A building block of matter is an element. If you think back to chemistry class, do you remember the periodic table? What do all the squares with two-letter symbols and numbers mean? There’s a connection between this and branding, I promise. All things in the universe are made up of these elements (except energy). As such, every brand has the same elements of branding, such as a logo, a color palette, and a specific experience for users. As a result of branding elements coming together, designers can determine a brand’s identity, which in turn allows them to create compelling, engaging This is everything you need to know about the elements of branding and how they can be used effectively.

Breaking Down Branding

While it can sometimes be difficult to articulate exactly what branding involves even if you know what it is and can identify it when you see it, you can still identify it when you see it. As a result, our blog has covered a lot of topics on branding, brand identity, and brand positioning. If you’d like a refresher on any of those topics, check out our in-depth articles. You can think of your brand as the way the world observes your company. Branding is the choices you make and other actions you take to shape this perception, and your brand identity is the elements used to express your brand.

Why is Branding so Important?

There is no doubt that it’s important, but it’s a necessity too. It’s impossible to not stand out in a crowded, competitive world where you’re up against millions of other brands that compete for your consumers’ attention, time, and money. Your brand communicates who you are, what you offer, why you’re better than your competitors, and why your product or service is the best choice for the target audience you’re It is not only a way to thrive, but a way to survive.

The 8 Universal Branding Elements Every Brand Needs

A brand’s identity can be a little tricky when establishing the elements that make it cohesive. As a brand, you must be able to clearly convey who you are, what you have to offer, and what you want from your customers. If you look at any company’s branding, you’ll find a combination of all of these elements. Occasionally, there may be subtle changes and in other cases, an element or two might be missing, but for the most part, all of the elements on this list will be present and working in harmony to convey

1. Logo

A logo is an essential part of every brand. it’s difficult to find a brand without a logo, which gives it the reputation of being the most important branding element.A logo is a brand’s whole personality condensed into one easily recognizable The first time you come into contact with a brand, it’s the image that sticks in your brain (for good or bad reasons) and triggers memories from the past Nearly every asset your brand owns bears the logo that represents your brand These include your business cards, your website, your merchandise, social media pages, any branded templates you use and all marketing materials you use. Therefore, the logo should convey the essence of what your brand is about and evoke feelings of brand loyalty.

2. Color Palette

Having a strong brand identity also means having a good sense of color. You might be surprised that some companies have gone so far as to trademark certain color schemes. Look at the following color examples and try to guess which brand each color scheme represents. UPS brown, Tiffany blue and Fiskars orange are examples of trademarked colors. What is the significance of color? Colors are important because they convey the values and personalities of people. We’ve covered color psychology and how you can choose effective colors for your branding, so if you’re not sure what colors will work best for your brand, make sure you Moreover, don’t feel like you have to stick to just one color — the combinations of colors in your palette will give your brand a unique look while still expressing your message.

3. Shape

In addition to shape, an overall branding strategy should include color. Shapes can be used for your logo, but also in an array of design elements such as the web page background, layout design, packaging and even Our previous blog post discussed how shapes convey different values associated with a brand and how they relate to your identity. During the development of your brand identity, determine which shapes will best reflect the persona of your company. Remember that you aren’t restricted to only one shape or type of shape — if your brand demands two or more shapes, include them both.

4. Tagline

Two of the most famous taglines around the world are these two. In marketing, taglines or slogans are the key to your brand’s message. Using brand messaging, you can communicate the unique value of your brand. There are times when the offer is obvious, as with the “Eat Fresh” slogan from Subway. As a result, Subway selected “Eat Fresh” as their slogan in order to differentiate themselves from other fast food brands by positioning themselves as a healthier option. Using green in their branding and running commercials showing customers who lost weight eating Subway reinforced this point. In other brands, such as Nike, this offer may be more abstract, such as the mantra, “Just Do It.” But despite the aphoristic nature of Nike’s message, it Taking action is the best course of Don’t waste your time with excuses get up, exercise, and do what is good for your body and your mind. You can add additional context and information to your logo by adding a tagline. This type of letter tells people not just what you do, but also what they can expect when they work with you.

5. Tone of voice and vocabulary

There’s no such thing as a small coffee at Starbucks. It seems like you can get the smallest of their three standard sizes… but it’s branded as “tall.” This is because Starbucks developed their own unique vocabulary to differentiate their product offerings from other brands. In spite of the fact that the words they use for the three sizes of drinks were not their own, they were the first to use them in this manner. The coffee shop chain is known for other unconventional naming conventions, as well. In addition, they often misspell customers’ names on the cups of drinks in a very funny way. In addition, even though Starbucks has never acknowledged its deliberate choice to misspell customers’ names, the company recognizes spelled wrong names on cups as part of their fun brand. Baristas are, however, of differing opinions on the issue.

Having a specific vocabulary within a brand’s tone of voice is important. A brand’s tone of voice is reflected in all the written and oral content there is from them, like the emails you receive and the content on their website. A consistent, unique tone of voice is one of the best ways to change the way the world perceives your brand. Wendy’s is an example of a company that carved themselves a new persona by using social media consistently and consistently. They used to be just a fast food restaurant selling square burgers, frosties and chili before they became on Twitter. In the modern age, they are fast food restaurants that serve square burgers, frosties, and chili, and never miss an opportunity to say something snarky or ugly.

6. Fonts

One of the most important elements of branding is the font used by a brand. The typeface used by any brand in their logo, on their website or in an email template is not a random choice instead, it is carefully selected to communicate their positioning, personality and values. Just as certain colors represent certain emotions and traits, so too do fonts’ components reflect these traits. Check out the fonts in these logos and think about what they communicate about the Can you tell the personality of a brand by how a font is used? If you want to see the power of font in even starker terms

7. Imagery

A brand’s imagery involves all kinds of images it uses in its branding, marketing, You don’t have to use your logo or a specific piece of content you publish here In essence, it’s the type of photos and stock images you choose, the graphics you use on your website and other branding assets, and what your brand represents overall. If you think about gradient or patterned backgrounds, packaging or banners, you don’t need to use concrete imagery to communicate a brand It is possible to use abstract imagery in your design simply by considering color and shape.

The images of brands work in close harmony with other branding elements, such as colors and shapes. Illustrations and graphics are one part of it, but they aren’t the only part. The imagery of a brand, and the way that an individual presents themselves visually when creating a personal brand, includes branding imagery as well. There is a common phenomenon regarding celebrities who go through drastic transformations, such as Selena Gomez’s evolution as a Disney Channel star into a fashion-forward artist who dabbles in independent horror filmmaking.

8. Positioning

A brand’s positioning is how it fills a niche in the market. figure out what your brand’s persona is, you analyze more than just what it offers buyers. You also determine how it fits in among other brands in its category. How do you compare with your competitors? Are you more expensive, about the same or cheaper? Do you have a competitive advantage that makes your offer more appealing than others? Positioning is one of the most important aspects of As an example, a brand that wants to communicate that it is the most affordable choice might use bright, value-communicating colors such as orange and yellow, and craft a simple but friendly voice.

Less common branding elements

Using branding elements to add value to your business can go beyond what has been mentioned. In the case of many brands, these elements extend to sensory input and unique It is common to associate these kinds of branding with particular industries. For instance, a fast food restaurant will have its own distinct taste, while a record label won’t. Explore which of these elements of branding can allow you to deliver an unforgettable experience as you determine which types of branding would be most strategic for your business.


It’s not because people want authentic Mexican food that they go to Taco Bell. Taco Bell is on the menu because people want it. As a result, Taco Bell’s products have a unique flavor you cannot find at any mom and pop restaurant. This unique flavor has been a cornerstone of Taco Bell’s branding for over 30 years. Customers remain loyal to brands that have a consistent taste. you’re hungry and you don’t feel like taking a chance on food from a place you’ve never heard of, so you go to the There is a lot more to branded taste than just food. Use that recognition to direct your branding strategy. If your product has a flavor, whether it is gum, drinks, tobacco, or toothpaste, that flavor is inescapably linked to your brand.


You’re probably familiar with the Hollister smell if you’ve ever been inside one of its stores. As with Abercrombie and Fitch, this store has its own signature There’s a reason for that. It is part of their duties to spray cologne of the brands throughout these stores to be able to convey this unique ambience. There are many brands that smell good, and some of them have taken advantage of their exceptional smells by offering the chance to bring those scents home. It is so memorable that third party companies create and sell candles that replicate Disney World’s trademark resort scents. Auntie Anne’s distilled their delicious pretzel scent into essential oils in 2018, and Disney World creates and sells candles that replicate its signature resort scents.


Branding can be applied to interactions as well. The brand of Chick fil A’s employees is internationally known for its response to customers’ thanks with “my pleasure.” Branded interactions are more than words. Also included are the ways in which employees refer to themselves within the company. You can only meet Best Buy’s Geek Squad, an elite team of installation, support, and repair professionals, when you bring an electronic to be repaired. Services are not handled by “service technicians” or “repair departments.”, but by team members of the Geek Squad. The Disney Parks Company is another one well known for extending their brand to interactions between employees and guests. Employees of the park aren’t cast members, they are employees. These park employees perform not just their daily duties, but also are part of the immersive world of the theme parks, often going above and beyond to make a guest’s visit more magical.


In addition to the brand identity, user experience (UX) and user interface (UI) design can be incorporated into an A UX can be defined as the user’s experience with an app, or any other type of product, and a UI can be defined as how they interact with When you design for UX and UI, the primary goal is to provide the user with a simple, intuitive experience. It will also reflect well on your brand. However, UX and UI don’t have to end there–you can also develop a memorable experience by using UX design as a way for users to engage with your brand, like how Vans enables users to customize their


In the same way as you can make your brand identifiable by its taste, your brand identity can also be based on the sound you use. Jingles and songs are included in this category, but it can also include spoken phrases, recorded phrases, and brief musical phrases. Whenever Netflix or HBO appear at the beginning of our favorite shows, we instantly recognize the sound branding that goes with them. The “that was easy” slogan from Staples came prerecorded on its branded “easy buttons.” For your own original melodies and music, you should seek copyright protection so nobody else can use this specific piece of your brand identity without your permission. You can have a signature song that’s a quick chord before you introduce the day’s topic or even a snippet of a public domain song, but what if your signature song is a These you can’t copyright, but you can definitely use them in your branding to create an image that is truly unique.


Last but not least, your location is an integral part of your branding. In the same way that positioning and partnerships affect perception, where people see your brand also has a major impact. It’s not by accident that certain brands will only operate in malls because they have a national presence, while others won’t operate in malls at all, and others will only operate in very specific locations otherwise. It doesn’t just refer to the area in which you do business where you have a presence. You can also use it to refer to the places where your products and advertisements are displayed. As part of a recent ad campaign, UberPOOL used drones to hang miniature billboards over Mexican city traffic with a message advertising the service.

Build a beautiful brand from the elements up

You can see from this list that building a brand is more than developing a logo. As part of your brand’s identity, a lot of design choices, assets, and unique branding elements come together to provide your brand with an exceptional identity. Don’t rush the creation of a new brand identity or skip out on designing any of its elements if you’re in the process of creating one. To bring it to life, work with a designer who is experienced in creating brand identities.

By Peter