5.2 Branding Basics

Example of a brand’s campaign poster (“the new natural”), which uses a clear tagline and imagery to tell the company’s story. A strong brand makes your business memorable and trustworthy. The name, logo, and tagline are the most visible parts of a brand. For example, Nike’s logo (the swoosh) and its tagline “Just Do It” quickly tell customers about its active, athletic identity. These elements identify your product and help people recognize it at a glance. A brand’s identity also includes its color palette, fonts, and “voice” (the tone of its writing or speaking style). For instance, Coca-Cola’s red-and-white colors and friendly, nostalgic ads convey happiness and tradition. Consistent visuals and tone build trust. According to Canva’s guide, “a distinct and carefully considered color palette” can “instantly tell your story and [make your brand] easily recognizable”.

Every brand has a story – the reason it exists beyond just making money. This includes the company’s history, mission, and values. Prowly magazine describes a brand story as “a narrative that covers the essence of your brand” – basically your origins and purpose. A good brand story connects emotionally. It often answers questions like “Why did we start this company?” and “What do we believe in?”. For example, outdoor brand Patagonia’s story focuses on environmentalism and adventure, which appeals to like-minded customers. Including your founding story or core values helps customers understand what makes you unique.

Finally, brand positioning explains how you stand out in the market. It’s about highlighting what makes you different from competitors. Shopify’s blog defines positioning as “how a brand best solves a need for a specific audience”. In practice, this could mean being the cheapest option (like Walmart’s “Everyday Low Prices”), the most eco-friendly, the highest quality, or the most innovative. Good positioning gives customers a clear reason to choose you. For example, Apple positions itself as innovative and premium (with slogans like “Think Different”). Overall, a strong brand has a memorable name/logo, a clear visual identity and voice, a compelling story about why it exists, and a unique position that sets it apart.