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BRANDING 101: BUILDING A BRAND THAT RESONATES

Updated: Aug 3, 2023

Branding is often seen as a complex and intimidating process, but it doesn't have to be. In fact, branding can be as simple or as complicated as you want it to be. At its core, branding is about creating a promise and delivering on it consistently. It's about understanding your audience, defining your brand's personality, and communicating it effectively.


Design Thinking and Branding

Design thinking is a problem-solving approach that involves empathy, experimentation, and iteration. It's about understanding the needs of your audience, generating ideas, creating prototypes, and testing solutions. This approach can be applied to branding as well. By understanding your audience, experimenting with different brand elements, and iterating based on feedback, you can create a brand that truly resonates.


The Power of Consistency

Consistency is key in branding. When you're consistent, you create a brand that's recognizable and reliable. Think of it like ordering a Coca-Cola at any restaurant around the world—you know what to expect. That's the power of a consistent brand. It doesn't require a fortune to create, but it does require a commitment to consistency.


Do's and Don'ts for Branding

While there are many common do's and don'ts for branding, here are a few that are often overlooked:

  • Do focus on your brand's personality: Your brand is more than just a logo or a color scheme. It's a personality. It's what sets you apart from your competitors. So, focus on defining and communicating your brand's personality.

  • Don't overload your brand with logos: It's common for businesses to create separate logos for every product, service, or initiative. But this can lead to a cluttered and confusing brand. Instead, use consistent colors, fonts, and design elements to differentiate your offerings.

  • Do use design thinking: Use the principles of design thinking to understand your audience, experiment with different brand elements, and iterate based on feedback.

  • Don't forget about your brand promise: Your brand is a promise to your customers. It's what they can expect from your products or services. So, make sure you're consistently delivering on that promise.


Branding doesn't have to be complicated. With a clear understanding of your audience, a commitment to consistency, and the application of design thinking, you can create a brand that resonates. So, dive in, start experimenting, and build a brand that's uniquely yours.


Ready to start building your brand? Download our free branding workbook to guide you through the process. It's packed with tips, exercises, and resources to help you create a brand that truly resonates.




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