How We Think

How to Build Your Brand Beyond Your Logo

Oct 03, 2019

As a business owner, growing your business is constantly on your mind. One minute you’re thinking about how you can draw in more customers. The next minute you’re brainstorming new ways to increase your profit margin. But, how much thought have you put into branding and how it can grow your business? 

We don’t need to tell you what branding is. As an entrepreneur, you already know that branding is your company’s identity and (hopefully!) what makes your company stand out from your competitors. We’re going to assume you’ve already established your company name and have a logo design as that’s where most businesses start…and stop. What we want to talk about are a few more elements to consider when building your brand.

First things first, take a good look at yourself and your company: Is your business more casual or buttoned up? Is your industry more rigid or carefree? What do your customers care about? Why does this matter? You’ll need to take your company’s personality into consideration when putting together the building blocks of your brand, because that’s what will help your brand cut through the clutter and stand apart from your competition. So, about those building blocks…

Beyond your logo, your brand should include:

  • Your color scheme – also known as “color palette” – includes what colors will be primarily visual presence, branded materials, uniforms, signage, and so on.
  • Your font family(s) and uses – also known as “typefaces” – should be spelled out (pun intended!) carefully so all areas of your company know what font(s) to use and when. Outlining directions around font styles for headings, subheads, text, and web alternatives will help create a cohesive look across all of your marketing platforms.
  • Your image style determines what your images will look like. Do your photos have a warm or cool tone? Are they journalistic or professional? Will you be using stock images or real-life photos?
  • Your writing style – also known as your “tone of voice” is a key part in building your brand. Is your voice friendly and approachable? Serious and authoritative? You want to communicate in a way that your target audience will appreciate.

Once you have all of the above figured out, you should compile them to create your brand guidelines (aka brand standards). These guidelines will be your “rule book” for all marketing and communications for your business moving forward to help create consistent appearances and messaging throughout every aspect of your business – from content on your website to branded shopping bags to how your employees interact with customers.

So, you’ve got your logo, established your building blocks, and compiled your rule book – now you’re better equipped to grow your business! Not thinking it’s as easy as that sounds? Enlist the help of a marketing agency like Tulip Tree. We offer a variety of marketing and branding services to help set your business up for success. For more information, send us a message, pop in for coffee, or follow us on Facebook.