Oftentimes, people think branding is the logo, colors, and business cards, and that's pretty much it when there is so much more involved.

Here is the definition of branding according to the American Marketing Association:

"Branding is a marketing practice in which a company creates a name, symbol, or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services. Brands are used in business, marketing, advertising, and other areas of the marketplace."

But as a business owner not in marketing, how do you know what all the pieces are? I'm here to help!

First off, a brand needs to have a purpose. What do you want your business to be known for? You must create and communicate a memorable and consistent message across all marketing platforms.

The second element of branding is the look or design. This includes the colors, fonts, logos, and other graphical elements used in marketing materials.

That is what I am going to get all up INTO in these next few weeks with the 6-Part Series: What exactly is included in a full brand package?

Today we will go over General Assets. In General Assets, you will have your Color Palette, Logo, Font/Typography, and Photo Standards. Let’s get started, shall we?

General Assets
Digital Assets
Print Assets
Event Materials
Physical Products
Artistic Direction

Here are some of the General Elements of a Branding Package:

1. Color Palette

Color Palette is one of the first and easiest elements of branding to understand. It is the set of colors used to represent your Brand and typically includes a few Font colors, a primary design color, and a few secondary accents. These colors make up the core of your design going forward.

Color is so important for your brand because of the psychology associated with it. Color sends messages and helps to evoke emotions in viewers. Different colors can evoke different feelings and create a lasting impression that will stay with your customers even after they've viewed your brand's materials. For example, blue is often associated with trustworthiness and reliability, while yellow can be used to illustrate enthusiasm and excitement.

Many online resources help you find color palette inspiration or generators.

One popular website is Adobe Color. It allows you to create custom color palettes and explore existing ones. You can also search for 'inspiration' in the gallery to see other people's creations.

Another resource is Coolors, which provides an interactive color palette generator. The site allows you to quickly explore different combinations and save them for later use.

Finally, Colourlovers is a great option for discovering hand-picked color palettes from the community.

2. A Logo

A company's logo is one of its most important marketing tools. It will be used across various platforms, from websites to print materials to billboards. The ideal logo is memorable and unique, helping the company or person it represents stand out from the competition.

A logo and style guide are typically the first things to be created. The logo is the visual representation of your brand. Having a style guide will dictate how it should be used. Your style guide should include colors, fonts, and other design elements that you want to be associated with your brand.

It should also include how the logo may and may not be used, such as cropping elements or changing the colors. To be easily recognizable, it is important to keep the logo consistent across all your marketing materials. I highly recommend having black and white versions of your logo. If you plan on having your logo on someone's printed banner, let's say for an event, they may need a black or white version which happens A LOT!

Suppose you hire a graphic artist or go the Logo Design Agencies route for your new logo. In that case, it will give you a personalized touch, and have a lot of experience working with brands to understand your brand’s identity and create an amazing logo accordingly. Although this may be the most expensive option, the result is usually worth it.

Here are a few routes you can take without breaking the bank :

Freelance Graphic Designers - Browse through freelance websites to find talented designers who can create a logo for you at an affordable rate.

Logo Maker Tools - Designing your logo doesn’t have to be complicated or expensive. Plenty of user-friendly logo-maker tools available online can help you create a custom, high-quality logo in minutes.

Logo Marketplace Sites - Look for logo designs that are already completed and available for purchase on online marketplaces. This is one of the most cost-effective ways to acquire a logo.

Logo Designers Online - You can find dozens of great designers who specialize in creating logos and branding materials at competitive prices. When you compare different designers, make sure you check out their portfolios and customer reviews.

Here are a few places you can get free to simple low-cost logos to get you started:

Freepik: Freepik offers thousands of free logo designs in vector format, which can be easily customized and downloaded for free.
Logo Maker: Logo Maker is a powerful online design tool that allows you to create unique logos within minutes. With their user-friendly interface, you can choose from hundreds of templates or start from scratch.
Canva: Canva is a free graphic design platform that provides easy access to millions of icons and images to create your logo. It also offers templates to help get you started.
Logomaster.ai: Logomaster.ai is a professional logo generator with hundreds of logo designs. All logos are available in vector format, allowing easy customization and scaling.

3. Typography

Your Brand's typography choices are crucial as they communicate certain messages and emotions. Make sure to be consistent with your selections across all platforms. Use fonts, sizing, and colors that will allow for easy recognition of your brand.

Be aware of readability and legibility. Consider using a font family with different weights, styles, and line lengths to create interest in your content. Use fonts that are clear, easy to read, and consistent across all platforms. Lastly, be sure to consider accessibility when selecting typefaces for your brand. Try to choose fonts that contrast the text and the background for maximum readability.

Here are a few good sites to check out font combinations:
Click each source below to learn more.

Each of these sites provides helpful tips and tricks for choosing the perfect font combinations for your next project, so take some time to explore each one and find the combination that best suits the style of your project.

4. Photo Standards

To maintain brand consistency in all related materials, I ensure my clients always have a Photo Standards guide. For example, photos should match in style, color, lighting, and composition. Also, a defined color scheme will make your brand look more polished and consistent. Doing this will provide your customers with a consistent experience and help improve your brand's recognition.

I hope this was helpful, and make sure to come back next week as we get into the digital assets you should have for your brand.

Don't wait any longer. Start creating your unapologetic presence today! CONTACT ME