When asked “what is your brand”, the response we get most often is… my logo. “Brand“ is a well-recognized word in business and marketing, but is a concept that is not readily understood. While a name and logo are important assets of a brand, “brand” is not synonymous with your logo. So, what is a “brand”?
Simply put, a brand is the way a company, product, or person is perceived by those who experience it. A brand is not a tangible thing like a logo, it is the feeling elicited by your customers and clients when they think of or interact with your company. While a brand is intangible it is one of the most valuable assets a company has, making it important to ensure the emotion that is felt by your audience is in line with your company goals, objectives, and strategy. There are seven key elements to consider when establishing a brand…. tone of voice, color palette, fonts, imagery, value proposition, tagline, and logo.
What you say and how you say it matters…
The tone of voice is one of the most effective ways to shape how your brand is perceived. Take Nike as an example. The tone of their messaging, whether that be in a commercial or print, is inspirational and positive, leaving customers feeling like they can do anything. Harley Davidson’s tone, on the other hand, is strong and aggressive, making their biker enthusiasts feel like bad a**es.
Color Psychology, yes that’s a thing…
Color stimulates feeling and emotion. Think of a baby’s nursery. Nurseries are most often painted in muted cool tones. Why? Because you want your baby to be calm and sleep well. A bright red room would not help you meet your goal of having them sleeping through the night. It’s not any different for your brand. Strategically choosing colors that match your tone of voice gets your audience to perceive you the way you want to be perceived. Here’s more information on color Psychology.
What personality type are you?
Fonts have their own personalities. Customers will make assumptions about your business based on your font choices without even realizing it. That is why it’s so important for your font to mirror your tone of voice and color palette. Here is a quick breakdown of font types and what they mean.
- Serif – classic, refined, conservative, traditional
- Sans-Serif – modern, clean, geometric, simple
- Slab serifs – vintage, rustic, masculine
- Script – refined, feminine, ornate, elegant
- Handwritten – bespoke, custom, casual, approachable
A picture is worth a thousand words…
To put it simply, brand imagery is visually showing your tone of voice. Whether you’re modern and minimal, edgy and vibrant, or simple and chic, choosing imagery that models your voice will help solidify your brand. Some examples of brand imagery are photos, icons, illustrations, and emojis. To enhance your brand’s visual appeal and engagement, you can also consider incorporating dynamic charts and graphs directly into your website using WordPress chart plugins, creating a compelling and informative experience for your audience.
What’s your niche…
When establishing your brand, it’s important to know what sets you apart from the competition. Your value proposition or elevator pitch will mold the rest of your brand messaging.
A phrase to remember…
A tagline communicates your greater purpose and mission in a catchy way. It sums up who you are and what you’re about in a way that is repeatable and memorable. Let’s take Nike again. “Just Do It” conveys the message that you can do anything, you just have to try. This complements the other elements of their brand.
We’ve finally made it to the logo…
Every brand needs a logo, I think we can all agree on that! A logo is your brand’s personality put into a recognizable graphic and business cards. The logo incorporates many of the other brand elements we’ve discussed. This coupled with the amount of exposure a logo has, makes it arguably the most important brand element and the one that ties everything together.
As you can see, there is a lot more that goes into an effective brand than simply a good looking logo. Your brand identity is design choices and elements interwoven to create a persona that is unique to you. As you evaluate your “brand” make sure looking at and defining these key elements is part of your process.
Justine is the Founder and Creative Director at Just By Design, a Central Oregon–based marketing studio that helps service-driven businesses build standout brands with strategy and purpose. With more than 20 years of experience in digital marketing, SEO, and content strategy, she’s known for combining clear thinking, creative direction, and real-world practicality to help businesses grow with clarity and confidence.
A proud University of Oregon graduate, Justine has called Oregon home for over 40 years. She leads every project personally, collaborating with a close-knit team of expert creatives and developers. Whether you’re launching something new or leveling up an established brand, Justine brings a thoughtful, hands-on approach to turning your vision into visibility—always grounded in strategy, built for real impact, and backed by care.