Anatomy of Branding

Updated: Nov 1

Written by: Raúl Mata, Copywriter



Before figuring out how to build our branding, first, we need to know what is a brand.

According to the American Marketing Association:

“A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”

Branding is the duty of creating meaning for a specific organization, company, product, or service by placing and shaping a brand in consumers' minds. It’s a whole strategy designed by companies to help people quickly identify and experience their brand, a good branding gives them a reason to choose their products over the competition’s, by being more appealing to the final consumer.

These are the main elements every company’s branding must have:


1-Brand Name This is the main element that identifies your brand, the name often communicates its meaning or branch within its name.




2-Logo This is your brand’s most recognizable element, with your logo, your brand can be recognized even without the name beside it.


3-Graphics and Images All the imagery and graphic elements you consistently use on all your platforms will make your business unique.


4-Color Palette The colors you use on your brand will define its identity since every graphic source such as logo, marketing materials, and images will be limited to using those colors.


5-Typography Your brand must always use the same 1 or 2 fonts so people can recognize that if there’s an ad with that font, it most likely comes from your brand.


6-Tone of Voice By “tone of voice”, we don’t mean literally how you sound to your customer’s ears, we mean the vibe or mood you want to transmit to your customer through your branding in every marketing interaction. It could be playful, funny, emotional, exciting, and more, at the end of the day, an effective disruptive marketing campaign is one that provokes intense feelings in its audience.


7-Slogan, Jingle, or Catchphrase The most memorable marketing campaigns have earned that “memorable” adjective by ending with a catchy Slogan, Jingle, or Catchphrase. These slogans and jingles get stuck in consumers’ heads, making your brand the top of mind for consumers.



Now, if you want to create a whole Branding for your company, we can help you out!

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