The Power of a Strong Brand Identity

In conversation with Anna Vail

We caught up branding specialist Anna Vail to learn about the power of a strong brand identity when trying to establish yourself as an e-commerce brand in a crowded market. Anna has supported several of our clients with their branding - honing colour palettes, fonts, logos and tone of voice in a way that perfectly reflects each brand and its values.

Please tell us about the services you offer?

At Anna India Designs, I handle all aspects of your design needs. I work with e-commerce brands, lifestyle brands, interior designers, and more, providing a seamless process from concept to creation.

Whether you're launching a new brand and need comprehensive identity development, including branding, packaging, and print materials, or you're an established brand seeking a refresh and rebranding, I am here to bring your vision to life.

I also work with brands to help them tell their stories. Offering expertise in content creation, social media templating, email design, art direction, and everything in between, I am here to help you showcase your brand's unique identity and captivate your audience across all platforms.

What do you enjoy about working with ecom brands in particular?

With three years of experience running my own e-commerce business, Balu London—a luxury homeware brand that collaborates with artisans from around the globe to create products that last and are to be treasured—I have gained invaluable insights into the intricacies of building and nurturing a brand.

This personal experience allows me to empathise with clients as they bring their brands to life. I understand the emotional and personal connection that comes with running a business and the importance of presenting yourself and your brand just as you envisioned. Delivering on that vision and witnessing the confidence it provides brand owners is incredibly exciting and fulfilling.

My goal is to be a supportive partner, helping to navigate the complexities of branding and creative so that you can focus on what you do best. Knowing that I can assist in creating a cohesive and compelling brand identity that resonates with both you and your customers is what I love most about my job.

Tell us a few of your favourite brands/businesses that you feel have a strong brand identity?

I have several brands that I really love; homeware brand Porta, Moda Operandi, The Go-To and Eslpelma Packaging, are just some of them.

From the brands I have worked with, Collagerie is one that I really admire. Having freelanced for them, I've seen firsthand how confidently they present themselves. They are a great example of how strong, consistent language can translate seamlessly across all platforms, creating a cohesive and recognisable presence to the consumer.

As a designer, I aspire to create this same sense of uniformity and adaptability when developing brand languages, ensuring that the brands or individuals I work with remain recognisable across various mediums.

What branding/ colour palette trends are you loving at the moment?

I’m pleased to see earthy colours like terracotta, deep purples, and oranges making a big splash in designs this year—I’m all for it.

From a creative perspective, I’m also enjoying the shift towards a more organic and authentic approach. This desire by many to have a window into the brand, a look behind the curtains. For my own brand that is making someone feel like they are walking into someone’s dinner party… it’s far more relaxed. This shift towards organic content invites a playful and imaginative approach to art direction, allowing me to dive deeply into a creative I love.

 What are a few of the most important elements of a strong brand identity?

Some think of branding as just the logo, but a brand encompasses so much more. It includes tone of voice, fonts, colours, primary and secondary logos, brand motifs, and how these elements interact across all mediums—such as packaging, social media, email campaigns, art direction, and website design. To create a truly successful brand, you need to view it as a complete identity that must be adaptable and recognisable across all touch points.

In what ways will a brand benefit from having a clear identity?

You want the customer journey to be seamless and for your brand to be aspirational at every touchpoint. Sometimes, people cut corners by only defining their logos initially, but this often leads to more stress down the line. Each product shoot, email design, and other elements may feel like you’re constantly reinventing the wheel. This not only dilutes your brand but can also confuses customers. Just as a clear brand mission can be distilled into a single sentence, your brand identity and creative should also be concise and coherent.

What are your top tips for creating a brand identity that truly reflects your brand and its values?

Bringing your brand to life is a deeply personal journey, and having my own brand has highlighted how crucial this process is. From the outset, it's essential to thoroughly explore your brand’s foundation—understand who your customers are, identify the brands you want to align with, recognise your competitors, and determine how you can differentiate yourself. Consider what products, services, or identities you'll offer and whether your branding needs to be flexible for future growth. By addressing these questions, you lay a strong foundation for your brand. Avoid merely following trends; instead, focus on creating something timeless that truly represents you and your product. Trends may come and go, but your brand is here to stay.

What should a brand book look like/include?

A brand book can vary depending on the client's needs, but it should always include the essential elements. These include fonts, colours, tone of voice (if not already defined), and guidelines for primary and secondary logos. It should also feature mockups to help visualise the brand’s application across different mediums. Essentially, the brand book serves as a comprehensive guide for consistent brand rollout, ensuring a unified visual language across all platforms.