Understanding The Brand Identity Blueprint

Downtown Digital
4 min readOct 11, 2022


First published on downtowndigi.com.

A brand identity blueprint is the mission, vision, essence, message, values, and personality of the brand. Learn about brand building with Downtown Digital!

What is the brand identity blueprint?

When designing your brand identity, there is a framework used to incorporate a number of important elements that make your brand unique. This framework is called the brand identity blueprint.

The blueprint is made up of the following brand elements: the mission, the vision, the essence, the message, the values, and last but not least, the personality.

It is important to remember that without a well formulated brand identity you will not be able to achieve your goals and scale. You will also find it harder to differentiate from your competitors and position yourself to scale and succeed in the long term. The following article outlines the fundamental elements of a brand’s identity:

What is a brand mission?

A brand mission is the company’s reason for existing. It is the guiding force behind your brand’s vision, values, and goals. The mission statement is the foundation upon which your brand is built.

The mission statement should be clear, concise, and inspiring. It should articulate you brand’s purpose and differentiate you brand in the marketplace.

What is a brand vision?

A brand vision is an overall idea behind a brand that helps guide the future. A brand vision should support the business strategy, be different from competitors, resonate with customers, and inspire employees and partners.

A brand vision will help guide ideas for marketing campaigns. Having a strong brand vision can help a company achieve long-term success.

What is a brand essence?

A brand essence is the heart and soul of a brand. It is the foundation that the brand is built upon and what makes the brand appear consistent and authentic.

The brand essence defines what the brand stands for, shapes its overall identity, and is meant to evoke a certain thought, feeling, or emotion in consumers.

Typically, a brand essence is expressed in one to three words. A brand’s essence is important because it helps consumers understand what the brand represents and why they should care about it.

The brand essence should be unique to the brand and should be something that sets it apart from other brands in the same category.

Ultimately, the goal is for the brand essence to create an emotional connection with consumers that will lead to loyalty and advocacy.

What is a brand message?

A brand message is a way for a brand to communicate its unique value proposition and personality to consumers. An effective brand message will engage your target market and connect your brand with its audiences.

It is important to align your brand message with the personality of your target audience and resonate with their needs and wants. A successful brand message strategy can inspire consumers to buy your product.

What are brand values?

A brand’s values are the guiding principles that dictate everything from the products and services it offers to the way it interacts with customers, employees, and other stakeholders.

A company that lives its values creates a culture that is attractive to both customers and staff, resulting in long term trust and loyalty.

Brand values are essential to any business because they provide direction and a sense of purpose. They help businesses make decisions that are in line with their goals and objectives.

Additionally, brand values help businesses stand out from their competitors by differentiating them in the marketplace.

What is brand personality?

Your brand’s personality is the set of human characteristics attributed to the brand.

A strong brand personality can help to develop an emotional connection with consumers, which can in turn lead to positive actions like brand loyalty and advocacy.

When developing a brand personality, it is important to consider what kind of human characteristics will resonate with your target consumers.

You want to create a personality that will appeal to them and make them want to form a connection with your brand.

Once you have developed a strong brand personality, it is important to maintain it consistently across all touchpoints to create a cohesive brand experience.

Final Thoughts on the Brand Identity Blueprint

The brand identity blueprint is an essential business framework to have in the locker. You can use it to build on your brands reputation and increase its public appeal.

A healthy business strategy has a well though out brand identity that encapsulates its values and personality. You can use it to resonate with the correct target audience, as the are attracted to these traits.

The blueprint falls into the broader scheme of brand identity and guides the visual brand elements that get developed going forward. It instructs how a brand communicates as well as how its operates internally.

To learn more about strategic brand building, head over you our branding strategy hub!

Contact us for brand development assistance!

We can help create a brand identity that positions your business where it needs to be.

We can also assist with designing your visual identity that communicates your brand values and stands out in the public eye.

Contact DTD to learn how we can help strengthen your brand identity!!



Downtown Digital

The DTG is here to provide small businesses and startups in Africa with brand strategy fundamentals, multimedia content frameworks, marketing trends, and more!

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