Branding Basics Part 2: It’s Not Just a Business Card
Besides a logo, there are additional visual and written components that make up your brand. Branding takes time to develop. You can always get some outsider opinions to help direct your brand if you’re new at it, but don’t waste money paying a branding firm or business to create your brand. You are your own creative individual and are perfectly capable of making your brand.
Most of the visual branding will probably be familiar to you. As you read through the visual branding, note that many of these categories affect decisions in other areas. For example, your brand color palette affects the look and color choices of your logo.
Colors & Textures: Choose colors, textures, and patterns that support your overall messaging. Color psychology can help you choose which colors fit your brand best. Your brand color isn’t always your favorite color. Some brands can be identified by textures like wood, metal, or plastic.
Style & Look: You can include objects in your visual branding. Think about styling or photoshoot setups, notice that there are usually supporting items around the featured product. What type of objects or items would support your art or goods? It can be simple like an object like accent plants or crystals. Or textures and fabrics like burlap or plaid. Or it can be a concept like a bohemian style or mid-century modern. Or it can be simple like white backgrounds and stark lighting. This is where you get to envision the lifestyle and look around your brand and products and “paint the picture” on your art, creative life, and business.
Typefaces & Sizes: Choose a typeface that relates or responds to your brand. You can download fonts online for free or low cost. When you pay for a font, it’s less likely that another business will be using that font in the same way. But don’t worry if you see another company using the same font, there are plenty of ways to build a completely different brand and business while having the same font.
The size of the font is important too but mainly for consistency’s sake. Choose the sizes and placing of your text and stick to it. This way all of your logos, websites, blogs, and other printed material is consistent.
Imagery & Photography: Graphic elements and imagery used (for example the look of your Instagram grid) are elements where imagery shows up. For some brands, imagery is strictly illustrative or design elements, for others it’s strictly photos.
Logos: Last but not least in the visual area of branding is a logo. A logo doesn’t have to be a traditional logo made by a graphic designer. Your logo can simply be your business name in a specific font and size text. Be sure to consider your branding color palette here too. If you are designing your own logo, less is more. You can always hire a designer. Make sure you really discuss what you want with your logo design. If you hire a designer, make sure their portfolio aligns with the look you want and that they understand your business values.