The Branding Series: What to think about when creating your brand

Branding is a huge deal for your company, whether you’re starting from scratch or have made the big decision to re-brand your existing business. It’s not just about what your logo looks like. It’s about creating your whole communications strategy with your audience.

Take a look below to find out what we think you should consider or have a peek at our post on how a brand comes together!


It’s important to think about the core message that you want to communicate. What type of brand are you? What is your ethos and what are your principles? Where do you see yourself positioned within the market that you’re operating within?


Do your market research and get a sense of how others are communicating with their audience. Is their strategy working and how are people responding? How can you stand out? What type of personality do you want your business to have? Who is your target audience and what type of branding are they used to seeing?

It’s important you think about all these core visions and questions and write them down. Your branding needs to feel cohesive with a clear direction; anything else will confuse potential customers.


Next, working with branding experts can help you give your company that professional touch that will help you stand out against the market. There’s a reason they’re ‘experts’ – they know what they’re doing and can help guide you with trends, logos and colourways. They will also give your business a much higher calibre of appearance.


In terms of your logo, it is important to keep it simple in order for it to stay memorable. Think of all the major players in every industry – Apple has the bitten apple. Google has the multi-coloured name. Asda has the brand name in one single colour and font. Nike is the black tick. It’s important you don’t create anything that’ll be confusing.

It also needs to have longevity – it’ll be with you for a long time and will be hard to change. It’s going to be the thing that people remember and carries your brand messaging and reputation.


Additionally, it’s important to think about the colours you choose and what message they give off. For example, green is often associated with health brands while orange is considered friendly. Yellow creates a sense of optimism while blue suggests trust and strength.

Red is bold and exciting, while monochrome (grey, black and white) creates a sense of balance. Purple is creative and imaginative. There is a lot to be said for the psychology of colour and the visual messages it brings. It’ll affect how people perceive your brand.


It’s also important to think about how different countries will perceive your branding if you’re planning on expanding globally. Your message needs to transcend borders and languages.


Finally, it’s crucial that any fonts you choose are legible to read. They need to match the personality that you’re trying to create and communicate. It’s important to remain consistent with branding, so ensuring it works on all your marketing materials, collateral, products, website, etc is important.


Get in touch with us at Single Malt here to find out more about how we can help with your branding. We’re a creative digital marketing company with the solutions you need.