Branding your business often begins with creating the non-visual aspects like your about-us story, positioning, tone of voice, and your brand promise (the reason why your business deserves their business) . It’s a good idea to begin with these first steps, as it will help shape your ideas about how you will express these ideas through your visual identity – your brand.

The visual aesthetic of your business plays a major role in how your brand is perceived by your customers and is typically what people base their first impressions on. This blog will take a closer look at the core components of your branding to clarify the difference between identity and branding.

What’s Behind the Best Brands:

Logo Identity

Your company logo is the emblem that will probably be the very first thing someone notices about your brand. Consider this your flag by which you mark your territory in your industry. It should communicate and symbolize what your business does, and what you care about. Simplicity is cornerstone to good logo design. In truth, the simpler your brand logo, the more memorable it’s likely to be. The worlds Fortune 500 companies have some of the best logos on the planet, and it’s not by accident that their business made it to the top – the psychology behind the logo is what their customers connected with, and continued connecting with. Simple logos also translate well on your other communication platforms such your web site, letterheads, and business cards.

Typographic Style

The fonts that you choose to represent your business are essential to your branding and can contribute to your customers subconscious thoughts about what it is your business can do for them. Sans-serif, and modern typefaces might reflect that your business is innovative, creative, and modern. On the other hand, using a traditional Serif typeface suggests tradition, legacy, wisdom. In an effort to create long-term consistency in what your brand will communicate, we recommend a second look at your about-us story, values, and personality before selecting fonts to ensure the typeface conjures an emotional connection to your brand. This infographic from Design Mantic provides some nice tips to help steer your branding font selections.

Color Palette

There is vast research about the effects of color psychology that will be useful when deciding the emotional impact you want your brand to have with your audience or customers. Your brand colors also contribute to the subconscious notion that individuals have of what you are promoting. Using coloration is a good way to make what you are promoting stand out and may also help make what you are promoting extra recognizable. In actual fact, a research executed by the College of Loyola, Maryland discovered that coloration will increase brand recognition by as much as 80 percent. When selecting a color palette for your brand, take some time to share your ideas with a few people you feel think will contribute honest, unprompted feedback. Serious Tip: Try selecting colors that help your brand stand out from all the others crowding in the marketplace.

Branding “Periphery” Graphics

Your brand “periphery” graphics are the images and graphic styles you’ll use on your web site, your product images, and even the photographs you share on social media. Your brand graphics should reflect the essence your brand personality – and communicate a specific message to your target market. For instance, manufacturers will often use lifestyle images with smiling families using their products to make their business feel extra relatable, and demonstrate the good feelings associated with their brand. Urban Outfitters, an online retailer who focuses on selling modern hipster apparel, masterfully uses fun splashes of colorful shapes and a variety of interesting graphics and images to communicate a message that speaks to fresh, modern, unique, urban clothing retail.


The foundational rule of successful branding is consistency. All your advertising and marketing materials and business communications should mirror your brand and when done properly, this will create strength to your brand message. Companies sometimes create their branding/visual identity without considering the comprehensive components that create a strong, long lasting, memorable brand. This will eventually create a disconnect or confusion in your overall brand message. By approaching your branding from a start-to-finish approach, you’ll be setup for consistency and have a more fluid and flexible communication range that connects with your customers on an emotional level.

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