A Simple, Comprehensive Guide to Branding


If you asked branding experts what the key to building a successful brand was, they’d all give you similar answers: repetition, uniformity and consistency.

Branding makes our brand stand out to consumers because it presents itself with memorable, consistent themes such as logo fonts, colors or design. When a consumer is looking for a phone charger or other accessories from a particular brand, they prefer to easily spot it. Branding accomplishes this. A recognizable logo or familiar color scheme guides consumers.

A building with the Apple logo on the window.
Branding helps customers elicit positive emotions when they see a company logo.

So how can you optimize your branding approach to stay consistent? Here is a comprehensive branding guide.

What Is Branding and Why Is It Important?

Branding is the advertising and promotion of a company’s products or services. It involves creating names, logos and designs for a business. Branding is important because of the lasting memories it creates for customers. It also helps provide consistency for consumers and clients.

How Branding Defines a Company

Brand affects and changes the way people perceive a company. An example of this is the company logo or tagline. A brand logo carries feelings and thoughts people associate with the company. Branding influences these feelings toward positivity. Consider how your own logo makes consumers feel. Also determine if the message it sends aligns with your company mission and values.

An Amazon truck on the freeway.
A tagline can change public perception of a company.

Branding reminds customers what a business stands for. For example, will the brand remind audiences that the product they’re seeing is going to be fairly-priced? Will it be made of the finest quality? Branding helps companies take this into account to ensure the result of their brand is a favorable customer perception.

Important Branding Methods

A successful branding guide ensures each step of the process is covered. Here are some crucial steps to optimize branding.

Use Your Mission Statement Like a Navigation System

No matter what project or campaign you’re creating, the underlying focus is adherence to brand consistency. Accordingly, your mission statement is a valuable resource that steers everything you create toward brand consistency.

A hand holding a compass.
Your mission statement helps you navigate brand.

Use Your Logo as a Way to Relay a Message or Answer an Important Question

Depending on the product or service, your logo might be the most effective way to correctly promote brand. An example that shows this is a company that sold meat from a poisonous snake – though it was harmless for humans to eat. If their logo were a skull and crossbones, no one would buy it. But what if the logo was soothing in color and texture, and had a picture that promoted good health and well-being? Find similar ways to get important branding ideas across using the power of your logo.

Evaluate Your Branding Process

The most successful companies evolve their brand without drastic changes to their core values. For example, Coca-Cola’s logo changes from time-to-time, but consumers have the same reaction to each new one. However, that isn’t to say that the customer feels the exact same seeing the logo today as they did years ago. This is because Coke used branding strategy to add ideas, products and new advertising methodology.

A truck delivers Coca-Cola.
Periodically examine your branding process.

Similarly, progress what your business guide stands for through re-evaluation of branding. This involves studying markets, measuring campaign success and predicting future changes to brand outlook. After developing strong brand, make sure to monitor and update it periodically.

Explore the many ways branding helps companies succeed. As you create and maintain brand, make sure it stays consistent so that customers identify its positive characteristics.

The branding process is easier with the help of software that automates and maintains brand integrity. Canto’s digital asset management (DAM) organizes and stores branded assets. Consider DAM to simplify your branding.