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Using Branding for your Business

Similar to how personal identity is unique to you, brand identity can really set you apart from others. This is the image you wish to portray to your customers, and it is incredibly important that you encapsulate what your business stands for.

Having a website can help your business increase brand awareness. Small businesses and start-ups tend to disregard the importance of having a strong brand identity.

But did you know that according to a Nielson study, 59% of consumers actually prefer to buy something new from a brand that is already familiar to them?

Now, you may think that you don’t stand a chance, what with big brands already established out there, but that’s exactly why it’s so important that you start off strong.

How do you build a brand?

So you have a new business idea, you have a logo, you have an idea of what you want this to be. Maybe that’s enough for some people, but to actually build a brand, you need so much more.

Yes, a swanky logo will definitely help, but it’s not the be all and end all.

What exactly is a brand?

According to the Economic Times, a brand is: a name given to a product and/or service such that it takes on an identity by itself.

It sounds almost simplistic written down, but realistically, it’s a lot more.

Essentially, a brand is your business’s biggest and most valuable asset. Your brand represents the face of your company; your beliefs, your ethos, your morals. Everything that you and your business stands for.

There are a few things that are important to keep in mind when you’re starting to think about building your brand.

1. Know who you are

Before creating a brand that is recognisable to your business, it is important to establish values, missions, personality and brand voice within the company.

It is essential to understand what builds your brand, which will then contribute customer trust and loyalty as it makes a connection between a product and your company.

For example, Connect Insolvency’s website is professional, yet sleek and not only promotes their services but also their brand. The colours of green, blue and pink found in the logo are also used throughout the full website. This gives the feeling that the insolvency practitioners are tech-savvy and welcoming.

It’s important to know exactly what you stand for, as that’s what consumers are looking for. A brand they can truly believe in that sits alongside their own values and integrity.

2. Your brand identity and design

A brand identity is applying these values and aims into visual elements that can promote your business. This is more than just a logo and can include many marketing materials such as website, stationery and business cards.

A good branding experience for the customer does not just happen overnight… it is a well-thought-out strategic plan.

There are many factors that need to be thought about when designing your brand identity, from the colours you use all the way down to the language itself. But what are some of the most important things you should look out for?


Your branding could have the most perfect website and graphic content, however, if the typography of your branding is not good then it could easily turn off customers from purchasing your products or services.

The colour palette for your typography MUST correlate with your overall branding. Experts suggest that the easiest colour combination for your branding should first include a neutral colour for the background and a darker colour for text.

The auction site eBay is a key example of this as they have used dark text to stand out on a white background. eBay say their vibrant colours and touching letters represent their connected and diverse eBay community.


Brand identity shows a visual representation of your business.

It should demonstrate your company’s personality and the tone of the business. Once you understand this, you will be able to create more targeted marketing and advertising for your company.

It should evoke feelings within the audience and have a lasting effect. Without a strong, clearly defined brand, it is impossible for your customers to put their trust into you.


Developing your brand identity allows you to relay a consistent message throughout all marketing materials.

Every piece should have the same colour palette, typography and general design.

Overall this will add a degree of professionalism throughout all materials.

A good example of brand consistency is Mozilla. They have created an online style guide to help its open source community understand how to consistently use its brand across their platforms. This then helps everyone working with Mozilla to protect Mozilla’s brand.


Brand identify will help differentiate your business from others. It is critical in today’s global market that you stand apart from the crowd.

By having creative, well put together branding can attract new customers and also put you ahead of similar competition within your field.

The Takeaway

In summary, the branding of your business should be about you and what you want your company to stand for.

With memorable and consistent branding, consumers will begin to instantly recognise your brand, and will start to build rapport. Eventually, they’ll be able to know exactly what you stand for by just looking at your name and logo.

The overall goal is to become more than a name or a logo.

If you’re looking for help to create your own brand identity, whether you’re starting from scratch or simply want a more modern refresh, get in touch with us here at 16 and see how we can help you and your business!

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