An introduction to branding basics


The correct use of your typefaces, color palette and images together is an imperative part of the brand development process. It doesn’t matter if your brand is a large-scale company or a part-time passion, the importance of branding consistency throughout your marketing is a fundamental element in every successful brand.

In this article, we will give you an introduction to the basics of branding, and how you can create these foundations to market your business effectively, and build your brand equity and brand personality.

01. Your brand essence

The first thing to consider when thinking about branding basics is your brand essence.

What is brand essence?

Great question! Brand essence can be thought about as the main characteristics that define a brand, and shapes large-scale business decisions. It is based on emotion and feelings and needs to be unique in order to set yourself apart from your competitors.

How do you build a brand essence?

In order to start building your brand, it's easiest to start with the main goals you have for your business, and what you plan to focus on in the next few years. Key points to consider include:

  • How your brand would be summed up by a consumer.
  • How would you describe your brand.
  • Create a list of words that you think best represent your brand.

This will help you find the fitting visual response for your graphics.


02. Your brand colors

Color gives your brand the ability to hone in on different moods. This is also known as color psychology. Whether it's your logo an Instagram Post, or a marketing campaign, choosing a brand color palette provides your team with foundations for all their design assets.

What is a brand color palette?

A brand color palette can be defined as the core colors your company uses to help convey your brand identity. It aims to underpin and help communicate the defining characteristics of your brand and help you to become recognizable at a glance. Brands who have successfully outworked this is the past include Google, Instagram, and Facebook.



How do you build a brand color palette?

  • Research the meaning of colors and allow that to inform the colors you're thinking of using in your brand color palette.
  • Choose your colors in order of importance, from the one you will use the most, which you want to be the primary voice of your brand, to the ones you will use the least. Choose colors that are going to be functional as well as visually effective, ensuring there are good contrasting tones to layer text on flat colored backgrounds.

Design tip: When choosing colors, think about the hues that are functional to your needs (as well as being visually effective). Ensure there are contrasting tones to help create versatility and will look good on various print and digital mediums.

Remember, colors can be the heart of your brand and should be chosen carefully.

Your Brand Typefaces

Is your brand traditional or modern? The typefaces you choose will affect the way your brand is depicted by the audience.


What is a brand typeface?

A typeface can be defined as the type of font you use in all your brand assets. This can include flyer designs, Instagram posts, and even internal newsletters.

How do you choose your brand's typeface?

When it comes to choosing fonts that will become apart of your brand guide, it's important to go back to your brand essence.

  • Start by thinking of your brand essence qualities, and what type of font will help you achieve that goal.
  • What type of marketing will you be investing into most, and how will this font look on your designs.
  • What other fonts can you pair with your core font and what message is this sending to the audience.
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For a more in-depth explanation of choosing a font, read our Fonts article. 

05. Your Brand Images

Whether it’s with tints, vibrancy, saturation or blurring, how you manipulate your images will set a mood for your brand.


What is a brand image?

A brand image is the images a brand uses to help communicate their message. Often, businesses have brand guidelines that outline the type of images used and the filter types that can be applied to them.

How do you choose images for your brand?

When choosing images or filters that will be apart of your designs, consistency is key.

  • Ensure your filters have the same synchrony as the other elements within your style guide.
  • The images chosen all have slight reference to the colors in the brand color palette (the greys and the cream).

Your secret weapon for stunning design