What is identity in marketing?
Marketing identity is the way a company presents itself to the market and its consumers. It is made up of several elements, such as the brand name, logo, colors, typography, tone of voice, and values that the company wants to convey. These elements, when aligned, create a cohesive and authentic perception of the brand in the market. For startups, which often compete with already established companies, marketing identity is crucial to stand out and gain space.
Examples of identity in marketing in Brazilian startups
In Brazil, several startups have stood out for their strong marketing identity . One example is Nubank, which from the beginning positioned itself as a simple and uncomplicated alternative to traditional banks. The purple visual bahrain business email list identity and friendly tone of voice helped build a brand recognized and loved by millions of Brazilians. Another example is Loggi, a logistics startup that stands out for its modern and innovative identity, reflecting its proposal to revolutionize package delivery in Brazil.

Data that supports the importance of identity in marketing
Several studies indicate the importance of identity in marketing for a company’s success . A study by McKinsey & Company reveals that companies with a strong brand identity are 20% more likely to achieve better financial results than those with a weak or inconsistent identity. A study by Harvard Business Review indicates that brands that invest in building a solid identity have greater customer loyalty and less price sensitivity, which is vital for startups seeking to grow in a competitive market.
Data-driven decision making
For startups, building a marketing identity should not be based solely on intuition, but on concrete data. Market analysis, target audience research, and competitor studies are essential to defining an identity that resonates with the right audience. In Brazil, the use of data analysis tools has become increasingly common among startups, allowing marketing decisions to be more accurate and efficient.
Case: Méliuz and the importance of data in building identity
Méliuz, a Brazilian startup that offers cashback and discount coupons, is an example of how data analysis can be essential in creating a marketing identity. From the beginning, the company used data on its users’ behavior to shape its identity as a brand that provides savings in a practical and accessible way. The simple visual identity, combined with well-targeted marketing campaigns, helped Méliuz stand out in a highly competitive market.
Identity and market positioning
Marketing identity is also crucial for a startup’s positioning in the market. Positioning is how the company wants to be perceived in relation to its competitors and must be aligned with its brand identity. In Brazil, where many startups emerge in already saturated sectors, clear and distinct positioning can be the decisive factor for success.
Case: iFood and its leadership positioning
iFood, the largest food delivery platform in Latin America, built its marketing identity with a focus on convenience and efficiency. The visual identity, with its red logo and campaigns that emphasize fast delivery, is directly linked to the company's positioning as a leader in the delivery market. This alignment between identity and positioning was essential for iFood to stand out in a competitive market and become synonymous with food delivery in Brazil.
Building a consistent marketing identity
For a startup’s marketing identity to be effective, it needs to be consistent across all customer touchpoints. From the website and social media to customer service, all elements should reflect the same identity. Consistency builds trust and reinforces the brand’s perception in the consumer’s mind.
Case: Quero Educação and consistency in communication
Quero Educação, a startup that connects students to educational institutions, exemplifies the importance of consistency in marketing identity. The company positions itself as a facilitator of access to education, and this identity is reflected in all of its communications. From the friendly tone of voice to the modern and accessible visual identity, all elements reinforce the brand's proposition, helping to build a relationship of trust with its target audience.
The role of identity in digital marketing
In the digital world, marketing identity becomes even more important. With the explosion in the use of social media and the importance of content marketing , Brazilian startups need to ensure that their identity is well-defined and recognizable across all online platforms. A brand’s digital presence should be an extension of its physical identity, maintaining visual and communication consistency across all channels. Startups like RD Station, which offers marketing automation solutions, are examples of companies that use digital identity to create a strong and cohesive online presence, effectively attracting and retaining customers.