Column Five helps you craft a strong identity that makes your brand stand out.
What Is Brand Identity?
Brand identity is the sum total of how your brand looks, feels, and speaks to people. It is the composite picture of who you are, what you do, and what you care about—expressed in everything from your logo and color palette to tagline and messaging. If you want to win hearts, minds, and market share, building a strong identity is the first step.
But a strong identity doesn’t start or end with the logo. It's comprised of many symbiotic elements that contribute to the overall experience. That means:
Logo designs that read well on screens, signs, etc.
Color palettes that match your personality and improve accessibility
Typography that supports tone and readability
Imagery that carries meaning, not just decoration
Messaging that resonates with the right audience
We build cohesive brand identities that consider all this and more, helping to reinforce your brand in every context.
A strong identity is not optional. It is the last remaining competitive advantage, a genuine tool to drive growth. A clear identity establishes your position in the market, separates you from lookalikes, and builds recognition and trust. Translation: In a crowded space, identity is what helps people pick you first.
A Strong Identity Impacts Customer Perception
People don’t care what you do; they care how you make them feel. They want consistency and reliability, and your brand identity can cultivate both. Every aspect of your brand contributes to your overall brand experience, whether that’s your homepage, your social posts, or your sales decks. Creating a consistent, enjoyable experience is crucial to build trust. Over time, that trust turns into engagement, loyalty, and long-term relationships.
But you can't do any of this without telling a strong brand story that explains not just what you do but why it matters. Good storytelling turns your mission, values, and vision into a narrative people can retell. Think about a health startup that began with one founder’s hospital experience. That story shapes the product roadmap, the website copy, and the sales pitch. And those types of good stories travel.
Logo design & visual identity systems (primary, secondary, and supporting assets)
Brand naming & tagline creation
Typography & color palette design
Brand voice & messaging frameworks
Comprehensive brand guidelines
Brand architecture & sub-brands
Rebranding & brand refreshes
Competitor & market analysis
Our Approach to Brand Identity
Strategy-First Philosophy
Our work begins with research, trend checks, and market alignment. This ensures your brand strategy truly connects with the people you’re trying to reach and supports long-term growth.
Collaboration at Every Step
Strong identities are made together, not in isolation. Tools like Notion and Adobe XD keep teams in sync from kickoff to handoff. Collaboration stays open, feedback moves fast, and decisions get documented.
Data-Driven Creative
A brand works best when every part plays its role. Insights guide creative, and creative brings the strategy to life. The goal is simple: make work that looks great and drives results people can measure.
What’s Included in a Brand Identity
Brand Strategy
A brand strategy is the core of your brand, articulating:
Who you are
What you stand for
What you do
How you do it
Why you’re unique
Why you’re invested in helping people
With these elements articulated, you can make aligned brand decisions and build a powerful brand identity.
Visual Identity
Your visual identity is designed to communicate your mission to your audience. This covers a variety of visual elements, including:
Logo
Type
Color
Imagery
And more
With this comprehensive set of visual tools, you can create and maintain visual consistency across digital, print, and packaging.
Brand Messaging
With well-articulated messaging, you can make your brand stand out in a crowded marketplace. We outline every element you need to communicate effectively, including:
Brand voice & tone
Tagline
Value proposition
Story pillars
This messaging framework allows you to tell a strong story at every stage of the customer journey.
Brand Guidelines
We create easy-to-follow brand guidelines that cover everything creators need to know to build on-brand content that resonates with the right people, including:
Visual assets & templates
Real-world examples
Messaging playbooks
Digital-ready brand files
The result is consistent execution that builds recognition and reinforces values at every touchpoint.
Our Branding Process
1
Discovery & Brand Audit
The team digs into your business, space, and competitors to find what sets you apart. That clarity becomes the foundation for everything that follows.
2
Strategic Brand Positioning
Value proposition and market position get defined. Mission, vision, and values get sharpened. A consistent tone of voice is set so every message sounds like you.
3
Creative Concepts
Verbal and visual directions turn strategy into something people can see and feel. Each concept aims to create an emotional connection and a lasting impression.
4
Refinement & Implementation
The selected direction gets refined with feedback. Final assets arrive ready to use, including logos, color palettes, typography, etc.
5
Final Delivery & Support
All files, guides, and templates are delivered for launch. We provide ongoing support to ensure a smooth and successful brand rollout.
