Remember that Brand ID Card framework I shared in a previous post? The one with the 7 steps to define your brand identity? Well, theory is great, but sometimes you need to see it in action to really get it.
So today, we’re going detective mode. We’re going to dissect some brands you interact with daily—brands that have nailed the art of being distinct, memorable, and downright irresistible. Let’s walk through the Brand ID Card framework using real examples that’ll make you go, “Ahhhh, that’s why I love them!”
Example 1: Duolingo
You know that slightly unhinged green owl that guilt-trips you into doing your Spanish lessons? Yeah, that’s Duo. And behind those big, judgmental eyes is a brilliantly crafted brand identity.
1. The People They Serve
Language learners who are intimidated by traditional education—people who want to learn but have tried and failed before, or who feel like language learning is something only “smart people” can do. They’re busy, skeptical, and need bite-sized learning that fits into their chaotic lives.
2. The Human Truth
Here’s the real tension: Language learning is HARD. It’s not about money (though that’s a factor). It’s about the fact that learning a language requires consistent effort, takes forever to show results, and is incredibly easy to quit. People want to learn, but staying motivated day after day, week after week, month after month? That’s the real challenge.
3. Their Solution
A gamified language-learning app that uses psychology and game design to make you want to do your lesson—even when you really don’t. Yes, there’s a free tier (with ads and limitations), but the premium version is still far more affordable than traditional classes. The real magic? They’ve cracked the code on making daily practice feel achievable and even… fun?
4. Their Dream (Vision/Mission)
To make quality education universally accessible. Duolingo’s founders both experienced how education transforms lives, and they wanted to eliminate the barriers—financial, psychological, and logistical—that keep people from learning.
5. Personality
Playful, slightly chaotic, persistent (okay, very persistent), and genuinely helpful. Duo has what their social media team describes as “childlike innocence”—he’ll do absolutely anything to get you to do your lesson, including some mildly threatening memes that users have turned into internet gold.
6. Their Story
Founded in 2011 by Luis von Ahn and Severin Hacker, two Carnegie Mellon engineers who gave a TED talk that attracted over 300,000 beta sign-ups before the app even launched. The name “Duolingo” comes from “duo” (two) and “lingua” (language), perfectly capturing their mission of connecting people through language learning.
7. Brand Assets
That iconic green owl (a spectacled owl, chosen to symbolize wisdom), bright playful colors, and a mascot that has become a viral sensation with his own TikTok account and 4.7 million followers who watch him get into ridiculous shenanigans.
What makes it work: Duolingo understands that the battle isn’t convincing you that language learning is valuable—it’s getting you to actually do it consistently. That annoying push notification? It’s become part of internet culture because it works. The app feels less like education software and more like a slightly demanding friend who actually wants you to succeed.
Example 2: Dove
Alright, this one’s personal for me. I worked at Unilever for years, and I saw firsthand how Dove built one of the most emotionally resonant brand identities in the beauty industry. Spoiler alert: it was going to go against the instincts of any beauty marketeer. But it worked, for exactly that reason.
1. The People They Serve
Real people—especially women—who are exhausted by beauty advertising that makes them feel inadequate. They want products that work without the emotional baggage of “you’re not pretty enough… yet.”
2. The Human Truth
Society’s definition of beauty is impossibly narrow, leaving most people feeling excluded and not good enough. Beauty advertising has historically worsened this by only showing one body type, one skin tone, one age group—creating anxiety instead of confidence.
3. Their Solution
Personal care products positioned around celebrating “real beauty.” Dove shows diverse bodies, ages, and skin types, making beauty feel inclusive rather than exclusive. Their products promise to care for you as you are.
4. Their Dream (Vision/Mission)
To change the way the beauty industry communicates. Dove doesn’t just want to sell soap—they want to fundamentally shift how beauty brands talk to people. And to some extent, they’ve succeeded. Their biggest competitors have followed suit. The debate about what’s “aspirational” versus “fake” is still raging, but Dove moved the needle.
5. Personality
Authentic, inclusive, empowering, and compassionate. Dove speaks like a supportive friend who builds you up instead of tearing you down. They’re warm without being patronizing.
6. Their Story
The 2004 “Real Beauty” campaign was revolutionary—featuring real women (not models!) of all shapes and sizes. This acknowledged what women had been feeling for decades but that beauty brands had completely ignored.
Recently, they’ve expanded beyond traditional beauty advertising to tackle social media’s devastating impact on body image in young girls. They’re not just selling products anymore—they’re actively working to protect kids from the same pressures they once fought against in traditional advertising.
Here’s something most people don’t know: Dove has a strict policy of no retouching in advertising visuals. None. Zero. They don’t use professional models wherever possible—they actively recruit real women for each campaign. That commitment to authenticity isn’t just marketing; it’s baked into their brand standards at every level.
7. Brand Assets
Soft, approachable imagery featuring diverse real people. Their blue and white packaging feels clean and trustworthy—nothing fancy or intimidating. The messaging is always body-positive and affirming, never prescriptive or judgmental.
What makes it work: Dove tapped into a truth that women had been screaming about for years but brands refused to hear. By standing for something bigger than soap, they created fierce loyalty. When you buy Dove, you’re not just buying a product—you’re supporting a movement that says “you’re enough, exactly as you are.”
What Can We Learn?
Looking at these examples, notice a pattern:
1. They’re laser-focused on who they serve (and comfortable excluding people who aren’t a fit)
2. They’ve identified a real, emotional tension—not just surface-level needs
3. The solution addresses both practical AND emotional needs
4. The mission transcends profit—it’s about making an impact
5. Both personality is distinct and consistent across every touchpoint
6. Their story is authentic and reinforces their values
7. Their visual identity is memorable and perfectly aligned with their positioning
None of these brands try to appeal to everyone. They’ve made clear, bold choices about who they are and what they stand for—and that clarity is exactly what makes them magnetic.
Your Turn
You don’t need Duolingo’s viral owl or Dove’s advertising team to build a strong brand identity. You just need clarity.
Go back to the Brand ID Card framework from my previous post and ask yourself:
- Am I being specific enough about who I serve?
- Have I identified the real emotional tension my audience feels?
- Does my “why” create an emotional connection beyond just “I want to make money”?
- Are my brand assets consistently reinforcing my identity, or am I all over the place?
Start with these questions, and you’ll be well on your way to building a brand that resonates—not with everyone, but with exactly the right people.
Ready to create your own Brand ID Card? Download my free Brand ID template with prompts for each section—it’s the same framework these successful brands used (well, sort of). And if you’d like to work through it together, let’s talk. I’d love to help you find that clarity (and maybe share a few more insider stories from my Unilever days).
