The elements of branding
Posted: Mon Feb 17, 2025 5:03 am
Branding is more than just choosing a business name and designing a logo. It encompasses so much more. Successful branding shows up consistently everywhere from the first customer touchpoint to the last. But how do you ensure you’re covering all the bases? Let’s dig into the elements of branding to consider as you build your brand.
Brand mission and values
Your mission is the north star for your business and should have a prominent place in your business plan and brand guidelines to keep all other decisions on track. Your branding exercise should also narrow in on your brand values, which will be non-negotiables as you grow and scale. These ensure your brand remains strong, even as things like your logo or products evolve.
In this example, Loop highlights its social impact and links to its mission directly on its homepage, because it’s so critical to its overall brand:
A page on Loop's ecommerce website
Increasingly, younger guatemala mobile database consumers are demanding that brands take a stand. Being crystal clear about the mission of your company and the values that matter to you during the branding process helps Gen Z and the upcoming Gen Alpha customer decide whether to support you or not. These consumers are looking for brand transparency around ethics, sustainability, and manufacturing practices.
Brand voice and tone
Put simply, this is how your brand communicates. Within your branding guidelines, spend time narrowing down the tone of your voice across communications from social ads to customer service emails. Is it playful and funny? Serious and soothing? Educational and confident? Decide if there is certain slang you will or will not use. Understanding how your target audience communicates will be helpful in understanding how to hone your brand voice and tone.
See how Hardgraft conveys its brand effectively through the tone of the content on its homepage:
Brand mission and values
Your mission is the north star for your business and should have a prominent place in your business plan and brand guidelines to keep all other decisions on track. Your branding exercise should also narrow in on your brand values, which will be non-negotiables as you grow and scale. These ensure your brand remains strong, even as things like your logo or products evolve.
In this example, Loop highlights its social impact and links to its mission directly on its homepage, because it’s so critical to its overall brand:
A page on Loop's ecommerce website
Increasingly, younger guatemala mobile database consumers are demanding that brands take a stand. Being crystal clear about the mission of your company and the values that matter to you during the branding process helps Gen Z and the upcoming Gen Alpha customer decide whether to support you or not. These consumers are looking for brand transparency around ethics, sustainability, and manufacturing practices.
Brand voice and tone
Put simply, this is how your brand communicates. Within your branding guidelines, spend time narrowing down the tone of your voice across communications from social ads to customer service emails. Is it playful and funny? Serious and soothing? Educational and confident? Decide if there is certain slang you will or will not use. Understanding how your target audience communicates will be helpful in understanding how to hone your brand voice and tone.
See how Hardgraft conveys its brand effectively through the tone of the content on its homepage: