5 ELEMENTS OF BRANDING

These are the elements of branding that you’ll need to create in order to cultivate how your business is perceived by customers:

  • Mission statement and brand values. Your mission statement and brand values are the foundation for your branding. Think of your mission as the brains of the operation—a short and succinct statement that defines the present state and purpose of your organization. Meanwhile, your company’s vision is its heart, providing an inspirational and motivational snapshot of what you seek to achieve in the long term.
  • Brand guidelines. With the mission and vision statement set as the pillars of your organization, your brand strategy comes to encompass everything in between. This will take the form of brand guidelines (also known as your “brand bible”). These guidelines are comprised into a tangible document that will reflect and support your business goals, differentiate you from competitors, resonate with customers, provide a template for decision-making and precipitate ideas for future marketing campaigns. It will also include all the stylistic elements of your branding, including your color palette, fonts, and an outline of your brand voice.
  • Logo. Your logo is the face of your company and designing your logo is arguably the single most important branding you’ll do for your business. During the design process, think about who you are as a brand and how you want to be perceived by your customers. Use that to drive your design strategy.
  • Website. Designing your website is also a key branding step. Your website is your brand’s digital real estate and when your customers visit, it should be visually engaging, easy to use, and most important of all a reflection of who you are as a brand. Similar to your logo, refer to your brand guide to choose your web design elements (like layout and fonts).
  • Additional assets. There’s no one-size-fits-all approach to branding. Depending on your business and industry, you might need additional assets like business cards, product packaging or event flyers. Assess your business and your unique needs, and then develop additional branding assets accordingly.

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