© 2024 DM for Logo/Brand Identity.
Brand
Identity
Checklist.
Personality Messaging Assets
Strategy Identity Guidelines
Raja Karmani
Brand Designer 1/11
© 2024 DM for Logo/Brand Identity.
So many feel confused
about what to include in a
brand identity document
while working with a
client.
So, here’s how it goes →
Raja Karmani
Brand Designer 2/11
© 2024 DM for Logo/Brand Identity.
1. Brand Strategy
Purpose: Why your brand exists.
Vision: Long-term brand goals.
Mission: Daily brand activities.
Values: Core principles and beliefs.
Target Audience: Ideal customer profile.
Positioning: Unique brand market position.
Competitor Analysis: Strengths and
weaknesses comparison.
Summary:
Brand strategy is the foundation that guides everything your
brand does. It defines what your brand stands for, your goals,
who you're targeting, and how you position yourself against
competitors.
Raja Karmani
Brand Designer 3/11
© 2024 DM for Logo/Brand Identity.
2. Brand Personality
Tone of Voice: Brand communication style.
Archetype: Representing brand character.
Attributes: Brand characteristics or traits.
Summary:
Brand personality gives your brand human like traits, helping
people relate to it. It's about how your brand sounds, acts, and
feels. Are you serious or playful? Bold or friendly?
Your personality helps create a deeper connection with your
audience.
Raja Karmani
Brand Designer 4/11
© 2024 DM for Logo/Brand Identity.
3. Brand Messaging
Tagline: Memorable brand slogan.
Key Messages: Core brand communications.
Storytelling: Brand origin and narrative.
Summary:
Brand messaging is how you communicate your values to
customers. It includes your tagline, key messages, and the sto-
ries you tell. It’s about expressing who you are and what you
offer in a way that resonates with your audience.
Raja Karmani
Brand Designer 5/11
© 2024 DM for Logo/Brand Identity.
4. Visual Identity
Logo: Scalable, memorable, versatile design.
Color Palette: Primary & secondary colors.
Typography: Font choices and hierarchy.
Imagery Style: Photography approach.
Iconography: Consistent and simple icons.
Patterns/Textures: Brand-specific patterns
or textures.
Summary:
Visual identity is how your brand looks. It includes your logo,
colors, fonts, and any visuals that represent your brand. These
elements need to be consistent and recognizable to create a
lasting impression on your audience.
Raja Karmani
Brand Designer 6/11
© 2024 DM for Logo/Brand Identity.
5. Brand Assets
Collateral: Business cards, brochures, etc.
SM Templates: Pre-designed content templates.
Email Signatures: Consistent digital signatures.
Digital Presence: Favicons, banners, icons.
Summary:
Brand assets are the physical and digital tools that represent
your brand, like business cards, social media templates, and
website icons. These are the things you’ll use to maintain a
consistent look and feel in all of your branding materials.
Raja Karmani
Brand Designer 7/11
© 2024 DM for Logo/Brand Identity.
6. Brand Experience
Website: Landing page & user interface.
Social Media: Content tone and visuals.
Packaging: Product packaging & labelling.
Customer Experience: On-brand customer
interactions.
Summary:
Brand experience is how people interact with your brand, from
visiting your website to unboxing your products. It’s the overall
feeling and impression they get. A positive, consistent experi-
ence builds trust and loyalty.
Raja Karmani
Brand Designer 8/11
© 2024 DM for Logo/Brand Identity.
7. Brand Guidelines
Logo Usage: Size, placement, variations.
Typography Usage: Font hierarchy and rules.
Imagery Guidelines: Visual style do’s and don’ts.
Tone of Voice: On-brand language guidelines.
Digital/Print Applications: Consistent brand
touchpoints.
Summary:
Brand guidelines are the rules that keep your identity consist-
ent across all platforms. They cover how to use your logo,
colors, fonts, and tone of voice. These guidelines help ensure
your brand looks and feels the same no matter where people
see it.
Raja Karmani
Brand Designer 9/11
© 2024 DM for Logo/Brand Identity.
Building a brand identity doesn’t
have to be overwhelming.
By focusing on these core elements
— strategy, personality, visuals,
messaging, and consistency.
You’ll create a brand that’s not only
strong but also resonates with your
audience.
Raja Karmani
Brand Designer 10/11
Raja Karmani
Brand Designer
Need an identity?
DM to get started.
rajakarmani.vzy.io
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