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Brand Guidelines

Branding is the process of creating a unique identity for a business, product, or service. A brand is more than just a logo or a name; it encompasses everything from the company's values and personality to its visual identity and messaging. A strong brand can differentiate a business from its competitors and create a loyal customer base.

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What are important aspects of branding?

One of the most important aspects of branding is consistency. A brand should have a consistent message and visual identity across all of its marketing materials, from the website to social media to packaging. This consistency helps to reinforce the brand's identity and build trust with customers.

Another key element of branding is authenticity. A brand that is authentic and true to its values and personality is more likely to resonate with customers and build long-term relationships. Authenticity can be demonstrated through everything from the language used in marketing materials to the company's actions and social responsibility.

In today's crowded marketplace, branding is more important than ever. A strong brand can help a business stand out from its competitors and build a loyal following of customers who are passionate about the brand. With a consistent and authentic brand identity, businesses can create a strong foundation for long-term success.

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How does a brand influence customer decisions?

Branding plays a crucial role in influencing a customer's decisions. It is the practice of creating a unique identity and personality for a company, product, or service. A strong brand can establish trust, credibility, and loyalty among customers, which can lead to increased sales and revenue.

One way a brand influences a customer's decision is through brand recognition. When customers recognize and trust a brand, they are more likely to choose that brand over competitors. For example, a customer may choose to buy a Nike shoe over an unbranded c shoe because they recognize and trust the Nike brand.

Brand reputation is another important factor that influences customer decision making. A strong brand reputation can help customers feel confident in their purchase decision, while a negative brand reputation can deter customers from choosing a particular brand. Therefore, it is crucial for companies to maintain a positive brand reputation through effective branding strategies, such as providing high-quality products or services and delivering excellent customer service.

Finally, brand values and messaging can also influence customer decisions. When a brand communicates values that align with a customer's personal beliefs and values, the customer may be more likely to choose that brand. For example, a customer who values sustainability may choose to buy products from a brand that has a strong commitment to sustainability.

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What is a brand's makeup?

When it comes to branding, there are several key elements that make up a brand's identity. These elements, often referred to as the "brand makeup," include things like the brand's name, logo, colours, messaging, and overall visual identity.

The brand's name is the first thing that people will associate with the company. It should be memorable, easy to pronounce, and unique. The brand's logo is another important component of the branding makeup. It should be visually appealing and reflect the company's values and mission.

Colours are also a critical part of branding makeup. The right colour scheme can evoke emotions and help establish a brand's identity. For example, red is often associated with excitement and passion, while blue is associated with trust and reliability.

Messaging is another important component of the branding makeup. It refers to the way the company communicates with its audience, including the tone of voice, language, and messaging style. A strong messaging strategy can help a brand differentiate itself from its competitors and build trust with its audience.

Finally, the overall visual identity of a brand ties everything together. This includes everything from the brand's website design to its packaging and advertising campaigns. By maintaining a consistent visual identity, a brand can establish a strong and recognizable presence in the marketplace.

Branding is a powerful tool for influencing customer decisions. Through brand recognition, reputation, and values, companies can establish a strong connection with customers and drive sales and revenue.

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Ricky Brownlee

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Creative Building Design Ltd

We needed a new redesign for our website to keep our online presence active. The &Elements team came into our offices, and we worked together on the requirements for the new website. A few days later, they came back with the design prototype, which after we approved we got our site up and running a couple of weeks later and it even works on mobiles now. Thanks guys!

Ruth Paton

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University of Suffolk

We reached out to &Element to help us create the branding strategy for Entrepreneurs Forge, which is an immersive development programme designed to help personal resilience and economic recovery and growth in Suffolk. The team worked with us through many research sessions to build a brand that delivered to exactly how we wanted.

Peter Cochrane OBE

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Ex-CTO of BT

There is nothing like a change of career for creating a tidal wave of disruption; and after decades of leading industry, I was ready for a change. This needed capable hands and minds, but serendipitously, I met Element Softworks! After working with them over 2 months we created my new brand and website. Luke and his team are the best I have ever worked with, and therefore come with my full support and highest recommendation.

Got a question?

No, a brand is not just a logo. While a logo is an important part of a brand, a brand is a much broader concept that encompasses the entire image and perception of a company or product. A brand includes the visual elements such as logo, colour scheme, and typography, but also includes the company's mission, values, personality, reputation, and the emotional connection it creates with its customers. A strong brand is recognisable, memorable, and fosters loyalty and trust with its audience.

Developing a brand involves several steps, including conducting market research to understand your target audience and competition, defining your brand values and messaging, creating a visual identity (such as a logo and colour palette), and consistently communicating your brand through various channels.

Brand consistency refers to the practice of maintaining a consistent brand identity and messaging across all channels, including your website, social media, advertising, and customer service interactions. This helps build brand recognition and trust with your audience.

Some common branding mistakes to avoid include failing to define your target audience, using generic messaging and visuals, copying your competitors, and neglecting to consistently communicate your brand identity.

You can protect your brand by registering trademarks for your brand name, logo, and other distinctive elements. You can also monitor and enforce your trademark rights to prevent others from using similar marks that could confuse consumers.

You can measure the success of your branding efforts by tracking metrics such as brand awareness, customer engagement, and revenue growth. You can also conduct surveys and gather feedback from your audience to gauge their perception of your brand.

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