8 Brand Identity Tactics to Get Started – Navigating the Branding Chessboard

To make the right moves, we have to know what we're looking for, what we are after.

In the strategic game of branding, every move should be deliberate and purposeful. Branding is about positioning your business in the marketplace, crafting a unique identity that resonates with your audience. Let’s explore eight foundational tactics to initiate your brand identity journey, inspired by successful brands and the strategic wisdom of chess.

1. Define Your Core Purpose 

Understand the fundamental reason your brand exists. This is your brand’s strategic ‘King’, essential for every move you make.

Example: Patagonia

Patagonia’s commitment to environmental activism and quality sets the tone for its entire brand strategy.

2. Know Your Audience 

Your audience is your most powerful piece. Understand their needs and desires to make effective branding moves.

Example: Spotify

Spotify personalizes the music experience, tailoring its service to individual listening preferences.

3. Create a Unique Value Proposition 

Carve a unique path across the market, just like a Bishop moves diagonally. What sets you apart?

Example: Tesla

Tesla stands out with its focus on innovation and sustainable energy, redefining the automobile industry.

4. Develop a Consistent Visual Identity 

Develop a visual identity that makes unexpected ‘jumps’ in the market, capturing attention and sticking in memory.

Example: Apple

Apple’s simplicity and innovation in its visual identity resonate globally, making it an iconic brand.

5. Craft Your Brand Voice 

Ensure your brand voice is clear and direct, communicating your message effectively across all channels.

Example: Old Spice

Old Spice transformed its image with a witty and engaging brand voice, appealing to a broader demographic.

6. Align Brand Strategy with Business Goals 

Each small step, or ‘Pawn’ move, should align with your broader business objectives for coherent progression. 

Example: Amazon

Amazon’s relentless focus on customer convenience and innovation drives its global e-commerce dominance

7. Engage and Grow Your Community 

Engage with your audience regularly, placing your brand in a position of strength and visibility.

Example: Harley Davidson

Harley-Davidson fosters a strong community through customization and inclusive branding efforts.

8. Adapt and Evolve 

Be prepared to adapt your strategy to market changes, capturing the ‘king’ – your ultimate branding success.

Example: LEGO

LEGO encourages creativity, evolving its brand to connect with both children and adults across generations.

Practical Branding Exercise:

Draw a chessboard and assign each of these brand tactics to a chess piece. Reflect on how your brand currently addresses these areas and where there’s room for improvement. This visual exercise will help you strategize your branding moves.


Building a strong brand identity is like a thoughtful game of chess. Each strategic move contributes to your brand’s story and ultimate success. Begin with these eight tactics and position your brand for a checkmate in your industry.

Are you ready to make your move in the branding game? Let us know your thoughts and strategies in the comments below!


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