Brand elements - get to know them all!


In order to successfully build a brand, you need to know the parts that make it up. Thanks to this, you will adapt them to the target group, and this helps to create a positive image. The logo and its colors are just the beginning in the process of shaping the brand - get to know all the elements of the brand!

About what a brand is, how to build it brand image and what it is creating a brand image we wrote in many of our articles. In short, brand image is how others perceive you, brand building are all actions that shape these perceptions, a brand identity is a collection of both internal and external elements that allow you to identify your brand and distinguish it from the competition. Even if you are familiar with the above terms, it is sometimes difficult to define what the elements of the brand are and, what's more, how to shape them.

When listing the brand elements, it is necessary to start with the logo - it is the most important ingredient. Every brand needs a logo designed. Without it, it is difficult for the consumer to remember and locate the brand in his awareness. The logo is the brand's personality, it stays in our memory and brings back positive, indifferent and negative memories when we come into contact with it again. The logo is almost everywhere. On our products, website, newsletter, business cards, social media and many other places. Imagine an advertisement without your brand logo - it would be completely ineffective and pointless. Remember, however, that it is not enough to design the cheapest logo if you only have one. The logo should represent you, convey information about your features or values and have the essence of your identity.

Color palette

Once you understand the importance of a logo, we move on to the next element without which a good logo will also not exist, namely: the color palette. Color selection is a key component of brand identity. Blue, pink, red, orange - each of them expresses different feelings, so it is important to choose a color that matches your brand's key values and personality traits. The psychology of colors is of great importance in the case of brand design, because colors stimulate the brain's work. Over the years, many studies have been created that clearly indicate that colors are a tool for building brand awareness, shaping their opinions and influencing purchasing decisions.

Colors are brand elements that influence consumer behavior and make it easier for you to reach yours target audience. For example, red as a dynamic and energetic color evokes deep emotions. It attracts immediate attention - it is not without reason that all information about sales uses this color. They are suitable for brands from the catering industry because they stimulate the appetite (Coca-Cola), for the car industry because they emphasize dynamism (Fiat), as well as for all kinds of companies that are based on emotions (Nintendo). In turn, for example, yellow is associated with happiness, joy and optimism. It also increases the appetite - which was used by the brands: Mc Donald, Lays, Subway, and Winiary. To choose the right color for your brand, ask an experienced one for help PR agencieswhich also takes care of brand design.

Brand elements - shape

Shape is another ingredient in branding. Brand elements in the form of shapes include not only the shapes of logos, but also those on the website, on business cards, packaging, etc. Shapes, as well as colors, convey brand values, hence choose the ones that will suit your personality. For example, circles, ellipses and ovals emphasize gentleness (Starbucks), but are also used by traditional companies (because they remind us of a badge and a seal). Companies also use sharp shapes that communicate strength, intelligence, but also precision and stability (adidas, nike).


"Just do it" - virtually everyone knows these three short words and automatically assigns them to the Nike brand. This is the essence of a good tagline - it is supposed to be remembered and evoke positive associations. Brand elements in the form of a catchy slogan underline brand attributes, its features, values and set you apart from the competition. Tagline Subway fast-food brand "Eat Fresh" emphasizes that it is a healthy alternative to other companies offering so-called junk food. Biedronka, with her "low prices every day", clearly communicates that it is in their store that you can buy the cheapest products.

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Vocabulary and tone of voice

Do you want to attract the attention of consumers? Use your own, made-up vocabulary that no one else uses. Starbucks has developed its own unique vocabulary for cup sizes: instead of using small, medium, large, they came up with: short, tall, grande and venti. The Polish brand Plus, instead of communicating a big sale, which can be seen in every medium, has developed the slogan: "big advance" communicated in every advertisement. The password was remarkably remembered by consumers who, hearing certain words, would automatically assign them to the Plus brand. Brand elements are also a font - if it is properly selected for the tagline, it effectively influences your recipients. Carefully selected, it conveys the personality and values of the brand.

Less obvious brand elements

Colors, logos or shapes are the basic elements of the brand that many entrepreneurs know about. But it is not everything. Building a brand involves so many aspects that many of us are not even aware of it. Take, for example, a flavor that is also an ingredient of a brand. People who go to McDonald's for Drwal do not go there because they want to eat a burger, only this particular one, with a unique taste that you will not find anywhere else. This applies not only to the food, but also to the taste of a particular toothpaste, such as chewing gum. The fragrance is another brand element that creates an amazing atmosphere. Every woman walking around the gallery will smell the specific Stradivarius scent that is sprayed there. The same is the case with sounds that have become part of the brand identity. Brand Netflix, HBO, PlayStation, Windows - you can probably hear the melodies of each of them right now, right?

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