Let’s explore why your brand identity is important.
- What brand identity really means.
- Branding isn’t about pretty logos.
- What good branding looks like.
- Why brand equity matters.
- Choosing the right branding agency.
- What makes a good logo.
- Brand archetypes, story and positioning.
- Real branding in practice.
- Branding done properly.
- Why Toast.
What brand identity really means.
It’s not just your logo. It’s how your business looks, sounds and feels. From colour choices to your tone of voice, it’s all branding. It’s what people remember about you and how they talk about you.
If your brand’s identity is weak or inconsistent, people won’t know what you stand for. If it’s strong, they’ll remember you for the right reasons.
Branding isn’t about pretty logos.
You don’t buy a drill for the sake of owning one; you want to make a hole. Same with branding. You don’t hire a designer to get a shiny logo; you’re trying to build trust, value and recognition.
If your visual identity doesn’t say something useful, it’s just decoration. We’ve helped clients at Toast achieve better results for over 25 years.
What good branding looks like.
A strong brand identity starts with a name that conveys meaning and a logo that is consistent across all platforms, including print, web, packaging, and signage.
From there, you build a visual identity, including typefaces, colour palette, image style, and iconography. It’s the whole system that keeps your brand looking and feeling consistent.
Your logo is the anchor, not the destination. The work doesn’t stop at the symbol.
Why brand equity matters.
Brand equity is the extra value your name adds to your business. People choose you because they trust you, not just because of what you sell.
You earn equity by being transparent, consistent and emotionally engaging. You lose it when your visual identity looks like it was knocked up in Canva.
Choosing the right branding agency.
Pick an agency that asks questions, not just what colour you want your logo.
You want someone who’ll audit your brand, explore strategy, help shape your positioning and build a proper brand system.
Avoid those who send you three logo options and ask which one you “like best.” Branding isn’t a popularity contest.
A good agency will:
- Help define your brand story and tone
- Deliver consistent application across print, digital and physical
- Ask for a creative brief (and help write one if needed)
- Check trademark issues early on
- Explain archetypes and positioning in plain English
What makes a good logo.
A strong logo is:
- Clear at small and large sizes
- Recognisable and unique
- Flexible in colour and monochrome
- Designed to last
There are five common types:
- Wordmarks (e.g. Google)
- Lettermarks (e.g. IBM)
- Symbols (e.g. Apple)
- Combos (text + icon)
- Emblems (badges, crests)
The best choice depends on how you want to tell your story.
Brand archetypes, story and positioning.
Archetypes help your brand feel human. They give you a personality to lean into: the Explorer, the Rebel, the Caregiver.
Your story explains who you are and why you exist. It makes your brand relatable and more than just a product.
Your positioning tells people where you sit in the market and how you’re different from the others.
Real branding in practice.
Here’s what we do at Toast:
- Run brand audits to spot weaknesses
- Help define names and protect them with trademark checks
- Create a complete identity system that works across print and digital
- Build consistent brand equity by applying the brand everywhere
- Provide long-term help to manage brand reputation
This isn’t just theory. It’s how we’ve helped businesses maintain consistency and credibility for over two decades.
Branding done properly.
Branding is everything your customers see, hear and feel from you.
Yes, that includes your logo. But also consider your tone, language, messaging, signage, social posts, and email footer; all of it.
A good agency doesn’t stop at the logo. We help you get all those things right and work together.
Why Toast.
We’re not account managers playing pass-the-parcel with freelancers. You work directly with creatives.
- We’ve been doing this since 1997.
- We don’t churn out trends.
- We create brand identities that last.
- We cover everything from naming and identity to packaging, web and print; all done by the same people who take the brief.
- We care about strategy, not fluff. And we want your brand to mean something.
If that sounds like what you need, give us a call.
