client Work
- Focus on Personalization and Client Impact
- Create a Consistent, Authentic Narrative
- Tell a Compelling Story
- Use Story-Driven Positioning
- Maintain Consistency Across All Platforms
- Focus on Brand’s Personality Pillars
- Offer Personalized Luxury Dental Experience
- Convey Quality Through Compelling Story
Leverage Proprietary Frameworks for Unique Positioning
One core strategy I’ve consistently used to build a strong brand identity for Marquet Media is leveraging proprietary frameworks–like PRISM Ascend™ and Dual Catalyst Visibility™–to differentiate our offerings and position us uniquely within the PR industry. By packaging our expertise into structured methodologies, we’ve created memorable, tangible branding assets that clients easily recognize and associate exclusively with our agency.
For instance, when communicating our brand values, we regularly share thought leadership content, client case studies, and behind-the-scenes glimpses showcasing how these frameworks generate measurable results. This transparency reinforces our commitment to authenticity, strategic insight, and innovation and differentiates us from competitors who rely solely on traditional PR methods. My advice for building a strong brand identity is simple yet powerful: define your unique methodology, communicate your values clearly, and consistently showcase what sets your business apart.
Kristin Marquet
Founder & Creative Director, Marquet Media
Ensure Consistency in Messaging and Visuals
One practical strategy I use to build a strong brand identity is ensuring consistency in messaging and visuals across all channels.
For instance, when I was establishing my business, I spent considerable time defining a clear voice and tone that reflected who we are: approachable, professional, but also innovative.
Then, I made sure this voice showed up everywhere, from our website and emails to the way we talked to customers on the phone. Pairing this with a cohesive color palette and logo design helped create a recognizable presence.
A good example of how we communicated our brand values was during a product launch. We wanted to emphasize reliability and customer-first thinking in a crowded market. Rather than just advertise, we shared stories from existing clients about how our service had solved their problems.
These stories were real and personal, which resonated more than generic marketing. We also leaned into educational content, which differentiated us from competitors who focused only on flashy sales tactics.
By keeping messaging consistent, defining what we stand for, and showing—not just telling—how we live those values, we’ve built trust and loyalty over time. It’s about walking the talk and reinforcing who you are in every interaction.
Erin Siemek
CEO, Forge Digital Marketing, LLC
Create a Signature Experience
Many people think of a brand as their collateral—”have a great logo,” “pick the right colors”—or as their outward messaging—”stay consistent on social media,” “craft the perfect tagline.” However, to me, a brand isn’t just what you show—it’s what people experience when they engage with you.
A strong brand is built on a signature experience, not just a visual identity. It’s the way you onboard clients, the way you communicate, the way you deliver your product or service, and the way people feel when they interact with you. It’s how you handle problems when something goes wrong, how you personalize interactions so people feel seen, how you set expectations upfront to avoid confusion, how you follow up after an engagement, and even how you decline opportunities that don’t align with your values. It’s your energy and presence in meetings or interactions, your consistency in response time, how you handle last-minute changes, how you surprise and delight your clients, and how you recognize and credit others. These touchpoints create brand stickiness—the kind that makes people remember you, talk about you, and return again and again.
Consider this: when was the last time you became a loyal customer for a brand because of a logo? Probably never. But you might remember the experience: the personal touch, the seamless interaction, the way they made you feel like more than just another transaction.
For me, creating a signature experience means ensuring that from the first interaction to the last, people walk away with a clear, memorable impression of what I stand for. It means crafting moments that can’t be replicated—whether that’s how I interact on stage, how I personalize my engagements, or how I make every client feel like they’re my top priority.
A strong brand isn’t just recognized—it’s felt. And the best brands aren’t just consumed; they’re experienced. When you design every touchpoint with that in mind, you stop being one of many and become the only one who delivers that feeling, that process, that transformation. That’s what makes a brand unforgettable.
Sylvie Di Giusto
Keynote Speaker & Author | Helping Professionals Lead Better, Sell Faster, Persuade Instantly, Sylvie di Giusto
Use Storytelling to Reinforce Core Values
One strategy I use to build a strong brand identity is storytelling, which reinforces core values and creates emotional connections. Instead of just promoting products or services, I focus on sharing why the brand exists and the problem it solves in a way that resonates with the audience.
For example, in a crowded digital marketing space, I differentiate by emphasizing transparency and performance-driven strategies rather than vague promises. Instead of just claiming success, I showcase real case studies, behind-the-scenes insights, and client transformations to prove the impact of our approach.
One campaign that stood out was a series of video testimonials featuring clients explaining how our strategies directly increased their revenue. It wasn’t about flashy ads—it was about authenticity and results. This built trust and set us apart from competitors who relied on generic claims. A strong brand identity isn’t just about a logo or color scheme—it’s about consistency, authenticity, and making your values clear in every interaction.
Georgi Petrov
CMO, Entrepreneur, and Content Creator, AIG MARKETER
Articulate Core Values Through Storytelling
A cornerstone of our brand identity strategy is the consistent articulation of our core values through authentic storytelling. We don’t just sell services; we convey the passion and expertise that drive our work. An example of this can be seen in our approach to showcasing client success stories. We move beyond generic testimonials and instead craft in-depth narratives that highlight the unique challenges our clients faced and the transformative impact our solutions had on their businesses.
We focus on the “why” behind our work, not just the “what.” Additionally, we produce video interviews with our team members, sharing their personal journeys and demonstrating their commitment to excellence. This humanizes our brand and fosters a sense of connection with our audience. By consistently communicating our values through compelling stories, we differentiate ourselves from competitors who often rely on dry, technical jargon or generic marketing claims. We aim to build a brand that resonates on an emotional level, establishing ourselves as trusted partners who genuinely care about our clients’ success.
Michael Lazar
CEO, Content Author
Demonstrate Values Openly
A powerful way to build brand identity comes from clearly showing people what you stand for rather than just telling them. Demonstrate values openly in how you treat customers, solve real problems, and communicate your vision. For example, instead of claiming transparency, openly share behind-the-scenes stories of how your products are made or services delivered. Actions like these immediately set your business apart, making your brand values believable, relatable, and uniquely yours.
Bhavik Sarkhedi
Founder & Content Lead, Ohh My Brand
Position as Partners in Growth
At Spectup, our strategy for building a strong brand identity centers on being more than just consultants–we position ourselves as partners in growth. I learned early on during my time at Different, where I helped brands like Audi and Zalando craft unique identities, that authenticity is the cornerstone of a strong brand. At Spectup, we communicate our brand values by openly embracing the challenges startups face and showing that we deeply understand their struggles–there’s no cookie-cutter solution here. One way we differentiate is through radical transparency. For instance, when we pitch to a potential client, I openly share both the opportunities and risks as I see them rather than just creating overly optimistic forecasts.
One startup founder once told me, “You’re the first consultant who admitted my timeline was unrealistic,” and, ironically, that honesty won us the project. Our tone is human and conversational, even in business settings, which helps us stand out against more formal competitors. It’s a balance of being approachable and credible–two traits I picked up while working at companies like Deloitte and BMW Startup Garage. When you live your brand values daily, clients see it, and that trust becomes your greatest differentiator.
Niclas Schlopsna
Managing Consultant and CEO, spectup
Align Brand with Audience Preferences
To build a strong brand identity, we prioritize aligning our brand’s essence with the evolving preferences of our audience.
For example, when minimalism gained popularity, we embraced clean lines and white space while ensuring our brand colors and typography remained prominent to reinforce our identity.
This approach not only made our website visually appealing but also stayed authentic to who we are.
To differentiate ourselves from competitors, we focus on inclusivity and collaboration with clients. We guide them through each step of growth, providing proactive insights and updates. This partnership approach goes beyond traditional marketing tactics, fostering strong, transparent relationships.
Additionally, we extend our services beyond the initial contract—whether it’s through AI advancements or SEO adjustments—offering ongoing support that creates a caring, personable brand.
This approach helps us stand out in the market and build deeper connections with our clients.
Gursharan Singh
Co-Founder, WebSpero Solutions
Prioritize Transparency for Strong Reputation
One core value that has helped DMB Media Group establish a strong reputation is transparency.
From the very beginning, we’ve prioritized open and honest communication with our clients. They have access to exactly the same data as we do – whether it’s around campaign performance, pricing structures, or strategy decisions. In an industry often clouded by jargon and smoke-and-mirrors tactics, our commitment to transparency has built trust and long-term relationships.
This value has shaped our image as a no-nonsense, results-driven agency that brands can rely on. Clients appreciate knowing exactly what they’re getting, how their budgets are being used, and the real impact our work is having on their business. It’s helped us stand out in a crowded market and consistently deliver value that speaks for itself.
Paul Scanlon
CEO, DMB Media Group
Use Sharp, Punchy Messaging
Clarity and personality–no corporate fluff. A strong brand identity isn’t just a logo; it’s how you talk, act, and make people feel. We cut through the noise with sharp, punchy messaging that actually sounds human.
Example? Our tagline: “World-class marketing pros, on demand.” It’s simple, direct, and instantly tells people what we do. No jargon, no vague promises–just a clear value proposition that sets us apart. In a world of boring, cookie-cutter agencies, being bold is the best strategy.
Justin Belmont
Founder & CEO, Prose
Be Real About Operations
One thing that’s worked well for us is just being real about how we operate. Instead of keeping our values inside the company, we talk about them publicly. Like how we make decisions, how we work through feedback, or even what we look for in people we hire. Nothing fancy just honest, day-to-day stuff.
We’ve shared those things in conversations with clients and even on LinkedIn, and it’s helped people get a feel for how we think and work. That’s made a bigger impact on our brand than any logo or tagline ever did.
It’s not a flashy strategy. But when people can actually see how you show up consistently it builds trust. And that trust becomes your brand.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Live Values Through Marketing and Client Work
At The Creative Collective, one key strategy we use to build a strong brand identity is living our values through our own marketing and client work. For example, as a female-led agency, we consistently champion diversity and inclusion–not just internally, but also through thought leadership, public speaking, and partnering with brands that align with these principles. This transparency and authenticity help us stand out in a competitive market, attracting like-minded clients who value collaboration, creativity, and purpose-driven results.
Yvette Adams
Founder/Partner, The Creative Collective
Focus on Personalization and Client Impact
I recall when I first set out to differentiate my service from the competition. I realized it wasn’t about offering more features. It was about offering something meaningful that truly solved a problem for my audience. For example, when I launched my web development service, I noticed that many agencies highlighted speed and pricing but overlooked personalization. I took a different approach by focusing on building custom, user-friendly designs and sharing client case studies that highlighted the real impact of these changes.
One of the most effective strategies I used was sharing detailed project walk-throughs that showed my thought process, setbacks, and creative solutions. The message that really connected with my audience was: “I’m not just building websites – I’m building experiences that represent your brand’s identity.” This made my service feel more personal and approachable, turning clients into long-term advocates.
My advice for anyone looking to stand out is to focus on your unique strengths and let people see the passion and purpose behind your work. Authenticity and transparency go a long way. People want to feel like they’re working with someone who understands their vision, not just someone selling a service.
Sachin Puri
Chief Growth Officer, Liquid Web
Create a Consistent, Authentic Narrative
A strong brand identity starts with a clear, consistent narrative that aligns with customer values. First, we define a unique brand voice and visual identity that reflect our mission and audience expectations. In addition, we reinforce our values through content marketing, social engagement, and customer experience. For example, we differentiate ourselves by championing community-driven initiatives, showcasing real impact stories that build trust. The most effective strategy is authenticity—businesses should consistently communicate their purpose through every touchpoint to create lasting connections.
Brenton Thomas
Founder, Twibi
Tell a Compelling Story
Building a strong brand identity is all about telling a consistent and compelling story. For me, it’s about sharing the heart of Hawaii through my blog. It’s not just about listing attractions; it’s about conveying the spirit of aloha, that feeling of warmth, welcome, and connection to the land and its people.
I differentiate myself by focusing on authentic experiences and local insights. I don’t just write about the tourist hotspots; I delve into the hidden gems, the cultural traditions, and the stories that make Hawaii unique. For example, I might write about the history of a specific hula dance or share a local’s favorite spot for watching the sunset. By sharing these kinds of stories, I’m not just providing information; I’m inviting readers to experience the true essence of the islands. You’ll find that this approach resonates with people who are looking for more than just a typical vacation.
Bruce Fisher
Owner, Hawaii Aloha Travel
Use Story-Driven Positioning
One of the most effective strategies for building a strong brand identity is story-driven positioning—making sure every piece of content, messaging, and marketing reflects the deeper mission behind the business. A brand isn’t just about a logo or colors; it’s about how people feel when they interact with it.
Instead of just selling services, strong brands differentiate by embracing a mission-driven approach—framing their work around a bigger purpose. For example, rather than positioning a marketing strategy session as a generic consultation, it can be structured as a battle plan, with elements like a Client Attraction Command Center or Implementation Roadmap. This kind of language speaks directly to a target audience’s experience, setting a brand apart from traditional competitors.
This identity should also carry through in content. Messaging should focus on translating expertise into transformation, resonating with an audience’s specific struggles and aspirations.
By aligning branding with a deep-rooted mission, businesses don’t just sell services—they create belonging. And that’s what makes a brand unforgettable.
Lisa Benson
Marketing Strategist, DeBella DeBall Designs
Maintain Consistency Across All Platforms
One key strategy for building a strong brand identity is maintaining consistency across all platforms while ensuring alignment with core values and audience expectations. At Level Up PR, a primary focus has been leveraging social media to document the brand’s journey, share insights, and engage with the audience.
For example, one way the brand effectively communicates its values and differentiates itself is by posting behind-the-scenes content, lifestyle updates, and client success stories. This not only showcases transparency but also builds trust with the audience. Additionally, maintaining a visually cohesive brand across different online channels–through consistent messaging, tone, and design–reinforces recognition and credibility.
Sahil Sachdeva
CEO & Founder, Level Up PR
Focus on Brand’s Personality Pillars
Our “personality pillars” are the aspects of our brand that form the basis of how we communicate with our audience. Our focus on color, artistry, and magic shapes the language we use when we interact with our customers. We’ve found that the way we talk about being “proud childless cat ladies” tends to attract exactly the right people to work with us.
It’s also a major focus when working with our clients on their branding: identifying who their customers are and what personal aspects of their brand they’re willing to share with them. Your customers care about who you are; it’s why they want to support you. So showcase it!
Amber Andrews
Brand & Marketing Image Expert, Andrews Artistry
Offer Personalized Luxury Dental Experience
I focus on offering a personalized luxury dental experience that sets Lumiere Dental Spa apart. We combine my expertise in cosmetic and restorative dentistry with a calming, high-end environment where patients feel like family. By using advanced technology and providing customized care, we ensure minimal discomfort and maximum results.
I differentiate ourselves by focusing on both dental health and self-confidence. For example, after a smile makeover, one patient shared how they felt transformed, both in appearance and confidence. At Lumiere, we don’t just improve smiles; we restore self-esteem and trust, making each visit a truly unique experience.
Neda Hovaizi
Business Owner & Dentist, Lumiere Dental Spa
Convey Quality Through Compelling Story
Quality is paramount when building a brand, yet it’s so common for companies to claim that their product or service is high-quality that this phrase has become practically meaningless. So how do you convey quality?
The best way I’ve found is to create a compelling story with your words, images, and video content.
Once I’ve empathized with their problem, I want my customers to imagine how easy it is to use our services. To relax, knowing that everything will be taken care of. I use power words like ‘secret’ and ‘discover’, as these increase emotional engagement. I always address potential customers as ‘you’. This means I reach them as an individual, not as some collective group they may not feel part of.
All of these things help paint a picture that the potential customer can see themselves in. Paint the right picture, and your branding will be a tremendous success.
By combining branding using the above strategy and SEO, I’ve increased traffic to a real estate site fivefold without needing to pay a penny more for advertising. Next time you feel the urge to tell someone how high-quality your product is, ask yourself how you can show them instead.
Martin Woods
SEO Director, Indigoextra Ltd.
