How to choose appropriate branding for your business

Whether you are working on starting up a new business, or you are looking to revamp, establishing your branding can be difficult. Your brand creates a memorable impression on consumers as well as showing your level of professionalism. Your brand must be easily identifiable and easy to distinguish amongst competitors. You can use simple, yet effective designs, to create emotions amongst your consumers. Cambridge University Psychology Lecturer, Amy Milton, states that ‘when emotions are involved, we remember with more confidence and detail’. Using this knowledge, it is possible to establish a brand that creates positive emotions, as well as being unique and memorable.

The first step to create your brand is to understand your business and the targets you hope to achieve. This sounds simple, however it is one of the most important steps! Ask yourself questions such as:

  • How does my business benefit people?
  • What message am I hoping to spread?
  • What kind of audience does my business attract?
  • How does my business make people feel?
  • What are my overall goals?

Once you have answered these questions and have a better understanding of what you hope to achieve, it is time to get a better understanding of your audience. Start by researching the typical age and gender of your audience, this will help you to start to understand who you are targeting. The age and gender of your audience can help you to create suitable, eye-catching branding, which will specifically target your audience. Take a look at your competitors and see how they are capturing your audience’s attention, pay extra attention to your competitor’s brand, their business and how their audience reacts to this.

Choosing the right font:         

 Each font has unique characteristics that can give off various emotions. Choosing a typeface that reflects the personality of your brand doesn’t have to be difficult!

Here are a few popular font types and what they portray:

  • Serif – tradition, reliability, integrity
  • Sans-Serif – modern, stylish, contemporary
  • Script – elegant, classical, feminine

With a huge variety of fonts, it can be hard to choose the most appropriate. We recommend looking at Google Fonts and experimenting with a few different styles. It is important to portray a message using typeface however, it is also very important that your audience can clearly read the message and that your overall design looks clean. Keep in mind the readability of the font you choose!

Choosing the perfect colour:

Your brand colours have a powerful impact on how your customers see your business. It has been proven that colour can provoke different emotions; it is up to you to decide how you would like your consumers to feel. As well as portraying emotion, choosing an appropriate colour can also make your brand more memorable!

Here is our colour emotion guide, designed to help you choose the perfect colour for your brand!

Yellow – Optimism, clarity, warmth. Examples: McDonald’s, Ikea, Nikon, Shell.

Orange – Friendly, cheerful, confidence. Examples: Fanta, Amazon, Nickelodeon.

Red – Excitement, youthful, bold. Examples: Coca-Cola, Kellogg’s, Lego, Canon.

Purple – Creative, imaginative, wise. Examples: Cadbury, Taco Bell, Hallmark.

Blue – Trust, dependable, strength. Examples: Dell, HP, Oreo, Oral-B, Facebook, Twitter, Nasa.

Green – Peaceful, growth, health. Examples: Spotify, Android, BP, Monster, Animal Planet.

Grey – Balance, Neutral, Calm. Examples: Apple, Puma, Honda, Mercedes.


Our guide will help you to create a memorable, unique brand that will provoke positive emotions amongst your consumers. If you are still finding difficulty in creating the perfect branding, let us do the hard work! Contact us today to talk about your brand!