It is common knowledge that consumers gravitate towards brands. As a consumer, it doesn’t matter where you are or what walk of life you are from, the concept of a brand signifies something positive to you. It can be something you can currently own or something you want to grow into.

As a business, your consumer’s perception of or feeling toward you or your business defines your brand. It is what customers, clients, and patients say about you when you’re not in the room. It’s also how they connect with you on an emotional level.

When starting a business or rebranding an existing one, it’s important to understand all aspects of the branding process. To create a strong, positive brand identity, your business needs to be aware of two approaches:

  • One is strategic, which comprises understanding who you are and defining your values along with researching your market to find chalk out your brand strategy
  • The other is technical and visual, which comprises creating your brand identity and developing your brand awareness.

In this article, we will be focusing on the process of conceptualizing and developing your brand identity and how to structure your brand awareness strategy.

Branding process:

branding process

Source: Think bold, Think brand

Once you have conceptualized your brand strategy and identified your market, it is time to convert your conceptual identity into a visual representation that people can then put a face to.

This is what we call your brand identity. It will be the most visible expression of your brand and can be thought of as your public persona. Your brand may be an intangible concept; however, your brand identity is very much composed of tangible visible elements that your audience can connect with, resonate with, and reinforces the perception that your audience has of your brand.

What are the elements of your brand identity?

A brand identity is the cornerstone of your entire branding process. Some common elements of a brand identity include:

Brand logo

How a great brand logos stands out

Source: wallpaper house

Your brand logo is the crucial element and the primary identity marker for your brand identity. It is the first thing that comes to mind when people think of your company or product. The logo is central to the other elements of the design and it needs to line up with the broader emotional appeal of your brand.

All in all, your brand has to convey your whole personality through an easy-to-recognize image. Your brand logo goes on every single asset your brand owns—from your business cards and merchandise to your business cards and social media. This means that it needs to be timeless, easy to reproduce, and needs to work in a range of different sizes.

It might be prudent to go for a logo that is simple and instantly recognizable. a simple logo has an open attractive canvas that customers can then fill with many positive experiences with the brand. Additionally, a simple logo allows it to be incredibly versatile.

For example, when you think of the brand logo for Apple, a few things probably come to mind— the bitten apple, the simple typeface, and the colors. Together, these elements create a strong and recognizable image that is associated with the company.

  • Shape:

A distinct shape to the brand logo

Source: wallpaper house

Shape is an important part of a prolonged branding strategy, the reason being that this does not refer to the shape of the logo but the shapes of backgrounds, layouts, and even packaging and business cards.

Keep in mind that you are not locked into a single shape or type of shape, as long as it conforms with and accommodate other essential elements of your design, then it can be anything you want.

For example, Apple uses a variety of shapes in its product designs, from the circles and curves of its devices to the sleek lines of its packaging. This allows their designs to convey a sense of fun and approachability, while still maintaining a feeling of sophistication.

  • Color scheme and palette:

brand logo color scheme

Source: Visme

The color scheme is an important element of any branding process and should be unique to your brand. It should be used consistently across all of your marketing materials. Additionally, your color palette should reflect the mood and feeling that you want your brand to evoke.

Colour psychology is intuitively understood by most people. Depending on the shade of colour used, you can adjust or evoke the emotions of your audience. For example, a lighter tint of red is associated with joy, while a darker shade is associated with anger.

Nike’s color scheme is black and white with accents of red. This color scheme is simple and elegant, and it perfectly reflects Nike’s brand values of being modern, stylish, and athletic. IN its audience, it evokes emotions of excitement and eagerness.

When you’re putting together your color palette, consider these three factors:

  • The emotions you want to evoke in your audience
  • The overall tone and feel of your brand
  • The colors that are most associated with your industry.

Brand voice

Source: YouTube

Your brand voice is the overall tone and personality of your communications. It’s what makes your brand relatable and human. When choosing a brand voice, consider what kind of personality you want your brand to have. Do you want to be funny or serious? Formal or informal? edgy or safe?

Your tone of voice is vital in conveying any kind of content you put out. It helps people understand what you’re saying, and how you want them to feel.

If you’re not sure where to start, consider these three factors:

  • The kind of relationship you want to have with your audience
  • How formal or informal your writing should be
  • The overall personality you want your brand to convey

Your brand voice is how your company speaks to its audience. It’s the personality of your company and should be consistent across all channels.

Your brand voice should be:
  • Consistent: across all channels
  • Appropriate: for your target audience
  • Memorable: so that people remember your brand
  • Distinct: so that you stand out from the competition

For example, take Coca-Cola, their brand voice is young, friendly and informal. This is incorporated into their entire branding process and shows in their advertising campaigns, which often feature young people enjoying themselves. It also translates into their taglines and social media presence.

Conversely, a company like Mercedes-Benz has a much more luxurious and formal brand voice. This is evident in their marketing materials, which often feature sleek images of their cars and use language that is more formal than friendly.

Positioning and style

Brand positioning

Source: Younix

Your brand positioning is the niche in the market that your brand fills. You have already determined this when you design your brand strategy and is crucial to the entire branding process. Your brand style is how you visually communicate your brand positioning.

Your brand style should be consistent with your brand strategy. It should be based on your target market, your brand personality, and your brand promise.

Once you’ve decided on a general personality for your brand, you need to choose the specific words you’ll use to communicate that personality. This is where a style guide comes in handy. A style guide is a document that outlines the specific language choices you’ll make for your brand. It should cover everything from the tone of your communications to the words you use to describe your products.


As you learn more about your customers and what resonates with them, you can update your style guide to reflect those changes in your branding process.

  • Creating a style guide can seem like a daunting task, but it doesn’t have to be. Start by thinking about the overall personality you want your brand to convey. From there, you can begin to flesh out the details.
  • Once you have a draft of your style guide, share it with your team and get their feedback. After all, they’re the ones who will be putting it into action!

Once you have determined your brand style, you should develop a set of guidelines that will ensure that your visual identity is used consistently. These guidelines should include specifications for your logo, typography, colors, and other design elements

For example, consider a brand like Kingfisher, which is known for its budget-friendly prices. Its target audience is people who want quality products without spending a lot of money. As such, the company’s branding includes low-cost items like its “Blue Light Specials.”


Branding process font and style

Source: 99designs

  • Font and imagery

Your font is the glue that holds together your logo and color scheme and effectively connects them to deliver the sort of visual effect you require upon your consumers. The font you use in your branding can say a lot about your company. For example, a more playful font might be used for a children’s toy company, while a more modern font might be used for a tech start-up.

Much like color, fonts display and evoke different emotions and traits. And just like with color, less is more when it comes to font. Using too many different fonts will make your branding look cluttered and confusing.

Choosing a font:

When it comes to choosing a font for your branding process, there are a few things you should keep in mind:

  • Readability: First and foremost, your font should be easily readable. This is especially important if you plan on using your branding on things like website headers and business cards.
  • Personality: As we mentioned before, font can play a big role in conveying the personality of your brand. So, take some time to think about what kind of personality you want your brand to have before settling on a font.
  • Simplicity: Less is almost always more when it comes to fonts. A simple font will be much easier to read and will help your branding look more professional.
  • Flexibility: When choosing a font for your branding, make sure to choose one that will be versatile. You want a font that will look good on a variety of materials and in a variety of sizes.
  • Memorable: Finally, you want to choose a font that is memorable. Your font should be unique enough that it will stick in people’s minds, but not so unique that it is difficult to read.
Choosing imagery:

The imagery you use is just as important as the font you select. The imagery you use, including your gradient and patterned backgrounds or even your packaging and banners, works closely with your brand colors and shape to convey the visual image of your brand to your audience.

Tagline or slogan

Brand process slogan

Your brand’s tagline or slogan is another key element that helps to convey your brand message. Your tagline should be short, memorable, and easy to understand. It should also be in keeping with the tone of your brand.

The tone, the message, and even the font used should convey what your brand offers and how you are planning to offer it.

For example, there are some well-known taglines out there like Subway’s “Eat Fresh” or Coca-Cola’s “Taste the feeling,” or even Nike’s ” Just do it”. All three aptly describe the company’s stance, their message, their personality, and the vibe they are trying to put out.

The best part about taglines is that they can change and evolve. As your brand changes, so can your tagline.


Even if you don’t have a physical storefront, your brand has to interact with people. It’s likely that you will have some sort of customer service, whether it is through email, social media, or phone. Therefore, as part of your branding process, your interactions should always be consistent with your brand’s message and persona. This is your chance to show the world what your brand is all about!

For example, take a well-known interactive brand like Google. Google is known for being helpful, so their customer service interactions always reflect that. No matter what Google’s customer service team is dealing with, they always try to be as helpful as possible. This is just one example of how a brand can reflect its message and persona through interactions.

  • UX/UI:

role of UI/UX in the branding process

Source: Designrush

Your brand’s message should also be reflected in your website’s design and user experience. This means that your website should be easy to use and understand, and it should reflect your brand’s message in its design.

For example, if your brand is all about being fun and friendly, your website’s design should reflect that. Your website’s user experience should also be consistent with your brand message.

  • Sound:

Your brand’s sound is another important element that reflects your message.

This includes the music you use in your advertising, as well as the voice you use in your videos and other marketing materials.

For example, if your brand is all about being fun and friendly, your sound should reflect that. A brand like Cadbury used a lively and fun sound like “Kiss Me” in their advertising to reflect their message, evoking cute, sweet, and warm fuzzy feelings in their audiences, which is exactly what the brand is about.


All of these elements work together to create a consistent look and feel for your brand that will be easily recognizable by your target audience. And that’s what branding is all about: creating a recognizable identity for your business that can be easily communicated to your target market

When developing your brand, it’s important to keep in mind what you want people to think of when they see your logo or hear your company name. Do you want them to think of you as being modern and cutting-edge? Or maybe you want to be known for being reliable and trustworthy. Whatever it is that you want your brand to communicate, make sure all of your branding elements reflect that.

So, if you are in the lookout for a branding company that specializes in developing identities for businesses of all sizes, then Pixel Street is here for you. We believe that every business, no matter how big or small, deserves to have a strong and recognizable brand. If you’re starting a new business or rebranding an existing one, we can help you create a brand that accurately reflects who you are and what you do.

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Khurshid Alam

Khurshid Alam is the founder of Pixel Street, a web design company. He aspires to solve business problems by communicating effectively digitally. In his leisure, he reads, writes, and occasionally plays a game of table tennis.