Everything you need to know about Branding
26th November 2018
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There have been many times that I have introduced my business as being a digital design company specialising in website design and when I mention branding I get a lot of vacant expressions. "What," they say "like logos?" And they are not wrong, but I realise that most people think that branding is just a logo but it is so much more than that and business owners need to know why. 

What is Branding?

In a nutshell branding is the experience you give to your customers to make them feel a certain way. Although branding may be a combination of visual elements (like a logo), it reflects your business's mission, values and visions. It represents who you are and what you can do for your customers.

What are the elements of branding?
So once you have identified your business's branding through its mission, values and visions, the next step is creating a brand identity so that customers can easily recognise your brand. The elements of branding is as follows:
  • Primary Logo

Of course the logo is an essential aspect of your branding. It may be one of the first things your customers see of your business and should have a lasting impression on them. Most iconic logos are the simplest, for example, Google, Apple, Nike and Starbucks. The logo should be the most recognisable aspect of your brand so it is important for your logo to represent your business in a simple yet effective way.
  • Alternative Logo/Submark
Most businesses have an alternative logo that you may not even be aware of. The reason why having more than one type of logo is important is so that you can use them for different purposes. For example, their is so much space on a website for your primary logo but on your social media profile pictures you will need a condensed logo to be able to fit within the limit.

  • Font Combinations

Every business should have at least 2-3 different types of fonts that they use throughout their website or advertising material like business cards, flyers or letterheads and social media posts. By using the same fonts it keeps your brand consistent and customers may be able to identify your brand through your advertisement simply due to the fonts used.

  • Colour Palette
Most iconic brands use 2-3 colours in the branding and research into colour psychology so that they can make their customers feel a certain way. For example, McDonald's we all know is yellow and red. The colour red is supposedly meant to make you feel hungry whilst yellow makes you feel happy. Starbucks pride themselves on trying to be more eco-friendly and so their logo being green helps reflect this.
Colour is such an important part of your brand as 'consumers make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.' Also, 'brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design.' * statistics on Colour Psychology from Colorcom

  • Graphic Elements/Patterns
Adding secondary elements to your brand helps it all tie in nicely together. Graphic elements include shapes, icons, graphics, lines and patterns which can be used for packaging, on your website, stationery and advertising materials. For Azalea, the texture is the grey marble which we include on our website, business cards, social media headings and letterhead. Our graphic elements include the floral graphics and the polka dot lines. See how many times you spot these elements on our website alone.
  • Photography

Although most brand strategists don't usually include this in their branding services, photography is super important in helping reflect your brand. Images are used everywhere for companies, like stores, social media, website and advertising materials. Images speak a thousand words and the human brain processes images 60, 000 times quicker than text . You should be aiming to include high quality and copyright free images into your branding.

  • Branding Style Board & Guide

A branding style board and guide is a way to present your branding and most brand stylists will include this in their branding service. A branding style guide is a document that shows all of your branding aspects and can act as an overview of your brand. The branding style guide is a more detailed document that shows you how to use the different elements effectively. These are both really useful to refer back to when designing other materials for your brand so that it stays true and cohesive with your brand.

Why is branding important for my business?

I think that most business owners underestimate the importance of identifying the purpose of their business and how reflecting this through their branding can really drive a business to success.

To read more please visit our blog.


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About the Author

Graham R

Member since: 2nd December 2016

With over 30 years experience in Sales & Marketing ,along with a superb back-up from Head Office ,you can be assured of good advice .
My objective is to help businesses grow their presence in the...

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