I’m more than 100% confident that you have heard the term branding bouncing around everywhere. Whether you are a creative entrepreneur or consumer, you have heard the word—-branding. But, what does it really mean at its core? Essentially, branding refers to the elements that define the image, spirit and beliefs, and tone of your company and its products as well as services. Your brand is your message – the heart of what you do, the reason you started and the reason that you keep going to make it something great. Your brand is centered around what you value and appeals to those who share the same ideas. Branding is how you communicate those values and ideas to the world in order to find your community. It’s the heart of your company made visual. Just think about some of your favorite brands like say IKEA, APPLE, or even Target. If you hear or see those brand names, you instantly know what the brand stands for right?

AFLD Creative Agency Memphis Creative Studio talks about branding elements


We brand because otherwise, we would be overwhelmed with the number of choices in the market. It would be nearly impossible to make a selection between similar options. We associate certain emotions, thoughts, and experiences around visual cues and elements that feel most aligned with how we view ourselves.

So, branding is the process that an entrepreneur goes through to select all the little symbolic pieces that together form an idea of who they are. When properly selected, branding gives a business greater value and influence, and assembles a loyal following.

Branding is the ability for a business to connect on a deep and subconscious level with a like minded audience and ideal clientele. It’s the ability to look your customer in the eye and say “I think the same as you. I envision the same lifestyle as you do. I created this with you in mind. I know you will love it.”

Because of the ability for brands to connect with a customer’s subconscious through visual cues, brands can be very powerful. Which is why I believe it’s critical especially as a personal brand or small business to develop a deep self awareness of the brand’s identity in order to convey an honest message.


    Understand who you want to really buy into your brand. Identify your target market, not just by demographics but their detailed tastes and facets of their lifestyle. Is she a world traveler? Businesslike? Cutting edge or conservative? Once you have finely curated those details, you can start to create a brand identity that draws their attention and business.


    Your branding MUST be consistent. It is crucial. What that means is this. Your graphic elements, copy, and any and every type of content all must be part of the same concept. Each one needs to be tailored to the taste and aesthetic of your target consumer. If you are going for a luxury and classic look, for example you should concentrate on finding modern serif styles that complement a contemporary style. It may be a good idea to avoid trendy script fonts. Make sure that any promotions, whether on email or social media, reflect that identity.


    There are countless brands on the market. Standing out in the crowd with a clear brand identity and message is the only way to get your brand noticed. Your brand identity is the summary of everything the public sees to help them form an opinion about who you are. It also creates a personality for your business. Your brand personality is the human traits that your business begins to take on. It’s when all of the visual elements are combined together to bring your brand to life. Just as we become familiar with a persons character based on their behavior and personality, consumers do the very same with brands. The memories they began to create about your brand in time negates their trust in your brand and their loyal following.

These are a few important points to keep in mind when creating a brand. If you are at the beginning of branding or need to rebrand, consider making a paper sketch of branding ideas, collect images, moods and tones of brands you love and try to do the same for your brand. Try to approach and review concepts from a client or consumers point of view. Would the brand identity and message you have created interest you? Are you the brand’s target audience?

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If you were reading this and thinking that it’s time to invest in an aspect of your brand so that you can reach your full potential, check out our branding services here.