5 Essential Brand Elements for Your Business


When building the brand of your dreams there are things that must be considered in order to stand out from the crowd. To be distinct it's important to know that a brand is more than just a logo, it's a total experience. When I think of brands that have most resonated with me, they are the ones that authentically tell their story through visuals, messaging & overall presence. When starting the process of branding your business consider these highlighted elements some of the most important, grab a pen and write these down!


1. Purpose, Positioning & Values


Before you even think about the visual aspects of your brand, this is step number one. This is the foundation of all your visual brand elements and is the bread & butter of what makes your brand unique. To nail down your brand's purpose and position ask yourself: why does my business exist? Who does my business serve/who is my business' audience? Knowing your brand's values is also a key feature of your unique story. This is what your business believes in and what it stands for. Nailing down these elements will give you a great jumping off point to start thinking about the visuals.


2. Logo Suite


Your logo may be the most important element of your visual brand identity. This is the handshake for your business. A logo suite vs. just a single logo means having multiple versions of the design (to learn more about logo variations, check out my other blog post here). Since your business will live in many places, it's important to have variations of the design so it can fit in many applications and still be both recognizable as well as legible.


4. Brand Font Family


Having a brand font family will make your business appear recognizable and consistent. It will also allow your brand voice to really shine through with the right font choice. Think of adjectives to describe your brand, would you say your brand is sophisticated and modern? or fun and playful? Now does your brand's font family portray these traits?


5. Colour Palette


Just like typography colour conveys personality, tone and overall aesthetic. Your brand should have 2-3 main colours that are consistently used and most recognizable to your brand and then a secondary palette for smaller design details, accents and just to create interest (you don't want things to get boring!).


Now that you have my top 5 essential brand elements, it's time to take your business to the next level.

If you're not sure where to begin, start by grabbing my free Branding Kick-starter! This free workbook is meant to help you get a better understanding of the foundation for your brand. This is a great start to begin thinking about what makes your business tick and how that can shine through in all aspects of the branding.


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