An online brand identity: Creating and owning it

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A brand identity singles out a particular product, service, or company. It may refer to taglines, color schemes, logos, and trademarks. It represents a reputation and it reflects everything equated with the brand. The key to building a strong online brand identity is consistency.

The first step to enhance brand identity lies on the visuals, which includes the brand logo and color schemes. As the core of the visuals, the brand logo should be versatile, that is, usable in different online platforms—from websites to blogs to social media channels.

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In terms of color scheme, matching the brand’s main color to those used in other platforms is like waving a flag. For example, on Facebook, one can enhance the page’s overall identity by customizing the cover photo. On Twitter, the brand could wear the time-worn color theme that marks the brand’s territory on the color wheel. The goal is to realign ongoing materials in every platform for consistency, especially for online campaigns.

For social media and websites, on the other hand, messaging must be unchanged and should hark back to similar names, key phrases, and slogans. This makes the brand more recognizable and consistent.

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