14 July 2018

by Spark Eighteen

A quick guide to building a powerful brand


Many organizations and start-ups de-prioritise branding mostly due to the lack of time and resources. But the hard truth is, by neglecting the importance of spending time on their brand, these institutions are likely to lose business due to the incomplete product cycle.

Branding is as important to a product or service as your name is to you. Nobody will remember you without knowing your name – your first identity. Similarly, branding is vital to the success of your company not just from the marketing perspective but also for its existence or survival.

What is Branding?

Branding is the process that aligns the perceptions people hold about your product with the mental picture of the brand’s identity you want them to believe. For many, branding may just be about brand name or a logo but it has much more to it.

Read Debunking Common Myths About Branding to understand the different aspects of branding.

What is A Brand Identity?

Brand identity is the total composite of elements that shape how your brand is perceived. Considering the visual element of a brand identity, following are the key elements you need to look after:

  • Logo
  • Colour palette
  • Typography
  • Iconography
  • Design System
  • Graphics
  • Web Elements

In order to build a great brand identity that leaves an impression on people’s mind, you must work hard on the above elements. Make them catchy, distinctive, and most importantly – meaningful. Keep your visual communication game strong and invest ample amount of time in ideation.

Once you have designed your brand’s identity, it becomes crucial to use it correctly everywhere. A brand style guide can be your savior in this case. Follow it like a bible!

Spark 18 - Branding Guideline Sample

Why Is Branding So Important?

In an ever growing competitive environment, companies nowadays are looking for ways to connect at an emotional level with customers and only a strong brand will be able to stand out amongst your target audience. It is therefore important to have a brand that creates lasting relationships with customers.

Here’s how your business will benefit from branding efforts:

  • Increased Credibility and Authority
  • Competitive Edge in the market
  • Conveys better stability to clients
  • Enhanced customer loyalty & trust
  • A Relatable Identity

Important Tips For Branding – How to create that vision?

Branding gives you a better return on investment if you invest in it more. Whether you are a startup or an enterprise, follow this quick guide on how to successfully develop your brand:

1. Think of your brand as a person

Define your ideas and goals clearly. Give your brand a character by specifying beliefs and values that you and your audience would love to follow. Your brand personality should promote your business, connect with consumers, and standout from the rest.

2. Determine the Target Audience for your brand

You should be able to tell people who you are with your branding techniques. Examine your audience on the basis of demographics – age, gender, income, location, or interests. This will help you in curating better branding ideas, excel or improve your existing policies, and strive towards perfection.

3. Know Your Brand Voice

Once you know who your customers are, you can speak to them in their language. Give your brand characteristics like professional, outgoing, quirky, or fun. Use your brand voice throughout your website and in all the marketing material.

4. Know Your Point Of Difference

It’s important to clearly state that how your business is different from your competitors. Clarify exactly how you stand out by presenting your USP in the most creative manner possible. Be authentic and unique. Make it easy for your audience to recall you instantly with your logo, colours, tagline, jingle, packaging, etc.

5. Be Consistent

Your brand should be front and center of everything you do. From the design of your Twitter avatar to the way you interact with customers, it should all be consistent with your branding. Stick to your brand style guide and maintain uniformity.

6. Build Brand Awareness

Once you are ready with your brand guidelines and other elements, you can kick-start spreading brand awareness in several ways like digital marketing – social media marketing, website development, email marketing, online/offline advertising, associating with successful people/other brands, etc. This will help build a community around your brand.

7. Remember You Can’t Impress Everyone

You will always have competitors around, so just concentrate and do what you are best at. It is almost impossible to make everyone happy so, keep your focus on your target audience and avoid getting distracted in the process of making everyone content. Be reliable but exclusive!

Drawing Inspiration From Two of our favorite brands with strong branding strategies


The name stands for Goddess of Victory, representing the feeling of pride and strength to be associated with the product. The tagline “Just Do It.” is strong, motivating, and impactful while the logo (Correct or Swoosh) signifies motion and speed. Nike promotes sportsmanship, associates with selective celebrities, and celebrates womanhood in a commendable way – motivating the audience to get going!


Source: Nike


The logo and the colours speak a lot for Starbucks. The present version of logo is in a circular shape featuring the image of an old sixteenth-century Norse woodcut: a two-tailed mermaid in green and white color scheme. The brand aims to inspire and nurture the human spirit, and is definitely not just about coffee! The green colour palette represents growth, freshness, uniqueness and prosperity of Starbucks.

Starbucks logo

Source: Starbucks

“Your brand is a gateway to your true work.”

Spark Eighteen aims at inventing, expanding, and discovering the brilliance in brands. Check out some of our branding portfolio here. You can write to us for your branding needs at coffee@sparkeighteen.com or contact here.

Spark Eighteen

Spark Eighteen is a brainchild of innovative young minds and a group of alarmingly out-of-the-box thinkers who happen to see the world of marketing from a new age perspective. With a proven expertise in the field of Brand consulting, Digital Marketing and Website Design and Development, our team of designers, developers, and creative heads work towards delivering maximum results, tailor-made to all your business needs.
Spark Eighteen

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