5 layers of Brand ID Stack ⋅ EV #004

When people hear “brand identity”, they first imagine a logo, colors, patterns — all things visual.

It happens because we rely on sight a lot when experiencing the world — we see things before interacting with them, and, at work, we read words more often than we hear them spoken. That is why the visual identity is what people assume under brand identity.

But sight is only one of our senses, and visual identity is only one of the layers of what I call a Brand Identity Stack. There are four more layers in this ID Stack that involve another three basic human senses: hearing, touch and smell. Together, these layers create a complete sensory brand experience.

The five layers of the Brand ID Stack are:

1. yes, visual identity (sight) — the most popular layer in every industry so far — the way a brand looks: a unique combination of symbols and styles applied on communication templates, website UI, app UI, event spaces, swag and packaging.
2. verbal identity (sight and hearing) — the way a brand speaks and what it tells us about: words and stories, voice and range of tones, UX microcopy and calls-to-action.
3. sonic identity (hearing) — the way a brand sounds: podcast opening themes, in-app sounds, video-explainer soundtrack, and even narrator voice in walkthrough videos.
4. tactile identity (sight and touch) — the way a brand feels when you touch the packaging or product, the swag or printed collateral.
5. scent identity (smell) — yes, how your brand touchpoints smell: from unboxing the product to visiting the brand space. A very rare layer for the tech space.

Every brand identity layer engages one or more senses that people use to collect information about objects. The more identity layers your brand has, the deeper people will “feel” and understand it.

Just like in learning to dive, you can't reach the deep waters on your first attempt. And yet, when thinking long-term, what depth are you aiming for?

See you on Wednesday!
Ira