Periodic Table of Branding Elements

Periodic Table of Branding Elements

What is branding

If you've been looking at posts about branding online, you've probably suffered enough noise. Here's the Condensed guide, no fluff, just the good stuff. Need help defining any of these elements? contact us

Naming

Branding Element: Naming
  • unique & memorable
  • clear your trademark!
  • short domain is preferable (.com is no longer necessary)

Core Values

Who You Are
Branding Element: Core Values
  • what do you stand for
  • the soul of your company
  • defining characteristics
  • mission / vision / purpose

Positioning

where you want to be
Branding Element: Positioning
  • market research
  • be relevant to customers
  • identify & address market problems
  • unique vs competition
  • key value prop / positioning statement

Messaging

What you say
Branding Element: Messaging
  • tells your unique story
  • speaks to the target audience
  • communicates your core values
  • messaging is in everything you say
  • (not just campaigns, and tag-lines)

Voice

How you say it
Branding Element: Voice
  • when done right, tone is unique
  • recognizable
  • expresses personality
  • rhythm & pace

Visual Identity

How you look
Branding Element: Visual Identity
  • logo mark
  • color scheme
  • typography
  • illustration style
  • photography style
  • graphic elements / motion