Yes! Regardless of where a customer engages with your brand—whether it’s by visiting your website or walking past your storefront—the look and feel should be consistent.

Letʼs work on your brand identity

Logo

Your logo is the face of a company. It’s a symbol that sums up what you offer and is therefore the visual foundation of your branding. However, without the brand, the logo is meaningless.

What should your logo do?

• Make you stand out in the crowd - It should give your business a unique, easily recognisable mark that sets you apart from other businesses, e.g. the Nike swoosh.
• Describe key information about your business - It should indicate the industry you are in and the service that you provide, e.g. the A to Z in Amazon.
• Adapt to its environment - Whether on a business card, billboard or website, a brand logo should adapt accordingly and never compromise on quality.

Colours

Your brand colours must support your logo and strengthen your brand messaging. Are you serious about money, or are you a fun and quirky cupcake company?

How many colours should my brand have?

Generally, you can have up to three primary brand colours and four to five secondary colours. Having a variety of secondary colours will provide you with flexibility and variety in your design needs.

Fonts

Is your brand whimsical, fun, innovative, serious, or classy? The font must reflect who you are and be in harmony with your messaging.

As with colours, fonts also evoke emotive responses. You’ll be using fonts in your logo and as part of your brand.

What is a brand font?

It simply refers to the fonts you’ll choose to use in your visual designs and communications. Ideally, you should stick to two or three fonts (any more and things can get messy) and use them consistently

Tone

What do you want your customers to hear. Are you professional and straight-to-the-point? Sassy and tongue-in-cheek? Friendly and approachable?

Your tone influences what people think, how they feel, and what action(s) they take after reading your words. So it’s not just about what you say. It’s also about how you say it.

Apply these same principles to the images that you use.

Whether you’re building your brand from scratch or rebranding, this comprehensive toolkit will help you build an authentic brand. We’ve assembled all the tools, tips, and templates you need to take your brand to the next level.