When talking with many new and existing business owners as a brand consultant, I am always asked what are some key elements that are needed to properly brand my business? The answer, as simple as it may sound can be broken down into 3 key elements that are the mainstays and catalyst of any entrepreneurs success. 

By focusing on these elements, we would hope to will (will¹ /wil,wəl/ def 2. expressing inevitable events; def 6. expressing probability or expectation about something in the present.) any  strategic brand to success and growth for the future.

The last and in all avenues the most important key element needed in creating a new brand is your logo. We all have seen the best and worst efforts in coming up with a logo and even change our habits both spending and appreciation for companies based on them. Some may be clean and simple with little direction on how they want the consumer to feel  like the most popular bullseye. Many of you reading thru the power of the logo and symbolism already where able to script the two rings plus dot red bullseye that is the Target logo just by the mere mention of it. Not many may know what the Nike swoosh represents but immediately know the brand when they see it. This is undoubtedly the power of the branded logo.  With logos there are two main factors to take into consideration as well as a few key elements to think of when structuring your new brand around a logo.

Font Type

Through our process of developing an authentic brand story and coming up with a name, the last but possibly most important part is how that name will be displayed or presented to the human eye.  One important portion of this process is typography. Defined as “the style and appearance of printed matter” typography places a much more important role in allowing us to gain emotions and ideas from simple images based on text shape, style and uniqueness.

When looking at typography in general when it comes to fonts, there are three main houses identified: serif, san serif & script.

As you can see with the three main types of fonts, each brings with it a level of design sophistication or simple  that many look to reflect in their brand. As sans serif fonts have grown to define what is modern and new, Serif based fonts have been designed to represent older more distinguished brands with years and age as a value proposition. What kind of emotional experience do some of these creatively used fonts evoke from you:

Graphic Image

After you have decided which direction you wanted to go in terms of logo typology, it is next important to look at if the need for a graphic logo is needed. Of the eight logos mentioned in our discussion, all eight have at one point or another used a separate graphic logo to represent their brand on company function. Sometimes this brand graphic includes the brand text and sometimes it merely mirrors the brand imagery. When looking at your brand, its story and what the name means or feelings it evokes; you will better be able to decide if a secondary graphic logo or mark is needed to get your brand across to consumers.

Once you have selected both the typography you will use to represent your brand, the next important element would be bringing the brand logo together to bring together elements from your brand story or brand why while utilizing your brand name for the correct level of influence.  Once these pieces are together, the 3 key elements of your brand are available to bring to the market.