Blog · Brand

Brand image: definition and the 8 elements to build

Brand image, visual identity, branding: what these words cover, the 8 elements of a consistent brand and how to build them in the right order.

Published on 17 October 2026By The azokroma team2 min read

Brand image: what are we talking about?

Brand image is what people perceive of you: what they feel, remember and tell others. Brand identity is what you choose to show in order to create that perception: name, logo, colours, tone, materials. Branding is the work that links the two.

You do not fully control the image, but you do control the identity: a clear and consistent identity brings the image closer to what you want.

The 8 elements of a consistent brand

Element	Question to ask	Deliverable
1. Promise and values	Why do we exist, for whom?	A mission sentence, 3 values
2. Name	How do we want to be called?	Name and tagline
3. Logo	What sign identifies us?	Logo, symbol, versions
4. Colours	What visual mood?	A documented palette
5. Typefaces	What visual voice?	Two fonts at most
6. Tone of voice	How do we speak?	Principles, words to say and to avoid
7. Images and icons	What style of visuals?	Photo rules, pictograms, patterns
8. Materials	Where does the brand appear?	Stationery, site, social, packaging

In which order to build them

The substance first: promise, target, values. Without it, everything else is decoration.
The name, because it shapes the logo and the web domain (brand name guide).
The logo, colours and fonts together, so that they answer each other.
The tone of voice, often forgotten, which makes the difference in writing.
The brand guidelines, which record all this (what they contain).
The materials, derived from the guidelines.

azokroma helps you with points 2 to 5 and 8: name, logo, colours, fonts, then stationery and social media in your colours.

Create my brand identity

Check the consistency

Put your business card, your home page and your LinkedIn profile side by side: do they clearly belong to the same brand?
Hide the logo: is the brand still recognisable through the colours, fonts and tone?
Ask three customers to associate three words with your brand and compare them with your three values.

Frequently asked questions

What is the difference between visual identity and brand image?

Visual identity covers what is seen (logo, colours, typefaces). Brand image is the overall perception the public has of you, which also depends on service, price and tone.

How long does it take to build a brand?

The basics (name, logo, palette, fonts) can be set in a few hours with a guided tool. Awareness, on the other hand, is built over years.

Can I create my brand myself?

Yes for the basics, provided you stay simple and consistent. Human support becomes useful for the positioning strategy.

Comments

No comments yet. Be the first to react.

Try it in azokroma

Pick a name, a symbol, colours and a font, then get an exclusive design removed from the catalogue the moment you buy it.

Create my brand

Sources

INPI: what is a trademark?

Keep reading

Brand

How to find a brand name: method, ideas and checks

Criteria for a good name, themes for inspiration (stars, flowers, pigments, treats…) and a checklist: domain, social networks, trademark.

Brand

Vibe coding: why you should define your brand before asking AI for code

Vibe coding lets you build a site or an app in a few hours. Without a defined brand, the result looks like everyone else’s. Here is what to prepare before you launch the AI.

Colours

Colour psychology: how to choose the colour of your logo

Blue, red, green, yellow… what each colour suggests, how to choose according to your industry, and the mistakes to avoid before locking in your palette.

Logo

How to create a professional logo in 7 steps

From brief to final file: the method for designing a legible, lasting and adaptable logo, with the types of logo, the mistakes to avoid and a checklist.

← All articles