Branding is bigger than a logo
A logo is one piece of a brand identity, not the whole thing. Real branding is the consistent experience someone gets across your website, social media, packaging and customer support.
The core building blocks
1. A logo that works small and in one color
If your logo is unreadable as a tiny favicon or a black and white stamp, it needs simplifying before it goes anywhere else.
2. A color palette with a job for each color
Pick a primary color, one or two accents, and neutrals for text and backgrounds. Every color should have a clear role, not just look nice in isolation.
3. Typography that matches your personality
A fintech startup and a children's toy brand should not use the same fonts. Choose typefaces that reflect the personality you actually want customers to feel.
4. A tone of voice guide
Write down three words that describe how your brand talks - direct, playful, technical, warm - and check your website copy against them.
Consistency beats creativity
The businesses that look most trustworthy online are rarely the flashiest. They are the ones that look and sound the same everywhere a customer encounters them.