What Elements Make Up A Brand?

Your brand helps customers to easily identify you. It should also help customers to easily understand what type of business you are. There are so many different elements that can go into a brand. This post explores some of the big elements that make up a brand. 

Message

At the core of every brand is a message. This could be to provide premium quality, to save customers money, to protect the environment or to save consumers time. It’s important to establish this message before building the rest of your brand. Ideally, you should try to reflect your brand message in other elements of your brand.

Name

One of the most important brand elements is your company name. Traditionally, brand names would be named after the founders. Nowadays, it’s more common for brand names to communicate the company’s brand message (such as PayPal, Lyft and Tinder). In all cases, brand names should be unique and snappy so that they can be easily remembered.

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Logo

The logo is the most important visual element of a brand. Logos need to be distinctive while also not being too complex so that they can be easily printed or viewed on a computer screen. A logo can include your brand name or it can be a recognisable symbol. Using a logo designer, you can create a logo that is effective – look into the brand design portfolio of different designers to find one that you trust. 

Color scheme

A color scheme is another popular branding element that some companies adopt. This is the type of colors used throughout your marketing including packaging, signs, social media banners and your website.  Different colors can have a different psychological impact as well as different connotations. For example, green is typically associated with environmentalism, while blue is associated with trust. Consider this when choosing a color scheme. 

Slogan

A slogan is one of the best ways to clearly deliver your brand message. This is typically a short and catchy phrase or sentence such as Toyota’s ‘Let’s Go Places’ and Gilette’s ‘The Best A Man Can Get’. Check out these catchy slogans for inspiration. 

Jingle

If you’re thinking of doing radio or video advertising, a jingle could be something to consider. This is a memorable melody that will stick in people’s head and remind them of your brand. Slogans are often integrated into jingles. An advertising company will be able to help you come up with a jingle. 

Tone of voice

Your tone of voice is a very important but often overlooked part of your branding. It involves the language and phrasing that you use when promoting your brand. Some brands like Old Spice are known for their humorous and kooky approach, while brands like Harley Davidson are bold and aggressive to appeal to thrillseekers. Some brands are also more formal, while others are very informal. 

Mascot

Some brands like to adopt a mascot to use in their marketing. Famous examples include the Michelin Man, Tony Tiger and Duracell bunny. Mascots are particularly effective when selling products aimed at kids.