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Building a Strong Brand (Step-by-step)


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business

In the world of business, branding is everything. Well, maybe not everything... But trust me, it's a big deal! A well-designed brand will make your company/business more recognizable and memorable, it makes you stand out from the competition. But how do you go about designing a brand that's right for your business? In this post, I'll simplify it with a step-by-step guide to branding a business! So whether you're starting a new business or updating your current one, stick around and I'll share tips on how to create a successful brand identity from scratch.



Before we dive in, here are quick links to the tools we'll be using!

Logo: Canva.com

Color Palette: Coolors.co


1. Establish Your Brand Voice

Now that you have a logo and some basic branding guidelines, it's time to establish your brand voice. This refers to the tone and style that you'll use in all of your marketing materials and communications.


Will you be fun and playful? Serious and professional? Or somewhere in between? The key here is to be consistent with your voice across all mediums, so customers will know what they're getting when they interact with your brand.


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business


2. Choose Your Colors

When it comes to branding, colors are everything! They help set the tone and mood for your business and can be used to evoke certain emotions in your customers. So when choosing your colors, it's important to think about what you want your brand to communicate.


Here is a guide to color psychology according to UX Planet


Red - Passion, energy, power, determination, immediacy

Orange - Enthusiasm, Success, warmth, creativity, excitement

Yellow - Joy, attention, freshness, energy, optimism

Green - Growth, calm, nature, balance, safety

Blue - Depth, stability, trust, confidence, calm

Pink - Sensitive, caring, emotional, love

Purple - Royal, power, arrogant, luxury, wisdom

Black - Bold, power, mystery, elegance, stability

White - Pure, innocent, luxury, security, peaceful


Below is an image to help with understanding this:


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business

If you're not sure where to start, a color palette generator can be a great way to find colors that work well together. Coolors is a great option that I use myself, and it allows you to create custom palettes or browse ready-made ones.


3. Choose Your Fonts

Like colors, fonts can also be used to create a certain feeling or vibe for your brand. And just like with colors, it's important to choose fonts that will support your overall message.


A good place to start is Google Fonts, which offers a wide variety of free fonts that you can use for your brand. Just keep in mind that not all fonts will look good in all contexts, so try to choose a few that will work well together across different mediums.

Some good options to start exploring are:


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business

Montserrat - A modern sans serif font that's perfect for logos and headings.

Roboto - A versatile font that works well for both headlines and body text.

Open Sans - A clean and simple font that's perfect for web designs.

Lato - A well-rounded font with a modern feel.


4. Create a Logo

Once you've settled on your colors and fonts, it's time to create your logo! This is one of the most important aspects of branding, as it will be the visual representation of your business.


There are plenty of great logo design tools out there, but my personal favorite is Canva. It's easy to use and has a ton of templates and design elements to help get you started. Plus, it's free for basic use!


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business

A logo is more than just a pretty picture. It's a visual representation of your brand that can help customers to quickly and easily identify your products or services. But with so many different types of logos out there, how do you choose the right one for your business? Here's a quick rundown of the most popular logo types:


Wordmark: A wordmark logo simply features your company name in a unique font or style. This type of logo is ideal for businesses with short, catchy names that are easy to remember.


Letterforms: Letterform logos, as the name implies, are created using one or more letters from the company name. This type of logo is often seen in corporate environments.


Monogram: A monogram logo is similar to a letterform logo, but it features overlapping or intertwined letters to create a more unique design.


Symbol: A symbol logo is a standalone image that represents your brand. This type of logo is often used by companies with long names or complex products/services.


Abstract: An abstract logo uses geometric shapes or symbols to represent your brand in a more artful way. This type of logo can be difficult to interpret, but it can be very effective in building brand recognition.


Mascot: A mascot logo features an anthropomorphic character that represents your company. This type of logo is common in the sports and entertainment industries.


Emblems: An emblem logo typically features your company name inside of a badge or crest. This type of logo conveys a sense of tradition and sophistication.


Combo: A combo logo combines two or more of the above-listed types (e.g., a wordmark and symbol). This type of logo can be very effective in communicating both the name and the mission/vision of the company.


Dynamic: A dynamic logo is one that can be adapted to different mediums and applications. This type of logo is perfect for companies that need to frequently change their branding (e.g., seasonal promotions, product launches, etc.).


Here is a great example of the different styles of logos from WIX


How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business

With so many options, there's no one-size-fits-all solution. The important thing is to select a design that accurately reflects your brand identity and resonates with your target audience.


What type of logo do we at Expand Media have? Let me know in the comments!



5. Create a Brand Guideline PDF

Once you have a good idea of what your brand looks and sounds like, it's time to create a style guideline you can easily follow. These are basically a set of rules that dictate how all of your marketing materials should look and feel. Simply put, it's a way to organize all the parts we covered in this article.


Brand guidelines are essential for any business, large or small. They help to ensure that your brand is consistently presented across all channels and touchpoints. But creating a brand guideline can be a daunting task, especially if you're not a designer.


That's why I've created a brand guideline PDF template that you can use to get started. Just fill out the form below and I'll send you the template. With this handy tool, you'll be able to create a professional-looking brand guideline in no time. So don't wait - get started on building your brand today!


Download my Free brand guideline PDF template



How to design a solid brand, marketing tips, Expand media marketing agency, marketing blog, how to create a brand for your business


DIY Brand Guideline

Just in case you want to create your own PDF here are some guides we suggest you include:


Colors: A list of approved colors and color codes to be used in all marketing materials.


Fonts: A list of approved fonts and font styles to be used in all marketing materials.


Logo: Guidelines for using and displaying the company logo, including acceptable file formats, sizes, and placement.


Layout: Guidelines for layout and spacing, including rules for margin, alignment, and white space.


Design Elements: Guidelines for using graphical elements such as images, icons, and typography.


Brand Voice: Guidelines for the tone of voice and writing style.

Last Thoughts

So there you have it, my guide and tips for establishing your brand style. Of course, this is just a starting point and you’ll want to tailor these guidelines to fit your specific business. But following these simple rules will give you a strong foundation on which to build an unforgettable brand identity. If you need more help putting all of this into action, don’t hesitate to book a call with me! We can walk you through each step of the branding process and make sure that your website and marketing collateral are polished and on-brand. Thanks for reading!



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