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8 Essential Branding Elements to Help You Stand Out

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What are Branding Elements?

Elements are the basic building blocks of everything. Remember the periodic table from chemistry class in high school? What purpose do those squares with numbers and alphabetic characters serve? I assure you that this is relevant to the topic of brand identity. Apart from energy, these elements make up everything in the universe. Similarly, all brands share elements such as logos, color schemes, user interface design, and more.

Branding Elements

These components, when combined, form a brand’s identity, which designers then use to create memorable, interesting brand identities. This comprehensive guide will teach you the ins and outs of branding and how to apply these practices in your work and in your marketing campaigns.

A unified brand identity is based on a few unchangeable features. These elements of your brand most effectively communicate who you are, what you stand for, and who you want to serve.

If you want to learn more about branding and its importance in digital marketing, you can learn from our other articles in the blog section.

Create a cohesive brand identity with these 8 essential branding elements

These eight elements can be seen at work in any organization’s branding if you look closely enough. Each item on this list is present and works in conjunction with the others to convey the brand; sometimes, they are subtle, and other times one or two are missing.

1. Logo

A logo is required for any company or product. You’d be hard-pressed to find a brand that didn’t have a logo, which is why it’s the single most important component of any branding strategy.

A logo is a condensed essence of a company’s values and ethos that consumers can easily recognize. It’s the first thing most people notice when they hear or read about a brand, and it’s the first thing most people remember (for better or worse) when they come into contact with that brand again.

Your logo can be found on business cards, websites, products, social media, branded templates, and promotional materials, to name a few. As a result, your logo must represent your brand’s values and mission.

2. Color Palette

Color is also heavily used in brand identities. Examine these color samples and see if you can figure out which brand is associated with each palette.

Because colors strongly influence consumer perception, several companies have trademarked their distinct brand colors. UPS brown, Tiffany blue, and Fiskars orange are all examples of trademarked colors.

But why should we be concerned with color? Because different colors convey different attitudes and personality traits. If you’re unsure which colors are best for your brand, we’ve already discussed color psychology and how to choose successful colors for your branding.

Remember that your brand’s palette is more than just a collection of colors; it’s a way to represent your company’s values and personality. Use your same branding color palette in your marketing consistently to get better results.

Color wheel branding elements

3. Shape

The shape is an important element of the overall brand identity. The conditions on your website, layout, packaging, business cards, and letterhead should work together to form a unified brand.

Consider what forms best represent your company when developing a memorable brand. Remember that you are not limited to using only one shape or type of form; if your company’s visual identity requires using two or more conditions, use those shapes.

4. Tagline

Paying attention to a brand’s message can reveal what makes it unique. That deal isn’t always hidden, as when Subway launched its “Eat Fresh” campaign. Subway used the tagline “Eat Fresh” to differentiate itself from other fast food chains by positioning itself as a healthier option. Subway’s use of green in their logo and advertising featuring consumers’ success stories of losing weight while eating Subway emphasized this.

While Nike’s “Just Do It” slogan is clear, other companies’ unique offerings are hazier. Nike’s message, while abstract, is simple: do it now. Make no excuses for not doing what you know is good for your body and mind.

Your slogan serves as a backdrop and explanation for your logo. It does more than just describe your work; it establishes the tone for how others should interact with you.

5. The Tone of Voice and Vocabulary

Starbucks does not serve small cups of coffee.

You can get the smallest of their three regular sizes if you want… but the tall size is called that for a reason.

Starbucks created its trademarked lexicon to distinguish itself from competitors. They did not coin the terms for the various drink sizes, but they were the first to use them in this context.

Starbucks is known for its distinctive branding, which includes unusual name conventions. They are also notorious for horribly, and often hilariously, misreading their customers’ names on their beverage cups. Writing customers’ names on cups is a fun part of the Starbucks experience, and while the company hasn’t admitted to intentionally misspelling customers’ names, it has acknowledged the practice. Nonetheless, different baristas may interpret the misspellings differently.

Starbucks branding elements

The words used by a brand contribute to its tone of voice. A brand’s voice is your voice in all written output, from promotional emails to website text to social media posts.

One of the most powerful tools you have to influence how people perceive your brand is your voice. Wendy’s, for example, has created a new identity in the minds of its target audience by cultivating a distinct and consistent social media character. Before they joined Twitter, you might remember them as the fast food joint with the square burgers, frosties, and chili. They have evolved into a fast food franchise that serves square burgers, frosties, and chili and never misses an opportunity to be nasty and vicious.

6. Fonts

Fonts are an important part of a brand’s identity. The typeface used for a brand’s logo, website, and email templates is not chosen randomly; rather, it reflects the identity and values of the brand.

The elements of a typeface, like certain colors, have a similar relationship to emotions and personality traits. Consider what you can learn about these companies based on the typefaces they use in their logos.

7. Imagery

Branding, marketing, and advertising extensively use imagery, including all types of visuals. I mean by “brand aesthetic” are the pictures and stock images you use, the design aesthetic of your website and other brand assets, and so on.

You don’t need actual images to express a brand effectively; you can easily use abstract imagery via your form and color selections, as evidenced by the widespread use of gradient and patterned backdrops, packaging, and banners.

Color and form, for example, are two other aspects of branding that complement brand images.

However, visuals are not the only thing included. An individual’s visual representation of themselves is also part of their brand’s iconography when developing a personal brand. Consider Selena Gomez, who transitioned from a Disney Channel star to a fashion-forward artist who dabbles in indie horror films.

Logo branding element

8. Positioning

The positioning of a brand is the market gap it fills. By creating a “persona” for your brand, you can learn more about its market position and how it compares to competitors. I was wondering if your prices were higher, lower, or the same as similar offerings from other businesses. What distinguishes your offer from the rest?

The positioning of a company in the market significantly impacts its branding. To demonstrate that they are the most affordable option, a budget business can use value-communicating colors like yellow and orange and a straightforward, positive tone of voice.

On the other hand, a more expensive company may attempt to sound more mysterious and use darker colors to distinguish itself as a more premium offering.

However, brand positioning entails more than just carving out a niche. Furthermore, collaboration with companies in the same industry and businesses in other fields necessitates collaboration. The brands you work with (including influencers) shape how the world perceives you; this is where positioning and brand imagery intersect.

Differentiate your business with powerful branding

Aside from these eight essential branding elements, you are free to use whatever you see fit in your plan. This includes many businesses’ ability to engage in certain sensory inputs and experiences.

If you want to have strong and memorable branding for your business, our digital marketing agency can help. We have a team of experienced professionals who are skilled in creating cohesive and effective branding elements that will help your business stand out in a crowded market.

Whether you need a new logo, a refreshed color scheme, or guidance on crafting the perfect tagline, we have the expertise and resources to support you. Contact us today to learn more about how we can help you create a strong and memorable brand.

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