How Can Your Branding Become Relevant for GenZ Audiences


As the world continuously evolves with one generation overlapping and replacing the next, brands themselves have to evolve and adapt to ensure that they remain relevant.

Demographically, the GenZ audience refers to people who are born between the mid to late 1990s and 2010. However, realistically, GenZers are those who have been born into the age of the Internet, social media, and information sharing.

This is the first generation that doesn’t know a world without the Internet, and they are true digital natives. They grew up with social media platforms like Facebook, YouTube, and Instagram. For them, technology is not just a part of their everyday lives, but it is something that shapes how they interact with the world around them.

This generation is often referred to as “digital natives” because they have never known a world without the Internet and digital technologies. They are comfortable with digital and mobile communications and they have high expectations when it comes to their interactions with brands.

Branding for GenZ audiences statistics

Source: Infegy

Why is branding for GenZ audiences different?

Unlike older generations, Gen Z is not loyal to one brand or another. They are more likely to switch brands if they feel like they are not being engaged with in a way that is relevant to them. This generation is also very savvy when it comes to marketing and advertising. They can see through traditional marketing techniques and they are not afraid to call out companies that they feel are trying to take advantage of them.

There is a statistic that says that GenZers have an 8-second attention span. While this is more exaggeration than fact, it does have a layering of truth behind it. This generation is used to being bombarded with content and they have learned to quickly scan and assess what is in front of them. This means that brands need to work harder to capture their attention and keep them engaged.

GenZ filters information much faster than older audiences and this means that if your content does not grab them or seem relevant to them, then they are more than likely to move on.

Finally, GenZers use several different platforms. Each of the different platforms cater to different audiences in different ways. So, brands need to keep this mind and fine-tune their branding strategy and their content, especially if they are planning to use influencers in their marketing strategies.

Branding for GenZ Audiences

Source: Bloomberg

What makes brands appealing for GenZ audiences?

There are a few things that make brands appealing for GenZ audiences. Some brands have been remarkably successful in adapting to this and thriving and some haven’t. It is important to note that GenZers comprise 40% of the consumer population. They are the driving force behind some of the largest cultural and behavioral shifts in modern society.

Brands like Nike, Adidas, and Supreme have managed to stay ahead of the curve by constantly innovating and staying true to their core values. Other brands like Louis Vuitton and Gucci have also managed to stay relevant by targeting a high-end market.

So what can brands do to become more appealing to GenZ audiences? To discuss this, we need to understand the GenZ audience and what appeals to them. We can illustrate this with the 3 Cs:


Companies and brands need to understand that the GenZ audience is an audience that has been born into an age of choice, an abundance of choice. Information is so accessible in this day and age and GenZers have information and access available to them at the click of a finger—and not just one source, they ahve multiple sources. Be it sharing information or accessing information, they have so many avenues that they take their time to make their choice or they have a very specific set of criteria in their choices.


GenZ are extremely particular about culture and community. If something is not relatable to them, then they are going to be looking somewhere else for what they want. It is not like they are limited for platforms or avenues or even providers for what they want.

Hence, when you want to target GenZ audiences for your brand, you need to be very specific in your communication as well as your branding. You need to stand out and be different, but also be relatable to them. Be it in the way you communicate or the way you position your brand, make sure that you are doing it in a way that is relatable to your GenZ audiences.


As a consequence of their abundance of choice, GenZ are very particular about their choice. In simple words, they like what they like and there is no way around it. They like being in control and to appeal to them you cannot do things on your terms or your way. You need to understand them and appeal to them with relatable, efficient, and quality content. Be prepared for comparisons and evaluations. GenZ have an insatiable desire to be surprised, to be captivated, or at least to be made curious. Only then will your content be appealing to them.

How do brands reach GenZ audiences?

If GenZ are your majority consumers, then you have no choice but to appeal to them and adapt your branding and marketing strategy to make your content more tailored to them.

There is so much content on YouTube and so many other platforms on how brands can be more appealing to GenZ. One particular point that is common to all is AUTHENTICITY. It is no secret that GenZers can spot phoniness or hypocrisy from a mile away. It is like they have a scent for it, and as a brand, if you are not authentic across all the platforms that you express yourself. then you can expect to be unilaterally skipped on across all these platforms because GenZers will not give you the time of day.

This authenticity is not just limited to the content that you put out but also in your day-to-day activities, including your company values and beliefs, and your interactions with your consumers. If there is a lack of relatability or clarity, you can expect that GenZers are going to call you on it.

In saying, there are 5 things that brands can focus on in order to be more appealing to the GenZ audience:

Brand values are becoming more prominent with the GenZ audiences because they want to relate brands

Source: Haiilo

A clear set of values and beliefs and a core mission for your brand:

Be very clear about what your company stands for. If you have a set of core values, these are communicated across all your channels and your team should be living and breathing these values in their interactions with consumers.

49% of GenZ audiences believe that brands should have a social responsibility. It does not matter what it is but you should have one. As long as you do, you will have a GenZ audience that connects with you.

For example, Nike’s social responsibility is to “bring inspiration and innovation to every athlete* in the world.” This means that they are focused on making products that will help people achieve their dreams, whether it is becoming a professional athlete or just being able to live a healthier lifestyle.

Brands like parade and Mad Happy also focus on social responsibility by donating to causes that their target audience cares about such as mental health, LGBTQ+ rights, and racial injustice.

So, as a brand, you need to know how your values can have a social impact and ensure that you communicate that to your GenZ audience.

Transparency and accountability

These qualities are also important to this generation. So much so that 78% of young people would not buy from a company if it was dishonest about its practices or if it had a bad reputation. This means that companies must be more transparent about their business practices, from where they source their materials to how they treat their employees.

To a GenZ audience, brand trust is second only to price. This means that if a company has to hold true to its brand values both externally as well as internally. this applies to how you communicate with your audience as well as how you handle internal matters

Furthermore, brands need to be accountable for their actions and take responsibility when they make mistakes. This can be done by owning up to mistakes, apologize, and make changes to ensure that the mistake is not repeated.

For example, Nike, when embroiled in a controversy over their use of child labor, took responsibility and made changes to their supply chain to ensure that such a thing would not happen again.

Brands also need to be responsive to the needs and wants of their target audiences. This means that they should be constantly listening to feedback and adjusting their offerings accordingly.

Source: Businessoffashion

Personify your personality

In order to stand out in today’s crowded marketplace, brands need to embrace personality. This means having a distinct voice and point of view, which is reflected in everything they do.

It also means being unafraid to take risks and push boundaries. Brands that are boring and safe will have a hard time resonating with Gen Z audiences. Steve Jobs once said:

“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them.”

Brands should embody this if they want to make an impact on GenZ audiences. Embrace the weird, the quirky, the disruptive and you will find a portion of the GenZ that respond to you.

For example, take a look at the fast-food chain, Wendy’s. They have built a social media presence by being unapologetically themselves. From their sassy Twitter account to their funny commercials, Wendy’s has found a way to connect with their target audience in a way that other brands haven’t.

Entertainment over marketing

What GenZ wants is entertainment, not marketing. They can see right through traditional advertising and they are turned off by it. In order to reach them, you have to be creative and authentic. You have to find a way to tell your story in an interesting way that will capture their attention.

GenZ breezes through information while Millenials are still processing it. This is why it’s so important to find a way to tell your story quickly and effectively. If you can’t capture their attention within the first few seconds, you’ve lost them.

For example, one way to reach GenZ is through social media influencers. These are people who have a large following on social media and who can help promote your brand. You can also use platforms like Snapchat and Instagram to reach GenZ. These platforms are visual and allow you to tell your story in a creative way.

Another way to reach GenZ is through experiential marketing. This is a type of marketing that focuses on creating experiences for consumers. This can be done through events, pop-ups, and activations. Experiential marketing is a great way to connect with GenZ because it allows them to interact with your brand in a real way.

The role of influencers in branding for GenZ audiences`

The role of influencers in branding for GenZ audiences is monumental in the world today. In fact, 92% of GenZers say they trust influencers more than traditional celebrities. This is likely because they feel that influencers are more relatable and authentic. This is a major boost in influencing the shaping the perception of your brand among GenZ audiences.

For example, let’s say you’re launching a new product. You could host an influencer event where top influencers in your industry come and try out your product. This would not only create a buzz around your product launch, but it would also help to shape the perception of your brand as being innovative and on the cutting edge.

There are a few things to keep in mind when working with influencers.

Firstly, make sure that they align with your brand values: their content should reflect the same values that you want to communicate through your brand.

Secondly, be sure to set clear expectations: what kind of content do you want them to create, and when do you need it by? Their audience should overlap with your target audience.

How is the GenZ shifting the essence of branding?

The traditional rules of branding no longer apply to GenZ audiences. In order to reach and connect with this target market, brands need to be more authentic, transparent and personal. Gone are the days of one-way, top-down communication; GenZ expects brands to enter into a two-way dialogue, and they are quick to call out inauthenticity.

This generation is more swayed by peer recommendations than by traditional advertising, so word-of-mouth marketing is key. Finally, GenZ is always connected and constantly bombarded with marketing messages. Therefore, brands need to cut through the noise by creating content that is truly original and relevant.

This especially applies to old, monolithic, traditional brands like Pepsi who have not managed to efficiently adapt their marketing strategies to the new landscape.

A great example of a brand that is popular among GenZ audiences is Nike. Nike understands the power of branding and has built a strong connection with its young consumers through effective marketing campaigns, innovative product designs, and a commitment to social responsibility.

Nike is also a great example of how important it is to be agile and adaptable in today’s ever-changing market landscape. In order to stay relevant and engage with young consumers, brands need to be willing to experiment with new marketing channels and strategies.


As the world increasingly becomes more digital, so too does the way that we consume information and experiences. In order to appeal to young audiences, businesses need to make sure they are keeping up with the latest trends and technologies. From social media to virtual reality, there are a multitude of ways to reach young people where they are already spending their time. In order to build a strong connection with GenZ audiences, brands need to be innovative, agile, and committed to social responsibility. This is the age of GenZ, and brands need to step up their game if they want to stay relevant and thrice.

On a final note, brands should also consider their impact on society and the environment, as young people are increasingly looking for companies that share their values. In order to appeal to young consumers, businesses need to make sure they are doing their part to make the world a better place.

By following these tips, companies can create powerful branding campaigns that will resonate with GenZ audiences and help them connect with the brand on a deeper level. In today’s competitive marketplace, it is more important than ever to stand out from the crowd and create a brand that young people can believe in.

At Pixelstreet, we are branding company that intimately understands the importance of branding for businesses and we are committed to helping our clients connect with young audiences. If you want to learn more about how we can help you, contact us today.

Understand and Building a Disruptive Brand in 2022


“There is no greater thing you can do with your life and work than follow your passions—in a way that serves the world and you”

Sir Richard Branson

In many ways, disruptive brands are the very embodiment of this statement and ideal. The concept of seeing the world through your unique perception and having the courage to find a way to make others see what you see through your innovative technological solutions is the very essence of disruptive innovation and disruptive brands.

Oxford dictionary defines disruption as a “radical change to an existing industry or market due to technological innovation.” Pioneering disruptive brands like Uber and have accurately identified gaps in the market where the customer demand could potentially be high, yet there was no move toward a supply. They accurately identified this problem and came up with an innovative solution to effect this change.

While these companies have disrupted their respective industries, they have also managed to create a brand that people can trust and feel loyal to. In order to achieve this level of success, it is essential to first understand what your potential customers are looking for and then be able to provide them with a solution that meets their needs.

IBM is one of the frontrunners for disruptive branding

Source: Fabrik Brands

What makes a disruptive brand stand out?

“Brands that stand out from the competition are purposefully disruptive or different.”

-Bernard Kelvin Cline

When you can provide a customer with a product or service that they need, it is important to also build a relationship with them that instills trust. This can be done by ensuring that you are always providing the best possible experience and by constantly communicating with your customers.

“The customer is always right” is the common motto of all disruptive brands. Disruptive brands work continuously to develop their services and evolve their marketing methods, and each of these processes is executed with the specific goal of meeting the needs and wants of their customers.

Building a strong brand takes time and effort, but it is essential if you want to achieve success in the long run. With the right strategy, you can create a disruptive brand that will be remembered and trusted by your customers for years to come.

A graphical look at the relationship between disruptive brands and their audiences


What are the qualities of a disruptive brand?

By nature, disruptive brands are those that aim to break the mold, disrupt stagnancy and ignite change, and, most importantly, understand the people’s needs and wants.

Some of the most successful brands today started out as disruptive brands. They had a clear mission and vision, and they were not afraid to challenge the status quo. In many ways, these brands defined themselves by their ability to stand out from the crowd and offer something different.

Disruptive brands place their customers at the heart of their thinking. This includes their product developments, customer care services, and overall marketing strategies. Unlike traditional companies that tend to focus on their own objectives and goals, disruptive brands always have their customers’ exclusive interests in mind.

Let us list down those qualities that make a disruptive brand stand out:

Audiences resonating with brands

They resonate with their customers:

Disruptive brands always know how to stay relevant to their target audience and are laser-focused on their customers. They are in tune with the latest trends and understand the needs of their customers. This allows them to build a strong relationship with their customers and create a loyal following. They also accurately notice gaps in the market where there is a scope to provide a solution to something. This allows them to produce products or services that are truly valuable to their customers.

A unique point of view is crucial in branding

Source: Buffer

They have a strong point of view:

Disruptive brands are not afraid to have a strong point of view. They are conviction-driven and have a clear set of values that they stand for. This allows them to connect with their customers on a deeper level and create a loyal following.

Challenging the status quo is the norm for disruptive brands

They challenge the status quo:

Disruptive brands are not afraid to challenge the existing norms and push boundaries. They are innovators and early adopters of new technologies and trends. This allows them to create new experiences for their customers and stay ahead of the competition.

You need to be fearless and relentless to be a disruptive brand

Source: Web3designers


They are fearless and bold:

Disruptive brands are not afraid to take risks. They are constantly experimenting and pushing themselves to the limit. This allows them to create new products, services, and experiences that can delight their customers.

Disruptive brands at ahead of their competition in terms of appealing to their target audience

Source: Digital Marketing

They are always on:

Disruptive brands are always on the lookout for new opportunities. They are constantly innovating and expanding their reach. This allows them to stay ahead of the curve and keep their customers engaged.

Authenticity is vital for disruptive brands

Source: Corporate communication experts

They are authentic:

Disruptive brands are always true to themselves. They are transparent and honest with their customers. This allows them to build trust and credibility with their customers.

How You Can Build A Disruptive Brand with a Disruptive Marketing Campaign?

Disruptive brands don’t just change the industry, they change the game. They’re fearless, constantly evolving, and always on the lookout for new opportunities to reach their customers. Whether it be introducing a new product, or reinventing an existing product, if you want to build a disruptive brand, you need to be authentic, transparent, and always on the lookout for new ways to reach your customers.

Here is what you need to start a disruptive campaign and build a disruptive brand:

understanding your industry is vital for a disruptive brand to make an impression in their audiences.

Source: iime

Understand your industry and study the market:

To create something that is truly disruptive, you need to have a firm understanding of the industry and market you’re entering. This means studying the competition, understanding the needs of your target audience, and having a clear vision for what your brand will offer that is different from anything else out there.

For example, when Airbnb was first starting out, they took the time to understand the hotel industry and formulate a business model that would be truly disruptive to the status quo. They did this by studying the needs of their target audience (budget-conscious travelers) and offering a unique solution (short-term rentals in private homes) that met those needs in a more affordable and convenient way than traditional hotels.

Understanding your target audience is vital to appeal to them

Source: wbcomdesigns

Understand your customers or target audience:

One of the most important aspects of any business is understanding who your target audience is and what they want or need. In order to create a disruptive brand, you need to be able to identify unmet needs or desires within your target market and develop a solution that meets those needs in a new or innovative way. The entire disruptive process hinges on knowing your customers and understanding their needs or wants. An excellent way to do this is always keeping up with and studying customer feedback.

For example, Lego Ideas is a platform that allows Lego fans to submit their own design ideas for new Lego sets. If a design idea gets 10,000 votes, then Lego will review the idea and potentially put it into production. This is an excellent way for Lego to stay connected with its target audience, understand what they want, and develop new products based on those wants.

Another example is the recent trend of subscription-based companies. This business model has been popularized by companies like Netflix, Spotify, and Dollar Shave Club. The key to these companies’ success is understanding their customers’ needs and providing a solution that is convenient and easy to use.

Being transparent is crucial in today's world in order to gain your audience's trust

Source: Fabrik Brands

Be authentic and transparent:

Disruptive brands are usually built on a foundation of authenticity and transparency. In order to gain the trust of your target audience, you need to be honest about who you are and what you do. Transformation follows disruption. However, this should be relevant and of value to consumers, otherwise, it doesn’t mean much.

For example, when Airbnb first started, it was a way for people to find unique lodging options that were more personal and affordable than traditional hotels. Now, Airbnb is a platform that offers travelers an end-to-end experience, from finding a place to stay and getting recommendations for things to do in their destination, to booking experiences and activities.

Identify a problem or need that isn’t being met and do something unexpected in finding a solution:

Once you understand the market, you need to identify a problem or need that isn’t being met. This is where you can start to think about how you can disrupt the status quo. Disruptive brands have made their mark on society by keenly identifying these gaps in the market where they can put forward a viable solution and make an impact.

For example, a disruptive brand like Uber saw that people were frustrated with the lack of options and high costs of traditional taxi services. They disrupted the market by offering a more affordable and convenient alternative.

Brand Values are crucial in establishing a foundation for your disruptive brand

Source: Fabrik Brands

Define your brand and values:

Once you have a clear understanding of your industry and target market, you need to define your brand. What makes you different? What is your unique selling proposition?

Think about the values that drive your business. What do you believe in? These values will shape how you position your brand and connect with your consumers. The key here is to stay relevant.

For example, when Uber first launched, they positioned themselves as a more affordable and convenient alternative to traditional taxi services. This resonated with consumers who were frustrated with the status quo.

Some other values that businesses might consider are: innovation, sustainability, customer service, etc.

An efficient marketing strategy ensures you reach your target audience

Source: Straymediagroup

Develop a marketing strategy:

Now that you have a better understanding of your brand and your consumers, it’s time to start thinking about how you’re going to market your business. You need to consider what channels will work best for you in order to reach your target market.

There are a number of marketing channels available, including:

  • Social media
  • Email marketing
  • Content marketing
  • Paid advertising

It’s important to consider which channels will work best for your business and your budget. You may not have the resources to invest in all of them, so it’s important to choose wisely.

For example, if you’re a B2B company, LinkedIn may be a better platform for you than Twitter. And if you’re a B2C company, Facebook might be a better option.

Breach the boundaries:

Do not limit your content to only what’s popular in your industry. Instead, try to be different and stand out from the rest. This will help you attract attention and stand out from the competition. A disruptive brand understands the existing rules of the industry, breaks them, and then helps redefine a new set of rules.

For example, Dollar Shave Club’s famous video that went viral was not about shaving. It was about how the company is different from the existing players in the market.

Be passionate:

When you’re passionate about something, it shows. It’s also infectious, and people are drawn to that positivity. A disruptive brand need to be passionate about your business if you want others to invest their time and money into it.

For example, the founders of Warby Parker were passionate about making stylish eyewear more accessible and affordable. They disrupted the market by selling high-quality glasses online at a fraction of the price of traditional retailers.

Top 15 Disruptive Brands.

Here is our list of our Top 15 disruptive brands:

Tesla logo


Tesla is an American electric vehicle and clean energy company based in Palo Alto, California. They are headed by Elon Musk. Tesla’s mission is to “accelerate the world’s transition to sustainable energy.”

What makes them disruptive?

Tesla has completely changed the way we think about electric cars. They have made them luxurious, fast, and practical.

Netflix Logo


Netflix is an American entertainment company founded by Reed Hastings and Marc Randolph in 1997. They offer an online streaming service, as well as DVDs and Blu-rays by mail.

What makes them disruptive?

Netflix has disrupted the traditional TV and movie industry by offering a cheaper, more convenient alternative. They have also produced their own content, which has been very successful.

AirBnB Logo


Airbnb is an online marketplace that connects people who need a place to stay with people who need to rent out extra space. Needless to say, they have been a controversial company because they have disrupted the age-old practices of the hotel industry, not to mention changing the whole face of travel and stay.

What makes them disruptive?

Airbnb has disrupted the hotel industry by offering a cheaper, more convenient alternative for travelers. They have also been criticized for not following the same regulations as hotels.


Smarter is a UK-based company that has brought the industry innovation of IoT to the consumer marketplace. They make a line of connected kitchen appliances. Their products include the Smarter Coffee machine and the Smarter Fridge Cam.

What makes them disruptive?

Smarter has made it possible to control your kitchen appliances from your smartphone. They have also made it possible to order groceries directly from your fridge.


Uber is a transportation network company that was founded in 2009. They use an app to connect riders with drivers.

What makes them disruptive?

Uber has disrupted the traditional taxi industry by offering a cheaper, more convenient alternative. They have also expanded into other areas, such as food delivery and freight.

Purple Logo


Purple is a mattress company that was founded in 2015. They offer top-of-the line high-tech mattresses that are designed to offer the best-in-class spinal support at a price that everyone can afford. They offer a 100-night trial and free shipping.

What makes them disruptive?

Purple has disrupted the mattress industry by offering a cheaper, more convenient alternative. They have also been criticized for their business practices. They opted out of selling to retailers and instead chose a direct-to-consumer model, which allows you to avoid distributors, wholesalers, and retailer markups.

Apple Logo


Apple is best known for their line of consumer electronics, including the iPhone, iPad, and MacBook.

What makes them disruptive?

Apple has disrupted the technology industry by introducing innovative products that have changed the way we live and work. They have also been criticized for their business practices, including their use of proprietary software and closed platforms.


Facebook, a social networking service founded in 2004,  allows users to connect with friends and family, share photos and experiences, and stay up-to-date on what’s happening in the world.

What makes them disruptive?

Facebook has disrupted the social media industry by becoming the largest and most popular social networking platform. They have also been criticized for their business practices, including their use of user data.

ZhongAn Insurance Logo


ZhongAn, an online insurance company, founded in 2013, offers a variety of insurance products specifically for the Chinese market.

What makes them disruptive?

ZhongAn has disrupted the insurance industry by becoming the first online insurance company in China. They have also been praised for their use of technology, which allows them to offer a variety of innovative products and services. They offer you insurance against activities that have become frequent and normal in your life like returning a product you bought online or replacing your phone if you have an accident.

Amazon Logo


Started by Jeff Bezos, they are one of the most disruptive brands out there. They are an online store for basically everything.

What makes disruptive?

They are a one-stop online platform for all our retail products—from lawnmowers to even cars.

Aldi Logo


As a German company that is a low-cost supermarket chain, they offer a no-frills experience and have made a name for itself by offering affordable prices.

What makes them disruptive?

They offer a no-frills experience and have made a name for themselves by offering affordable prices. This disrupts the traditional supermarket experience by providing a more affordable option.

Nike brand


This is a multinational corporation that is a major player in the athletic footwear, apparel, and equipment industry.

What makes them disruptive?

Nike is a major player in the athletic footwear, apparel, and equipment industry. This disrupts the traditional athletic wear industry by providing a more affordable option.



A United Kingdom-based conglomerate founded by Sir Richard Branson and they offer services all the way from air travel to entertainment.

What makes them disruptive?

They dip their toes in a variety of industries with an innovative set goal. Upon achieve it, they move on to the next one. This repetitive process has been known to repeatedly break industry norms.

Google Logo


As an American multinational technology company, they offer a variety of services such as advertising, software, and hardware.

What makes them disruptive?

Just Google it. The company name has become an adjective, referring to the act of searching for something you don’t know about. This should tell you about the extent to which Google has disrupted the way we used to live.


As American multinational technology company, they offer a variety of services such as artificial intelligence, cloud computing, and cybersecurity.

What makes them disruptive?

IBM, formerly known for its mainframe computers and large enterprise software systems, have shifted their focus to artificial intelligence, cloud computing, and cybersecurity. This shift has made them a much more relevant and disruptive company in the tech industry.


A disruptive brand is, quite simply, a brand that challenges the status quo. These brands don’t just come along and do things differently – they come along and change the game entirely. In this rapidly changing world, the one thing that remains constant is change itself. Disruptive brands are change-makers. They are the innovators, the rebels, the ones who challenge norms and break down barriers.

As a consumer, disruptive brands are a major reason for every wonderful turn in means and standards of living and working. As a business, being disruptive keeps you relevant and growing. It brings progress to our communities and enhances our experiences

As for us, we are a branding agency that loves working extensively with disruptive brands. We understand what it means to be disruptive and we know how to harness that power for good. We also know how to help brands that may not be disruptive by nature, but have the potential to be, find and achieve their disruptive potential. If you want to learn more about how to be a disruptive brand, or how we can help you become one, contact Pixelstreet today. We would be more than happy to chat with you about your branding goals and how we can help you achieve them.

Branding 101: A Comprehensive Guide to the Branding Process


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

Source: Think bold, Think brand

Branding process:

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:

How a great brand logos stands out

Source: wallpaper house

Brand logo

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.

A distinct shape to the brand logo

Source: wallpaper house

  • Shape:

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.

brand logo color scheme

Source: Visme

  • Color scheme and palette:

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.

Source: YouTube

Brand voice

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.

Brand positioning

Source: Younix

Positioning and style

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.

Brand process slogan

Tagline or 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.

role of UI/UX in the branding process

Source: Designrush

  • UX/UI:

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 Pixelstreet 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.

Branding vs Marketing: A Complete Guide (2022)


Although branding and marketing are ultimately communication tools for a brand, their objectives and how they go about achieving them are quite different. Although you might argue that both of them serve to communicate the brand to the consumers; however, their paths diverge from there.

Branding aims to influence and shape how customers perceive a brand whereas marketing aims to reach them as frequently, as effectively, and as convincingly as possible. In actionable terms, branding and marketing form a communication team, in which branding is the substance of the message that is intended to influence the consumer, and marketing is the channel/s that ensures that this message reaches the consumer and urges them to take action.

Every brand needs to understand this difference to ensure that its branding and marketing strategies work in tandem to ensure that you achieve a strong brand image in the minds of your consumers.

However, before we do, let us find out a bit more about these approaches:

The impact of a prominent brand like Nike

What is Branding?

“If people like you, they will listen to you, but if they trust you, they will do business with you.”

-Zig Ziglar

A brand is how consumers perceive a company and its products. It is born from how your consumers feel about and connect with your company. However, you need to give your consumers a reason to form an impression of you in their minds.

Branding is how you are going to influence your consumer’s perception of your brand. It encompasses how you are going to tell your consumers who you are, what you stand for, what your aspirations are, and what you seek to achieve. In doing so, you aim to help form an image and gut feeling about your brand in the minds and hearts of your consumers

A brand is akin to your reputation and branding is how you go about establishing your reputation. A reputation is formed from how others view you and a brand is the same.

Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. Good branding allows your brand to stand out and be distinct from its competition. It’s your unique story that you tell your consumers, and subsequently how you communicate who you are to the world.

A real-world example would be a flagship store like Apple. Consumers are willing to pay a premium for the products and services because they believe that Apple is the best at what they do.

All the elements of a conceptual marketing strategy for your brand

Source: Guessing Forum

What is Marketing?

“It’s important to remember your competitor is only one mouse click away.”

-Douglas Warner III, Former CEO, J.P. Morgan Chase & Co

Marketing is all about how you are going to reach your target audience. It’s the process of creating awareness and interest in your product or service through various channels like advertising, public relations, social media, etc.

A real-world example of marketing would be a company that spends millions of dollars on advertising during the Super Bowl. An Ad creates awareness and interest in their product so that people will go out and buy it.

Marketing is about using all the sets of tools, processes, and strategies you possess to ensure that your existing and potential target audience can receive the message you are trying to deliver to them.

A real-world example is when a company that spends time and resources on making sure their website is optimized for search engines so that when people search for keywords related to their product, their website will show up as one of the top results.

The comparison between elements of branding and marketing

Source: Mann-co

What’s the Difference Between Branding and Marketing?

The main difference between branding and marketing stems from what they seek to achieve. Yes, they are communication tools, but what they are communicating is entirely different.

Branding communicates who you are and marketing makes sure as many people as possible can hear you. This difference is critical to understanding the differences between a branding strategy and a marketing strategy because it is vital to your business’ communication strategy and methodology.

A branding strategy is about creating an emotional connection with your target audience, while a marketing strategy is about reaching your target audience and getting them to take action.

When you’re thinking about your business’ communication strategy, it’s important to understand the difference between branding and marketing and how they work together. Let us discuss them under the following sections:

Branding and marketing target different areas.

Source: Venture Harbour

Who is it for?

Branding is for the customers whereas marketing is for the business. In other words, the branding strategy is made with the customer in mind and as the main focus. It targets the emotions and thoughts of customers to make a connection with them. Branding shapes the customer’s perception of a company.

A marketing strategy, on the other hand, is made with the business itself in mind. It maximizes the strengths of the business to various channels such that it reaches the intended target audience. This essentially means that the marketing strategy is made with the business in mind and as the main focus.


Branding inspires and cultivates customer loyalty whereas marketing reaches customers and increase sales

A branding strategy describes your identity, your vision, and your essence. All these aspects are vital for any customer to build a connection and a relationship. This relationship is necessary to cultivate brand loyalty. A marketing strategy, on the other hand, drives results, increase sales, and reach as wide and as influential a target audience as possible.

Marketing may be able to reach more people, but branding will have a more lasting effect because it builds trust and credibility. Although branding does drive sales to a certain extent, it does so in the long term. Marketing, on the contrary, is intended to drive sales in the short term until the impression of the brand is enough to take over.

Branding is as much for the employees as it is for the consumers whereas marketing is for your consumers only

Source: Dlinkers

Branding is as much for your employees as it is for your consumers

Branding is how you instill pride in what you do and who you are as a company as well as being the sum total of how your customers, employees, investors, partners, and other stakeholders perceive you. Marketing is for your customers and prospects, it’s how you reach them and communicate your message.

Think of branding as the roots of a tree and marketing as the branches and leaves. The roots provide support and stability, while the branches and leaves reach out to the sun and rain. Marketing is important, but without a strong foundation (branding), you will never grow as tall or be as stable.

Your employees won’t really be affected by your marketing strategy and means. They will develop and implement. But that is where it ends. Your brand, on the other hand, definitely affects and impacts your employees. Your employees need to believe in your message if they are going to be passionate and committed to their work.

Branding first, Marketing second

Quite a few sources say that branding must come first and marketing second. However, is this completely true?

Although it is true that without branding your marketing will have no substance, it is equally true that without marketing, your branding strategy will have no influence on your customer because it will never reach them.

Branding is what sets you apart from your competitors and makes you recognizable, relatable, and trustworthy. Your marketing strategy, on the other hand, is what you do to communicate your brand message to your target audience and promote your product or service. It’s the how of getting your brand in front of consumers and generating leads, sales, and customers.

Marketing strategies, trends, methods, and even channels might change with the times and technology; and even though our brand stays the same, how you are executing your branding strategy will definitely adapt to suit the times. Therefore, in terms of hierarchy and order, branding might come earlier than marketing; however, it certainly does not fall behind in terms of relevance or significance.

The ideal solution would be for your branding strategy and your marketing strategy to work in tandem.

Can branding and marketing work in tandem?

Source: Panorbit

How can marketing and branding work together?

The key to successful marketing and branding is finding a way to integrate them so that they reinforce each other.

Some ways to do this include:

Define your brand’s identity and purpose:

This gives you a clear direction for your marketing efforts that helps you create messaging that is aligned with your brand.

Developing a style guide will ensure that all of your marketing materials are consistent with your brand identity. Thereafter, using customer insights to inform your marketing strategy will help you better understand your target audience and help you create more effective marketing campaigns.

Develop a consistent visual style:

Your visual style should be consistent across all of your marketing channels. This includes the use of your logo, color palette, and typography. This will go hand in hand with creating compelling content. Your content should be interesting and informative, but most importantly, it should be aligned with your brand identity. Posting relevant and engaging content on a regular basis will help you attract and retain customers.

Make sure your marketing materials are on-brand:

All of your marketing materials, from your website to your business cards, should reflect your brand identity. This is important for both online and offline marketing efforts. Your branding should be evident in everything you do, from the way you answer customer inquiries to the design of your packaging. This will allow you to use your brand to guide your marketing decisions.

Summing up, your brand should be the north star that guides all of your marketing decisions. From the colors you use and the images you select to the messaging you craft, everything should be in alignment with your brand.

What is the impact of your marketing and branding working together?

  • Connecting with your audience:

Assuming your customers support your business, it means that they have shared values. When you align your marketing with your values, they will recognize it and feel more connected to your brand. This will allow you to find out what your target audience values and how best to reach them. This will allow you to resonate more closely with your existing and potential target audience.

  • Balances your priorities

Your business is affected when either your branding or marketing efforts get left behind. A continuous effort with both these approaches allows them to complement each other and send a more holistic and consistent message with the kind of reach you envisioned, if not exceeding it.

Branding and marketing must work in tandem for the future of any business

Source: Marketingevolution

Importance of Branding and Marketing In The Future

While some claim that branding is dead, we believe that the importance of branding will only continue to grow in the future. As technology and the world around us change at an ever-increasing pace, our need for connection and community will only increase.

Branding allows businesses to create that connection with their target audience and build a community of loyal customers. A strong brand will continue to be a valuable asset for businesses in the future. It will allow them to cut through the noise, differentiate themselves from their competitors, and build trust with their target audience.

The importance of marketing is in its ability to reach a large number of people with relative ease. Marketing helps businesses connect with their target audience and promote their products or services. It is an essential tool for businesses to reach new customers and grow their business.


To sum up, branding and marketing are both important tools for businesses to connect with their target audiences. Branding helps businesses build trust and loyalty, while marketing helps businesses reach new customers. Both branding and marketing are essential for businesses to grow and succeed.

So if you need an agency that specializes in helping businesses create and strengthen their brand identity, Pixelstreet is your man. We would be happy to help you grow your business! Our team will help you outline a suitable branding process that will be customized to suit your business. Thank you for reading!!

How Crucial Is Branding In The World Today?


Branding is somewhat of a peculiar concept. Most people confuse branding with a brand and define it as the process of being notable or reputed or even influential. While those aspects are definitely a part of it, they do not wholly define branding, In essence, branding has everything to do with how you are being perceived or how your images or services are being perceived by people.

Branding is highly subjective in nature and is prone to massive fluctuations with respect to several factors. Companies take branding very seriously and they have tight regulations and guidelines with regard to maintaining or enhancing their brand.

One of most popular luxury car brands in the world: Lamborghini

Source: Wallpaperbetter

Branding and Perception

Products are made in a factory but brands are created in the mind

Walter Landor

For individuals, branding is about shaping public perception according to how you want to be seen. It could be argued that personal branding is more important now than ever before because of the increased importance of social media in our lives. Platforms like Twitter and Facebook provide individuals with a direct means of communication with a large number of people and this gives them a lot of power to shape public opinion.

In simple terms, branding is the process of creating a unique identity for a product or company. This identity is then used to differentiate the product or company from its competitors in the market. Branding can be applied to both physical products and intangible services. It is important to note that branding is not just about creating a name or logo for a product or company. It is much more than that. Branding is about creating an emotional connection between the customer and the product.

All the components that go into establishing your brand

Source: kriarvikkoncepts

What Is A Brand?

“A brand is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another”

Seth Godin

A brand is defined as a “name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer.” In other words, a brand is anything that customers use to identify a product or company and distinguish it from its competitors.

However, this definition of brand leans toward and is similar to the word “trademark”. The simplest way to separate them is: Trademarking establishes ownership whereas Branding establishes perception and connection. Over time, marketers realized that there is a specific perception in customers’ minds associated with the qualities and attributes of each product or service.

A brand is much more than just a name or logo. It is the sum total of all the associations and emotions that customers feel when they think about a product or company. A strong brand has a clear identity and purpose that resonates with customers. It stands for something and has a unique personality. Customers should be able to tell at a glance what a company or product is all about.

All the key elements of a branding process

Source: Techprevue

Why Branding Is Important and how does it influence your business?

“Your brand is the single most important investment you can make in your business”

Steve Forbes

How important is it for someone to remember your name? All the efforts you take in speaking well, dressing well, getting yourself groomed, and your body language; isn’t it so that when you tell people your name, it occupies that impression you have created with all these other factors. Your brand is very similar to your name. Your brand is meant to be a representation of who you are and how you wish to be perceived. All the efforts you take to make that impression detail how you want your branding process to be.

How you brand yourself or your company influences how people perceive you. This can drive your business and your branding strategy determines whether it increases your brand value or decreases it. Branding has a very close correlation with reputation. Understanding and using this correlation to your advantage is critical for any business or individual.

Here are a few reasons why branding is still so highly emphasized upon:

  • Branding increases business value: In many cases, a brand is worth more than the sum of its parts. For example, Apple was recently valued at $1 trillion. This value is not just based on the products they produce but also on the intangibles such as customer loyalty, positive customer experiences, and a strong emotional connection to the brand. A strong brand value has the reputation and value that comes with it. This reputation translates into value. This value can mean influence, high customer lifetime value, and customers who are willing to pay a premium for your product.
  • Branding builds trust: People are more likely to do business with brands they trust. In fact, studies have shown that up to 60% of consumers are willing to pay more for products and services from brands they trust. Ultimately, it translates to the more you trust your brand, the more you value it, and the better your perception of it. Branding searches for the right way to earn and maintain a requisite level of trust between the company and its consumers. For example, People know that Apple products are top-quality. This is a sort of blind trust that has been built over years, contributing to the longevity and relevance of the brand.
  • Branding creates customer loyalty: A strong brand can create customer loyalty that lasts a lifetime. In fact, studies have shown that up to 80% of customers are loyal to brands they trust. This is especially true in today’s social media-driven world, where customers can connect with brands and provide feedback instantaneously. A brand that is able to create a strong emotional connection with its customers is much more likely to inspire loyalty than one that simply offers a good product or service.
  • Branding differentiates your business: In today’s competitive marketplace, it’s more important than ever to differentiate your business. A strong brand can help you do that by communicating what makes your business unique. A well-defined brand also makes it easier to target your marketing efforts and attract the right kind of customers.
  • Branding improves advertising and drives sales: Branding and advertising are interdependent on each other. A solid and cohesive branding strategy lays the foundation for a strong advertising campaign. This, in turn, means that a strong brand can increase sales, both by attracting new customers and by motivating existing customers to buy more. In fact, studies have shown that up to 30% of customers are willing to pay more for products from brands they trust.
  • Branding improves employee satisfaction and pride: Employees who feel proud of the company they work for are more likely to go the extra mile to ensure customer satisfaction. Branding can also help attract and retain the best employees. Branding can make it easier to enter new markets: A strong brand can give you a competitive advantage when entering new markets.

How Can You Influence Your Brand?

” If you dont give the market something to talk about, they’ll define your brand for you”

-David Brier

Influence refers to altering perception, which forms the basis for establishing a said brand. Here are a few ways you can influence your brand:

Brand clarity is crucial for  a customer to build a relationship with your brand

Source: Atfirstblink

Brand and customer clarity:

In creating a customer base and inspiring loyalty through your brand, the first step is to have a clear brand story and message you want to tell them. The story should clearly tell the customer who you are and how you can help them get what they desire or want. Creating a customer persona is critical to reaching your ideal target audience.

To further illustrate this concept, let’s say you are a luxury watch brand. You want to be known for your exquisite craftsmanship and high-quality materials. You would not want to be known for having the lowest prices or being the most affordable option, as that is not what sets you apart from the competition.

When you know your target audience, you can speak to them directly and let them know what sets you apart from the rest. This allows you to create a connection with your consumers and turn them into lifelong fans of your brand.

Thus, defining your customer base, and knowing everything about them and what they need, allows you to refine your brand and maximize it to expand the influence and enhance your perception of your brand

Positioning your brand is crucial for laying a foundation for your branding process

Source: Marketing91

Positioning your brand

Brand positioning in the market is key to understanding how customers will react to it and what they will think of when they see it. You have to decide what you want your brand to represent and how you want it to be seen by potential customers.

Your brand’s positioning should be a strategic decision that takes into account your target market, your competition, and what you want your brand to achieve. Essentially, positioning your brand has everything to do with your purpose and your reason for being. This is a critical piece of information your customer needs to know in order to invest in you—whether it be monetarily, emotionally, their loyalty, etc.

Differentiating yourself from your competitors is very much a big part of brand positioning and your purpose is a critical part of it. Your customers need to know what makes you unique, what are your strengths, and why should they choose you.

Brand personality is the cornerstone for marking your place in the market

Source: Medium

Brand Personality and values

These are another big part of your brand. This is what makes you relatable and humanizes your brand. It’s the voice, tone, and messaging you use across all channels.

Your values are a North Star for your brand and act as a filter for the type of content you produce, the partnerships you form, and the overall tone of your marketing. As people resonate with your vibe, your personality, and your values, they begin to become curious and interested. Once they breed this interest, it translates into a form of loyalty toward your brand.

Therefore, values like what you stand for, what you are about, and what you stand against are values that your potential customer base might resonate with.

Source: freepik

Brand Essence:

The heart and soul of your brand that you want to communicate to your audience. It’s the set of human characteristics that make up your brand’s personality. It lives in the hearts and minds of your employees, customers, and fans. It is not what you do, but how you do it that makes up your brand essence.

It can be a one- to three-word statement that defines what your brand is about. Here are a few examples to better understand this:

Apple: Think Different

Adidas: Relentless

Coco-Cola: Sharing happiness

What are the different types of Branding?

Your personal brand serves as your best protection against business factors you can’t control.” 

-Dan Schawbel

Different businesses will have different branding needs, and as such, there are a variety of different types of branding that can be employed. Below are some of the most common types of branding:

  • Corporate Branding: This type of branding is all about the image of the company as a whole. It is about establishing a certain reputation and associations in the minds of consumers.
  • Personal Branding: This type of branding is all about creating a certain image or reputation for an individual. This can be helpful for individuals who are looking to advance their careers.
  • Product Branding: This type of branding is focused on individual products or product lines. The goal is to make each product appear unique and differentiated from competing products.
  • Service Branding: This type of branding is focused on creating a strong, favorable reputation for the company’s services.


Your branding and design across the board must communicate your brand message to your target audience.

Branding & Design

Branding is the process of connecting good strategy with good creativity” 

-Marty Neumeier

A pretty face is not all there is to a strong brand. However, everyone loves a pretty face, which is pretty important to branding.

There are many different aspects to consider when developing a brand. The colors you use, the fonts, the style, the voice, everything matters and creates an overall feeling for your brand. You want to be sure that everything you put out there is an accurate reflection of who you are and what your business is about.

Your visual identity should be consistent across all platforms, from your website to your social media accounts to your physical location. This includes using the same colors, fonts, and logos. Your overall aesthetic should convey the same message and feeling no matter where someone encounters your brand.

To create a visual identity that you just cannot ignore, you need a strategic intentional brand design.

One of the most prominent brands in the world today: Apple

Here are some indicators of a good brand design:

  • Well researched: Your color palette, typography, and iconography should all be carefully selected to represent your brand’s personality and target audience. More importantly, these selections should be informed by insights from market research, customer research, and internal research.
  • On-strategy: A great brand design is one that aligns with your business goals and objectives. Every design decision should be made with the intention of achieving your business goals.
  • Flexible: A good brand design is one that can be applied across a variety of touchpoints and mediums. Your brand should be recognizable whether it’s on a business card, a website, or a billboard.
  • Consistent: A good brand design should be flexible. However, it should also be one that is consistent across all touchpoints. Your brand should have one look and feel that is carried out consistently throughout your entire marketing initiative.


A good brand design is one that is aligned with your business goals and objectives, is flexible, and is consistent across all touchpoints. Branding is an important part of any business, and should be given careful consideration to ensure that your brand is best representing your company.

If you’re not sure where to start, there are plenty of resources available to help you. There are branding experts who can help you develop a strategy, and there are also many books and articles on the subject. At Pixelstreet, for example, we are a web design company that specializes in helping businesses with their branding, and we would be happy to chat with you about your specific needs. Feel free to contact us today!

Template vs Custom Web Design: What To Choose?


A website is a vital part of any business in today’s digital world. When it comes to designing a website, one needs to consider one major factor, whether it will be custom-built or template websites, and there are many factors you need to consider before making this decision for your company’s website.

Do I have time? How much money do we want to invest in building out the website’s functionality (i.e., features)? What services/resources do our team require access to throughout its development processes — such as designers & developers who can offer assistance at every step along the way or just someone who will provide content management system updates on occasion

These days, WordPress seems like a popular choice among small-business owners, given that many users know how easy its installation process has become over time through drag-and-drop using free tutorials online or a large community of designers using it and discussing the issues in various forums.

Website building platforms such as WordPress and other CMS’s allow you to use or buy templates (themes) that can create a website with pre-determined features suited for your organization’s needs. However, this doesn’t mean that the skill set of writing good code is no longer important when going through the process!

A custom-built website gives a unique design, and one may be surprised to know that website design is the most overlooked component of any site. With studies showing that 94% of users mention poor website aesthetics as their primary reason for distrusting websites, it’s not surprising many businesses ignore this crucial step in building an online presence — but you don’t have to let your customers turn away!

The right choice can make all the difference between success and failure when designing a proper look with good page load times, search engine optimization features like SEO-friendly HTML coding, and much more besides.

Let’s explore more about what one should opt for when choosing Templated vs Custom-built web design.

Template Website Design

A template website is a quick, low-cost way to design and build your site. All you need are some content (text, images, videos) on appropriate pages that will come together with pre-built coding in HTML/CSS into one easy customizable package for anyone looking at the finished product. Templates vary depending on what’s desired: from generic static sites up to sophisticated frameworks containing everything required, including video uploads!

One great thing about them is that you don’t need any design skills because all the work has already been done for you in terms of coding HTML/CSS into an attractive site that matches your brand aesthetic perfectly (and comes with limitless customization options).

Templates vary depending on what’s desired: from generic static sites up to sophisticated frameworks containing everything required, including video uploads!

You can also check BootstrapDash for a wide range of Bootstrap themes and templates to choose from.


  • Easy-to-use: You no longer need to be a programming expert to achieve your web design goals. You can use low-code drag and drop tools for adding or manipulating site elements, which are easy enough even if you don’t have any experience with coding! All that’s required from the user is an understanding of website navigation, so anyone who wants their webpage can go ahead with the templated design.
  • Low-cost: Web templates can provide a low-cost and simple web page design solution for start-ups or small businesses. There are many basic options available, but if you want something more advanced there is an amazing variety of premium templates to choose from!
  • Short development time: You can have your brand-new website up and running in days instead of months. The code will be completely customized for you, so all that’s left is to load it with content!
  • A wide variety of templates is available: Web templates are aplenty with so many unique designs to choose from. You have ample choice when it comes to design, features, and add-ons too! With all these options at your fingertips, you can find something that matches any requirement quickly.


  • No uniqueness: Templates are popular among small and large companies alike, which means that your website will have a hard time standing out if you use one. With over 60% of businesses now utilizing templates to create their sites, it can be difficult for any site using this service as there may already exist another company with a similar design template!
  • Limited customization available: Web templates have a limited number of changes you can make, such as the type and size of images that will fit within your website’s design. They also restrict how much text is allowed in each container on web pages for optimal readability purposes.
  • SEO Optimization is your lookout: It is very important to make sure your website template has been optimized for search engines. Most themes will require some customization for them to be SEO-friendly and fit what you need from a business site.
  • Scalability is a challenge: To get the most out of your website, you require a template designed specifically for it. Not all templates are created equal though – some may have limitations on which plugins they can use and this could limit what functionality or features down the road when expanding with new technologies in the future expansion phase!
  • Limited support: Templates are often created, released, and then forgotten by their developers. This means the maintenance of coding can be neglected, which could cause significant security issues when a CMS platform update rolls out that makes templates no longer fully compatible with newer versions.

Custom Design Websites

Custom websites are made with you in mind. They are designed by professionals to meet your business’s specific needs, and they’re consistently top-of-the-line because of it! A custom website is essentially one that was built from scratch for an individual or company specifically as opposed to using one-off templates available on WordPress, Wix, Weebly, etc.

In a custom-designed website, the framework, navigation, and back-end interface of a website can be made to suit your needs. When a custom website is made with an experienced team that knows both how to creatively design websites and strategically optimize them for performance; you’ll get something truly unique, tailored just right!

Thus, Custom-built websites will provide you with a “built from the scratch” option that can tailor fit any of your needs and give users an unforgettable experience.

Custom designs allow businesses total control over how they want their web presence viewed by customers, but there are tradeoffs too: while these sites offer flexibility that allows clients a significant amount of creative license, it will take longer time to develop them, as well as more time to manage them. Below, we’ll go over the benefits and drawbacks of each.


  • Unique website made for you only: Custom websites are one-of-a-kind. You can have any feature, layout, and function you require best suited for your business! It naturally becomes part of your brand, style, and culture, making it so much easier to promote the business online.
  • Great user experience: With custom design, essential web characteristics such as performance and user experience are the focus of web design. One of our most critical UX features is responsive web development — especially on mobile devices! Custom-builds incorporate automatic optimization for a fast-loading page or one that works well with limited screen size capabilities.
  • Built-in SEO optimization: Custom-built websites have a better-equipped to make the website to be search engine friendly (SEO). Being SEO-friendly is one of the most important things regarding your website now, with Google emphasizing various aspects including speed, keywords, and meta descriptions.
  • Easy to scale to the next level: A custom website has the scope to grow with your business. Just by changing the lines of code, your developer is able to add new features or enhance existing ones in order to support emerging e-commerce demands such as increased traffic or new product/service categories! Scalability is often overlooked when designing a website but is actually very essential for future-proofing your site’s longevity.
  • Provides credibility to your brand: Businesses that want to stand out in their niche market can benefit from having custom-designed websites. They will be able to create credibility and brand themselves professionally by having a custom website, which will not only catch attention but also last longer in visitors’ minds than the ones made with templates.
  • Easy integration with third-party applications: You can embed third-party services such as MailChimp and HubSpot through integrated APIs during the coding phase in custom web development. Any service that is added this way becomes a part of your main website. However, it may require extra plugins or add-ons for templates websites to add these APIs, which could affect loading speed and functional performance depending on how many you have installed at once.


  • Relatively costlier than template website: You’ll find that developing a website from scratch is not only time-consuming but also expensive. Creating your custom-designed site can cost several thousand dollars more than what is required to make a template-based website! But don’t let this discourage you: there are many financial benefits in the long run such as hosting and speed optimizations for instance which justify its higher price tag.
  • Quite a time-consuming process: For those looking to create a custom website instead of using an existing template, they will have more work and time invested in the process. This is because you are exchanging one set of content for another with no two templates alike; often this requires writing new lines or checking how certain things function on your site before release (e bureaucratic nightmare!).
  • Need coding skills to make one: A custom-built website means that you need to understand the coding and be confident in how it functions. This may seem like an unattainable goal for some people, but many experts are there who can build websites from scratch with their background in design or development!

So, the question is- what should one choose?

Custom websites are perfect for those who want a truly original, one-of-a-kind design. They can perfectly reflect your unique personality and business goals in an online environment that is always up-to-date with current trends without having any wasted space or clunky ad displays from other companies trying their luck at you as well! Templates may be cheaper initially, but they’re not going to be able to do all of this which could end up costing more money down the road if something goes wrong during installation — especially since many templates come preinstalled onto server programs instead of using good old-fashioned code alone (which can lead people astray).

There are several things to take into account when deciding between a template and a custom website design. For example, the budget should be one factor you consider as both types of websites come with different prices for their services depending on how complex they need to be built or what feature set is desired by your company’s specific needs — all dependent upon who will end up using them! Another consideration would involve determining which type best suits an organization’s goals; sometimes it makes more sense not just within financial constraints but also due to timeline limitations if there were no other factors involved here at hand (time being one).

Web templates are a great way to quickly get your website up and running, while still giving you the freedom of customization. They’re perfect for small businesses that require an online presence without spending too much time or money on it because they can be replaced with something more enticing later on down the line!

Web templates can even be used as temporary sites that can later serve as proofs-of-concept for more sophisticated design solutions made for your specific target audience and market.


Web design has become more and more complex. You may be wondering what the best way for your business to stand out these days. As an experienced web design company in Kolkata, Pixel Street knows that a good website will always get you far.

Let us create a website that is custom-made for you, if budget permits, or even uses our templated options — either choice will give great results when made by us without compromising quality so give us a call today.