Deciphering Brand Identity

A common misconception we encounter through our marketing and design work is what exactly brand means. More specifically, what brand identity is.

When most people hear the word brand, their thoughts go straight to the logo. Traditionally, the logo is the first piece of a company people encounter. We believe to make your brand truly memorable, your identity goes deeper than just the logo.

TAKEAWAY #1: A logo is a brand identifier, not a brand identity.

With this framework in mind, you should begin by honing in on your story. What are your values? What is your why?

Once your story is established, the visuals—logos, patterning, typefaces—become additional vessels to tell your story through. The entirety of these things become your brand identity.

TAKEAWAY #2: Authentic storytelling is the primary pillar of your brand identity.

For us at Fig Industries, we approach deciphering brand identity in two ways—by listening and differentiating.

We believe having a good understanding of who you are, how you’re different from others in the market, and why your different can be beneficial in driving a long-lasting brand.

And when you can use your authenticity and your true perspective and synthesize it and make it something that generally appeals to a lot of people, that’s where you really get some magic happening in branding.

TAKEAWAY #3:  Fig Industries takes a listen first approach to deciphering brand identity to help you discover your differentiator.

Waltz Vineyards is a sixth-generation farm producing boutique wines and hosting wine lovers in a European-style tasting room. As the Waltz family transitions leadership roles to the next generation, we helped them with four objectives: refine their existing branding, ensure their marketing remains relevant to wine consumers, create messaging and visuals to align with the brand, and increase their digital footprint.