{"id":236431,"date":"2021-05-26T14:54:09","date_gmt":"2021-05-26T12:54:09","guid":{"rendered":"https:\/\/blog.99cluster.com\/blog\/?p=236431"},"modified":"2025-11-11T12:13:48","modified_gmt":"2025-11-11T17:13:48","slug":"elements-of-branding","status":"publish","type":"post","link":"https:\/\/www.vistaprint.com\/hub\/elements-of-branding","title":{"rendered":"10 brand elements and how to make them work for your business"},"content":{"rendered":"\n<p>A brand is built using key brand elements that work together like a system: business name, logo, color palette, shape, typography, brand voice, imagery and positioning. When these elements are used consistently across your website, packaging and marketing, they create a clear brand identity that customers recognize and trust. This is your branding toolkit for telling a simple, memorable story about who you are and what sets you apart. Here\u2019s everything you need to know about the 10 elements of branding and how to use them successfully.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Key takeaways            <\/div>\n            <div class=\"text\">\n                <ul>\n<li aria-level=\"1\">A strong brand identity turns business strategy into clear visual elements and words people recognize.<\/li>\n<li aria-level=\"1\">The key elements of branding are brand name, logo, color palette, shape, tagline, voice, typography, imagery, positioning and packaging.<\/li>\n<li aria-level=\"1\">Figure out who your target audience is and what your brand personality is, then document your brand elements in a brand style guide.<\/li>\n<li aria-level=\"1\">Applying branding elements consistently across all channels builds recognition, trust and pricing power for small businesses.<\/li>\n<\/ul>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-cta-block\">\n    <div class=\"vp-custom-design-cta-block swan swan-custom-cta-block px-6 swan-py-4 section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-3 swan-display-flex span-justify-center\">\n            <div class=\"swan-mr-4\">\n                <div class=\"swan-text-x3large swan-text-black swan-font-secondary swan-mb-5\">\n                    Looking to print your branding?                <\/div>\n\n                <div class=\"swan-text-black swan-text-xm1 text-description\">\n                    Custom marketing materials featuring brand colors and design communicate a brand\u2019s identity everywhere your customers are.                <\/div>\n            <\/div>\n\n                            <div class=\"vp-custom-design-cta-block-button\">\n                    \n<a href=\"https:\/\/www.vistaprint.com\/marketing-materials\"\n   title=\"Print your branded items today\"\n   target=\"_blank\"\n   class=\"swan-button swan-button-skin-primary\"\n    data-tracking-event=\"Navigation Clicked\" data-tracking-event-detail=\"\/hub\/wp-json\/wp\/v2\/posts\/236431;https:\/\/www.vistaprint.com\/marketing-materials;Content:Text Link;Print your branded items today\" data-tracking-navigation-detail=\"Print your branded items today\">\n    Print your branded items today<\/a>\n                <\/div>\n                                <\/div>\n    <\/div>\n<\/section>\n\n\n<h2 class=\"wp-block-heading\">What is branding?<\/h2>\n\n\n\n<p>First things first, <a href=\"https:\/\/www.vistaprint.com\/hub\/what-is-branding\" target=\"_blank\" rel=\"noreferrer noopener\">what is branding<\/a>? Even if you recognize branding when you see it, it can be difficult to pinpoint exactly what it involves. It\u2019s more than just the brand visual identity. In short, your <strong>brand<\/strong> is how the world perceives your company, while <strong>branding<\/strong> is the design choices, visual elements and tone of voice that shape that perception. Your <a href=\"https:\/\/www.vistaprint.com\/hub\/brand-identity\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>brand identity<\/strong><\/a> is the collection of design and other elements you use in your branding.<\/p>\n\n\n\n<p>Before we go any further, it helps to understand how branding fits within the bigger picture of your business and how it differs from marketing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Branding vs. marketing<\/h3>\n\n\n\n<p>While branding and marketing are closely connected, they serve different purposes. <strong>Branding<\/strong> defines <em>who<\/em> you are\u2014your values, personality and identity. <strong>Marketing<\/strong>, on the other hand, is <em>how<\/em> you share that identity with the world. Branding builds recognition and trust over time, while marketing drives short-term awareness, engagement and sales.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Aspect<\/strong><\/td><td><strong>Branding<\/strong><\/td><td><strong>Marketing<\/strong><\/td><\/tr><tr><td><strong>Purpose<\/strong><\/td><td>Defines who you are and what you stand for<\/td><td>Promotes your products or services<\/td><\/tr><tr><td><strong>Focus<\/strong><\/td><td>Long-term perception and loyalty<\/td><td>Short-term campaigns and conversions<\/td><\/tr><tr><td><strong>Output<\/strong><\/td><td>Logo, colors, voice, story and customer experience<\/td><td>Ads, emails, social posts and promotions<\/td><\/tr><tr><td><strong>Timeline<\/strong><\/td><td>Ongoing foundation for your business<\/td><td>Cyclical activities supporting brand goals<\/td><\/tr><tr><td><strong>Success metric<\/strong><\/td><td>Recognition, trust and reputation<\/td><td>Leads, clicks and revenue<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Why is branding important?<\/h3>\n\n\n\n<p>Branding matters because in a crowded, competitive market where small businesses are up against millions of other brands for consumers\u2019 attention, time and money, you can\u2019t afford to <em>not<\/em> stand out.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"557\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-shop-branding-1.jpg\" alt=\"Donut shop branding, including branded T-shirts in brand colors\" class=\"wp-post-236431 wp-image-313232\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-shop-branding-1.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-shop-branding-1-300x163.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-shop-branding-1-768x418.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><strong>Branding communicates who you are, what you offer, why you\u2019re a better choice than your competitors and why you\u2019re the best choice for your target audience.<\/strong> The more consistent your branding, the stronger <a href=\"https:\/\/www.vistaprint.com\/hub\/brand-recognition\" target=\"_blank\" rel=\"noreferrer noopener\">brand recognition<\/a> and awareness is. It\u2019s a means of survival and the key to a thriving business.<\/p>\n\n\n\n<p>A well-defined brand identity also increases trust and loyalty. In a recent VistaPrint survey on the <a href=\"https:\/\/www.vistaprint.com\/hub\/branded-clothing-benefits\" target=\"_blank\" rel=\"noreferrer noopener\">benefits of branded clothing<\/a>, 64% of respondents said that branded apparel positively influenced their view of a business, and a whopping 75% of Gen-Z respondents said it increased their trust in a business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-10-elements-of-branding\">The 10 elements of branding you need to know<\/h2>\n\n\n\n<p>When you\u2019re building a compelling and cohesive brand identity, certain elements are non-negotiable. These key elements clearly express who you are as a brand, what you have to offer and who your products and services are for.<\/p>\n\n\n\n<p>Take a look at pretty much any business branding and you\u2019ll see these elements working together. Sometimes, they\u2019re subtle\u2014and one or two might be missing\u2014but for the most part, you\u2019ll see each key branding element on this list working together to communicate a brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Brand name<\/h3>\n\n\n\n<p>A strong <strong>business name<\/strong> does several jobs at once: it signals what space you operate in and is your unique trademark. When choosing a brand name, define what it should evoke\u2014innovation, warmth, friendliness, ingenuity or creativity\u2014then generate various options to choose from.&nbsp;<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-cta-block\">\n    <div class=\"vp-custom-design-cta-block swan swan-custom-cta-block px-6 swan-py-4 section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-3 swan-display-flex span-justify-center\">\n            <div class=\"swan-mr-4\">\n                <div class=\"swan-text-x3large swan-text-black swan-font-secondary swan-mb-5\">\n                    Need help coming up with brand name ideas?                <\/div>\n\n                <div class=\"swan-text-black swan-text-xm1 text-description\">\n                    Try VistaPrint\u2019s free business name generator today!                <\/div>\n            <\/div>\n\n                            <div class=\"vp-custom-design-cta-block-button\">\n                    \n<a href=\"https:\/\/www.vistaprint.com\/digital-marketing\/business-name-generator\"\n   title=\"Generate a business name\"\n   target=\"_blank\"\n   class=\"swan-button swan-button-skin-primary\"\n    data-tracking-event=\"Navigation Clicked\" data-tracking-event-detail=\"\/hub\/wp-json\/wp\/v2\/posts\/236431;https:\/\/www.vistaprint.com\/digital-marketing\/business-name-generator;Content:Text Link;Generate a business name\" data-tracking-navigation-detail=\"Generate a business name\">\n    Generate a business name<\/a>\n                <\/div>\n                                <\/div>\n    <\/div>\n<\/section>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/restaurant-brand-name.jpg\" alt=\"Restaurant brand name and logo on a storefront floor mat, brand elements\" class=\"wp-post-236431 wp-image-313233\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/restaurant-brand-name.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/restaurant-brand-name-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/restaurant-brand-name-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/restaurant-brand-name-900x600.jpg 900w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Say each name out loud, write it in a sentence and imagine it on your storefront, website header, packaging and social media handles. If it still feels right, check spelling variants, common mishearings, domain and handle availability and do a trademark search in your market. Your business name needs to be digitally as well as legally available, so always check first whether a domain in your business name is available.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1922\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min.jpg\" alt=\"Brand name on storefront sign, brand elements\" class=\"wp-post-236431 wp-image-313234\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-300x225.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-1024x769.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-768x577.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-1536x1153.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-2048x1538.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/storefront-sign-min-799x600.jpg 799w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>To pave the way for brand loyalty, aim for clarity and recall\u2014a good brand name is easy to repeat, spell and remember. Ensure your name is easy to pronounce across languages and is culturally sensitive, avoiding negative connotations. When you land on a winner, test it out on a few real brand assets like an email signature, merchandise, a website banner or a postcard to confirm it works before you roll it out broadly.<br><br>Go deeper with more advice on <a href=\"https:\/\/www.vistaprint.com\/marketing-materials\" target=\"_blank\" rel=\"noreferrer noopener\">how to name your brand<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1922\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min.jpg\" alt=\"Brand name and logo on beanie merchandise, elements of a brand\" class=\"wp-post-236431 wp-image-313235\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-300x225.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-1024x769.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-768x577.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-1536x1153.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-2048x1538.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/logo-on-beanie-min-799x600.jpg 799w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>Good branding examples are PayPal, which instantly communicates friendly, secure payments. Similarly, YouTube clearly combines \u201cyou\u201d (the user) and a common American slang term for \u201ctelevision\u201d or \u201cTV.\u201d Both names are simple, descriptive and easy to remember.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p><a href=\"https:\/\/www.vistaprint.com\/hub\/alliteration-in-brand-names\" target=\"_blank\" rel=\"noopener\">Alliteration in brand names<\/a> can make them easier to remember and recall, increasing brand recognition.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"575\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/alliterative-brand.jpg\" alt=\"Alliterative brand name on custom packaging, elements of a brand\" class=\"wp-post-236431 wp-image-313236\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/alliterative-brand.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/alliterative-brand-300x168.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/alliterative-brand-768x431.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">2. Logo<\/h3>\n\n\n\n<p>Every brand needs <a href=\"https:\/\/www.vistaprint.com\/hub\/how-to-design-logo\" target=\"_blank\" rel=\"noreferrer noopener\">logo design<\/a>. A logo is arguably the most important element of a brand\u2019s visual identity.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"900\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313264\" alt=\"Donut shop logo, brand name and brand colors, branding elements\" loading=\"lazy\" data-transformation-crop=\"w_900,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856718\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_565,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_298,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762856718\/ideas-and-advice-prod\/blogadmin\/donut-shop-logo\/donut-shop-logo.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"899\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_899,h_600,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313273\" alt=\"Hands exchanging branded business cards with logo, branding elements\" loading=\"lazy\" data-transformation-crop=\"w_899,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762857406\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_899,h_600,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 2560w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2048,h_1366,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 2048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1848,h_1232,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 1848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_1099,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_966,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_832,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_699,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_565,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_298,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762857406\/ideas-and-advice-prod\/blogadmin\/hands-exchanging-min\/hands-exchanging-min.jpg?_i=AA 248w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"900\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313274\" alt=\"Restaurant brand name used for packaging and staff uniforms, brand elements\" loading=\"lazy\" data-transformation-crop=\"w_900,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856791\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_565,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_298,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762856791\/ideas-and-advice-prod\/blogadmin\/packaging-and-staff\/packaging-and-staff.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>A <strong>logo<\/strong> is a brand\u2019s personality boiled down to an easily recognizable visual design. It\u2019s often the first interaction you have with a brand, and the image that you learn to associate with the business.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-cta-block\">\n    <div class=\"vp-custom-design-cta-block swan swan-custom-cta-block px-6 swan-py-4 section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-3 swan-display-flex span-justify-center\">\n            <div class=\"swan-mr-4\">\n                <div class=\"swan-text-x3large swan-text-black swan-font-secondary swan-mb-5\">\n                    Need some inspiration for your brand\u2019s logo?                <\/div>\n\n                <div class=\"swan-text-black swan-text-xm1 text-description\">\n                    Check out VistaPrint\u2019s free AI logo maker today!                <\/div>\n            <\/div>\n\n                            <div class=\"vp-custom-design-cta-block-button\">\n                    \n<a href=\"https:\/\/www.vistaprint.com\/logomaker\"\n   title=\"Get a logo\"\n   target=\"_blank\"\n   class=\"swan-button swan-button-skin-primary\"\n    data-tracking-event=\"Navigation Clicked\" data-tracking-event-detail=\"\/hub\/wp-json\/wp\/v2\/posts\/236431;https:\/\/www.vistaprint.com\/logomaker;Content:Text Link;Get a logo\" data-tracking-navigation-detail=\"Get a logo\">\n    Get a logo<\/a>\n                <\/div>\n                                <\/div>\n    <\/div>\n<\/section>\n\n\n<p>Your logo goes on almost every brand asset: your business cards, website, merchandise, signage, social media pages, any branded templates and all of your marketing materials. That\u2019s why your logo should represent what your brand is all about and encapsulate the essence of your brand identity.<\/p>\n\n\n\n<p>When choosing a <a href=\"https:\/\/www.vistaprint.com\/hub\/logo-fonts\" target=\"_blank\" rel=\"noreferrer noopener\">logo font<\/a>, think beyond style and consider legibility and personality. Sans-serif fonts often feel modern and approachable; serif fonts convey trust and tradition. Hand-lettered or script fonts can add character but must remain readable at small sizes. Consistency is key: use one main typeface across materials to make your logo recognizable everywhere.<\/p>\n\n\n\n<p>Great logos work across formats. Starbucks relies on its mermaid-siren icon for instant recognition, while FedEx hides an arrow in its wordmark\u2014a subtle nod to precision and speed. Both show how design can communicate meaning instantly.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313283\" alt=\"Poke brand logo on a business card, elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856796\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762856796\/ideas-and-advice-prod\/blogadmin\/poke-brand-logo\/poke-brand-logo.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313284\" alt=\"Cartoon-style design studio logo printed on stickers, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856803\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762856803\/ideas-and-advice-prod\/blogadmin\/cartoon-style\/cartoon-style.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313290\" alt=\"Business logo printed on a business card\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856810\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762856810\/ideas-and-advice-prod\/blogadmin\/printer-on-a\/printer-on-a.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<h3 class=\"wp-block-heading\">3. Color palette<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.vistaprint.com\/hub\/branding-colors\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Brand colors<\/strong><\/a> are another key branding element. Potential customers will begin to associate certain colors and shades with your brand, helping to increase brand awareness and recognition.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"768\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_768,h_600,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313262\" alt=\"Blue brand color palette for a pok\u00e9 restaurant, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_768,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860627\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_768,h_600,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_662,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_506,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_350,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_193,c_scale\/f_auto,q_auto\/v1762860627\/ideas-and-advice-prod\/en-us\/blue-brand-color\/blue-brand-color.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"768\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_768,h_600,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313263\" alt=\"Holiday packaging using brand colors green and red, elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_768,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860621\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_768,h_600,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_662,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_506,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_350,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_193,c_scale\/f_auto,q_auto\/v1762860621\/ideas-and-advice-prod\/en-us\/holiday-packaging_43016165b2\/holiday-packaging_43016165b2.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>Color is so important to branding that some companies have gone so far as to trademark their signature brand colors. A few examples of trademarked colors include UPS Brown, Tiffany Blue and Fiskars Orange.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"504\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856827\/ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313294\" alt=\"collection of Tiffany blue packages\" loading=\"lazy\" data-transformation-crop=\"w_504,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856827\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856827\/ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_771,c_scale\/f_auto,q_auto\/v1762856827\/ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_533,c_scale\/f_auto,q_auto\/v1762856827\/ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_295,c_scale\/f_auto,q_auto\/v1762856827\/ideas-and-advice-prod\/blogadmin\/green-boxes\/green-boxes.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"504\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856705\/ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313295\" alt=\"UPS logo\" loading=\"lazy\" data-transformation-crop=\"w_504,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856705\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856705\/ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_771,c_scale\/f_auto,q_auto\/v1762856705\/ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_533,c_scale\/f_auto,q_auto\/v1762856705\/ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_295,c_scale\/f_auto,q_auto\/v1762856705\/ideas-and-advice-prod\/blogadmin\/ups-logo\/ups-logo.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"504\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856833\/ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313296\" alt=\"Two pairs of Fiskars scissors\" loading=\"lazy\" data-transformation-crop=\"w_504,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856833\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_504,h_600,c_scale\/f_auto,q_auto\/v1762856833\/ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_771,c_scale\/f_auto,q_auto\/v1762856833\/ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_533,c_scale\/f_auto,q_auto\/v1762856833\/ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_295,c_scale\/f_auto,q_auto\/v1762856833\/ideas-and-advice-prod\/blogadmin\/scissors\/scissors.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p>When choosing brand colors, make sure you understand <a href=\"https:\/\/www.vistaprint.com\/hub\/color-psychology\" target=\"_blank\" rel=\"noopener\">color psychology<\/a> and what each color evokes.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/pink-brand-color.jpg\" alt=\"Pink brand color palette across packaging and storefront design\" class=\"wp-post-236431 wp-image-313237\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/pink-brand-color.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/pink-brand-color-300x225.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/pink-brand-color-768x576.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/pink-brand-color-800x600.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Color decisions often define how a brand feels. Coca-Cola red evokes energy and excitement, while Airbnb\u2019s coral pink signals warmth and belonging. In the restaurant space, brands like Sweetgreen lean on greens and neutrals to reinforce freshness and sustainability.&nbsp;<\/p>\n\n\n\n<p>\u200b\u200bWhen <a href=\"https:\/\/www.vistaprint.com\/hub\/branding-colors\" target=\"_blank\" rel=\"noreferrer noopener\">building your brand color palette<\/a>, start with one primary color that captures your brand\u2019s tone:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Warm hues like red or orange for energy<\/li>\n\n\n\n<li>Cool tones like blue for calm and reliability<\/li>\n\n\n\n<li>Neutrals for balance<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t feel like you need to stick to just one brand color\u2014certain colors work well together to express your brand identity. Add one or two complementary shades for versatility across digital and print.&nbsp;<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p>Always test your palette on real assets like packaging, signage and your website to see how the colors perform under different lighting and on various screens.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"1017\" height=\"566\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1017,h_566,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313297\" alt=\"Brand colors yellow and black for a gym business, brand elements\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856699\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1017,h_566,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA 1017w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_471,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_360,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_249,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_138,c_scale\/f_auto,q_auto\/v1762856699\/ideas-and-advice-prod\/blogadmin\/yellow-black-gym\/yellow-black-gym.jpg?_i=AA 248w\" sizes=\"(max-width: 1017px) 100vw, 1017px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"900\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313298\" alt=\"Red brand color palette for a restaurant across branding elements\" loading=\"lazy\" data-transformation-crop=\"w_900,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856694\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_900,h_600,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_565,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_298,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762856694\/ideas-and-advice-prod\/blogadmin\/across-branding\/across-branding.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"1024\" height=\"575\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_575,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313299\" alt=\"Brand color palette used for holiday marketing materials, branding elements\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856844\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_575,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_476,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_363,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_251,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_139,c_scale\/f_auto,q_auto\/v1762856844\/ideas-and-advice-prod\/blogadmin\/holiday-marketing-materials\/holiday-marketing-materials.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<h3 class=\"wp-block-heading\">4. Shape<\/h3>\n\n\n\n<p>Shape is another element of branding. Not just <a href=\"https:\/\/www.vistaprint.com\/hub\/logo-shapes\" target=\"_blank\" rel=\"noreferrer noopener\">logo shapes<\/a>, which convey brand values and identity but the shapes in your web design, packaging, signage, marketing materials, business cards and stationery.<\/p>\n\n\n\n<p>And they can strengthen recognition as much as color or typography. Target\u2019s bold circle embodies clarity and focus, while Lego\u2019s blocky design language mirrors its playful, hands-on spirit. Even a neighborhood caf\u00e9 can use soft, rounded motifs to feel inviting or geometric lines to project a modern, precise look.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"512\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/elements-of-brand.jpg\" alt=\"Yellow and black business card design for a gym using brand colors and shapes, elements of a brand\" class=\"wp-post-236431 wp-image-313238\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/elements-of-brand.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/elements-of-brand-300x150.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/elements-of-brand-768x384.jpg 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>As you develop your brand identity, determine which shapes align with your brand persona best. You aren\u2019t locked into just one shape or type of shape\u2014if your brand\u2019s look demands two or more shapes, use those.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"800\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_800,h_600,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313271\" alt=\"Branded mailer box packaging, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_800,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860658\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_800,h_600,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_636,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_486,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_336,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_186,c_scale\/f_auto,q_auto\/v1762860658\/ideas-and-advice-prod\/en-us\/branded-mailer-box\/branded-mailer-box.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"899\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_899,h_600,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313272\" alt=\"Use of shape in business branding, elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_899,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860633\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_899,h_600,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 2560w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2048,h_1366,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 2048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1848,h_1232,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 1848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_1099,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_966,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_832,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_699,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_565,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_298,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762860633\/ideas-and-advice-prod\/en-us\/use-of-shape-min\/use-of-shape-min.jpg?_i=AA 248w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<h3 class=\"wp-block-heading\">5. Tagline<\/h3>\n\n\n\n<p>\u201cEat fresh.\u201d and \u201cJust do it.\u201d are two of the most well-known taglines in the world.<strong> Taglines<\/strong>, also known as <strong>slogans<\/strong>, are the flagship of brand messaging.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure.jpg\" alt=\"Printed brochure for a health business with a brand tagline, branding elements\" class=\"wp-post-236431 wp-image-313239\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure-300x300.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure-150x150.jpg 150w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure-768x768.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure-412x412.jpg 412w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/printed-brochure-600x600.jpg 600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Brand messaging is how you communicate your brand\u2019s unique offer. Sometimes that offer is obvious, like Subway\u2019s \u201cEat Fresh.\u201d slogan, used to differentiate itself from other fast food brands by positioning itself as healthy. Using the color green and running commercials with customer testimonials reinforced this message.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"977\" height=\"570\" data-public-id=\"ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_977,h_570,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313275\" alt=\"Promotional signage for a kombucha business with brand tagline\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860691\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_977,h_570,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA 977w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_494,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_378,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_261,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_144,c_scale\/f_auto,q_auto\/v1762860691\/ideas-and-advice-prod\/en-us\/promotional-signage\/promotional-signage.jpg?_i=AA 248w\" sizes=\"(max-width: 977px) 100vw, 977px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"1024\" height=\"557\" data-public-id=\"ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_557,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313276\" alt=\"Promotional signage for a florist with brand name, logo and tagline\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860686\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_557,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_461,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_352,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_243,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_134,c_scale\/f_auto,q_auto\/v1762860686\/ideas-and-advice-prod\/en-us\/florist-with-brand\/florist-with-brand.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>For other brands, this unique offer is more abstract, like Nike urging the customer to \u201cJust Do It.\u201d But despite being somewhat abstract, Nike\u2019s message is clear: don\u2019t hesitate, take action. Get up, exercise, do what you know is right for your body and your mind\u2014no excuses, just do it.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1708\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min.jpg\" alt=\"Postcard marketing with the brand tagline \u201cwe\u2019re good at giving\u201d\" class=\"wp-post-236431 wp-image-313240\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-1024x683.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-1536x1025.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-2048x1366.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/postcard-marketing-min-899x600.jpg 899w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>Your logo tagline gives additional information and context. It doesn\u2019t just tell people what you do, it tells them what to expect from your business.<br><br>Adding a tagline to your branding? Take some time to learn <a href=\"https:\/\/www.vistaprint.com\/hub\/small-business-slogan\" target=\"_blank\" rel=\"noreferrer noopener\">how to write the perfect small business slogan<\/a>.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min.jpg\" alt=\"Banner with a brand tagline for a jewelry business\" class=\"wp-post-236431 wp-image-313241\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-1024x683.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-1536x1024.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-2048x1366.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/banner-with-brand-min-900x600.jpg 900w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">6. Brand voice and vocabulary<\/h3>\n\n\n\n<p>Your <strong>brand voice<\/strong> is the tone, vocabulary and language you use in brand copy, email newsletters, packaging, marketing materials, thank-you notes, website content and on social media.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-1024x576.jpg\" alt=\"Chocolate bar packaging with a clear brand voice and distinct language\" class=\"wp-post-236431 wp-image-313242\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-1024x576.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-300x169.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-768x432.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-1536x864.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-2048x1152.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/chocolate-bar-pack-1067x600.jpg 1067w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A brand\u2019s tone of voice could be humorous, friendly, supportive, sophisticated, formal or informal, depending on its values and personality. When deciding on your brand voice, think about who your target audience is and how they want to be spoken to.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1920\" height=\"2560\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min.jpeg\" alt=\"Handwritten \u201cwe are proud of you\u201d postcard from Firecycle has an encouraging brand voice\" class=\"wp-post-236431 wp-image-313243\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min.jpeg 1920w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min-225x300.jpeg 225w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min-768x1024.jpeg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min-1152x1536.jpeg 1152w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min-1536x2048.jpeg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/FireCyclePostcard-min-450x600.jpeg 450w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<p>Your tone of voice is one of the most effective ways to guide how the world perceives your brand. Wendy\u2019s is an example of a brand that created a new persona by developing a consistent, unique social media voice. Before X (previously Twitter), Wendy\u2019s was just a fast food restaurant that sold square burgers, frosties and chili. Now it\u2019s a fast food restaurant known for its snarky, savage tone of voice on socials.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"596\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet-1024x596.jpg\" alt=\"A tweet from Wendy\u2019s using humor for brand visibility\" class=\"wp-post-236431 wp-image-313244\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet-1024x596.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet-300x175.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet-768x447.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet-1031x600.jpg 1031w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/wendys-tweet.jpg 1050w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>Source: Wendy\u2019s tweet via Bored Panda<\/em><\/p>\n\n\n\n<p>You\u2019re not limited to snarky and witty social media exchanges, though. Some other branding examples include Mailchimp\u2019s conversational style that makes marketing feel friendly and simple, and Patagonia\u2019s purposeful tone that reflects its environmental mission.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Typography and fonts<\/h3>\n\n\n\n<p>Wherever a brand uses text, <a href=\"https:\/\/www.vistaprint.com\/hub\/brand-fonts\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>brand fonts<\/strong><\/a> help reinforce its visual identity. When choosing a logo font or selecting fonts for your website and marketing materials, use typography that communicates your personality and values, whether that\u2019s playful and fun or formal and professional.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313277\" alt=\"Brand fonts on a poster, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860678\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860678\/ideas-and-advice-prod\/en-us\/brand-fonts-poster\/brand-fonts-poster.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313278\" alt=\"Brand fonts on various marketing materials, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860670\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860670\/ideas-and-advice-prod\/en-us\/various-marketing\/various-marketing.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313279\" alt=\"Brand fonts on branded postcards, elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860664\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860664\/ideas-and-advice-prod\/en-us\/branded-postcards\/branded-postcards.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860705\/ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313280\" alt=\"Brand fonts on various marketing materials, key elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860705\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860705\/ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg?_i=AA 768w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860705\/ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860705\/ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860705\/ideas-and-advice-prod\/en-us\/key-elements-branding\/key-elements-branding.jpg?_i=AA 248w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>Much like specific colors are associated with different emotions and traits, so are the components of fonts. Take a look at the fonts used in these logos and think about what they communicate about their brands:<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"672\" height=\"449\" data-public-id=\"ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860701\/ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313281\" alt=\"lowercase serif font logo\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860701\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860701\/ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762860701\/ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_299,c_scale\/f_auto,q_auto\/v1762860701\/ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762860701\/ideas-and-advice-prod\/en-us\/gretchy-home\/gretchy-home.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"672\" height=\"449\" data-public-id=\"ideas-and-advice-prod\/en-us\/moose\/moose.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860697\/ideas-and-advice-prod\/en-us\/moose\/moose.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313282\" alt=\"thick purple text against white background with lines pattern\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860697\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860697\/ideas-and-advice-prod\/en-us\/moose\/moose.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762860697\/ideas-and-advice-prod\/en-us\/moose\/moose.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_299,c_scale\/f_auto,q_auto\/v1762860697\/ideas-and-advice-prod\/en-us\/moose\/moose.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762860697\/ideas-and-advice-prod\/en-us\/moose\/moose.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"672\" height=\"449\" data-public-id=\"ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860814\/ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313285\" alt=\"white graffiti-style text against black background\" loading=\"lazy\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860814\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_672,h_449,c_scale\/f_auto,q_auto\/v1762860814\/ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg?_i=AA 672w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_432,c_scale\/f_auto,q_auto\/v1762860814\/ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_299,c_scale\/f_auto,q_auto\/v1762860814\/ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_165,c_scale\/f_auto,q_auto\/v1762860814\/ideas-and-advice-prod\/en-us\/streetart\/streetart.jpg?_i=AA 248w\" sizes=\"(max-width: 672px) 100vw, 672px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>See, typography does tell a story of its own! More specific branding examples include: The New York Times\u2019 serif typeface conveys authority and tradition, while Spotify\u2019s clean sans-serif feels youthful and accessible.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p>Not sure whether serif or sans-serif suits your brand best? Dive deeper with our guide to <a href=\"https:\/\/www.vistaprint.com\/hub\/serif-vs-sans-serif\" target=\"_blank\" rel=\"noopener\">serif vs. sans-serif for brands<\/a>.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<h3 class=\"wp-block-heading\">8. Imagery and graphics<\/h3>\n\n\n\n<p><strong>Brand imagery<\/strong> includes all the visual elements you use in your branding, marketing and advertising. This isn\u2019t your logo or the content you publish, it\u2019s the choice of photos, illustrations and stock images you use as well as the graphics on your website and other brand assets.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"799\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_799,h_600,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313286\" alt=\"Flower illustrations on a postcard, visual elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_799,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860789\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_799,h_600,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 2560w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2048,h_1537,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 2048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1848,h_1387,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 1848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_1237,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_1087,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_936,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_786,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_636,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_486,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_336,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_186,c_scale\/f_auto,q_auto\/v1762860789\/ideas-and-advice-prod\/en-us\/flower-illustrations-min\/flower-illustrations-min.jpg?_i=AA 248w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA\" class=\" swan-responsive-image wp-image-313287\" alt=\"A-frame sign with brand photography, visual elements of a brand\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpeg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860775\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1864w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1848,h_1848,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_1648,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_1448,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_1248,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_1048,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860775\/ideas-and-advice-prod\/en-us\/a-frame-yard-sign\/a-frame-yard-sign.jpeg?_i=AA 248w\" sizes=\"(max-width: 1864px) 100vw, 1864px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>Imagery also includes gradient and patterned backgrounds\u2014you don\u2019t need photos to communicate a brand clearly, you can do it through shape, pattern and color choices on postcards, signage, packaging and banners.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"318\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-1024x318.jpeg\" alt=\"Soap company\u2019s branded packaging graphics\" class=\"wp-post-236431 wp-image-313245\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-1024x318.jpeg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-300x93.jpeg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-768x238.jpeg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-1536x477.jpeg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company-1400x435.jpeg 1400w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/soap-company.jpeg 1572w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><em>Source: Patterned soap packaging design by Mila Katagarova via 99designs by Vista<\/em><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1922\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min.jpg\" alt=\"Florist business graphics, elements of branding\" class=\"wp-post-236431 wp-image-313246\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-300x225.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-1024x769.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-768x577.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-1536x1153.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-2048x1538.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/florist-business-card-min-799x600.jpg 799w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>Brand imagery works closely with other visual elements of branding, like color and shape. But it doesn\u2019t stop with illustrations and graphics. Brand imagery refers to how a brand holistically presents itself visually. For instance, Glossier uses clean, minimalist photography to highlight authenticity and care, while Ben &amp; Jerry\u2019s relies on playful illustrations that mirror its upbeat, community-driven personality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">9. Brand positioning<\/h3>\n\n\n\n<p><a href=\"https:\/\/www.vistaprint.com\/hub\/brand-positioning\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Brand positioning<\/strong><\/a> is the niche in the market that a brand fills, determining what it offers customers and how it fits among other brands in its space. Are you priced higher, about the same or lower than your competitors? What makes your offer more attractive or unique than competing offers?<\/p>\n\n\n\n<p>Tesla balances innovation with luxury, while Trader Joe\u2019s focuses on personality and value. Small businesses can stand out the same way\u2014by owning a clear angle or promise.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"832\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/window-decal-voice.jpg\" alt=\"Window decal with a brand tone of voice, elements of branding\" class=\"wp-post-236431 wp-image-313247\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/window-decal-voice.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/window-decal-voice-300x244.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/window-decal-voice-768x624.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/window-decal-voice-738x600.jpg 738w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>A brand\u2019s market position has a direct impact on its branding. For example, a low-priced brand that aims to communicate that they\u2019re the most economical choice might choose bright colors like yellow and orange, and craft a brand voice that\u2019s simple, friendly and optimistic. Whereas a higher-priced, luxury brand might use darker hues and a mysterious brand voice in order to position themselves as the more exclusive option.<\/p>\n\n\n\n<p>Brand positioning isn\u2019t just about carving out a space in the market\u2014it also involves interaction with other businesses, both inside and outside your industry. The brands you partner with (and that includes influencers) shape how the world perceives you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">10. Packaging design<\/h3>\n\n\n\n<p>Packaging should carry your logo, colors and tone of voice, as well as your product. So, it literally ties everything together, making the story truly cohesive. For instance, Apple\u2019s white boxes reinforce its precision and simplicity, and Lush\u2019s bold labels highlight its ethical values.&nbsp;<\/p>\n\n\n\n<p>Start by defining the role each piece of packaging plays: the shipping and mailer box protect your products and display your brand. Finishing touches\u2014labels, sleeves, tissue, tape and thank-you cards\u2014tie your branding together.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/branded-snack-pouch.jpg\" alt=\"Branded snack pouch packaging, brand elements\" class=\"wp-post-236431 wp-image-313248\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/branded-snack-pouch.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/branded-snack-pouch-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/branded-snack-pouch-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/branded-snack-pouch-900x600.jpg 900w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Choose materials and finishes that align with your brand. Kraft paper communicates eco-friendly values, foil or spot gloss finishes feel premium, while bold colors and playful patterns convey energy and fun. Keep important text legible at small sizes and put your logo and brand name front and center.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313288\" alt=\"Branded mailer box packaging, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860770\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860770\/ideas-and-advice-prod\/en-us\/branded-mailer-box-2\/branded-mailer-box-2.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313289\" alt=\"Branded paper bag packaging, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860763\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860763\/ideas-and-advice-prod\/en-us\/branded-paper-bag_429924ae28\/branded-paper-bag_429924ae28.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-gallery\">\n    <div class=\"vp-custom-design-gallery swan px-6 section__container\" role=\"alert\">\n                    <div class=\"swiffy-slider is-loading slider-item-first-visible centered-nav-btn columns-2\">\n                <div class=\"slider-container\">\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313291\" alt=\"Branded mailer box packaging, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860757\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860757\/ideas-and-advice-prod\/en-us\/branded-mailer-box-3\/branded-mailer-box-3.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                            <div class=\"swiffy-slide\">\n                                                            <div class=\"gallery__image\">\n                                    <img width=\"600\" height=\"600\" data-public-id=\"ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA\" class=\" swan-responsive-image wp-image-313292\" alt=\"Branded poly mailer packaging, elements of branding\" loading=\"lazy\" data-transformation-crop=\"w_600,h_600,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762860750\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_600,h_600,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA 1024w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_848,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_648,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_448,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_248,c_scale\/f_auto,q_auto\/v1762860750\/ideas-and-advice-prod\/en-us\/branded-poly-mailer\/branded-poly-mailer.jpg?_i=AA 248w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>                                <\/div>\n                            \n                                                    <\/div>\n                                    <\/div>\n                <div class=\"slider-nav slider-nav-prev\"><\/div>\n                <div class=\"slider-nav slider-nav-next\"><\/div>\n            <\/div>\n            <\/div>\n<\/section>\n\n\n\n<p>Use the inside to communicate branding further with a patterned lining, a short handwritten message in your brand voice or a small card with care tips or a customer service QR code. If sustainability matters to your brand, use recycled materials where possible and add a \u201crecyclable packaging\u201d note with clear instructions.<br><br>Explore our analysis of <a href=\"https:\/\/www.vistaprint.com\/hub\/packaging-design-trends\" target=\"_blank\" rel=\"noreferrer noopener\">brand packaging trends<\/a> for inspiration and tips!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"create-a-compelling-brand-identity\">How to create a compelling brand identity<\/h2>\n\n\n\n<p>Turn the key elements of a brand into a practical, consistent system by moving from research to definition to documentation and deployment.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Conduct market research<\/h3>\n\n\n\n<p>Before you choose colors or design logos, base your branding decisions on evidence:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Research how competitors present themselves\u2014note colors, voice, promises and clich\u00e9s you may want to avoid or reframe.<\/li>\n\n\n\n<li>Interview your <a href=\"https:\/\/www.vistaprint.com\/hub\/finding-your-target-audience\" target=\"_blank\" rel=\"noreferrer noopener\">target audience<\/a> and potential customers to learn their likes, dislikes, wants and needs.<\/li>\n\n\n\n<li>Review search trends, social chatter and customer reviews to spot common needs and gaps in the market.<\/li>\n<\/ul>\n\n\n\n<p>Capture and summarize key insights\u2014what people want, what competitors are doing and where you can stand out\u2014and let those insights guide your branding choices.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Know your audience<\/h3>\n\n\n\n<p>Turn your research into 2-3 buyer personas that reflect real customers, not stereotypes: who they\u2019re currently buying from and why as well as what would make them choose your business over a competitor. Include sample quotes and a list of what matters most to them, e.g. speed, price transparency, local expertise. These profiles influence design and messaging\u2014when choosing between options, pick the one that best serves your primary persona best.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-a-frame.jpg\" alt=\"Donut company A-frame signage using brand colors, brand elements\" class=\"wp-post-236431 wp-image-313249\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-a-frame.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-a-frame-300x225.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-a-frame-768x576.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/donut-a-frame-800x600.jpg 800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Define your brand personality<\/h3>\n\n\n\n<p>Choose 3-5 traits that capture how you want to show up for customers, e.g. welcoming, inventive, dependable. For each trait add a one-sentence description of how it plays out in branding choices.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"2560\" height=\"1708\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min.jpg\" alt=\"Handwritten thank you card for a chocolate company with a clear brand voice and language\" class=\"wp-post-236431 wp-image-313250\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min.jpg 2560w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-1024x683.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-1536x1025.jpg 1536w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-2048x1366.jpg 2048w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/handwritten-thank-you-min-899x600.jpg 899w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<p>Tie traits to visual identity decisions\u2014\u201dwelcoming\u201d might mean warmer colors and friendly fonts, while \u201cinventive\u201d might lean into expressive shapes or applying <a href=\"https:\/\/www.vistaprint.com\/hub\/graphic-design-trends\" target=\"_blank\" rel=\"noreferrer noopener\">graphic design trends<\/a>. Personality is the bridge between strategy and creative choices, making your brand look and voice feel intentional.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4: Design your core system<\/h3>\n\n\n\n<p>Now translate strategy into tangible brand elements: a logo set (primary, horizontal and wordmark logo versions), a color palette (with primary, secondary, neutral and accent colors), a set of brand fonts (display fonts and legible fonts for body copy) and graphic devices (shapes, lines, frames). Try them on real brand assets, so you can see how they look and perform together.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"834\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards-1024x834.jpg\" alt=\"Branding elements including packaging, stickers, postcards and merch\" class=\"wp-post-236431 wp-image-313251\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards-1024x834.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards-300x244.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards-768x626.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards-736x600.jpg 736w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/stickers-postcards.jpg 1534w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 5: Create your brand guidelines<\/h3>\n\n\n\n<p>Your brand style guide should include:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Logo rules, including minimum sizes and misuse examples&nbsp;<\/li>\n\n\n\n<li>Color specs that list Hex, RGB and CMYK for every key and secondary color<\/li>\n\n\n\n<li>A typography hierarchy that defines H1, H2 and body styles with exact sizes and line spacing and shows real examples for web and print<\/li>\n\n\n\n<li>Imagery direction that explains how to compose and light shots and includes simple do\/don\u2019t examples to keep the look consistent<\/li>\n\n\n\n<li>Brand voice guidance with sample lines for common scenarios and flags any phrases to avoid.<\/li>\n<\/ul>\n\n\n\n<p>Add a one-page reference for non-designers and link to a shared asset library so the latest files are easy to find.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 6: Protect your brand with trademarks<\/h3>\n\n\n\n<p>Brand guidelines keep your visuals consistent and your messaging aligned, and once your logo, name and tagline are final, it\u2019s time to give that creative protection a legal backbone.<\/p>\n\n\n\n<p>Start by searching the trademark database in your country to ensure your chosen name or logo isn\u2019t already in use. In the United States, that means checking the <a href=\"https:\/\/www.uspto.gov\/trademarks\/search\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>USPTO<\/strong> database<\/a>; in Europe, use the <a href=\"https:\/\/www.euipo.europa.eu\/en\/search-ip\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>EUIPO<\/strong><\/a>; in India, visit the <a href=\"https:\/\/tmrsearch.ipindia.gov.in\/tmrpublicsearch\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\"><strong>IP India<\/strong> registry<\/a>.<\/p>\n\n\n\n<p>When you\u2019re confident your brand identity is unique, file for trademark registration to secure exclusive rights to use those assets in your market. Include both visual (logo, packaging marks) and verbal branding elements (brand name, slogan) if they form part of your identity.<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p>If you\u2019re not ready for full registration yet, you can still add \u201c\u2122\u201d beside your logo or name to indicate ownership intent while you finalize legal steps.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<p>Keeping documentation\u2014like dated design drafts, first-use proofs and design files\u2014can also help if you need to defend your brand later.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 7: Deploy with branded templates<\/h3>\n\n\n\n<p>Create editable templates for your website, social media posts, email headers, flyers and packaging labels. Set logo placement, spacing, font styles, call-to-actions and color backgrounds so anyone can produce branded materials quickly.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/poke-business-owner-2.jpg\" alt=\"Poke business owner with branded materials including posters and merch\" class=\"wp-post-236431 wp-image-313252\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/poke-business-owner-2.jpg 1024w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/poke-business-owner-2-300x200.jpg 300w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/poke-business-owner-2-768x512.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/poke-business-owner-2-900x600.jpg 900w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 8: Measure your branding effectiveness<\/h3>\n\n\n\n<p>Once your brand is live, track how it\u2019s performing. Look at three areas:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong>: Check website visits from branded searches, direct traffic and social mentions to see if people remember your name.<\/li>\n\n\n\n<li><strong>Perception<\/strong>: Review how customers describe you in reviews or social tags. Run quick surveys to learn which words or feelings they associate with your brand.<\/li>\n\n\n\n<li><strong>Results<\/strong>: Watch for repeat purchases, referrals or improved lead quality. When customers start echoing your brand message, your identity is working.<\/li>\n<\/ul>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-tip\">\n    <div class=\"vp-custom-tip swan section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-7 swan-display-flex span-justify-center tip-wrap\">\n            <div class=\"title swan-text-x2large swan-font-secondary\">\n                Tip            <\/div>\n            <div class=\"text\">\n                <p>As simple as branding <em>can<\/em> be, a lot of consideration goes into effective small business branding. We\u2019ve put together a comprehensive guide to <a href=\"https:\/\/www.vistaprint.com\/hub\/brand-identity\" target=\"_blank\" rel=\"noopener\">how to build a great brand identity<\/a>.<\/p>\n            <\/div>\n        <\/div>\n    <\/div>\n<\/section>\n\n\n\n<h2 class=\"wp-block-heading\">Branding costs and budgeting<\/h2>\n\n\n\n<p>Building a brand doesn\u2019t have to mean breaking the bank, but it does require planning. Think of branding as an investment\u2014one that builds recognition, trust and long-term loyalty.<\/p>\n\n\n\n<p>The cost of branding often depends on your scope, who you\u2019re working with and how much you handle yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>DIY branding<\/strong>: Using free or low-cost tools like logo makers and templates can cost anywhere from <strong>$50 to $300<\/strong>, depending on whether you invest in premium fonts, stock images or design software.<\/li>\n\n\n\n<li><strong>Freelancer or small studio<\/strong>: Hiring a designer to create your logo, color palette and basic brand kit typically costs between <strong>$500 and $2,000<\/strong>, depending on experience level and deliverables.<\/li>\n\n\n\n<li><strong>Full brand identity system<\/strong>: Partnering with a creative agency for strategy, research, messaging and visual identity can range from <strong>$5,000 to $25,000+<\/strong>, especially if it includes market research, audience testing and legal consultation.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">DIY branding tips for small businesses<\/h3>\n\n\n\n<p>Luckily, thanks to the vast number of resources and tools available, it\u2019s now easier than ever to DIY your small business\u2019 branding (and have it still look professional)!&nbsp;<\/p>\n\n\n\n<p>Here are a few tried-and-tested DIY branding tips to keep costs in check without cutting corners:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Start with the essentials.<\/strong> Begin with high-impact assets like your logo, business cards and website header\u2014items that customers see first. You can add packaging, signage or merch later.<\/li>\n\n\n\n<li><strong>Use templates wisely.<\/strong> Customizable templates for logos, flyers and social posts help you stay on-brand without paying agency rates. Adjust colors and fonts so they still feel unique to you.<\/li>\n\n\n\n<li><strong>Leverage free tools and stock resources.<\/strong> Platforms like <a href=\"https:\/\/create.vista.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">VistaCreate<\/a> or Google Fonts offer free design tools and typefaces that look premium when used consistently.<\/li>\n\n\n\n<li><strong>Test before investing.<\/strong> Print a few samples of your materials\u2014business cards, stickers, packaging\u2014to check colors and layouts before ordering in bulk.<\/li>\n\n\n\n<li><strong>Keep it simple.<\/strong> A clean, minimal look often feels more professional than an overdesigned one\u2014and simplicity reduces printing and production costs.<\/li>\n\n\n\n<li><strong>Build consistency over time.<\/strong> Reuse design elements (like icons or background patterns) across materials. Small, repeated visuals cost nothing extra but help customers recognize you faster.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"top-branding-trends-to-know\">Top 5 branding trends to know about in 2026<\/h2>\n\n\n\n<p>When it comes to cost, keeping up with trends gets mixed reviews. Some argue that chasing every new design style leads to constant rebrands\u2014and higher expenses. Others believe that aligning your look with current trends can pay off fast, helping your brand feel modern and relevant. Either way, understanding what\u2019s shaping the branding landscape helps you make informed choices.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"509\" data-public-id=\"ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg\" decoding=\"async\" src=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_509,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA\" alt=\"Bold off-white brand logo placed on a candid flashlight photo of people cheering with drinks\" class=\"wp-post-236431 wp-image-313302\" data-transformation-crop=\"w_1024,h_509,c_scale\" data-format=\"jpg\" data-transformations=\"f_auto,q_auto\" data-version=\"1762856960\" data-seo=\"1\" data-responsive=\"1\" srcset=\"https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1024,h_509,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 2096w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_2048,h_1018,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 2048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1848,h_918,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 1848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1648,h_819,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 1648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1448,h_719,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 1448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1248,h_620,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 1248w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_1048,h_521,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 1048w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_848,h_421,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 848w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_648,h_322,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 648w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_448,h_222,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 448w, https:\/\/res.cloudinary.com\/vistaprint\/images\/w_248,h_123,c_scale\/f_auto,q_auto\/v1762856960\/ideas-and-advice-prod\/blogadmin\/brand-identity_42986c9dd1\/brand-identity_42986c9dd1.jpg?_i=AA 248w\" sizes=\"(max-width: 2096px) 100vw, 2096px\" \/><\/figure>\n\n\n\n<p><em>Source: Brand identity by thisisremedy via 99designs by Vista<\/em><\/p>\n\n\n\n<p>Right now, several trends stand out:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Minimalist design with personality<\/strong>:<strong> <\/strong>Simple logos, muted palettes and clean typography continue to dominate, but brands are adding small quirks\u2014unexpected shapes, hand-drawn textures or subtle gradients\u2014to keep things distinctive.<\/li>\n\n\n\n<li><strong>Authenticity over polish<\/strong>:<strong> <\/strong>Consumers respond to brands that look and sound real. Imperfect photography, conversational copy and handmade-style visuals are replacing stock-heavy, corporate aesthetics.<\/li>\n\n\n\n<li><strong>Inclusive and adaptive color<\/strong>:<strong> <\/strong>Color palettes are expanding beyond traditional gender or industry associations. Gradients, adaptive contrast and accessibility-conscious color choices are now best practice.<\/li>\n\n\n\n<li><strong>Motion-first branding<\/strong>: With video and social platforms leading the way, more businesses design logos and identities that move\u2014animations, dynamic icons and responsive layouts are becoming the new standard.<\/li>\n\n\n\n<li><strong>Sustainability storytelling<\/strong>: Brands are visually signaling ethical practices through earthy tones, recycled textures and transparent packaging design.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"881\" height=\"1024\" src=\"https:\/\/blogadmin.vpsvc.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea-881x1024.jpg\" alt=\"Green tea kraft paper packaging design that features a simple, natural-toned brand logo\" class=\"wp-post-236431 wp-image-313253\" srcset=\"https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea-881x1024.jpg 881w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea-258x300.jpg 258w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea-768x893.jpg 768w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea-516x600.jpg 516w, https:\/\/www.vistaprint.com\/hub\/wp-content\/uploads\/sites\/14\/2025\/11\/Brown-kraft-paper-tea.jpg 896w\" sizes=\"(max-width: 881px) 100vw, 881px\" \/><\/figure>\n\n\n\n<p><em>Source: Packaging design by Senchy via 99designs by Vista<\/em><\/p>\n\n\n\n<p>Whether you adopt these trends or simply stay aware of them, the key is intentionality. Choose what reinforces your brand personality\u2014and skip anything that feels temporary or off-brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"build-a-beautiful-brand\">Build a beautiful brand from key elements<\/h2>\n\n\n\n<p>As you can see, building a brand means more than designing a logo. Your brand identity elements are your design choices and brand assets that all work together to provide your brand\u2019s unique look and feel.<\/p>\n\n\n\n<p>Michael Scholtz, co-founder of WildFlora, says: \u201cI would say what makes a good idea for a business is really something that you live, eat, breathe, sleep, and you believe in it. Because if you don&#8217;t believe in yourself, how are you going to make other people believe it? Putting everything you have into it.\u201d<\/p>\n\n\n\n<section style=\"background-color: #FFFFFF\" class=\"section section-vp-custom-design-cta-block\">\n    <div class=\"vp-custom-design-cta-block swan swan-custom-cta-block px-6 swan-py-4 section__container\" role=\"alert\">\n        <div class=\"swan-px-8 swan-py-3 swan-display-flex span-justify-center\">\n            <div class=\"swan-mr-4\">\n                <div class=\"swan-text-x3large swan-text-black swan-font-secondary swan-mb-5\">\n                    Looking to create your branding?                <\/div>\n\n                <div class=\"swan-text-black swan-text-xm1 text-description\">\n                    Work with a professional designer to bring your brand to life.                <\/div>\n            <\/div>\n\n                            <div class=\"vp-custom-design-cta-block-button\">\n                    \n<a href=\"https:\/\/www.vistaprint.com\/design\"\n   title=\"Browse design services\"\n   target=\"_blank\"\n   class=\"swan-button swan-button-skin-primary\"\n    data-tracking-event=\"Navigation Clicked\" data-tracking-event-detail=\"\/hub\/wp-json\/wp\/v2\/posts\/236431;https:\/\/www.vistaprint.com\/design;Content:Text Link;Browse design services\" data-tracking-navigation-detail=\"Browse design services\">\n    Browse design services<\/a>\n                <\/div>\n                                <\/div>\n    <\/div>\n<\/section>\n\n\n<h2 class=\"wp-block-heading\" id=\"elements-of-branding-faqs\">Brand elements FAQs<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What\u2019s the difference between brand, branding and brand identity?<\/h3>\n\n\n\n<p>Brand and brand identity are different in that <strong>brand<\/strong> is perception, <strong>branding<\/strong> is the ongoing activity to shape that perception, and a <strong>brand\u2019s identity<\/strong> is the visual elements and toolkit you use to do the shaping.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do I need all brand elements to start?<\/h3>\n\n\n\n<p>No. Launch with the essentials: logo, color palette, fonts and brand voice, and add more branding elements like your tagline, shapes, imagery and positioning as you grow.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What makes a good small-business tagline?<\/h3>\n\n\n\n<p>A good tagline is short, specific and accurate, and explains the benefits of what you offer in one sentence. If you and your team say it naturally when explaining who you are, it\u2019s probably an effective tagline.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How often should you update brand guidelines?<\/h3>\n\n\n\n<p>Review your brand guidelines quarterly and update when you add offerings and new channels or learn something meaningful about your target audience. For example, if you notice your brand voice evolving as you grow, update your guidelines.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Can a template-driven brand still feel original?<\/h3>\n\n\n\n<p>Yes\u2014originality comes from consistent decisions like color, type, imagery and brand voice. Templates simply help you repeat those design decisions with consistency and quality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How can small businesses make their brand stand out?<\/h3>\n\n\n\n<p>Clarity and consistency go further than size or budget. Focus on what makes your business different\u2014your story, values or customer experience\u2014and express that in a simple, memorable way across every touchpoint. When your visuals and message align, your brand will stand out naturally, even in a crowded market.<\/p>\n\n\n\n","protected":false},"excerpt":{"rendered":"<p>A brand is built using key brand elements that work together like a system: business name, logo, color palette, shape, [&hellip;]<\/p>\n","protected":false},"author":147,"featured_media":313331,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"none","_seopress_titles_title":"Elements Of Branding: The 10 Essentials For Visual Branding | VistaPrint US","_seopress_titles_desc":"Explore the ten key elements of branding and visual identity: logo, color palette, shape, tagline, tone of voice, fonts, imagery & positioning.","_seopress_robots_index":"","_cloudinary_featured_overwrite":false,"editor_notices":[],"footnotes":""},"categories":[101],"tags":[],"class_list":["post-236431","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding"],"acf":{"vp_publishing_settings_post_modified":false},"_links":{"self":[{"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/posts\/236431","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/users\/147"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/comments?post=236431"}],"version-history":[{"count":6,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/posts\/236431\/revisions"}],"predecessor-version":[{"id":313332,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/posts\/236431\/revisions\/313332"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/media\/313331"}],"wp:attachment":[{"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/media?parent=236431"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/categories?post=236431"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vistaprint.com\/hub\/wp-json\/wp\/v2\/tags?post=236431"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}