A brand's foundations (its mission, vision and story) comes to life in its visual identity. And every brand needs a clearly defined and distinct visual identity.

Many brand founders neglect brand identity as they don’t see the importance of it. It's a nice-to-have once they've received investment, not a pre-requisite to receiving it. Others jump straight to it without considering any of the steps covered in the first three modules of this course. 

So first of all, let's address the elephant in the room. Why is brand identity important for your climate tech brand?

• Distinguish yourself from your competition

• Create continuity with your business

• Build loyalty and trust

And perhaps more importantly, before someone makes a purchase (or an investment), they'll usually want to first get familiar with your brand. To see what you believe in, what sets you a part and what your values are. How you present yourself — whether you like it or not — signifies what you value, how innovative you are, and whether you are trustworthy or not. 

The old way? Green, eco-friendly, socially responsible, or simply; sustainable.

Making your brand visually distinguishable from your competitors is essential. Yet far the majority of climate tech brands still only compete on being "more sustainable" than the competition.

With a green logo and images of nature. The fact is that sustainability is a competitive advantage that will always erode. It’s a fact of modern economics. 

Climate tech brands are prone to believe their methodology or their solution can compete because it’s “more sustainable” or “more innovative” than anything else out there.

We believe that we stand out from the crowd. And maybe it’s true…for a while. But it doesn’t last forever.

Every solution can be replicated. Every innovative business model can be copied. You might have the solution to solve a specific problem now, but what happens when someone solves it for cheaper? Or is backed by a bigger company?

The climate tech brand ecosystem is exploding 

Every day there are new sustainability and climate tech brands being built. As a result, the ecosystem is exploding. This means that we simply can't continue being the one "green" solution on offer. We have to go deeper than this: Especially with our visual identity.

Imagine you’re in the market for a non-plastic straw. Ten years ago, this market was a niche. Today, there are so many Instagram accounts selling “sustainable” straws, you couldn’t count them on the feet of millipedes. So what differentiates them from one another?

The short answer? Nothing?

They all sell long, round bits of metal, bamboo or recycled plastic that you can drink through “guilt-free”. They’re all claiming to be sustainable. They all solve the consumer’s problem: Not wanting to waste single-use plastic.

The sustainability of their product isn’t their defining feature anymore. So how do can they compete for market share? 

Now I know that there are some people out there thinking: “They shouldn’t have to compete…there should be enough people out there that don’t want to use plastic straws and they all should survive.”

Competing on sustainability alone is a fool's game

We so often think that our solution shouldn’t have to compete because our solution stands alone; the only sustainable option on the market. That our solution's survival is guaranteed by humanity’s humanity. In reality, however, the truth is much less secure.

People buy solutions. Sustainability isn’t quantifiable for consumers; something is or it isn’t. 

They’re not looking for the most sustainable X on the market and they don’t have time to check the specifics of a product against your competitors. 

They have a problem and they value sustainability. If you’re in the market of solving a sustainability pain point, all your competitors will be too. As that problem becomes more mainstream, more people will see value in solving it.

Just like plastic straws, reusable water bottles and packaging-free soaps were niche a decade ago, there are hundreds of unique solutions today that will grow into profitable markets. You might think you own the problem you’re solving. But if you succeed in making a profitable business from solving it, it’s only a matter of time until you have company.

How to Define Your Visual Identity?

There are four steps to define your brand's visual identity:

1. Personality

2. Colours

3. Logo

4. Typography

5. Imagery

1. Brand characteristics

Brand characteristics, also known as the attributes or personality traits, are the bridge between a brand core (mission and vision, etc.) and how a company looks, sounds, and feels. Together, these elements come together to create a guide for how a brand interact. Your brand's personality, or the characteristics that define it, is the human component of your brand and it's the basis of your visual and verbal identity, made up of the emotional traits and behaviours which you would like to exhibit.   

Brand characteristics, also known as brand personality traits, are important in climate tech because they help to differentiate your brand in an increasingly crowded marketplace. Climate tech is becoming increasingly competitive, so having a unique brand personality can help a company stand out and build a strong connection with its target audience.

Brand characteristics also help to humanize a brand. To make it more relatable to customers. When a brand has a clear personality that aligns with its values and mission, it becomes more than just a faceless company selling a product or service. It becomes a trusted friend that customers can identify with and rely on.

Furthermore, brand personality traits help to establish an emotional connection with customers, which can be a powerful tool in building brand loyalty. When customers feel that a brand shares their values and has a personality that resonates with them, they are more likely to become loyal customers and even brand advocates.

In the context of climate tech, some important brand personality traits might include being environmentally conscious, innovative, socially responsible, ethical, and forward-thinking. But they can also be more geared towards how you want to communicate. Are you bold? Are you informative? Are you a challenger? Are you a leader?

These traits not only differentiate a company from its competitors, but also align with the values of customers who care about the environment and want to support companies that share their values.

2. Brand Colours

Research shows that the vast majority of consumers believe colour is the biggest motivator when choosing a particular product, and almost all of us acknowledge visual appearance as the most persuasive marketing factor overall. Yet it's one of the most overlooked opportunities in Climate Tech.

"Like a carefully chosen brand name, colour carries an intrinsic meaning that becomes central to the brand’s identity, contributes to brand recognition and communicates the desired image," states the Journal of the Academy of Marketing Science.

According to Canva, "Colours elicit emotions and feelings, plus they convey certain information. This enables customers to form an initial impression without even knowing what your product is about. Put simply, brand colors are powerful in helping customers decide whether or not they want to engage."

A brief overview of the feelings which each colour elicites, according to the graphic design platform:

• Red is associated with danger, excitement, and energy. It’s also known for being the color of love and passion.

• Pink is feminine, it’s sentimental and romantic. Different shades, like hot pink, can be youthful and bold.

• Orange, like it’s namesake, is fresh and full of vitality. It’s also creative, adventurous, and associated with being cost-effective.

• Yellow is optimistic. It’s a color associated with being playful and happy.

• Green is natural, often used to demonstrate sustainability. But it can also align with prestige and wealth.

• Blue is trustworthy and reliable. It’s calming or often associated with depression.

• Purple is royalty and majesty. It can be spiritual and mysterious.

• Brown is down-to-earth and honest, often used for organic wholesome products.

• White is pure. It conveys simplicity and innocence, often with a minimalistic feel.

• Black is both sophisticated and elegant. It can be formal and luxurious, but also sorrowful.

• Multicolor is united or open to anything. It’s great for capturing the spirit of diversity

If you’ve decided that your brand’s personality is explorative, independent and non-conforming, then according to the wheel (shown above), your predominant colour maybe green. Not, however, because you're "more sustainable" than your competition. Choosing one colour based on this list is a good way to start and then complement it with a second, less intense colour. Choose branding colours that complement each other. I would recommend choosing two or three colours; one primary and one or two secondary to use in your communications. 

Example:

For example, at Impact Brand Building, my brand consulting agency, we chose red as a bold and active colour, folded into an array of different matte tones. The boldness of the red was chosen as a distinct counter to the green which so many climate tech brands use.  

3. Typography

Typography, or the fonts that you use and the way those fonts are laid out, is hugely important to the branding process. Fonts send a message to your audience about who you are as a brand. Are you old fashioned or modern and quirky? What’s it going to be like working with you? How open to innovation are you?

Your font can tell a story every time someone interacts with it, about who you are as a brand and what they can expect from working with you. Typography is important to knuckle down in the beginning because the last thing you want to be doing is chopping and changing fonts. 

Just like using Times New Roman or Comic Sans will send a different approach to if you choose to go with Helvetica for instance.

If you’re an early-stage impact start-up, you probably don’t have the time or the inclination to think that much about fonts. 

Step 1. To choose your primary font, ask yourself which of the following describe your brand? Make a list from 1-6. 

1. Classic, traditional, educational, and trustworthy?

2. Modern, clean, innovative, minimalistic, and approachable?

3. Bold, confident, and authoritative?

4. Stylish, elegant, and unique?

5. Quirky, distinctive, and dramatic?

6. Stylized, distinctive, and dramatic?

Step 2. Each number above correlates to a group of fonts on the next page, including Serif, San Serif, etc. As the fonts you choose will nonverbally communicate your company’s identity, consider which character traits you want to lead with in your communications. For instance, if your brand is “stylish” and "elegant,” you may want to choose a script typeface for your primary font. If you’re “innovative” or “modern,” a san serif font might be for you. If you’re more "traditional” consider choosing a serif font.

1. Serif

2. San-serif

3. Slab serif

4. Script

5. Handwritten

6. Decorative

Step 3. Choose two fonts which represent your brand to be your Primary Font and your Secondary Font. Consider choosing two different types of fonts (i.e., Slab serif for your Primary Font and San-serif for your Secondary Font), but don't be afraid to choose one font for both. Keep in mind, you can also use just one typeface across your entire brand or have one font in ALL CAPS for your title, and in paragraph for your Secondary Font. 

Step 4. Choose how you want to write your titles — ALL CAPS, Title Caps, or Sentence caps — and stick with it across your brand identity. For instance, with my branding connsultancy Impact Brand Building, in official documents, I always write the brand name in All Caps (see below) and have all headlines in Title Case (Compete on Brand, Not on Features). 

4. Your Brand's Logo

Your logo is the face of your business. It’s usually the first visual interaction anyone has with your brand and a well designed logo can edge itself into someone’s mind. However, the opposite is also true: a poorly designed one can be a stain on your company... or worse, easily forgotten. 

The worst kind of logo is one that fails to differentiate your business from other brands. It's common in early stage climate tech brands to come across many “eco-friendly” logos, with a "eco" in the brand name and a green tree in the background. It drives me crazy, especially because every other "sustainable" brand is doing the same thing (Imagine if every shoe brand had a logo that was a foot!)

Now that you've got your colours and fonts in order, it's time to design your logo. However, I'm not going to tell you how to design your logo: That's entirely up to you. Though I will say this: If you want your logo to help you stand apart from the competition, which is exactly what it's there to do, it’s only common sense to make something different. Thus, I would suggest steering clear of falling into the "green" trap. 

With your brand story and the ingredients listed above, you should be able to track one down for a small fee. If you’re not a designer and you can afford it, then I would wholeheartedly recommend getting this one done professionally.

What are some characteristics of a good logo?

Once you have made your choice, ask yourself the following questions:

1. Simplicity: Is the design easily identifiable? Is it not too busy, confusing, or distracting?

2. Memorability: Is it quickly recognizable?

3. Timelessness: Will it still be a great logo in 10, 20, or even 50 years?

4. Functionality: Does it work across a range of mediums?

5. Appropriateness: Does it resonate with your ideal target audience and their industry?

5. Imagery

As they say, a picture's worth a thousand words. But what images should you use in your communications? Your brand's imagery will be present on your website, in your logo perhaps, brochures,  downloadables, your pitch deck/slide presentations, and all social media accounts and posts. 

I’ve worked with brands before that didn’t have a style guideline for imagery and as a result, there was no continuity what so ever. There were high-res black and white images, next to cartoons, next to cropped landscapes. It made no sense. What's more, they didn't use high quality images, and the overall result was that the brand suffered.

This reflected badly not only on their design skills, but also made others question their ability to deliver. Choosing how you present images, the shapes that you use frequently and your form will keep you in check when it comes to communicating. Ask yourself “does this image represent us” and if the answer is no, then why are we using it?

Step 1. Align your imagery with your brand's persona. Just like your fonts and your colours, consider the characteristics you want to get across with your imagery. Do you want to be known for your unique design or do you want to be known as traditional or innovative? Each has a particular style of imagery. Think about the reputation you want to create for your business — what do you want your target audience to think when they interact with your business?

Step 2. Create a mood board. Make a mood board on Pinterest of images which align with your brand's values and which are in similar colors to the ones you have chosen. A mood board is a canvas where you collect imagery you like so that you can then go on and narrow it down. It will help you select the themes, colors, and tones and is an efficient way to begin. I recommend doing this by creating an account with Pinterest and making a board there.

Step 3. Define your imagery. The best way to do this is to pick a single style and stick with it. Examples of different styles of imagery which you could choose are:

• High resolution

• Low/high contrast

• Aerials of nature, cityscapes, buildings...

• Black & white portraits

• Granulated & high ISO

• Only cartoons or illustrations

• Journalistic features: Storytelling as a visual medium

You should be able to write down your brand style imagery in a single sentence. For instance, in all the images on the Impact Brand Building, we've taken most of the colour out,  put the contrast up, and feature traditional cityscapes and photojournalistic images with people.

All in all, don't be afraid to get creative here and keep in mind that consistency is key. Every time you post something, ask yourself, is this right? Does this live up to my brand's imagery guidelines? If not, it might be best to reconsider.