KEY ELEMENTS OF BRANDING

There are no guidelines when it comes to building a brand. But, there are several elements that form a brand. These are the elements that clearly express who you are as a brand, what you have to offer. These elements appeal to customers in every sense for not only a brand identity but recognition in the marketplace. This will eventually lead to strong and lasting brand loyalty from your customers for years to come.

1. BRAND NAME

Brand name is the most important element. Brand name refers to the word or words used to identify the company, product, service or concept. It gives consumers the perception of who you are and it is likely the very first impression they have of your brand.

Creating a perfect brand name is not an easy task. There are many things to consider, like the identity you wish to portray, availability on the market, and proper alignment with your brand strategy.

2. LOGO

A logo is the visual trademark that can arguably be considered the second most recognizable element. A logo should be recognizable as the brand name, since images are often remembered easier than words. McDonald’s does it with fries, Starbucks does it with mermaids, and Nike does it with a swoosh. Logos are a way for brands to mark their territory, to tag their content, and their products.

Your brand’s logo goes on almost every asset your brand owns: your business cards, your website, your merchandise, your social media pages, any branded templates you use and all of your advertising and marketing materials. That’s why your logo should represent what your brand is all about and encapsulate the essence of your brand identity.

3. SLOGAN

Catchy slogan quickly defines your brand’s position in a handful of words. It should be memorable, easy to say, and match your brand’s personality.

A slogan such as Nike's “Just do it.”, Bounty’s “The Quicker Picker Upper”, or “Don’t leave home without it.” for American Express help to quickly state the brand position memorably.

The slogan you choose should have the ability to withstand your brand’s evolution throughout the years, but within reason. You shouldn’t change your slogan every year, because that would confuse your customers, but you still need to refresh your image and ensure the slogan matches what you stand for and the way your customers perceive you.

4. COLOR PALETTE

Colors are another key element of branding. Colors and different tones have an effect of our mood, our decisions and even our perception of products and brands.

We associate green with healthy products and food, blue is often used with technology topics, pink is a color widely used in baby products, red is used with food and so on. Each color has a meaning in the digital space, so choose the right colors for your brand.

A few examples of trademarked colors include UPS brown, Tiffany blue and Fiskars orange.

5. COLOR PALETTE

Shape is another part of branding element. Not just the shapes present in your logo, but the shapes in your web page backgrounds, layout design, packaging and even your business cards and other stationery. Keep in mind that you aren’t locked into just one shape or type of shape—if your brand’s look demands two or more shapes, use those shapes.

6. FONTS

The fonts you use can be inspired by the style of your logo, or it can be something completely different but still complementary. Ensure that the fonts chosen meshes well with the other elements of your brand, because just like color, fonts can be associated with a specific feeling or essence that must match your brand’s personality.

7. GRAPHICS

Graphics includes all the kinds of images you use in your branding, marketing and advertising. The dynamic ribbon is a trademarked part of Coca-Cola’s brand. Coach’s unique pattern of “C’s” emboldens the look of most of their products. Louis Vuitton’s stylized flower pattern makes their luggage uniquely identifiable. The red and tan plaid lining makes Burberry coats stand out from plainer competition.

While they aren’t logos, graphics are visual elements that serve to quickly identify a brand without the need for words.

Corporate Branding Consistency is Key

The most important thing to keep in mind when developing corporate branding is consistency. By utilizing the same elements repeatedly, they become more readily related to your company and recognizable by your audience.

If you want branding of your startup or product you can contact me at [email protected] or call / whatsapp me at 92 333 3017714.