Creating your Brand Identity using the 3 P’s!

by | 1 Sep 2019

Which comes first? Brand, logo, website? Starting a business is exciting, and with so many things to think of, it’s tempting to decide on your business logo and the look of website day one. However, it’s crucial you’ve worked out who you are. Knowing your brand and your brand’s identity comes first. Use the 3 P’s and create your brand identity.

Let’s start with a couple of definitions:

Brand – “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”. Seth Godin

Brand Identity – The Business Dictionary defines brand identity as ‘the visible elements of a brand, such as colours, design, logotype, name, symbols, that together identify and distinguish the brand in the consumers’ mind’.

Once you have determined your brand, where it will sit in the market and the emotion that you want it to invoke in the consumer, the next step is to determine how best to deliver that message. How can you explain who you are, what you do, and most importantly, how can you connect with your customers and create loyalty? That’s brand identity.

Use the 3 P’s to determine your brand identity:

  1. Purpose – what’s your why? Think about why you want to create this business and your brand. Look back at your business plan or look at your vision statement and know exactly what your expectations are for your brand.
  2. Position – what are you selling and, more importantly, who are you selling to?
  3. Personality – once you have established your purpose and your position, you can determine your brand personality, how your brand feels and what it looks like. This is called the visual style guide and is made up of the following elements:
      • Business name
      • Tagline or slogan
      • Logo
      • Typeface
      • Colours
      • Graphics
      • Tone or voice
      • Photography

The Branding Package

Once you have decided on your brand identity, you can begin to create a branding package for your business. This involves items such as website design, social media templates, email and newsletter templates, business cards, letterhead, and flyers. Consistency is the key in a good brand package.


Hi, I’m Justine – I’m so happy to find you here. The Flossi Creative blog is a resource for the dreamers, doers and career crusaders. Enjoy!

Browse Categories


Ep. 146 – Justine McLean – Is profit first a good idea?

If you've been scrolling socials or put the word profit into your google search, there's a pretty good chance you've seen or heard about the concept of profit first.  Business owners see it as their nirvana, while for others it just adds to the business money...

Ep. 145 – Justine McLean – How to get started with Money Monday

Step into my office every Monday and you'll find me working on the business money.  I call it Money Money! It's a non-negotiable date with my profit and loss statement and all the numbers that go into running my business and has become a weekly ritual which makes me...

Ep. 143 – 30 Ways to save money in your business

Ever felt like the financial headwinds are just too strong for your small business to make headway?  I'm Justine McLean, and I'm here to share 30 strategies that will help you navigate this season of business. From cloud accounting and AI, optimising your processes to...

Ep. 142 – I’ve written a book and you can too!

Ever wanted to write a business book? In this episode, Justine spills the beans on the realities of authorship, from the publishing industry’s intricacies to the strategic use of a book as a marketing powerhouse. Learn what it takes to go from idea to published author...


Stay in touch

Subscribe to our monthly newsletter for the latest interviews, product launches, bonus offerings and more.

You have Successfully Subscribed!

Pin It on Pinterest

Share This