The 3 Key Elements To Establishing Your Brand


brandingBranding and digital marketing are two sides of the same coin. For early stage businesses, hiring an agency to build their brand can be an expensive affair and may also seem unnecessary. Sushmeet Pradhananga, founder and CEO of Urban Nomads shared 3 key elements that can help anyone to get started on creating an authentic brand. 

“The three key elements for brand building are brand identity, brand story and brand consistency”

What is a brand identity?
An identity, as it’s definition goes, are the elements that helps to distinguish someone or something. Brand identity are the visual aids that the people and audience first see about the product including name, logo, colour, font, packaging and tag line
Brand name has to be unique yet associable to the customers. It can reflect what the product/service is dealing with. While there are several brands who chose to have an abstract brand name, avoiding any possible offence to any parties is the best way to go ahead while choosing a brand name.
Brand Logo: Brand logo is the symbolic representation of the brand. Its something that people first notice so it must be very distinguishable. Logo can be

  • Name of the brand  (like in Coca-Cola)
  • Acronyms (IBM)
  • Pictures and symbols  
  • Combination of the above

Key Colors: Be it visiting cards, letterheads, website or logo, the number of colors used for a brand should be limited to 2-3. Some key tips while using choosing colours for your brand

  • Limited your brand colour palette to 2-3 colours
  • Use contrasting colour’s to make the marketing material stand out
  • And most importantly note down the colour codes for future needs like printing banners and brochures

Fonts: Consistency is crucial when it comes to font specially while using company name and logo. The nature of the font (bond, italic, underline, size) has to be fixed and noted for reference. Unique fonts itself can help to identify the business (Coca-Cola)
Taglines: Tagline is by the customers. So if done right, a catchy tag line can make brand recall easy. Ensure that it is something unique, relatable and relevant.

Why brand story?
Every brand needs to tell a story to the customer. Even if you have a top notch product, in order to sell it, you need a convincing story. It builds an emotional connect between the customers and the company. The story can be about how the product came in to being or about the customer elevated experience of using the product or service. The brand story needs to be

  • Emotionally appealing
  • Unique and memorable
  • Potray the value that the customer gets

What is consistency in branding and why its important?
One of the aspects that the startups and even the established business sometimes fail to consider is the consistency in the brand identity elements.Ensuring consistency in branding elements like logo and colour ensures that the customers recognize your brand as you want them to.  Example color purple immediately make us recall NCell and the arched M reminds us of Mc Donalds.

The colors, fonts, logo, name, size and even the margin and the spacing has to be consistent for all the marketing and promotional material. This can include the

  • Social media contents – contents, pictures in Facebook, Twitter, Social media
  • Marketing materials – hoarding boards, pamphlets, brochures, banners
  • Website content
  • Office boards
  • Advertisement – print ads, web ads, media advertisement  
  • Presentations – investor pitching, competition, sales pitch
  • Tangibles – uniforms, ID cards

You can conduct a simple brand audit by noting down your brand elements and going through all the above mediums to check for consistency.

About the Resource person
Sushmeet Pradhananga is founder and CEO of Urban Nomads an organization with a vision to help brands reach their maximum potential through effective storytelling to thrive in the currently competitive marketing environment. 

This blog is excerpts from the training session conducted by Sushmeet Pradhananga on Branding and is part of the BLincubator series that is published each week. It summarizes key learning from the training sessions of the program.