5 Key Aspects of Branding


Branding is often a misunderstood and ambiguous concept, with many people reducing the notion of branding merely to its aesthetic qualities or a company’s visual identity. Although visual components are a big part of the strategic branding process – branding is a wider concept that relates to both the tangible and intangible aspects of a brand. Branding refers to both the ‘look and feel’ of a brand. Branding is about audience perception and the conscious choices that can be made to control the way in which the ‘brand’ communicates with consumers or target audiences. This article will delve into some of the aesthetic choices that can be made when it comes to branding and how these specific design choices will influence consumer perception.



Logos are typically the first thing that comes to mind when discussing brands and branding. It serves as the face of the company and therefore it is arguably one of the most important branding assets. There are many individual factors to consider when it comes to the logo such as:

  • Type of logo
    • Abstract
    • Wordmark
    • Pictorial
    • Lettermark
    • Emblem
    • Combination
    • Mascot
  • Colours
  • Fonts
  • Use of a tagline with the logo

The logo is one of the main brand identifiers, being one of the first elements that the consumer sees and interacts with so it is important the logo encapsulates your brand identity. A good logo needs to capture all the essential information about your business that you wish to get across to the consumer, such as: target audience, your service or products and what type of company you are. It is also important to consider that the logo is going to be used across various other elements of the branding such as: the website, business cards and packaging. To discover more about logos specifically read our article on logo design here.


Colour palette

Colour palette is a critical component of branding strategy, it is important brands take into consideration the science and psychology when choosing a colour palette and are conscious of their target audience and the message they wish to communicate. Colours can communicate the type of business and who they are targeted towards. Colours play an important part in how consumers perceive a brand and the emotional visual response. There are various elements to consider when choosing the right colour palette such as:

  • Hue
  • Saturation
  • Brightness
  • Tone

Choosing the right hues are important as different colours are often associated with different things. Choosing the right hue is one thing however, also selecting the right saturation and brightness is another vital component. Choosing the right colour saturation and brightness can depend on what kind of company you are and the target demographic. For example, more monochromatic colour palettes using darker shades of colour with minimal brightness and saturation often express a more serious tone. Use of very bright colours with a lot of saturation is typically used more by brands that have a family friendly brand and a younger target audience.



Much like deciding on the right colour palette, selecting an appropriate font for your brand is crucial. The typography can communicate key information about a company and therefore, should be designed with close attention to target audiences and the message the brand wants to put across.

Just like other components of the branding, the font should be consistent and cohesive. It is likely that the font will be used across a range of branding materials such as the logo, website, and aspects such as packaging, therefore it is vital to maintain a synergistic projection of the brand. There are different types of fonts which can be used which directly influence the tone of your brand. Understanding the tone of different font styles as well as the message they send to your target audience is vital if you have already developed or are developing your brand voice. The main different types of fonts include:

  • Serif
  • Sans Serif
  • Script
  • Display



Imagery refers to any images and graphics used across the branding materials. Imagery doesn’t refer to the logo but rather photos, images, and graphics used on branding elements such as the website, leaflets, brochures and across social media pages. The imagery that is used across aspects of branding communicates to the consumer more key information about your business. Imagery intertwines with other branding aspects such as colours, shape and tone. It is important to consider these other aspects when deciding the right imagery for your brand.



Taglines are not always an essential element for branding however, when they are done well they can be a very good tool. Taglines can embody a brand and become integral, as they are one of the key components that a consumer may associate with the business. Good examples of taglines are Nike’s ‘Just Do It’ or Red bull’s ‘Red bull gives you wings’. Good taglines are short and catchy, capturing the essence of the brand in an informal and snappy phrase.


Non-visual branding

As aforementioned, branding doesn’t merely relate to its visual aspects. Branding can also include components such as: brand vision, values, and the brand mission. All of these features play into a wider concept of branding and the central idea of how consumers interpret and perceive a brand.  

For more information about branding and what to go for, get in touch with our team on 01536 411153.

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