Elements of a Successful Brand: What Makes a Brand

elements of a successful brand

What Makes Up the Elements of a Successful Brand?

To build a successful brand that are a number of elements you need consider. This will enable you to ensure that there is continuity across all the platforms you use and allow your brand to become recognisable to both existing and potential customers.

All the elements that form your brand (font, colours, images, slogans etc) helps to establish a brand identity which is why it’s important to understand how they work together and communicate a message to the consumer. With so many new businesses popping up across the scene, it’s now more important than ever that you understand the purpose of your brand and how you want people to perceive your business in order to stand out in a competitive environment. Failure to do so could mean you miss out on those all-important customers that help to keep your business afloat.

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Here are the key branding elements that you need to stand out from your competitors:


Regardless of what kind of business you are, you must have a logo, can you think of any business out there that doesn’t have one? The logo helps to create the personality of your brand and should be easy to recognise and memorable. Your logo will appear on all digital platforms you use and in any physical stores you have.


Your choice of colour is important as it creates emotion and can have a psychological effect on the consumer.


Some brands are instantly recognisable just by their logo shape. Shapes have different psychological effects on people- circles usually evoke a positive message, squares and triangles suggest stability. To understand more about the psychology of shapes, visit: https://fabrikbrands.com/the-psychology-of-logo-shapes/


This is a short and memorable phrase that goes alongside your logo and should communicate something to the customer. Ideally, it should draw attention to your brand and product, building up brand recognition and can help you to stand out in the crowd.


You need to carefully consider that font that you are going to use, as like the logo, it will probably feature across all the platforms you use. Your choice of font should communicate your brand’s personality and what your values are. Different fonts bring about different emotions which will have a psychological effect on the end user. If you are a premium brand, it wouldn’t be a good idea to use a childish font as this isn’t in line with your values or what you’re trying to offer.

Brand Positioning:

Where would you place yourself in the market? Are you a niche brand, where there are no close substitutes, or are you operating in a competitive environment where there are lots of similar products available?

These are just the building blocks to creating a successful brand, there are many other things that you should take into consideration. If you want to dive deeper into the elements of branding, visit:


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