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The experience of your brand and how people feel when they see your logo is what matters most. Here’s the gist of what should be involved in your branding.

Your brand should not be only based on how vibrant, big, or pretty your logo is, but it should take your clients on an impactful journey experience that represents your company’s values. Branding your company includes personality, colors, imagery, typography, symbols, and, of course, your logo. 


You must first determine what your purpose is for your company. You should create a mission statement for what you want your brand to represent and stick to it. Your mission will tie in with your logo, colors, and tone. When you start a company, there’s always an incentive to why you created it in the first place.  To inspire, entertain, educate, enable, and so on. Determine the mission for your business and then you can get to the colorful side of marketing it.

Personality (Tone) 

When creating your brand, you need to set a tone for how you desire your company to come across– whether it be personal, humble, direct, etc. The tone will determine your other brand elements, as well. You might want to use darker colors to portray a luxurious brand versus light colors to represent a more airy and inviting brand. 



Your logo is just like a first impression! It’s the first thing anyone can assume from a company based on the message their logo sends. Creating a functional logo that entirely represents your mission and tone is important. Your logo should speak for itself, whether it’s a wordmark or a symbol, it should be informative at first glance. So, you definitely want your branding to be aligned with your logo. Your logo is not the only aspect that catches your audience’s attention, but it should have a purposeful and clear alignment with your overall brand message. 

Colors/ Imagery 

brandDeciding on colors will definitely bring you back to your brand mission and personality. The colors you pick should be aligned with the perception you want to give off. Think about whether you want a softer or bolder personality for your brand.

A big part of your brand is having a set of images that your company can identify with. Images also set a standard for the feel and look of your company. Using stock photography is great because you can easily create a theme of images you like. You can also become more personal and hire a product photographer to get branded images to use on your social media profiles. 


The fonts you use are often overlooked but they can definitely make a statement! Finding a font that fits the tone and personality you have created is important. Having an airy theme for a perfume company but with bold, chunky letters can be confusing and misleading for the consumer. You want the font used to in your logo to be the bow that ties your branding altogether.

The logo is your first impression, while the brand is your personality. Remember that when you are creating a brand or designing for one. Creating a brand guide is also essential to ensure you, and your employees, are staying on-brand consistently. If you’re in need of a logo or rebrand, we can help! Fill out the form below to set up a 30-minute consultation!