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9 Essential Branding Pointers

What is branding

The first and foremost consideration. When creating branding for your startup, it's critical to remember what branding is. In a nutshell, it's more than a logo (don't "enlarge it"). It is the sum of your customer's interactions with your product, so you must provide a thoughtful and consistent experience. Many of these touch points contribute to defining the type of company you want to be and the audience you want to reach. Touch points include personality (philosophy and messaging), logos, colors, imagery, typography, textures, shapes, homepage design, and print design. Keep in mind that your brand is the sum of these parts and how they interact with customers.

Personality | Philosophy

What does your company stand for, and how does that help your brand grow? These are critical questions that will help define who you are as a company to both customers and employees, so I'll go over best practices for discovering and implementing that philosophy to create a strong company perception. Take, for example, Apple Inc.'s environmentally friendly initiatives. Do you think this has helped their brand's image?

Personality | Tone

The representation of your brand in your content is an important piece of the brand puzzle. It's difficult to tell the difference between being pushy and being a helpful guide. I'll go over tone of voice and action words that will help your customers get a sense of the personality of your brand. Other design decisions, such as color and imagery, are influenced by tone. Consider combining a friendly, inviting tone with images of people having fun and lighter-toned colors.


Your logo will be one of the first things your customers see. It aids in your identification and sets you apart from the crowd. In this section, we'll talk about what makes a good logo and how it can help your company gain the trust, and thus the wallet, of your target audience. Take a look at the diagram below. Which logo conveys a person's personality the best while also projecting a memorable and professional image?


Colors are used for more than just making something "pop" or looking pretty. Consider the following: would you use black and other dark colors on a Christian dating website? Or do whites and softer tones reassure and persuade customers to use their product? There is science behind color selection, and I'll go over the research that leads to color selection as well as how it affects the position and tone of your product.


The quality, tone, and treatment of imagery all contribute to the perception of your company as distinct and trustworthy. You wouldn't promote ice cream with a gloomy image, would you? I'll discuss image types and how they can make or break a design, as well as the benefits and drawbacks of using stock imagery vs. hiring a professional photographer.


The way copy is presented and the font used can have a positive or negative impact on the perception of your brand. Do you think a whimsical script font would work well for a lawyer product? Or would a solid, sturdy sans serif better represent the professionalism of lawyers? I'll discuss some typography moods as well as best practices for targeting specific audiences. Never undervalue the importance of typography.

Textures & Patterns

Clean, contemporary, and understated. All of these terms are currently popular in the design world. But what if you own a company that sells off-road driving excursions? Is it advantageous for that brand to be clean and minimal? Or would a dirty, textured tone be more appropriate? I'll show you how subtle textures can take a design from good to great.

Website landing page design

Making a good first impression with customers requires a great landing page design. How important is it? According to Google and other publications, you only have 50 milliseconds to make a good first impression, so make sure your design clearly communicates your brand and its product(s). I'll go over the general rules of creating a great landing page experience, which include the following to help you pass the 50-millisecond test:

  • Design for Conversion

  • Design that is bold and uncluttered in order to capture and hold the viewer's attention.

  • Depth and detail - Explaining the product and how it will benefit the customer.

  • Developing Trust

  • CTA button that is clear and consistent

General Graphic Design

Consider meeting someone in a coffee shop and exchanging business cards. This person gets on the train and goes to the website you printed on the card. When the webpage loads, it appears to be a different company than the one on the business card. When the person does a double take, your first impression is ruined. That erratic performance screams inexperience. Your brand and visual design must be consistent across all mediums to help strengthen perception and trust. I'll go over general design principles for creating consistent experiences across all mediums, including;

  • Design of Adjacent Elements (business cards, stationary, envelopes)

  • Packaging

  • Investor Presentations

  • Ads on the internet

  • Ads in Print

  • Flyers and brochures

  • Pages and posts on social media

Miscellaneous customer interaction points

Emails, text messages, phone calls, coffee shop encounters, and other forms of customer interaction must all be consistent with the brand you're developing. I'll show you examples of good practices at various points of customer interaction and how they help strengthen your overall brand perception. Finally, keep in mind that brands and, by extension, visual designs are never static. They evolve in lockstep with their products, and now more than ever, it is their customers who drive brand evolution, not the other way around.In order to better target customers and provide a consistent experience across all touch points, the product and the BVD will evolve in tandem.

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