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Your Digitization step by step - Brand identity

Welcome and welcome back to my website!

In this new article we talk about the questions we should ask ourselves to define our Brand Identity. The focus is, as always, on the world of art and artists.

“Art is not truth. Art is a lie that allows us to reach the truth,

at least the truth that we are able to understand.”

Pablo Picasso


The three musicians - Picasso -19211

Determining one's identity may seem simple, but when certain questions are asked, one realizes that knowing how to answer them is not a given.

Who you are and what you do certainly have easy and instinctive answers, but when it comes to asking yourself what type of message you want to convey, what tone of voice should be used in various digital environments, what colors best represent your identity and what kind of emotions will arouse in those who observe them, which content format is most congenial for describing the activity, what type of storytelling you want to tell and which audience you are addressing, in this case you are invited to carry out a deep analysis on yourself, on own identity and how and what it wants to communicate through the web.


  • What type of message do you want to convey?

In the world of art the primary messages are beauty and emotions, but not only. Through art, cultural, teaching and inspirational messages can be conveyed.

You can pay attention to the details or completeness of a completed work, focus on the preparation and its background, on the technical aspects, on the historical, cultural, social influences that generate and nourish it.

You can highlight the ease and naturalness or the sacrifice, dedication and perseverance or the difficulties to achieve it.

You may want to highlight a style or philosophy of life, talk about your successes, goals and aspirations.

  • What tone of voice should you use in various digital environments?

The site is often mistakenly confused with LinkedIn, Facebook with Instagram, TikTok with YouTube... each platform requires the right style of textual, visual and language communication.

The technical and institutional tone of voice appropriate for a website should not be excessively so in a blog article which has the main task of making technical information accessible to an audience that does not necessarily have knowledge on the topic covered.

Tone of voice

The tone on LinkedIn can be informal, but not as informal as on Instagram and although the content must be valuable in both, the characteristics will be different.

It makes sense to publish a poster on LinkedIn to entice people to participate in an event, while on Instagram a photo or video of the artists or their works will be much more effective to attract the public of interest; the textual part will be very important on LinkedIn, on Instagram the texts should be short and hashtags should be used to reach as many people as possible in the reference niche, just as indicating the place and tagging other people in the content will be relevant to increase its visibility. visibility.

On Facebook the target user is very different from that of LinkedIn and Instagram, both in terms of age and profession, therefore the textual content must be adapted to the target audience.

If short, fun and light-hearted videos are a must on TikTok and for Reels, they will be less effective on YouTube where the user generally looks for in-depth content and longer entertainment with detailed information in the description about the topics of the video content .

  • Which colors best represent your business and why?

The choice of colors is not trivial, it is more effective if the palette is connected to the identity, the message and the audience it is aimed at.

The meaning of colors as we well know is linked to sensations, moods and emotions.

When choosing a palette you must therefore take into account the meaning they have and the emotions they inevitably arouse in those who observe them.


Orange expresses imagination, creativity, enthusiasm, inner harmony...

Green is associated with nature, balance, knowledge, health...

Purple arouses mystery, metamorphosis, change, innovation, spirituality...

Red expresses luxury, energy, power, seduction, movement...

Blue represents intellect, depth, truth, reliability, trust...

Yellow is associated with happiness, good humor, knowledge, optimism...

Brown is an expression of emotion, it recalls wood, soil, roots...

  • Which content format is best for you to talk about your business?


The winning match often turns out to be the mix of audio and visual formats in order to have coherence and at the same time variety on social media as well as on the website, therefore use photo carousels, reels and short videos, photo galleries, long videos on YouTube, podcasts and audio files on reproduction platforms if the contents are suitable for listening only, infographics to transmit technical and educational information, means strategically exploiting the full potential of digital tools by eliminating the less effective ones and focusing more on the contents that arouse greater interest.

  • What type of storytelling do you want to tell and which audience are you targeting?

Storytelling is an extremely effective tool if used with the right strategy. First of all, we need to be clear about the target audience in order to create an interesting and attractive story for those who use it.

Forms for storytelling include all the previously mentioned formats for content creation.

In the next article we will address the issue of brand authority and the concept of authenticity. How far along are you in your digitalisation?

Thank you for reading this far, leave a heart if you liked the article and write to me here, by email or on social media Instagram\Facebook\TikTok\LinkedIn if you have questions on the topic of digital transformation that you would like to learn more about.


1 The three musicians - Pablo Picasso. This work deals with a musical subject and is considered the masterpiece of Synthetic Cubism. The image is broken down into geometric areas, differentiated above all by the different use of colour, and is subsequently synthetically recomposed, thus forming a new image.

The famous painting depicts three masked characters: in the center there is Harlequin with a guitar, on the left Pulcinella playing a clarinet, and on the right probably Pantalone singing while showing the score. The figure on the right, however, gives rise to different interpretations, in fact, in some books he is identified as a monk instead of Pantalone. There is also a dog sitting placidly on the left under the table.

Picasso's connection with Italy and Italian culture, including commedia dell'arte, is well known. His trip to Rome, Naples and Pompeii in 1917 was an opportunity to assimilate the figure of Pulcinella and began his artistic phase known as the "neoclassical period".

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