Ultimate Guide to Branding

Ultimate Guide to Branding

What is the definition of a brand?

A brand is a set of characteristics that differentiate one company from the other.

A brand usually consists of a tagline, name or logo design, brand voice, and more. It is also a reference to the overall experience that a client has when dealing with a company as a customer, shopper or social media fan, or just a passing passer-by.

What is the definition of branding?

The process involves analysing, designing, creating and implementing an individual feature or set of features in your company so that customers begin associating your name with your services or products.

Branding is often the most important element for customers when making a purchase. 

Branding demonstrates your business identity over and above the products or services. It provides customers with something they can identify.

Branding makes your business memorable. It's the image of your business and helps customers identify your company across all mediums.

Branding can help with marketing and advertisements. It gives your promotional campaign an extra kick, with increased credibility and effectiveness.

Branding makes your employees feel proud of the company they work for. Suppose you're able to brand your company and give your brand a distinct identity while also creating a trustworthy workplace that is highly regarded. A strong brand can attract strong employees.

Branding Terms to Know

Here are a few other brand-related buzzwords to be aware of. 

Brand Identity 

Your brand's identity is the face of your company and the promises you make to your clients. It's the impression you expect your customers to leave from their experience with your brand.

our brand's identity is usually made up of your values, the way you promote your products or services, and the way you want customers to experience your brand when they encounter it.

Brand Recognition

Brand recognition is the ability of consumers (ideally from your target market) to recognise and distinguish the brand without seeing your company's name, whether via your logo, tagline packaging, or other advertising.

This idea is connected to recall of your brand, which refers to the capability to visualise an entity without having any audio or visual identifiers (e.g., most of us are able to identify Nike without needing to read the brand name).

Brand Valuation 

There are a lot of things that go into the creation of a brand, and there are lots to take into consideration when creating a solid one. Take an old notebook and note your thoughts as you work through this part. Consider that brand building is an ongoing process, which means you'll repeat certain steps when you think about and create your branding.

Determine your target audience

If your brand's message does not resonate with your target market, it won't drive increased awareness, recognition, or trust. It will also not generate decent revenues. This is where market research for your target audience is crucial.

Who will your brand will be communicating to? Who is your product aimed at? Who would be your ideal client? What inspired you to start your company in the first place? Answering these questions will help you to determine your precise target audience.

Establish your mission statement

The answer to the question: ‘Why did you first begin your business?’ will help you create your mission statement, which outlines your mission and values as a business.

Before you can create an image that your target audience recognises, values and believe in, you need to be able to communicate the value that your business brings to its community.

In turn, each element that you use to represent your business (logo tags, tagline, image, voice, and even your persona) should reflect your mission.

Determine your values, characteristics, and benefits

There are probably a lot of companies operating in your sector and your particular niche. It's easy to concentrate on your competitors (and there's a time and a place for an analysis of competitive issues); however, at this point, let's focus on yours.

What's the unique thing your company has that nobody else can duplicate? Your name.

In this regard, you need to make sure that your brand is made up of and influenced by factors that are exclusive to you, including your values, the advantages of using your business, and the characteristics that distinguish your company from the rest.

Design the visual elements you need

In this stage, you need to know your target market, your mission statement, and the unique characteristics that define your company.

If you can confidently say that you've completed these steps, you're ready to get to one of the most thrilling aspects of branding: your logo, colour palette, typography (fonts), icons, and other visual elements.

Find your brand voice

Consider the audio aspect that your company's brand has. What do you think your brand would sound like were you in a conversation with it, or even if it sent you a text message?

Your communication with your audience is essential to your brand's identity. It is important to establish an identity that connects and resonates with your customers; otherwise, they will not be paying attention. So, it's important to go back to the beginning of the process to become acquainted with the people you're talking to.

From your advertisements and captions for social media as well as your blogs and your brand's story, ensure your tone remains consistent throughout all content.

Give your readers a chance to familiarise themselves with your brand and recognise your voice. Make sure you have mastered the art of entertaining, and your clients anticipate your emails and social media updates.

Make your brand visible

Your brand will only work if you take the time to cultivate it. When you're done with the design and creation of your new identity (or rebrand), incorporate it into every aspect of your company. Make sure it's prominently displayed wherever your company interacts with customers.

Here are a few ways to apply your brand throughout your business:


This includes your logo, colour palette and fonts across your site.

Use the pre-defined assets within your guidelines for the brand. Your website is an integral element of your brand's identity, and if it does not reflect your brand, it will create a confusing user experience.

Make sure that the content on your site, as well as calls-to-action and descriptions of products/services, reflect your company's voice.

Social Media 

Every profile photo, cover art, and other image must reflect your brand.

Consider putting your logo on your profile image, as this can allow clients to identify your company. Similar to your website, ensure all information on your profile, blog captions, and posts align with your brand's voice.


If you own an enterprise that sells physical goods, it is the most tangible means that customers can interact with your company. Therefore, your packaging must reflect your latest branding in design sizes, colours, and even the feel of the packaging.

EWM is a leading Geneva-based digital marketing agency. We work with numerous clients from across the globe, ranging from startups to large companies. 

Contact EWM today to discuss your requirements.  



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