5 Branding Tips you can use in your Business Today


Branding helps to build trust with your audience. You don't need a logo to build a brand but by having an identifiable mark and consistent visual identity helps to build on the values you want to be known for.


Knowing who you are, what you stand for and why you do what you do, is the basis for your branding.

What is your mission, the purpose behind your business? Answering these questions helps to form a focus for your brand and starts to make it clear for your target audience what you're about. It also starts to form your brand story, which in turn will help you to connect with your target audience. 

2. USP

Know what makes you different. Your USP. Why would your target audience choose you over your competition? What are the benefits of hiring you? What do you bring to the table? What is the one thing you want to be known for? Get to know your target audience, speak to them in your visuals and messaging.

This part requires research, looking into what other brands your target audience follow and why. What sort of designs do they like, colours, fonts - this then starts to form a moodboard on which to base your branding from.


The typefaces you choose for your brand needs to reflect your business's personality, values and help support your overall information hierarchy. It can have a huge impact on a brand’s personality.

For example, geometric, sans-serif typefaces with homogenised proportions feel pure, clean, slick and modern – which is why so many technology brands use them. High-end fashion brands, however, will often opt for timeless elegance, using high-contrast typefaces with smooth curves, hairline strokes and edgy, bracketed serifs.

Here are a few things to consider when selecting typefaces for your brand:
- Do you think the typeface will appeal to your target audience?
- Is it easy to read?
- Do the typefaces work well together and do they help balance each other out? (A great little tool here 👉 https://fontpair.co/)
- How does the typeface make you feel? All fonts have a 'personality' of their own. 

Usually, you won't need more than 2 or 3 typefaces, which will be used in your logo strapline, headings and body text. You can think about incorporating an accent font to help lift some of your designs but this will be dependent on what you will need to use it for.


Colour is used to evoke emotion, express personality and brand association. For example, I bet you can picture the colours of Coca-Cola, Tiffanys and Selfridges without even seeing their logo. 60% of the decision to buy a product is based on colour.

Some things to consider when choosing your brand colours are:

  • Is the colour distinctive?

  • Is the colour different to your competition?

  • Is the colour aligned with your brand values?

  • Does the colour have positive connotations in our target market?

  • Does the colour system support your brand architecture?

    Colour works at a subconscious level and creates a gut response, so is an important factor to consider when using it through your branding. 


Don't forget your imagery for your brand, as this can have a huge impact for your designs and marketing materials. Brand imagery helps to build your brand aesthetic and it helps to have an idea of the sort of style of images or illustrations that support the rest of your brand elements.

  • Should they be colourful?

  • Do they need to have lots of white space in them or be people focussed?

  • Do they need to look modern & edgy, clean & crisp, romantic & flowery?

  • Do you need to hire a photographer to take some branded photos for you? If not, where are you going to source your imagery from?

  • How do your selected images look together?

Do you need help with your logo or branding? I’ve helped many businesses over the last 18 years and can offer a package to suit your needs. Please contact me at hello@vardeep.com

Vardeep Edwards