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Building Brands That Resonate

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.

Common Do's and Don'ts for Branding:


  • Do Understand Your Audience: Know who your target audience is and what they want. This understanding should guide every aspect of your branding strategy.

  • *Do Be Consistent:** Consistency is key in branding. Use the same logo, colors, and tone of voice across all your marketing materials to create a cohesive brand image.

  • Do Tell a Story:** Your brand should tell a story. This story should convey your brand values, mission, and what sets you apart from your competitors.

  • Do Be Authentic:** Authenticity is crucial in today's market. Be true to your brand values and communicate with your audience in a genuine way.

  • Do Evolve:** While consistency is important, so is evolution. Don't be afraid to update and evolve your brand as your business grows and changes.


1. **Don't Neglect the Small Touches:** Small details can make a big difference in how your brand is perceived. This could be anything from the quality of your images to the way you respond to customer inquiries.

2. **Don't Forget Internal Branding:** Your employees are your brand ambassadors. Make sure they understand and embody your brand values.

3. **Don't Overpromise and Underdeliver:** It's important to make your brand appealing, but don't promise things you can't deliver. This will only lead to disappointed customers and a damaged reputation.

4. **Don't Ignore Your Competitors:** While you shouldn't imitate them, it's important to be aware of what your competitors are doing. You can learn from their successes and failures.

5. **Don't Rely on Industry Jargon:** While it's important to show your expertise, too much jargon can alienate your audience. Keep your messaging clear and accessible.

Some Uncommon 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 which tend to be pet peeves of mine. Would you agree with any of these?


  • 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.

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


  • Don't overload your brand with logos for every campaign or initiative: It's common for businesses to create separate logos for various products, services, or programs. But this can lead to a cluttered and confusing brand that leaves your communications looking more like a ransom note than a piece of marketing collateral. Instead, consider using consistent color palettes or fonts exclusive to these initiatives as elements to differentiate your offerings to complement your brand without competing with it or making it look too busy.

  • 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.

Final Thoughts

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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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 creat


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