Building a Future-Proof Brand Identity

Building a Future-Proof Brand Identity

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In the fast-paced startup world, it’s important to have a future-proof brand identity.

A future-proof brand identity can adapt and evolve as your company grows. With a future-proof brand, you won't have to constantly rebrand, saving you time and money. Here are the 4 important elements to consider.

The key to future-proof brand identity is to keep your brand identity simple and flexible.

1. Start with a strong brand foundation

Defining your brand values and mission is a critical step in building a future-proof brand identity. Trends are constantly shifting and it's easy to get caught up in the latest fad. If your company doesn’t stay true to its vision and values, you’ll lose authenticity, trust, and customers.

How to do it:

1. Discover your brand purpose

First, what’s your big vision? Use this as a starting point: “I see a future….” or “I believe that…”

Example: I see a future where women’s health is accessible, innovative, and at the forefront of technology.

Second, what’s your mission right now? What are you doing to accomplish this big vision?

Example: Empowering women to prioritize their health through accessible and personalized technology.

2. Define your brand values

These are a set of principles you adhere to. What’s yours?

The key is to keep it simple. Make sure they align with your vision and mission.


1. Empowerment: Empowering individuals to take control

2. Equality: Providing equal opportunities

3. Progress: Driving change through technology

3. Find your brand personality

Pick an archetype that fits your brand.

Make sure they align with your vision, mission, and values.


Dove is an innocent brand

IKEA is a regular guy/gal brand

Need help to pick your brand archetype? I have a 12-brand archetype cheat sheet for you.

2. Create a simple logo

Your visual identity, including your logo, color palette, and typography, should be consistent, simple, and flexible enough to be updated at any time. A complex visual identity makes it hard to update, takes longer, and costs more. My advice is to keep it simple but align it with your brand vision, mission, values, and personality.

How to do it?

1. Create a brand storyboard

Take inspiration from your brand archetype to choose 3 descriptive keywords that embody your brand’s visual style.

Then, gather any visuals that align with these keywords, using them as search terms to find relevant images.

There’s no right or wrong approach — simply have fun and create a visual board that accurately reflects your brand’s essence.

2. Create a design brief

Develop a design brief that encompasses your vision, mission, values, 3 descriptive keywords, and a brand storyboard.

Whether you opt to hire a professional designer or take on the task yourself, the end result should be a logo that accurately represents your brand.

3. Keep a simple brand style guide

Your brand style guide doesn’t have to be complex. A simple, 1-page document outlining where to find your logo files, as well as the designated colors and fonts, is sufficient.

This guide will prove invaluable for your social media manager, marketing team, and design team, ensuring consistency and clarity in all brand communications.

3. Leverage the power of color

Colors are a powerful tool for creating a flexible brand identity. By choosing a simple and flexible color palette, you can create a brand identity that is consistent and adaptable over time.

For example, brands like T-Mobile (pink) and Tiffany & Co. (turquoise) use a limited color palette that is easily recognizable and adaptable to different applications and designs.

Pro tip:

Before finalizing your color palette, take a look at the branding of three of your competitors. This will help you avoid using the same elements as them and ensure that your brand stands out.

For example, if many of your competitors use blue, consider using a unique color like yellow for your brand to differentiate yourself.

4. Add interest with shapes

Shapes are a valuable tool for creating an engaging brand identity. By incorporating simple shapes into your design, you can add interest and personality to your brand.

For example, brands like Adidas (the 3 stripes) and Target (circle) use simple shapes to create a strong visual identity that is identifiable and versatile. By incorporating shape into your brand identity, you can create a visual representation of your brand that sets you apart from the competition.

Pro tip:

Keep your brand’s shapes simple for versatility. Simple shapes like circles, curves, squares, triangles, and lines work best. Avoid shapes like globes, 3D designs, or combinations of multiple shapes.

By following these steps, you can create a brand that is timeless, adaptable, and meaningful as your company evolves.

Like this? We may be a good fit. Here are 2 ways I can help you:

1. I’m creating the Build a Fundable Brand™ program to help early-stage founders become investor-ready. It should be     available by June. If you’re interested, please sign up to join my waitlist here.

2. Have pressing branding questions? Join my Angel Hours (AMA) and meet other like-minded individuals here.

Kung Pik Liu


Kung Pik Liu • Founder of Design Angel

Whenever you’re ready, here are 3 ways I can help you:

1. Startup Branding Quiz:

Health check your brand to identify areas for improvement and take your brand to the next level. → TAKE THE QUIZ

2. Build a Fundable Brand™ Bootcamp:

A 30-day bootcamp for first-time founders to create your very own investor-ready brand (even if you have ZERO design or marketing experience) in just 1 hour a day. → JOIN THE WAITLIST

3.  Brand Perfect Unlimited: Subscribe to our friendly service plan with no proposal or scope of work required. Request unlimited designs hassle-free. → SEE PLANS