Branding Fundamentals: More than Just a Logo
Originally written as a LinkedIn Newsletter for small businesses, this article breaks down the concept of branding beyond the typical elements like logos and taglines. It’s the complete identity of a company, telling the world who you are and what you stand for. Using real-world examples, I illustrate how strong branding builds recognition, trust, and loyalty when done authentically.
Let’s play a game. Tell us the first thing that comes to mind when we say the word… BRANDING.
1, 2, 3, GO.
Was it a logo? A clever tagline? Or maybe a signature color? Perhaps the Nike swoosh popped into your head, and now you feel compelled to “Just Do It.”
You’re not wrong—those are pieces of the puzzle. But here’s the catch: they’re just the starting point. What really matters is how you bring them to life. If Nike had just slapped those words on a shoebox and called it a day, would you remember? Probably not.
Branding is your identity. It tells the world who you are, what you stand for, and what customers can expect from you. It might start with a carefully crafted brand book filled with colors, logos, and notes on how to talk-the-talk with your brand voice. But the most unforgettable brands weave their identity into every experience, whether it’s a post on Instagram or a face-to-face interaction.
Of course, you have to walk before you run. Without a brand book or a single source of truth, your branding may slowly drift away from your values over time. That’s why laying the groundwork for your brand is so important.
Your Brand, Your Story: What Are You Telling the World?
Simply put: Branding is your story.
Of course, if it were that simple, we wouldn’t need to publish this. So, let’s dive deeper.
When we say your branding tells your story, we mean that everything—from the colors you choose to the shape of your logo, even the tone of your content—speaks volumes about who you are.
For example, Barbie’s pink aesthetic is instantly recognizable. This signature shade of bright pink is synonymous with femininity, fun, and playfulness. It’s not a light pink—it’s bold. Even the font blends a whimsical handwritten style with a stronger, script-like feel.
Yes, we’re talking about a logo, but don’t all of these elements convey what Barbie represents today?
When done well and strategically, every aspect of your branding—the logo, tagline, general aesthetics, and tone—boosts brand recognition. When you watch the Super Bowl, can you guess it’s a Coca-Cola commercial before they even show the product? Or, if you covered up the cute fruit logo on your laptop, could you still recognize the brand from its sleek design?
These examples may seem far-fetched, but your goal is (or at least it should be) to build brand recognition and trust among your core audience. You don’t need a multi-million-dollar commercial to do this, but you do need to be strategic and consistent.
Over time, your potential customers will begin to recognize your branding when they see it. And that will boost your credibility, build brand trust, and ultimately lead to brand loyalty.
The Fundamentals: Brand Identify Building Blocks
Before you can build a brand that turns heads, you’ve got to start with the foundation. Let’s get that brand identity locked in. Here are some key starting points:
Logo
A logo is one of the most important elements of a brand’s identity because it serves as a visual representation of the brand's values, mission, and personality. It’s likely the first impression you make, so it needs to be a good one.
Color Palette
Are you bold like Barbie? Or more muted and earthy like Patagonia? Or fun, creative, and a little quirky like Disco Ave? Your colors are another visual element that can signal what your brand represents.
Typography
Like your colors, typography sets the mood for your brand, communicating your personality and values at a glance. Your font choice can make your brand feel confident and credible or playful and approachable.
Style
Your brand’s style is its first impression—consistent, cohesive, and unmistakably you. It’s the visual vibe that ties everything together, making your brand instantly recognizable, from the photography you choose to the packaging of your products.
Brand Tone and Personality
This is how your brand sounds and feels. Your tone of voice is how you choose to communicate through written and spoken content. It should reflect your values and personality, and it should always be consistent. Think about your choice of words, communication style, and the overall emotional tone of the language you use.
The traits and characteristics your brand embodies make up its personality. It’s expressed through tone of voice, design, customer service, marketing efforts, and more. Together, tone and personality are essential for building a connection with customers, helping you leave a lasting impression and create an emotional bond.
Brand Values and Mission
Brand values are the core principles and beliefs that guide your actions and represent what you stand for. They influence everything from company culture to customer interactions. A great example is Ben & Jerry’s commitment to fairness, social justice, and inclusivity. (My expert advice: Indulge in a carton of their creamy deliciousness while you build your brand)
A brand mission summarizes why your brand exists and is typically a clear and direct statement that defines your purpose and the impact you aim to have. Together, brand values and mission create a strong, purpose-driven identity.
From Paper To IRL: Examples Of Brands Living Their Values
Once the fundamentals are in place, then you can really have some fun, transforming the words in your branding book into real-life stories. Here are a few examples of brands who are making branding magic.
Tiffany & Co.
Three words: Little. Blue. Box. One could argue that any jewelry box ignites a sense of excitement and anticipation, but add Tiffany Blue—you know the hue!—and suddenly there’s a special feeling of luxury, elegance, and timelessness.
Today, the color has such recognition that this particular shade, officially called “1837 Blue,” was trademarked in 1998 and is exclusively reserved for Tiffany’s use. Partnering with Pantone, Tiffany ensured that this robin’s-egg blue would be synonymous with their brand, and it has since become a global icon. It’s not just a color; it’s a lifestyle, an experience, and a guarantee that whatever’s inside that box will make your heart skip a beat.
Duo Lingo
Duolingo took the traditional approach to education and learning and flipped it on its head with a quirky, meme-worthy owl mascot and a friendly, informal, and just the right amount of cheeky tone. Not only do they stand out from the competition, but their personality embodies their mission to make language learning accessible and fun for everyone. They carry this through their product with gamified and witty app notifications, as well as their social channels and beyond.
But this goes beyond just their tone; they opted for a bright color palette filled with greens, blues, and cheerful illustrations that emphasize approachability. Duolingo proves that branding doesn’t have to be serious to be effective, but it does need to be authentic and consistent.
Desert Works Propulsion
If you think branding doesn’t matter because you’re a small fish with a tadpole-sized budget, let us share a story about a brand you might not know… yet: Desert Works Propulsion. Their roster is filled with aerospace experts, many of whom are former NASA personnel. They possess the kind of experience that new space startups dream of, but it would cost a fortune to acquire.
However, you wouldn’t have guessed this by visiting their website just a year ago, before their branding makeover. Back then, their image didn’t command attention and their voice fell flat, especially in a sea of emerging startups. Fast forward to today, and they boast a strong brand identity that showcases their pioneering expertise, positioning them as leaders in the expanding space industry. With a fresh logo that reflects their innovative spirit and a modern, user-friendly website, DWP’s branding tells the story of a small company making big moves.
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