8 Branding Elements to Consider for Your Business

Everywhere we look things are branded, from milk cartons to soup cans. Branding extends far beyond the logo, even beyond the custom labels and the container holding the product. Today with social media, brands are more interactive than ever before. Some brands have even taken it far further. Red Bull, for example, is far more than an energy drink. It is a multi-platform media company that focuses on sports, culture and lifestyle. Today, however, we’re going to talk about the eight elements you need to consider for your own brand.

Business Name

Obviously the name plays a big role in the way people will receive your brand. Chances are that you already have a name for your business. However, if you don’t, there are essentially three different routes you can take: you can name your business in a way that describes exactly what you do, you can choose an abstract name that doesn’t give any indication what the brand does, or you can create an entirely new word.

Colors

Decide what colors you want to represent your brand. Each color has meaning and evokes an emotional response, so you should take that into consideration.

Logo

You will need your color scheme selected before you start to think about a logo. Look on Pinterest at logos to get an idea of what you like. Will your logo be colorful and playful? Will it be professional and subdued? Will you have any special icons or symbols? Hiring a professional designer is a great investment for your brand. Share with your designer what you’re looking for, what colors you want, and a few things you like to give them a starting direction.

Tagline

Not every business has a tagline. However, if you have selected an abstract name for your business or if you have chosen to brand your own name, this can be a great way to let people know what you do and how they can benefit from your product or service.

Fonts It may sound silly, but fonts, specifically those in the headers, can say a lot about your brand. Is your brand serious or playful, for example?

Tone

This is right there with the style of font you select. Different types of businesses use different tones and have different content. For example, the tone for Red Bull is entirely different than the more serious tone you’re going to experience with Wells Fargo Bank. And it should be different! Can you imagine banking with an institution that had the look and feel of Red Bull? Would you trust a bank that seemed to be all about having fun and taking risks?

Sound

This is less common. However, there are certain sounds you associate with brands, such as the ding when you call Siri on your iPhone.

Smells

Again, this may not apply to many businesses; however, there are many businesses that are missing out on the opportunity to enhance their brand with a distinctive smell. You may not realize it but there are certain scents that, as soon as you smell them, you think of the brand. I can’t walk by Abercrombie, for example, without immediately noticing the distinctive cologne smell from inside the store. That smell has stuck with me since I worked there in college, nearly 10 years ago. All it would take it smelling that particular scent to think of the business.