There's no doubt about it—your logo and design have a major impact on how people view and connect with your brand. When these visual elements are well crafted, they send a simple but powerful message to potential customers: This is a business you can trust!
But branding is so much more than just an attractive logo, design, or color palette. Visual elements like these make up a big part of your overall brand identity—but they’re far from the only part.
Whether you work in construction, manufacturing, agriculture, or the environmental industry—understanding the full scope of branding is your secret to standing out. From your voice and values to your story and messaging, effective branding brings everything together to reflect who you are, highlight your value, and show customers why your business is the best choice.
But great brands aren’t born overnight! They’re constructed and refined—brick by brick—like any structure built to last. In this guide, we’ll show you how to hone every aspect of your brand to make it more memorable, positioning your business for success.
1. Brand values
These are the core beliefs and principles at the heart of your business. Whether you’re all about integrity, sustainability, innovation, or impact—your brand values represent what your company stands for at a foundational level.
How to find your brand values:
- Think about what inspires you: What’s your “why”? What motivated you to start your business (besides being successful and earning a profit)? Was it solving a problem or changing people's lives for the better? Your core values often come from that initial spark.
- Look at your team and culture: Do your team members prioritize creativity, teamwork, customer support, or something else entirely? These shared values are already part of your company’s DNA—so why not use them to shape your core brand values?
2. Brand messaging
Brand messaging is all about forming and maintaining a connection with your audience. It’s your chance to communicate your values, showing the world who you are, what you stand for, and what drives you forward.
In fact, your brand messaging will guide all your marketing and communication efforts—including your slogan, language choices, the types of content you create, and the platforms where you post it.
Examples of brand messages from leading companies:
- "Just Do It!" (Nike): Conveys empowerment, determination, and overcoming obstacles.
- "Think Different" (Apple): Highlights innovation, creativity, and challenging the status quo.
- "Earth's most customer-centric company, Earth's best employer, and Earth's safest place to work." (Amazon): Promises convenience, customer service, fair employment, and innovation.
When done right, a clear and consistent brand message sets you apart, makes your brand instantly recognizable, and attracts loyal customers.
3. Brand voice
If your messaging is what you say, your brand voice is how you say it.
This is how you talk to your target market. Your brand voice could be confident, friendly, professional, or laid-back—it all depends on who your customers are, and the kind of language that appeals to them.
Understanding the brand archetype that best represents your brand’s personality is one way to shape your brand voice.
Examples of common archetypes, and the brands who identify with them:
- The Everyman: Down-to-earth, relatable, and focused on connection. Think IKEA, Gap, and Target.
- The Creator: Innovative, imaginative, and loves to bring new ideas to life—like Apple, LEGO, and Nintendo.
- The Sage: Brands like Google, TED, and the New York Times—wise, intelligent, and dedicated to offering insight and guidance.
- The Hero: Bold, strong, and determined to make a difference. Nike, FedEx, and AAA align with this archetype.
- The Jester: Fun, playful, and focused on joy and humor. Brands like Old Spice, M&M’s, and Dominoes play this role.
No matter what tone of voice you decide on, it's important to stick to it across all your marketing channels, including your website, emails, blog posts, and social posts.
Why? Because consistency builds brand recognition and trust. It shows your audience that you know exactly who you are and how you can deliver the value they need.
4. Brand story
Your brand story isn't just what you're up to right now—it's how you got here from where you started, the bumps along the way, and what you're trying to achieve. It's a story that's entirely unique to you—one no other business could ever have.
So, in your brand storytelling, lean into what makes you different! Those special qualities are your secret power. They help set you apart from competitors offering similar products or services.
The most important parts of your brand story:
- Your brand origin story (how did your business start and why)
- The obstacles you've faced and overcome
- What you're trying to achieve or change
- The principles you hold close to your heart
- What sets you apart from competitors
5. Customer experience
Last but certainly not least, this is how people feel when interacting with your brand—online, on a call, or in person. A positive experience makes your existing customers feel valued and appreciated, but a bad one can have the opposite effect, sending them right into the arms of your competitors.
Tips for keeping customers happy:
- User-friendly website: Make sure your website is easy to use, quick to load, and optimized to work well on mobile devices.
- Listen to feedback: Customers want to be heard. Take their feedback seriously and use it to make things better moving forward.
- Respond quickly: A prompt reply shows you respect your customer's time and genuinely care about their satisfaction. So, when you see a new communication from a customer, try to get to it ASAP.
- Add a personal touch: A little warmth goes a long way, and every interaction counts. Treat each customer like your favorite customer.
- Consistency is key: Make sure your tone, visuals, and service are in sync across your website, social media, and in-person interactions. A consistent experience builds trust and strengthens your brand reputation.
Build your brand strategy with BRIXbranding
Want your brand to stand out in your industry and continue to grow? BRIXbranding can help you get noticed, boost your sales, and reach your business goals with smart marketing strategies and brand positioning.
We'll work alongside you like a part of your team, helping you hone every aspect of your brand identity—from logo and voice to story and messaging and beyond. Our goal is to help you grow and make more profit through branding that connects with your target audience and promotes long-term customer loyalty. Sound good? Then, let’s get started on your business branding today.