Brand Identity

Strategic Context

Brand identity is not just a logo. It’s the connective tissue that weaves through every aspect of your project. It’s what ensures that every touchpoint, from your website to your social posts, feels coherent and consistent. Without a strong brand identity, you’re scattered–fragmented messages, mixed visuals, and a brand that’s forgettable.

This module will help you build a brand identity that’s not just visually compelling, but strategically aligned. A brand identity that isn’t just design, it’s direction.

What is Brand Identity?

Brand identity is the complete visual and emotional representation of your brand. It’s how you look, how you speak, and how you make people feel. This includes:

• Logo: The visual mark that represents your brand.

• Color Palette: Primary, secondary, and accent colors.

• Typography: Fonts that communicate your brand’s personality.

• Imagery Style: Photography, illustrations, and iconography.

• Tone and Voice: How your brand communicates in writing.

• Brand Guidelines: Rules for maintaining consistency across all touchpoints.

  

Why Brand Identity Matters

Brand is identity. It’s what people think and feel when they see, hear, or interact with you.

In Web3, trust and differentiation matter. A strong, cohesive brand builds recognition, credibility, and long-term engagement.

Design drives perception. A bold visual identity and sharp messaging ensure you stand out in a crowded, noisy ecosystem.

Mantra: More than seen. Remembered.

Building Your Brand Identity: Step-by-Step

Step 1: Define Your Brand Fundamentals

• Complete the Brand Strategy Module

  • Mission: What do you exist to achieve?

  • Vision: What is the world you are trying to create?

  • Core Values: What principles do you stand by?

• Complete the Audience/ICP Module: Who are you speaking to? Define your audience profile (demographics and psychographics).

• Define your brand personality in three words (e.g., Bold, Playful, Trustworthy).

Step 2: Establish Your Brand Archetype

• Choose an archetype that aligns with your brand’s personality:

  • Caregiver: Supportive, compassionate, nurturing.

  • Jester: Playful, humorous, engaging.

  • Outlaw: Bold, rebellious, unconventional.

  • Magician: Transformative, visionary, inspiring.

  • Creator: Artistic, innovative, empowering.

• Use the Archetype Worksheet to explore your brand’s personality.

• Choose one primary archetype and one secondary for flexibility.

  

Step 3: Design Your Visual Identity

• Logo: Design primary and secondary versions.

• Color Palette: Choose 3-5 brand colors.

• Typography: Select fonts for headings, body text, and accents.

• Imagery Style: Define the style of photography, icons, or illustrations.

• Brand Guidelines: Document all design elements for consistent use.

Step 4: Apply Your Brand Identity Across Channels

Consistency builds recognition. Your brand should appear the same across all touchpoints.

• Define Your Brand Voice, aligning it with your chosen archetype

• Map Out Brand Messaging [Complete Messaging Module]

  • Develop sample headlines that align with your archetype.

  • Create a tagline that captures your brand’s personality.

• Social Media: Profile images, post templates, captions.

• Website: Consistent design, tone, and visuals.

• Community Channels: Discord, Telegram, Reddit.

• Product UI: Consistent tone, colors, and messaging in your dApp or website.

→ Myosin Creative Brief Template

5. Testing and Evolving Your Brand Identity

• Get Feedback: Share your brand identity with your team and community. Collect feedback.

• Test Across Channels: Ensure your brand identity is consistent on social, website, and community channels.

• Refine Over Time: Regularly revisit your brand identity to keep it aligned with your project’s growth.

6. Brand Identity Case Studies

→ Google Docs: Myosin Brand & Design Case Studies

POKT Network: Adaptive colors for different audiences (tech, community, institutional).

Near Foundation: Core logo as the unifying visual identity.

Partizia Blockchain: Selective revealing for a sense of elegance and mystery.

7. Brand Identity Checklist

✓ Clear brand mission, vision, and values [Complete Brand Strategy Module]
✓ Defined brand archetype.
✓ Complete audience profile [Complete Audience/ICP module]
✓ Finalized visual identity (logo, colors, fonts).
✓ Documented brand guidelines (Brand Book).
✓ Consistent application across all channels.