Developing A Brand For Your Business

During the process building a business you might start to think about how your business itself is branded. The definition of a brand is: a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers.

You want to think about the purpose and identity of your brand as well as how your brand will be viewed from a client, customer or competitors perspective. Branding a business may require some trial and effort as you test out different logos, color schemes, and fonts and in this post we will go through the process of building a brand for your business. We will also look at and compare some examples of brands in other organizations.

There are a number of elements that you will define when creating a brand. Below are some of the elements you may want to incorporate:

• Company Name
• Logos
• Color Schemes
• Fonts
• Messaging
• Brand Personality

Create a sketch or mock up of your brand using these elements so you can get a high level overview of your brand. It is also important to consider the identity and messaging that you want your brand to reflect. Do you want your brand to be seen as professional, creative, reliable or high quality? Another point to consider is the audience you are trying to reach. Research what appeals to your audience and shape your brand accordingly. Now, we will look at 2 different websites to give you a reference of brand identities that other companies use.

On the top half you can see the PWCC Marketplace website - pwccmarketplace.com. This company uses a yellow, white and black color scheme with the logo reflecting the same colors. The font is large and bold. The site may be marketed towards trading card collectors, sports enthusiasts and investors. The products themselves have large, high quality images.
On the bottom half we have the licorice.com website. We can see that this homepage consists of a black, white and red color scheme with a similar logo. There are various fonts and sizes used for the navigation bar and the showcase area below. The site also uses large, highly detailed images for the candy. The audience for this site would be candy lovers or specific people who like licorice.
Look into other organizations and analyze how they brand their websites. This will give you insight during the process of building your own brand.

Once you have defined all the elements in your brand, put together a map or diagram with all the elements of your brand combined. This helps visualize how each part of your brand relates to one another and creates a unified whole. You can use a number of tools to bring all these elements together on one page. Image editing software such as GIMP or Photoshop can help you bring together and organize all the elements of your brand and if you need to generate images quickly for testing you can use Canva or Clipart.com.

Also, if you have a Casicrane account, you can incorporate your brand in your profile or store using our customize profile tool.



Do not worry about brainstorming the perfect logo or coming up with the right name as you can always update your designs over time. It is more important to build a brand and get your products to market as quickly as possible. Then, go back and make changes later. If you have any questions or concerns you can reach me here.