The 5 Fundamentals of Branding
The 5 Fundamentals of Branding
When it comes to creating a successful business, branding is everything. Ok maybe not everything, but it’s a huge part of your business..
Brands like Apple and Lululemon have such strong brand identities, which goes to show just how important branding really is.
In this post, I cover the 5 fundamentals of branding that you need to consider when building your business and brand identity. As a designer, I build brands on the regular and here are a few things you must have before getting started!
01. Logo Design
A logo is way more than just an image. It’s a point of recognition for clients, old + new, to recognize your brand. A logo that grabs attention and is memorable is the foundation of your brand identity.
And when it comes down to branding, recognition is the most important thing.
The mark and symbols used to identify your brand should be intentional and attention grabbing.
That way when someone thinks of your brand, they’ll think of the logo of your brand which should represent your overall brand mission and story.
Here are a few logos I’ve designed that I absolutely love:
02. Typography
Fonts help to add style and flair to your brand identity.
Choosing the main font(s), sizing and spacing for your brand ensures everything is parallel across all your communication segments.
Aligning your font style with your brandy personality helps reinforce you brand message in, whilst adding style and flair.
It’s a lot like choose your yoga teaching outfit. You have a choice to wear whatever you want in your closet, but you wear what suits your values, practice and teaching style..
Use a similar process here and choose fonts that match your brand personality and use it consistently across all your platforms to create brand recognition.
03. Colours
Colours, colours, colours! One of my fav parts of creating a brand identity is hand-picking colours that align with a brands goals + values. Colours set the feeling and tone of the brand.
Why do colours matter?
Well let me ask you this.. What colour do you think of when you hear the word love?
Colours evoke emotion and if you can connect the colours of your brand to evoking emotion in a client, then odds you’ll be remembered.
Here are a few projects I’ve worked on where I carefully chose colours to align with the brand’s goal + vision:
04. Photography
Your imagery is what people will see, experience and love even before they’ve read a single word.
Word’s may give your brand personality, depth and story, but visuals have impact! Strong photography creates the vibe of the brand.
That being said, high quality photography is a must and definitely worth the investment. Having original photos brings out your essence, brings out your brand personality and allows your audience to connect with you!
Your audience doesn’t want to see the generic photo of you forcing a smile out, they want to get a glimpse into your personality and the real you!
05. Copywriting
It doesn’t matter if you’re writing a blog post or your about or an Instagram caption. Everything you write related to your brand should feed into the overall personality of your brand.
Your tone of voice is how you express your brand through words. Knowing your voice helps you remain true to yourself while positioning yourself as an easily identifiable figure within your field.
Create a structure around how your write that’s purposeful and impactful. That structure should be similar throughout all communication platforms!
Find the tonality you want to use when talking to your readers. Do you want to sound personable? Do you want to sound authoritative? Do you want both?
The way you talk to clients on your website, on your social media and in person should be parallel across all platforms
At the end of the day branding is all about consistency--the colours you use, the things you say and, of course the experience users have with your service or products.
And there you have it, the basics of understanding the fundamentals of branding. Of course, branding has much more depth than the 5 things I’ve listed, but it’s a good place to start off when thinking about your brand identity.
As a designer, I love the process of watching a brand to life and I hope you found this extremely useful!
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