Elements of branding as a tool to increase company awareness

What elements of branding are important to consider when promoting

Elements of branding are the foundation of a company’s corporate identity, by which it becomes recognizable to consumers. The combination of different components allows you to create a harmonious image through which the company interacts with the public. However, for effective branding, it is important to choose the perfect combination of the main elements: logo, color palette, shape, slogan, and others.

• The first element is the logo, which expresses the personality of the company. It is what makes a brand recognizable and makes consumers pay attention to it. A person may not know the name of the company, but he will certainly distinguish a product with a certain logo from those of competitors.
• The color palette completes the visual and can act as the brand’s own distinguishing feature, as in the case of Tiffany. The jewelry manufacturer patented a unique shade that became its trademark. The choice of a signature color should be in harmony with the brand and its messages. It is possible to use several colors, but not too many, so as not to overload the visual.

Another important element of branding

• Shape. And we are talking about the shape of the logo as well as the design of the website, packaging, branded accessories, and business cards. It is not necessary to express everything only in ovals or squares, you can combine several shapes.
• Slogan. A prime example of how a slogan can contribute to brand development is “Just Do It.” This is Nike’s slogan, and it is firmly embedded in the minds of consumers. A concise phrase should express the main idea of the company and its products.
• Fonts. They should be the same for all branded materials, including the logo, website design, and email templates. You must chose fonts, which not to irritate the eyes and to make the text readable.
• The image suggests that all images used by the company should be chosen in a single aesthetic. And that includes stock photos. Every image used on a website or published on a social network should contribute to a certain brand image, the image that it conveys to the public. This element is inextricably linked to other elements, such as shape and color.
• Positioning is the image of the company, its image is built through marketing strategy, public relations, and social networks. This element of branding helps to understand the place of the company in the market, its competitiveness, and its price category.

Each of these components plays a role in the company’s development, establishment, and recognition. The elements form the perception of the brand and contribute to its success. Therefore, it is important to pay attention not only to the design of the logo but also to the correct choice of fonts and colors.