The first three items are ‘caste in stone’. A brand should indeed be like a metal branding iron... exactly the same in every impression. Your branding layers or ‘pieces’ are the following:
Your name designed in a distinctive and memorable way. It is important this word mark be converted to an image and never again considered “a font”. Fonts, even when named the same, do differ. Typography is an art and a professional can use plain fonts but still deliver a distinctive word mark. Decorative fonts are rarely a good idea as they can be difficult to read.
A promise you are willing to stand behind even when times get really tough. The slogan can be handled one of two ways: aka “the steak”, or, “the sizzle”
The steak: a straightforward list of product (or service)
The sizzle: a statement about what you promise/ what you want people to remember
A COLOUR COMBINATION
Colour is one of the most cost effective ways to become memorable. Choose a colour or colour combination and use it as a key branding method. Don’t necessarily choose full-colour logos as you will likely want ‘onecolour embroidery or vinyl’ in the future. Choose a colour combination you can afford to carry through with (analyze your media medium). One colour stationery or business cards are more memorable and more affordable.
The theme is how we most easily appeal to the emotions. After creating a profile of your customer you may decide a “gardening” theme may work even if you do not sell gardening supplies. A theme can be changed from time to time; or, more than one theme can be developed. We will have flexibility in our communications without getting off track.
ESTABLISH A NONNEGOTIABLE PURPOSE, THEN DISPLAY THIS IN TEXT AND IMAGING WITH CLARITY • CONSISTENCY • AUTHENTICITY
When the branding process starts, identify that one thing that makes you distinct. Especially that one thing that makes you stand-out from the competition... one thing that your target market can really identify with.