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Building a Brand

According to Forbes, Branding your business is one of the most important steps in building a company. Before we begin, I’d like to emphasize that your brand is NOT your logo. It is much more than that. Your brand is how people perceive you. A brand incorporates every interaction with consumers and every marketing practices that differentiates your products, business or service from others.

These includes:

  1. The Visual Asset
  2. Marketing & Communications
  3. Messaging

The Visual Asset

There is no way you’ll be able to build a strong brand without a visual asset. A visual asset consist of your typography, Logo, color pallet, iconography, web design and social media.


This is a set of fonts you use. You need to be consistent with the font you choose. preferable, choose a font family. Different font generates different reactions from your TA so choose wisely – get a professional involved. Have one primary font you use consistently and two other fonts you use occasionally.

Logo: This represents your company’s vision and identity so keep it simple.

Color Pallet: Building a brand doesn’t mean you have to choose your favorite color as a person. Find out what your brand stands for and choose a preferred color. Every color has it’s own meaning. Ever wonder why “organic'” products sticks to color green? That’s because Green stands for life, renewal, nature, and energy, growth etc. The right color have a huge impact as to how customers relates with your brand. You also need to think of how your color will look on all communication materials & merchandise.

Iconography: Icons are powerful tools that can covey a message. Like fonts, icons come in families. Icons from the same family have the same style and look good together. Icons can be used in all different visual elements.

Web design: This is your first point of contact with your customers. It should consist of your brand identity and communicate your company’s values. Your website, in addition to strong copywriting, should be used to transmit your brand identity.  This where you will see the power of all your brand assets combined. Customers will form an opinion about your brand based on the experience they have on your website. A smooth and visually pleasing website interface is always the way to go.

Social Media: Just like your website, your social media should communicate your brand identity. A visually pleasing social media page gives people reason to like, follow and eventually buy from you.

Marketing and communications

This has to do with the promotional tools that provides information and persuasions to your target audience. It includes your , direct marketing, advertising, branding, packaging, online presence, printed materials, PR activities, trade show, sales presentations, sponsorships, appearances and more.


This includes your tagline, brand pillars, elevator pitch, brand promise, mission statement etc.

Its a lot of work but you don’t have to do it by yourself. Contact us here.

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