Create Brand Identity
A logo is a brand’s whole personality boiled down into an easy-to-recognize image. 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.
Colors express key values and personality traits. We’ve covered color psychology and how to choose effective colors for your branding before, so if you’re not sure which colors are best for your brand.
Shape is another part of an overall branding strategy. 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.
Your tagline gives your logo additional information and context. It doesn’t just tell people what you do, it tells them what to expect.
The fonts a brand uses are another key element of branding. Wherever a brand uses text, like in their logo, on their website and as part of an email template, the font used for that text isn’t random—it’s carefully selected to communicate the brand’s personality and values.
Imagery includes all the kinds of images you use in your branding, marketing and advertising. This isn’t your logo or the specific pieces of content you publish; it’s the choice of photos and stock images you use, the style of the graphics on your website and other brand assets and your overall brand aesthetic.
A brand’s positioning has a direct impact on its branding. For example, a low-priced brand that aims to communicate that they’re the most economic choice might choose bright, value-communicating colors like yellow and orange and craft a brand voice that’s simple, friendly and optimistic.