The purpose of branding is to draw in the proper clients and establish a connection of some kind with members of a target market. Since the ultimate purpose of branding is to elicit an emotional response, a basic understanding of human psychology is necessary to accomplish this consistently.<\/p>\n

Build your identity by establishing brand-defining keywords and using these words to shape the company voice, tone and aesthetic. Check out the Fair Harvest Coffee logo. Even at a glance, the brand shows who they are and what they love most: coffee, social consciousness, the earth and the environment. Every great brand should be easily explained with a few solid descriptors.<\/p>\n

Think of it this way: some of the most successful brands in the world got to where they are because of a sense of confidence, not because they were offering a particularly unique product or experience. Look at Lululemon. Plenty of fashion companies make athletic wear, but there\u2019s something inherently confident about the way they go about it. They\u2019re just different.<\/p>\n

Your beliefs play a large role in upholding your brand identity and communicating it with others. But how you do this is up to you. Some brands take a more subtle approach, while others opt to weave values into a logo itself, like the \u201cEat Fresh, Eat Local\u201d tagline in the Columbia Farmers Market logo above. Branding leads to new directions, too!