A guide to creating a brand that works for your audience

Watercolor background with the word "Branding" in the bottom left cornerWatercolor background with the word "Branding" in the bottom left corner
Table of Contents

You've got a great idea for a business. You've got the skills, budget, and resources to pull it off. But what about your brand? Branding is more than just an image or a logo — it's how customers perceive your company overall. And if you want to stand out from the crowd in this ultra-competitive market, it's time to step back and think about your brand in terms of what makes sense for your audience.

It's all in the name.

You should start by selecting a name that is easy to pronounce, easy to remember and easy to spell. Avoid names that are too long or confusing. The goal here is to make it as simple as possible so your customers can easily recall your name when they need your product or service.

The second thing you want to consider is how your brand will be associated with the rest of its industry's players. If you're in an industry where there are many companies who offer similar products or services as yours, then it might make sense for you to use a more generic term (e.g., "lawyer") instead of something more specific ("bankruptcy attorney").

What's your story?

What makes your business different?

Why is it unique?

What stands out about your brand, and why would anyone care to listen to what you have to say?

These are all questions you should be asking yourself as the founder of a new company or project. You need to have answers ready so that when people ask why they should trust you with their money, time and hard work (and they will), it's easy for them to see how great your idea is. The best way to do this is through storytelling: telling the history of your business and its people (even if it’s just true for one person) in an engaging narrative that gets people excited about where things are going next.

Your website is your storefront.

Your website is your storefront. The first impression of your brand should be the most important one, so it’s worth investing time and energy into creating a site that reflects your values and speaks to your audience.

That doesn't mean you have to build the next Facebook in order to get people's attention online—but if you want them coming back for more, then it's worth looking at what makes websites successful and how they work with visitors' expectations.

Don't be afraid of a few colors.

Your brand may have several different versions, and each one will need its own unique look and feel. To make sure that your audience can easily identify the version they want, consider using color to differentiate between them. You can also use color to help evoke an emotion or create a sense of familiarity with your brand.

Be "all about" something.

Branding is about being different. And the best brands in the world are all about something.

They have a unique selling proposition (USP). They have an identifiable personality. They have an amazing story, or at least some kind of narrative that makes them stand out from the crowd and makes people want to be part of it—even if they're not customers yet, but just potential ones. That's why branding is so important: it creates allegiance, which is what every business wants; after all, it's hard for consumers to buy from you if they don't feel any connection with what you do or who you are as a company!

Choose a unique design aesthetic.

Your brand’s design aesthetic is a combination of colors, fonts, and other visual elements that communicate the key characteristics of your brand in a cohesive way. In other words: It’s what makes your website or marketing materials stand out from the crowd — so it’s important to get it right!

Your design aesthetic doesn’t have to be complicated or expensive. You can start by choosing a single color palette — just make sure it works well with your logo and other branding materials (more on this later). If you're not sure where to start, look at examples from companies like MailChimp or Zendesk who use simple but effective designs in their own brands.

Once you've decided on some key colors and fonts that work together well, create templates for all of your marketing materials so they match each other perfectly. This will help ensure consistency across all facets of your marketing strategy so customers know exactly who they're dealing with when they see something related to Brand X (whether an email subject line or landing page headline).

Work on consistency.

Consistency is critical for ensuring that your brand is recognized and remembered. It helps build trust, which makes customers more likely to return or recommend the business. Consistency also has SEO benefits, as search engines will index a site better if it's easy to navigate and has similar features throughout.

Consistency matters for user experience (UX), too: if someone visits your website and finds that the navigation doesn't match what they're accustomed to seeing on other sites you own, then they may become confused about where to click next—which could lead them astray from completing their task or buying what they came there for. Being consistent with user experience can also help prevent frustration among users who visit multiple sites under one umbrella company; seeing familiar elements across those sites will make them less likely to be frustrated by each new site they visit in turn.

When it comes down to it, consistency matters because it shows people that you know what you're doing—and this gives them confidence in your abilities as a brand owner/marketer—which makes them more willing to trust what else you say about yourself (or buy from).

Your brand should reflect your business goals and work for your target audience.

Your brand is the visual expression of you, your business, and all that it stands for. It can be a logo or slogan, but it's so much more than just an image or wordmark — it's how people perceive you and everything that goes along with that perception. That includes your values and story as well as what you do, who you serve, and why they should care about working with/buying from/following/listening to/watching etc.


What we’re trying to say is that your brand is more than just a logo or color scheme. It’s a collection of ideas and concepts that reflect who you are, what you stand for, and why people should care about what you do. The key is to figure out what makes your company unique and then apply those values across all aspects of your business—from the name, tagline and mission statement through to the website design and social media presence.

No items found.
No items found.

Want to stay in the loop?

Subscribe below to get updates as they happen!
You have subscribed! Keep an eye on your emails for future updates.
Oops! Something went wrong while submitting the form.
Next post
There is no next post
Back to all posts
Previous post
There is no previous post
Back to all posts
Illustrated depiction of birds trying to put together a machine
Part I: Introducing the AI Strategy Framework

Get a proven AI Strategy Framework to take your project from idea to value-driven AI implementation. Actionable steps included.

Read More
Illustration of birds sitting on a stack of automation gear.
Cutting Costs with Automation: A Small Business Guide

Discover effective strategies for leveraging automation to cut operational costs and boost profitability in small businesses. This guide provides insights into selecting and implementing the right automation tools to streamline processes, reduce manual labor, and enhance efficiency.

Read More
Illustration of birds on a servers
AI in Business: Revolutionizing the Corporate Landscape

How AI is reshaping various aspects of business operations, from decision-making processes to customer experiences.

Read More
Illlustration of a bird on a desk
Harnessing AI for Efficient Inspiration Curation

We streamlined our inspiration curation by using GPT-4.0 to transform a disorganized Slack thread into a well-structured, easily navigable database, saving hours and enhancing our creative workflow efficiency.

Read More
Image of hands on a keyboard in oil painting style
Ecommerce and how it has changed the retail market

The retail industry has changed dramatically over the past decade. From the rise of online shopping and increased competition, to evolving consumer priorities and automation in retail – ecommerce is reshaping how we shop. In this post we'll explore some of these changes, along with their impact on consumers and retailers alike.

Read More
Oil painting of cows in a sunset
Project Launch: Ventec Website

Leading the charge in agricultural tech, Ventec needed a new site to better represent their industry. Today, we're proud to announce the launch of Ventec's new online platform!

Read More
Chess pieces painted in oil
Start With Strategy: The Key To A Successful Project

Without a defining strategy, projects can fall apart at any point in the process. It's important to start on strong footing to ensure success as a result.

Read More
Image of results of SEO, stylized into an oil painting
How long does it take for SEO to start working?

The time factor of SEO is often longer than many companies expect. Here's what to expect when it comes to launching an SEO strategy.

Read More
Painting of an automated arm moving
How to use automation to save you time and money

The key to success for many businesses today is automating tasks to ensure that costs are low, consistency is high, and less time is wasted overall.

Read More
Painting of a man climbing
Top Growth Tools To Expand Your Business

With the world of software evolving at a breakneck pace, here are a few tools that we use to help our clients' businesses grow.

Read More
oil painting of brain above a table representing AI
How Is AI Going To Change Graphic Design?

Artificial intelligence is changing the way every business operates, even in the creative fields that may once have been deemed safe from machine intelligence.

Read More
Sketch of a crane flying
Cranes, Trains, & Automobiles: Evolving Work Culture In The Digital World

With the COVID-forced digital shift, we have created a new benefit initiative to help improve quality of life for team members .

Read More
Watercolor of Paris
Company Trip Report: France 2022

A summary of our first official Cranes, Trains & Automobiles work away, and what's coming down the pipeline!

Read More
Watercolor background with the word "Branding" in the bottom left corner
A guide to creating a brand that works for your audience

It's time to step back and think about your brand in terms of what makes sense for your audience.

Read More
Orange painting with the word "Hybrid" in it
Hybrid Work: The Future Of The Office

The days of the office-bound worker are numbered. Organizations that have been slow to adapt will struggle to compete with those that embrace hybrid work, as employees seek more flexibility in their careers.

Read More
Logo of TIlt Five in a wheat field painting
Tilt Five Announcement

Congratulations to Tilt Five on partnering up with Asmodee to launch Catan in AR!

Read More
Watercolor image with a link icon in the middle of it.
Backlinks and Search Engine Optimization

When it comes to SEO, backlinks hold a lot of power. In fact, they’ve been shown to have a huge effect on how well your site performs in the search engines.

Read More
painting with the word, "Story" in the background
How do you build a brand story?

If you're looking to build your company into something more than just another commodity offering among many others on the market, here are some steps to get started:

Read More
Computer icon on a watercolor backsplash
How Owning A Great Website Impacts Your Business

Metrics on good websites vs. poor ones can be difficult to assess. With that being said, there are some important reasons to ensure your website is helping your company grow.

Read More
Plane moving around world icon, on a purple and green water color background
How Travel Breeds Creativity And Happiness For Our Team

We've found that traveling with our team has made them happier and more creative in the process.

Read More
Watercolor image background with "On-Page SEO" as wording in the middle
On-Page SEO: Questions To Ask Your 'Expert'

SEO is a convoluted field that can be difficult to understand as a non-expert. We have some tips on things to ask your developer or SEO expert as they change your site.

Read More
Our Paper Crane logo against a black and white watercolor splash
Legitimizing Your Brand

Brand legitimacy is a powerful tool for businesses, but many small businesses don't think that way. In this article, we'll discuss the concept of brand legitimacy and how it can help your business grow.

Read More
WordPress logo on a pink watercolor splashed background
How to speed up your Wordpress site

With recent search engine algorithm updates, page speed is more important than ever. Learn about how you can speed up a WordPress website!

Read More
Water color blue background with a Webflow logo
Webflow: When To Use It

Webflow can be a powerful tool in the right hands and perfect situations. In others, it is used to lesser effect when better tools may fit the bill better.

Read More
Oil painting of mountains
Vault 44.01 Lands $150M in Capital Commitment

With a significant fiscal investment, Grey Rock Investments showed their trust in Vault 44.01

Read More
Virtual Gurus logo over a colorful painted backdrop
Virtual Gurus Closes 8.4 Million

The Virtual Gurus were successful in closing 8.4 million dollars in funding after showing incredible year-over-year revenue growth on a consistent basis.

Read More
Board room painting
Kudos Lands $10M In Funding

With employee engagement trending internationally, Kudos leads the way with their unique software.

Read More
Next.js and Headless CMS: Revolutionizing Enterprise Web Development

Read More