Why creating a brand is important

Branding is important as it makes a memorable impression on consumers and allows your customers and clients to know what to expect from your product or service and promotes recognition.

It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. A brand sets out a company unique selling point (USP) 

There are a number of elements that make up a brand and should be incorporated in your brand design:

• A Logo 

Keep it clear and simple and stick to one or two colours – consider how it may look in one colour, in black & white etc as this is how your logo will realistically be required to be represented for different purposes.

• Fonts

A specific font or combination of fonts reflect the persona of your brand. Again, consider aspects like readability, large and small versions of the font and how they will look.

• Colour Palette

Colours used should reflect your customer, not necessarily your own preferences. Consider how the colours might or might not work when coupled with other brands or different backgrounds and imagery

• Tone of Voice

If your business was a person, what would they sound like and what language would they use? Also consider, how would your customers like them to sound – fun and playful or corporate and professional. Certain industries require or expect a particular tone of voice.

• Layout

What type of layout suits your brand and look and feel to create a consistent flow.

• Photography and Style

Just like tone of voice, what you look like and how you present yourself is as important as tone of voice mentioned earlier. Casual, fun, photography or Smart and corporate are each end of the spectrum with lots of opportunity to create your own style in between.