How to choose Branding Elements to build Brand Equity

How to Choose Brand Elements to Build Brand Equity

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Building a strong brand is essential for business success. But with so many branding elements to choose from, how do you know which ones will help you establish brand equity?

It's important to understand that every element you choose should align with your brand's identity and values.

Brand equity is the value that a brand holds in the eyes of consumers. It is built over time through consistent messaging, experiences, and visuals. Choosing the right branding elements is crucial in creating a strong brand that resonates with your target audience.

When it comes to building brand equity, the right branding elements can make all the difference. From your logo and color palette to your tagline and packaging design, each element plays a significant role in shaping how your brand is perceived.

In this article, we will explore the key factors to consider when choosing branding elements that will help you establish a strong brand and increase brand equity.

Brand Elements

Brand elements are the fundamental building blocks that collectively form a brand’s identity and distinguish it from competitors in the market.

Understanding Brand Equity

Brand equity is the cumulative result of various factors, including customer perceptions, experiences, and overall brand reputation. It represents the value a brand holds in the minds of consumers, influencing their willingness to pay premium prices, their loyalty, and their advocacy for the brand.

Insights for Mckinsey highlighted that companies with strong brand equity outperform their competitors by over 73% in terms of stock market returns.

What are Brand Elements?

Brand elements are the unique aspects of your brand, like name, logo, color schemes, etc, that create a cohesive, recognizable image for your business and extend into everything you create. Branded elements help you stand out from your competitors. 

These elements are tangible and intangible components that work together to create a memorable and recognizable brand presence.

Key Branding Elements

To build strong brand equity, it is essential to carefully choose and integrate the right branding elements:

  1. Logo Design and Visual Identity: Your logo is the face of your brand, and a well-designed logo can evoke emotions and create a lasting impression. Consistency in visual elements across your brand materials reinforces brand recognition and fosters brand loyalty.
  2. Brand Name and Tagline: A well-thought-out brand name and a compelling tagline can communicate your brand's essence and value proposition to the target audience. A memorable tagline can increase brand recall and reinforce your brand message.
  3. Brand Colors and Typography: The colors and typography you choose are crucial in shaping the brand's personality and perception. According to a study by the Institute for Color Research, people make subconscious judgments about products and brands within 90 seconds, and up to 90% of this assessment is based on colors alone.
  4. Brand Voice and Tone: Your brand's voice reflects its personality, values, and communication style. Consistency in brand voice across all touchpoints establishes brand authenticity and fosters trust with consumers.

How to choose Branding Elements to build Brand Equity

1. Aligning Branding Elements with Brand Strategy

Before delving into the specific elements, it is essential to align your branding efforts with your overall brand strategy. Define your brand positioning and target audience, as this will lay the foundation for selecting branding elements that effectively communicate your brand's identity and values.

Creating comprehensive brand guidelines is instrumental in maintaining brand consistency and coherence. A study by Marq found that consistent brand presentation across all platforms can increase revenue by up to 48%.

2. Logo Design and Visual Identity

Your logo is the face of your brand and serves as the first point of contact for your audience. It should be a visual representation of your brand's essence and evoke emotions that align with your brand's personality.

A well-designed logo creates a memorable impression and fosters brand recognition, enhancing the overall brand equity.

Consider iconic brands like Nike and Apple, whose logos have become synonymous with their products and values. According to a study by Siegel+Gale, simple logos are more effective and have a significant positive impact on consumer perceptions, with 61% of consumers showing a preference for simple logos.

When choosing your logo, consider color psychology, typography, and imagery. Each element should convey your brand's story and resonate with your target audience.

3. Crafting an Effective Brand Name and Tagline

Your brand's name and tagline are critical components that shape how your audience perceives your brand. A well-chosen brand name should be easy to remember, spell, and pronounce. Avoid overly complex or generic names that may get lost in the sea of competitors.

The tagline, often a short and impactful phrase, complements your brand name by conveying your unique value proposition. Think of it as a mini-promise to your audience.

For example, Apple's brand name and tagline "Think Different" succinctly capture the essence of innovation and creativity. Similarly, FedEx's tagline "The World on Time" reinforces its commitment to timely and reliable delivery services.

4. Choosing Brand Colors and Typography Wisely

Colors and typography play a significant role in influencing consumer perceptions and emotions. Studies have shown that colors alone can increase brand recognition by up to 80%.

Understanding color psychology and its impact on brand perception can help you make informed choices.

Each color evokes distinct feelings – blue conveys trust, red signals energy, and green signifies growth. Select a color palette that aligns with your brand's personality and resonates with your target audience.

Pair your chosen colors with typography that reflects your brand's style and values. Consistency in these visual elements across all touchpoints enhances brand recognition and fosters a sense of familiarity.

5. Defining Brand Voice and Tone

Your brand's voice and tone dictate how you communicate with your audience. Are you authoritative, friendly, formal, or casual?

Defining a consistent brand voice ensures that your messaging remains coherent across all channels, fostering a deeper connection with consumers.

Research by Accenture Interactive revealed that 77% of consumers are more likely to buy from brands that share the same values as them. Maintaining a consistent brand voice that resonates with your target audience can lead to higher brand loyalty and advocacy.

For instance, Innocent Drinks employs a light-hearted and humorous brand voice that appeals to health-conscious consumers.

Innocent Drinks

In contrast, IBM adopts a more professional and informative tone that aligns with its B2B focus.


6. Integrating Branding Elements Across Marketing Collateral

Once you have established your branding elements, it's crucial to ensure consistency across all marketing collateral and touchpoints. Consistency is the key to reinforcing brand identity and creating a seamless brand experience for your audience.

Your website, social media profiles, email marketing campaigns, print materials, and advertisements should all reflect your brand's visual identity, voice, and messaging. This cohesiveness cultivates trust and familiarity among consumers, making them more likely to engage with your brand.

McDonald's, for example, has mastered the art of consistency with its iconic red and yellow color scheme, instantly recognizable logo, and familiar tagline "I'm lovin' it."

7. Measuring the Impact of Branding Elements on Brand Equity

As the saying goes, "What gets measured gets managed." Measuring the impact of your branding elements on brand equity is essential for making informed strategic decisions.

Several key performance indicators (KPIs) can help gauge the effectiveness of your branding efforts.

Brand Recall and Recognition: Tracking how well your audience remembers and recognizes your brand is a fundamental KPI. Increased recall and recognition indicate that your branding elements successfully leave a lasting impression.

Customer Perception and Loyalty: Surveys and customer feedback can provide insights into how your branding elements influence customer perception and loyalty. Are customers associating positive qualities with your brand? Are they more likely to remain loyal due to your brand identity?

Brand Association: Are consumers associating your brand with the right qualities and values? Analyzing these associations can reveal how well your branding elements align with your intended brand image.

Market Share and Growth: Brand equity can directly impact market share and business growth. A strong brand that resonates with consumers is more likely to attract new customers and retain existing ones.

Tools like brand surveys, focus groups, and online analytics can help you gather valuable data to measure the impact of your branding elements on brand equity. By quantifying these insights, you can refine your branding strategies for even better results.

8. Adapting Branding Elements for Brand Evolution

In the dynamic landscape of business, change is inevitable. As your business evolves, your branding elements may need to evolve as well. However, the challenge lies in maintaining brand equity while making necessary updates.

Flexibility and Adaptability: A strong brand is not static but rather adaptable to changing market trends, consumer preferences, and business strategies. Adapting branding elements doesn't mean abandoning your existing identity; it means ensuring your brand remains relevant and resonant.

Gradual Evolution: The process of evolving branding elements should be gradual and intentional. Sudden and drastic changes can confuse customers and erode brand equity. Think of iconic brands like Coca-Cola, which have evolved their logos and visual identity over time while retaining core elements.

Preserving Brand Essence: While you make changes, it's essential to preserve the essence of your brand. Apple's logo evolution is a prime example; while it has undergone refinements, the iconic apple shape remains intact, symbolizing innovation and simplicity.

Case Studies in Brand Evolution: Brands like Starbucks and McDonald's have successfully evolved their branding elements to stay relevant. Starbucks shifted its focus from a detailed, complex logo to a simplified and versatile design. McDonald's has updated its logo and visual elements while maintaining its recognizable golden arches.

Grow with a Brand Identity

In today's competitive business landscape, branding elements are pivotal in building strong and enduring brand equity. Understanding the significance of each element and aligning them with your brand strategy is essential for creating a cohesive and memorable brand identity.

By focusing on elements like your logo, brand name, colors, typography, and voice, you can communicate your brand's values, personality, and promise effectively. Consistent and strategic use of these elements across marketing collateral reinforces your brand's recognition and enhances customer trust and loyalty.

Measuring the impact of your branding efforts through brand recall, customer perception, and market share provides valuable insights for continuous improvement. And when the time comes to evolve your brand, the right strategies will ensure a seamless transition while preserving the essence of your brand identity.

Remember, brand equity is an asset that pays dividends over time. Invest in your branding elements wisely, and your brand will stand out as a beacon of excellence in your industry.

Ready to elevate your brand equity to new heights? Partner with The Brand Shop to craft a powerful brand identity that resonates with your audience and drives business growth. Contact us today for a personalized branding consultation. Your success is our priority.

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Tumisang Bogwasi

Tumisang Bogwasi, a 2X award-winning entrepreneur and is the founder of The Brand Shop, specializing in innovative branding strategies that empower businesses to stand out. Outside work, he enjoys community engagement and outdoor adventures.