When you think of iconic brands, their logos probably pop into your mind—like the Nike swoosh, Apple’s bitten apple, or McDonald’s golden arches.
What makes these logos stand out is how they instantly bring strong feelings and memories to mind. They’re not just logos; they represent the entire brand experience. Over time, they’ve become recognisable everywhere, conveying trust and quality without needing any words.
So, let’s explore what branding really is.
Your logo is a key part of your brand, but it’s not the whole picture. If you fail to establish a solid brand identity, the result can be an inconsistent brand.
Your brand identity includes everything from your tone of voice and messaging to your colour palette and strategy. This will then all tie in together in your marketing efforts, web design, and any content you produce.
Effective branding helps you connect with your audience by clearly showing what you stand for. It helps potential customers see if your brand resonates with them.
A solid brand identity usually covers:
- Logo or wordmark
- Variations of your logo (with guidelines on how to use them)
- Primary and secondary colour palettes
- Fonts (primary and secondary)
- Headline styles
- Photography filters
- Other graphic elements
You might also want to include a narrative section that addresses:
- Voice
- Tone
- Word choice
- What to say and what to avoid
- Headline styles
So, why is it important to keep your branding consistent?
Your logo and overall branding should feel cohesive across all platforms—whether it’s your website, social media, printed materials or packaging. When everything aligns, it strengthens your brand identity and values, making it easier for people to connect with you.
On the flip side, inconsistent branding can confuse customers as to what your product or service is, and potentially water down your message, which isn’t great for your marketing!
Looking for a branding refresh?
You’re in the right place.
We’ve helped clients like Uttoxeter Racecourse, The Women of the Year Awards, and Stoke-on-Trent College elevate and refresh their branding. Contact us today to find out how we can do the same for your brand.
