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Why Your Brand Is More Than Your Logo

February 9, 2022

Branding is a practice that gives meaning to a specific organisation, company, products or services by shaping the Branding is a practice that gives meaning to a specific organisation, company, product, or service by shaping the company or service in consumers’ minds. Your brand consists of many things that are both tangible and intangible. Marketers, graphic designers, and copywriters use tools and techniques to craft what we call a brand. In this blog, we are going to outline each branding device to highlight the fact that your brand is more than just your logo. It includes things like your colour palette, shapes, tagline, tone of voice, fonts, imagery, and positioning. Branding is imperative to having a successful business and helps create a narrative in the public’s mind about your company, product, or service.

Branding Device: Tone of Voice

Tone of voice is an element of a brand that you might think is intangible but it is. In fact, tangible and can be crafted by a talented copywriter. Tone of voice is so important because it lets your audience and potential customers know how to interact with your brand and how to relate to it. Almost as a personality of a person can be either reserved and serious, outgoing or funny a brand can have these attributes as well. Tone of voice is shaped by talented copywriters who create a set of parameters or rules that you would follow when creating any future piece of written material. It’s like a guide on how to speak or write from your brand’s perspective.

Branding Device: Shapes

Shapes can convey a lot about a brand, and they are different than a logo that has a symbol or shapes and typography. Shapes can evoke an emotional and phycological connection with your brand. Like everything else the shapes that you use with your brand consistently say more than words ever could. Do you use leaves and natural shapes when creating messaging for your brand or do you use hard lines and 90-degree angles in squares?

Branding Device: Tagline

Your tagline should be short and differentiate a business from all others. It conveys your unique point of view in just a few short words. It can be used in conjunction with your logo or on its own. The tagline should reflect the tone of voice of the brand and evoke emotion or a strong connection that someone could make to your brand. A great example of a now classes tag line would be Nike’s tagline, Just Do It. It is simple, clear, and to the point but memorable. The Nike logo is iconic but their tagline is an amazing supporting character when it comes to their whole brand’s personality. 

Branding Device: Colour Palette

Having a defined colour palette means more than just the colours that are in your logo. Your brands colour palette should reflect the emotion and personality of all other elements of your brand. This includes things such as tone of Having a defined colour palette means more than just the colours that are in your logo. Your brand’s colour palette should reflect the emotion and personality of all other elements of your brand. This includes things such as tone of voice, shapes, and imagery. A colour palette should consist of 3-5 colours or gradient blends. Perhaps your brand uses a specific rainbow effect or you only use three neutrals plus white. Once this is defined it can all make up the many elements that contribute to your brand.

Branding Device: Fonts

Choosing a font (or two) is a core part of the branding process. A chosen font could be a different front from the typeface used in your logo. The typeface you choose can be used across your businesses marketing materials from website copy to letterheads and brochures or on billboards. Typefaces convey intangible emotions and feelings like colour and tone of voice do. 

Branding Device: Imagery

Imagery is something that can help a brand to further convey its emotions and feelings visually. Images have the ability to evoke certain emotions. They can either be crisp and clean with a high contract or they can be dreamy and ethereal. Each image that you use further enforces your brand’s point of view and personality. The imagery that you use should be cohesive with all the other messaging that your brand produces. 

Branding Device: Logo

Last but not least, your logo! I specifically placed the logo and the end of this list to illustrate the importance of all the other elements that make up your brand. Your logo is a piece of a larger branding puzzle. Of course, there are good and bad logos but really a logo should be purposeful and aid in supporting the brand in its journey to convey thoughts, feeling, and emotions of its organisation, company, or product. 

If you’ve read this list and agree at every point but don’t know where to start, we are a team of professionals that can help you create or solidify your brand. Don’t hesitate to contact us and let us help you define your brand. 

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