How to Build a Strong Brand Identity: Lessons from Layers

Every day, new businesses make a name for themselves, and a brand identity that speaks for itself has to be intentionally crafted. If you are working on a brand identity, it is important to build what resonates with your audience and sets you apart from competitors.

Layers is a prime example of this, evolving from a freelancer-focused platform to a global hub for collaboration and growth. Born from real-world struggles freelancers face, Layers’ identity embodies transparency, trustlessness, and inclusivity.

This blog will explore brand identity, why it's essential, and how you can create one tailored to your values and audience.

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What is Brand Identity?

Brand identity is simply what your brand says and what people can pinpoint, what people feel and see when they see your brand. It is simply the personality of your brand and the story you tell. Sometimes, we use logo and brand interchangeably, but they are distinct in this context.

For Layers, the hexagonal logo is more than visuals. It represents the letters from "layers" and serves as a metaphor for inclusivity and collaboration. It symbolizes a global roundtable with six edges, echoing the brand's mission to foster trustlessness, transparency, and cooperative growth worldwide.

The Evolution of Layers (V1 to V4)

Layers have transformed over time, refining their identity and offerings. Since the beginning, the Layers monogram has been the hex roundtable with 6 edges for each letter in the brand name.

However, the branding style from phase 1 was worlds apart from where we've come now.

The brand was conceived as a freelance platform that brings people together to collaborate and find resources, tools, and talents in one place. The initial colors were a reddish-maroon with a bright olive green, for which the mood was to work complementary with passion and prosperity; all in all, it looked pretty Christmasy in the end, which felt quite warm and welcoming.

Now, the brand has defined itself as sharp and on-trend to foster personalization so that each member's profile stands out better.

One of the notable stories behind layers is that the team understands the struggle of finding reliable clients and collaborators. We also understand what it feels like to create and maintain professional portfolios, contract disputes, and invoicing headaches.

So, the brand was built to solve the pain points by creating a space built on trustlessness and transparency. This is what led to exceptional brand recognition and brand experience.

This thoughtful design speaks volumes about the brand's values of trustlessness and transparency in the blockchain space.

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Why is Brand Identity Important?

A strong brand identity does more than make your business look good. It:

1. Builds Trust: Consistent and professional branding reassures your audience that you're credible and reliable.
2. Fosters Recognition: Iconic design elements like the Layers hex logo or Coca-Cola's red palette help brands stay top of mind.
3. Sets You Apart: Your brand identity is a differentiator in a competitive market, showing why your business is unique.
4. Creates Emotional Connections: Brands like Layers, emphasizing empowering freelancers, make users feel seen and valued

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How Layers Protocol Built Its Identity

The design studio Neue World played a pivotal role in crafting Layers' identity. Here's how they approached it:

1. Logo Concept: The hexagonal design wasn't chosen randomly. It symbolizes unity and collaboration, with six sides representing multiple perspectives coming together seamlessly.
2. Color Palette: The vibrant yet flexible colors reflect the brand's vision of supporting user creativity. These hues are designed to complement user content rather than overshadow it, mirroring Layers' role as a freelancer facilitator.
3. Typography: The neutral yet sharp font balances modernity and authority, embodying Layers' presence in blockchain and freelance ecosystems.

These elements come together to ensure that Layers Protocol is visually appealing and meaningful to its audience.

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The Role of Visuals

We looked back on all the problems and solutions we heard freelancers and other freshers had and pooled all resources, assets, and references we had gathered over the years of our professional experience and put them in one place. We are thankful we did that, which is a huge benefit.

Alongside the branding, which gave the brand a new age energy and youthful look, Layers also went from just focusing on creating transparency for freelancers to becoming a central hub for finding your catalyst for growth.

With detailed profile builds and customizations to easily earn referrals and gig tiers, and (spoiler alter upcoming inspiration mood boarding features, community workshops and games, guest expert talks, exclusive talent pool, and community, and so much more)

So, from V1 to V4, we refined the visual identity with each iteration to reflect growing maturity, while also expanding functionality.

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How to Build a Strong Brand Identity

Ready to create your own standout identity?

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Here's a step-by-step guide inspired by Layers:

Understand Your Core Values

Start by defining your purpose and values. Ask yourself: What problem are you solving? What impact do you want to have?

For Layers, the mission was clear: to help designers, developers, and freelancers create a seamless portfolio and empower freelancers by solving issues like client disputes, payment security.

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Know Your Audience

Who are you speaking to, or do you plan to talk to?

Layers focused strategically on freelancers and professionals, which led to us tailoring its design and messaging to resonate with this kind of audience we want.

When building your brand, research your audience's preferences, pain points, and aspirations to craft a message that connects emotionally.

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Create a Cohesive Visual Identity

Your visual identity is the face of your brand. It includes:

Logo: Design something simple yet meaningful, like Layers' hexagonal symbol.

Color Palette: Choose colors that evoke the right emotions.

Typography: Pick fonts that align with your personality: modern, classic, playful, or authoritative.

Layers nailed this with its versatile colors and sharp typography, ensuring every visual element aligned with its mission.

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Tell Your Story

Share the journey that led to your brand's creation. Layers' team, composed of freelancers, infused their struggles and triumphs into the brand's story, making it relatable and authentic.

Your story can be shared through an "About" page, social media content, or branded videos.

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Ensure Consistency

Let your website and social media profiles match in tone, color, and messaging because consistency is key. Create branded posts, proposals, and presentation templates to maintain a unified look and feel.

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Evolve with Time

While consistency is vital, be open to evolving your brand. Monitor performance, stay aware of market trends, and update your identity when needed to stay relevant.

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Common Mistakes to Avoid

Do not neglect research. Your identity might need to understand your audience or competitors to make sure you know your audience and competitors. Always Keep your design simple and avoid inconsistency, a mismatched identity can confuse your audience.

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Conclusion

Building a strong brand identity requires consistent effort, but the rewards are worth it. For us at Neue World, Layers serves as a prime example of how thoughtful design and authentic storytelling can create a brand that's both memorable and impactful.

So, when building your brand identity, make sure you stay true to your values, understand your audience, and invest in visuals. With all these details, you can craft an identity that not only stands out but also endures.

Let your brand tell a story like Layers does: a story of trust, creativity, and collaboration. If you are looking for an agency to build an exceptional brand identity for you, Neue World is at your call. Book a call today.

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FAQs

What makes a strong brand identity?

A strong brand identity is cohesive, authentic, and memorable. It aligns with your mission, resonates with your target audience, and sets you apart from competitors.

What is a SWOT analysis for brand identity?

SWOT (Strengths, Weaknesses, Opportunities, Threats) helps you evaluate your brand's position and areas for growth.