Updated: Jul 7, 2021
Branding is the process of actively shaping your business' brand. It is what helps your business stand out amongst the crowd and make an impact on your target audience. Previously we mentioned one very important aspect of branding, the logo. In this blog we will go over all the elements of branding, and what it could mean for your business.
What does branding mean?
The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who were known to have engaged in livestock branding as early as 2,700 BCE - a precursor of the modern day logo.
Even so, branding today is much more than just a look or a logo, it signifies the emotional reaction a business can bring out from its consumers. It's the set of perceptions people have about your company, and the set of actions you take to cultivate that brand.
As DeAnne deBara put it, "your brand is a noun, but branding is a verb. When you design a logo, that’s branding. When you develop your brand voice, that’s branding. When you get together with your marketing team to brainstorm an ad campaign, that’s branding. Any action you take to shape your brand is, in a nutshell, branding."
What are the elements of branding?
The elements of your branding that you’ll need to cultivate how your business is perceived by customers: Mission statement and values, brand guidelines, logo, and website.
Your mission statement and values are your brands foundation. A short and concise statement that defines the purpose/goals of your organization, along with an inspirational and motivational snapshot of what you seek to achieve in the long term, is what shows the world your companies heart.
Brand guidelines are another important element to your companies overall branding. They typically include the stylistic elements of your branding and an outline of your brand voice, which will help provide a template for future marketing campaigns.
A great logo is an absolute must for any business looking to stand out from the competition and to be able to connect with their customers, and it's an integral part of making your brand a successful one. It helps show the world who you are as a key branding element and one you will use to drive your design strategy, so it should be engaging, user friendly, and a reflection of who you are as a brand. Your brand guidelines should help shape your web design elements (like layout and fonts).
A better brand means better marketing
Your brand guidelines, coupled with ongoing market research and analysis, should give you a tactical advantage in determining the best way to market your products. At the end of the day, branding is the foundation upon which you build your reputation and customer loyalty.
If you ever feel lost in the process, remember that support is always at hand. Once you have established your branding vision, get in touch with a professional designer help to bring your branding to life.