Whether you're just starting or have been a long time in the game, every brand needs these eight brand elements. They stand alone just fine, but when gathered, they form your brand’s identity. They are the very building blocks of your business’s branding, which you can use to craft compelling and engaging designs.
First things first, let’s talk about branding. What is it? Branding is the process of giving meaning to a product, service, company, or organization by creating and shaping a brand in consumers’ minds.
Now, let's talk about what elements you need to successfully and uniquely position your brand on your potential consumers’ minds. These elements express clearly who you are as a brand, what you truly represent, and who you’re for. Carefully analyze any brands that pop up in your head, they may have most or all of these elements working together.
1. Logo
A symbol is adopted by a brand, organization, or company to showcase who they are and what they stand for. A logo is crucial as it essentially creates the first impression. A logo serves many other functions like, creating a brand identity, helping you stand out, and differentiating you from your competitors.
2. Color Palette
A color palette is essential in building your brand identity as it adds personality and expresses your brand’s key values. Color increases brand recognition up to 80 percent. It is one of the elements your audience notices first and foremost, so be sure your brand colors will be worthy of remembering!
3. Shape
Just like colors, shapes hold importance over your brand, capable of symbolizing ideas. The shape of your logo, business cards, and other stationery say many things about you and/or your business. It speaks to your customers about your business personality. Is it friendly or serious? Traditional or modern? Just a glimpse at any shape can open your eyes to a world of ideas.
4. Fonts
Fonts, another key element of branding. The fonts you use to deliver your message can be the same as your font or different yet complementary. Much like colors, fonts can communicate different traits and emotions just by looking at them.
5. Imagery
All the images you include in your branding, advertising, and marketing. We aren’t referring to your logo rather the choice of photos you use, the style of the graphics on your content, and the overall brand aesthetic. For example, patterns, backgrounds, packaging, and banners.
For personal brands, brand imagery is how an individual presents themself visually.
6. Tagline
A tagline is a memorable motto or phrase that is designed to be a permanent expression of your business. Different from a slogan, that is often used to represent a specific product line or campaign. Taglines successfully carry out their purpose when you listen to a certain phrase and immediately a specific business comes to mind. Here are some examples of successful taglines: “Just do it” and “The happiest place on Earth”.
7. Tone of Voice
The way a brand speaks and the vocabulary it uses is what we mean by the tone of voice. Is the brand's form of speech formal or casual? Customers can tell a brand’s voice tone by the emails you send, the content on a website, and the language used on social media. Voice tone is one of the most effective ways to shape or reshape how the world perceives your brand.
8. Positioning
When you position your brand’s persona in the eyes of the world, you determine not just what you can offer, but how it fits among other brands in its space. How is your brand different from others? Why are you more attractive to consumers? The way you answer directly affects how the consumers will perceive you.
By the list of elements above, you can cross out the typical misconception that branding is just a logo. Build up your brand identity by carefully selecting and planning each of these elements, this way your brand will represent exactly what you want it to. Don't rush the process, work with an experienced brand identity designer to bring it to life!