The term “brand” is used a lot when it comes to talking about business strategy, marketing and online presences, but what does it actually encompass? When you’re just starting a new business, or hoping to uplevel your current company, it’s important to know about what branding elements you need to create a recognizable and distinguishable brand. Many believe that branding is only about logos and color schemes, but there is so much more that goes into a brand strategy than you might think. As a business, branding is important because it depicts what your audience thinks of your products, services and overall ethos. The good news is that branding can be enhanced and improved over time, and you don’t need to stick with your original brand strategy from years and years ago.
So, if your business is in need of a branding overhaul, here are the seven fundamental areas you may want to explore so that you can grow a thriving business with a strong brand.
- Brand Name
The name of your business is the very heart of your brand, and will be the unique entity which sets your company apart from the rest. It can take time to decide on the ideal brand name for your business, especially if you’re looking for something creative and relatable to your target audience. Your company brand and trade name may be slightly different, so it’s worth researching trade name vs brand name if you’re unsure of the differences. All in all, finding the right brand name for your business will always give you the upper hand when it comes to first impressions and sales.
- Brand Colors
At first glance your brand colors will indicate what kind of business you’re running. Bright and bold tones may imply that your business is fun and friendly. Whereas, deeper and darker shades such as green and blue hint towards a more professional brand ethos. Picking your colors can be a hard task, so consider what your target audience would relate to the most.
- Brand Fonts
Choosing your brand fonts can be hard to pinpoint, but with the help of a graphic designer, you’ll soon be able to choose two to three signature fonts that are user friendly and on brand for your company.
- Imagery
The types of imagery you use for your brand should be carefully curated and considered before you use them on your website or social media. You want to create a cohesive impression that shows your audience what your brand is all about. From whimsical imagery to clear product photos, there are so many different directs you can go with your brand imagery.
- Logo
Your brand logo is probably one the first things you work on when you’re developing a business idea. It should be simple, clear and uncomplicated so that your customers can instantly recognize what you do. Designing a brand logo with a professional ensures that your final product has a polished finish to it and you make a great first impression. Your brand logo should encompass your brand name, colors and fonts in a seamless fashion.
- Packaging
Having branded packaging is a must if you’re hoping to create a professional brand image for your company. If you’re selling products or sending out PR packages this branding is a vital part of your marketing campaign and word of mouth sales.
- Language and Copy
Creating a distinctive brand voice for your business is incredibly important as it will set you apart from other similar competitors in your space. The language, tone of voice and copy you use in your email communications, social media captions and website will portray your brand ethos and build a rapport with your customers. Creating that instant connection and trust level with your target demographic is only possible through copywriting techniques and isn’t all about the imagery, logo or colors in this case.
Some of the branding elements mentioned above may have come as a surprise to you, and need some extra care and attention in your long term strategy. All in all, it is very easy to create a brand that encompasses all of these seven vital elements as long as you take time to do your research and hone in on what your target audience really relates to. In many cases, you may find that your current brand strategy hits all of the key areas effectively so there is minimal work to be done. Carrying out a regular audit of your branding will help to keep your business modern, fresh and appealing to your customers.
Image from Pexels – CC0 Licence
