Branding 101: Create an identity that reflects your brand

Branding entails more than "just the visuals": it includes every face of your operation, from customer support to your website and social-media presence, and beyond. That being said, though, your logotype and visual identity are typically the most direct connection a potential customer will make with your business.

Make sure you put your best foot forward: a basic identity system consists of the elements such as logotype, colours, patterns and fonts, which help to create a consistent image and boost your recognition. In turn, that identity will ultimately spread through your communications, such as business cards, websites and collaterals.

A consistent image helps to attract like-minded customers and employees. It does this by leveraging word of mouth after memorable experiences with your brand, bringing in new business and reducing employee turnover.