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Find the perfect branding for your designs with Wixel → Jackie Treitz left her dream job in magazine publishing to pursue her own business. In 2014, she launched The Paper Bakery , a design collective that creates logos, style guides, pitch decks, social templates, business cards and custom stationery. She also creates websites for clients, using Wix. Her pivot paid off. Jackie’s branding prowess shines on Netflix’s Motel Makeover , a female-led renovation show that follows besties and moteliers Sarah Sklash and April Brown as they flip a rundown motel. In this installment of In Conversation, Wix sits down with Treitz to discuss all things branding. When we first met over Zoom, we jokingly asked her if she was using a Zoom background, quickly realizing her beautifully designed home is, in fact, real. Ahead, Treitz shares her approach to branding trends, the “new shape” of work and more. When were you first interested in design? Treitz: I started developing my aesthetic from a very young age and always knew that I needed to create. Growing up, I was constantly decorating my bedroom and moving my furniture around (which drove my mom crazy). I’m pretty sure I was the only kid in elementary school reading (my stepfather’s) Architectural Digest magazines. I even had my own dream home binder with clippings and ripped photos from House and Home magazine . There was no Pinterest or Instagram, so this was an ongoing hobby that nourished my hunger for all things design. Later, I went to Humber College in Ontario, Canada for their renowned interior design program, which I quickly learned was too math-heavy for my liking. I left the program and went back to school for fashion marketing and merchandising. After trying my hand in the fashion world, I realized my real passion was in publishing. I landed an internship at St. Joseph Media ( Wish Magazine ) and I’ll never forget seeing my name on the masthead for the very first time. I felt so proud holding a physical copy of my first issue. I wanted more, and I eventually landed my dream job at Canadian House & Home magazine, where I worked my way up in the art department. A few years later, I met my husband, moved to LA and started working at C magazine . Since both my parents are entrepreneurs, I always knew I wanted to start my own business, but I never knew what that looked like until I designed our own wedding invitations and planned all the details of our big day—which eventually inspired me to leave my job at C Magazine . I started The Paper Bakery in 2014, exclusively designing wedding invitations and personalized stationery. Over the last 7+ years, it’s organically evolved into a boutique branding studio for smaller start-ups. How did you come up with your business name, The Paper Bakery? Treitz: I was newly pregnant and had just quit my job at C Magazine to go out on my own. I had a 9-month window to get my business off the ground, and this was my shot. I was on a flight from LA to Toronto and had some time to brainstorm, so I took out my trusty Moleskine notebook and jotted down every idea that came to mind. I wrote down everything that I loved and inspired me. I’ve always been a sucker for paper goods—particularly stationery and magazines—and pastries (ask any of my friends, and they’ll tell you that I live for chocolate). I liked the idea of naming my company something that embodied these passions but wasn’t too obvious. To this day, some people still ask if I own a bakery, but I kind of love that. The Paper Bakery website What has been your biggest challenge since you started your own business? Treitz: Learning how to be unapologetically myself and confident in my decisions. This means trusting myself enough to be direct with my clients, even if it doesn’t align with their original vision. At the end of the day, my job is to guide them in what I feel is the right direction for their brand. I’m also learning that I can't say yes to every opportunity, and that’s OK. I’ve realized that I’m much more valuable to my clients when I stay true to my design aesthetic, and besides, isn't that why they hired me in the first place? How did you come up with the brand identity for The June Motel? Treitz: I’ll never forget, Sarah and I were out for dinner, and she told me she bought a motel—I think I just about spit the wine out of my mouth. I had recently started The Paper Bakery, and she asked if I would do their branding . At the time, I don’t think any of us had any idea what we were getting ourselves into. Aside from being badass entrepreneurs and DIY queens, Sarah and April know their brand voice and target market better than anyone. They have such a strong vision, which makes my job a lot easier. When they came to me and said they wanted to be a retro motel with good wine and good vibes, I knew right away we were going to work well together. Creating The June Motel brand identity was a collaborative process, I loved turning Sarah and April’s Pinterest board visions into a reality that speaks to their brand at every level. We definitely challenge each other creatively, even if it means a few extra iterations to get the brand manifesto right. Branding for the June Motel and Heydays restaurant For example, a typical workflow with my clients would be presenting a variety of fonts, brand colors , logos etc., and then going through a process of elimination to narrow them down. When building the logo for The June Motel , we worked extensively to find the perfect typeface and then further manipulated the “J” to what has now become so recognizably theirs. Anytime you see that J, you know it’s The June. What top 3 branding tips would you give a new business owner? Treitz: Build a strong foundation. Don’t cut corners and take the right steps from the beginning. Do your research, develop a brand strategy , figure out what your brand values are and which customers they speak to. What does your voice sound like? This is the hardest part, but when you give it the time and respect it deserves, the result is something beautiful. Don’t rush the process. Let it happen organically. Business owners often skip over these steps to get things up and running and start making a profit, but they almost always end up creating more work for themselves later. Save yourself the time, money and energy by thinking it through from the get-go. Even if it means waiting a bit longer than you anticipated, your business will thank you. Consistency is key . Repetition and consistency make for a strong brand identity. You want a well-established brand voice, and you want people to hear it loud and clear. How do you generate new ideas? Treitz: I’m a very visual person, so I love to go down the Pinterest rabbit hole and get lost in all the beauty. For me, inspiration always comes from the world around me —traveling, experiencing different cultures and what influences them, flipping through a magazine (I still find the tactile quality of books and magazines special). Even something as simple as a seasonal bouquet of flowers can lead to an idea. I once designed a letterpress wedding invitation for a client, and the entire concept was based off of a single Moroccan tile. Inspiration is everywhere. “This means training your eye to see things in different ways, which can be challenging since we’re inundated with imagery, and it can cloud your brain. Social media is so guilty of showing us what we think we want—we forget to take a step back and get a clean and fresh perspective.” What do you think will be the next branding trends? Treitz: Anything immersive or interactive . Right now, it’s all about creating a moment through curated experiences. Everyone wants to feel like they’re part of something, so finding creative ways to let your customer in helps them to feel involved, like you’re giving them a piece of the pie—they now play a role in your brand and can feel proud of that. Everything old is new again . Just like everything in fashion, branding trends are cyclical and certain designs always come back in style. By going back to a specific decade or cultural influence and modernizing it, we can give it a fresh face, ultimately making it relatable for our generation of consumers. For example, by breathing new life into these old, rundown properties, The June Motel created something magical. Together, we’ve built a strong and memorable brand umbrella using color, typography, patterns, imagery etc. and a language that is so undeniably theirs. Special touches like neon signs, custom-wallpaper, door hangers and mugs are the things that people remember. They are moments, and meaningful ones at that. Client websites created by The Paper Bakery Regardless of your industry, always make sure that your visual identity aligns with your core brand values. When I think about the future of The Paper Bakery, I most definitely see growth. I’d love to become a household name—still figuring out what that looks like, but something to the likes of Magnolia or McGee and Co. Or who knows, maybe I’ll open an actual bakery someday. I have always wanted to take a cake decorating class.

Find the perfect branding for your designs with Wixel → We often revert to specific brands when thinking of a product, without giving it a second thought. For example, you use the word Coke to refer to any sweet, carbonated drink - or ask someone to pass you a Kleenex, when it’s really an off-brand tissue. That’s the concept of brand positioning, which refers to the amount of “mental space” a single brand takes up in the consumer’s mind. When done correctly, implementing a brand positioning strategy can change the way customers perceive your brand. Along with other solid marketing efforts, like creating a logo and website, paying for ads online, or social media marketing, brand positioning remains one of the best ways to influence how your audience sees you. Here, we’ll cover how you can create a strong brand positioning strategy so that you can leave a lasting impression on your customers. What is brand positioning? Simply put, brand positioning is the process of shaping the status of your brand in customers’ minds. Its goal is to ensure that they associate it with the benefits. This is done by putting the spotlight on specific features that make your brand unique, such as the purpose of a product, the price, or exclusivity. Brand positioning goes above and beyond establishing an authentic brand identity and then building brand identity examples . The goal with positioning is to have your audience associate your brand with certain traits, which can be anything from “tasty” to “affordable and reliable” or even “luxurious”. When improving your brand’s position, part of the process includes differentiating yourself from direct competitors. This will help your audience think of you as a desirable alternative to your competition. Many brands have a brand positioning statement that outlines what their company does and why they stand out, in order to create a space for it in the minds of consumers. What is a brand positioning statement? A brand positioning statement is a concise and impactful declaration that summarizes a company's unique selling proposition (USP) and its desired brand perception in the minds of its target audience. It serves as a guiding principle for all marketing and communication efforts, ensuring consistency and coherence across all channels. Key elements of a brand positioning statement: Target audience:  Clearly identify the specific group of consumers you aim to reach with your brand. Category or industry:  Define the industry or category in which your brand competes. Key differentiator:  Highlight the unique aspect or feature that sets your brand apart from competitors. Value proposition:  Articulate the tangible benefits and emotional connection your brand offers to customers. What makes brand positioning important? Brands thrive on reputation. While a bad one can stunt your business’s growth, a good reputation will lead to an increase in customers and sales. So, it’s in your best interest to control the narrative surrounding your brand by establishing a set strategy. As we touched on earlier, the way your brand is positioned has the ability to differentiate it from your competitors. It also goes hand-in-hand with cultivating brand awareness so that it stays relevant to both the market and in your customers’ heads. When you have a message you want to convey or strengthen, your chances of communicating this to customers will increase with a better brand position. Having clients who are intuitively tuned in to your brand can lead to increased engagement and higher conversion rates. How to create a brand positioning strategy Making an effective brand positioning strategy is a process that needs to be carefully mapped out. Here are seven essential steps to making this happen: Assess your current brand positioning Identify and research your competitors Compare your positioning to your competition Pinpoint what makes your brand unique Create a brand positioning statement Implement your new brand positioning Evaluate your statement and measure success 01. Assess your current brand positioning You can’t know where to begin unless you know where you already stand. Unless you’re a new brand waiting to launch, you already hold a position in the market. Your first challenge is to figure out what that is. In order to do this, take a look at your existing customers and try and get a better understanding of who they are. Do they match your target market? What products or services do they like best? How do they interact with your brand and what do they think about your brand image ? If according to your clients, your brand position is not where you want it to be, it’s a good time to review your brand voice , company goals and mission statement. And of course, the products or services you are offering. Learn how to save your images in PNG  or compact JPEG  in seconds. 02. Identify and research your competitors Next, you want to pinpoint exactly who your competitors are and find those who are the most similar to your brand, share the same vision, or target the same audience. Once you’ve identified them, it’s time to do a deep-dive into market research. Assessing your competitor’s strategy involves looking at what customers say about them, learning from their marketing tactics, and paying attention to how they behave on social networks. Another healthy strategy for researching how you compare to competitors is a SWOT analysis. This process will help you see where your brand shines and where it falls short. Discovering a gap in the market that your brand is ready to fill and understanding how your clients perceive your competition is a key step towards formulating your own successful brand positioning strategy. 03. Compare your positioning to your competition Now that you’ve painted a picture of what your competitors are offering, start to compare your brand with theirs. Take what you’ve learned about other brands in your industry, the target audience, and the market in general, and use it to write a brand positioning statement (or improve your current one). After understanding your competitors’ brand position in the market, you can figure out where your brand fits in. Next, think about what your strategy should be moving forward. Can you replace your competition in terms of your business’s cost or level of convenience? Or should you focus on a type or brand positioning that your competitors can’t match, like the quality of your customer service? 04. Pinpoint what makes your brand unique Something that your competitor isn’t great at might be exactly where you excel. For example, you might offer a product priced higher than your competition, but you know that your outstanding customer service team is something that other businesses in your industry lack. This is where you can position your brand to fill a hole in the market. In a perfect scenario, your brand will hit all the right points. Meaning, you’ll be able to position yourself as the more affordable product that also offers the highest quality, best service and most convenient solution. In reality, that most likely isn’t the case. It’s best to focus on one or two areas where your brand stands out. As your positioning strategy improves, then you can begin to integrate additional strategies to take your brand to the top. 05. Create a brand positioning statement Your brand’s positioning statement is a necessary document that cements your intentions and goals throughout the process. There are a few critical points to remember when creating your brand positioning statement. Answering these questions will help ensure you touch on all of them: Who is my target audience? When writing your positioning statement, try and place yourself in the customer's shoes. Use language they would be familiar with and think about what they want to hear. What is my unique position in the market? Take a look at your competition and make sure you can articulate in a concise way how your brand is superior. What’s the greatest benefit of my brand? No need to be modest here. Note exactly what the best thing is about your product or service and continuously highlight this to your customers. How can I prove that benefit? Once you’ve shone a light on your brand’s advantages, be sure you can deliver. Whether it’s offering a guarantee or using statistics to back up your claim, prove what you say about your brand is true. Your brand positioning statement should address the main questions anticipated by potential customers in a clear, concise and engaging way. Here’s an example of Amazon’s brand positioning statement: “For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer obsession, passion for innovation, and commitment to operational excellence”. 6. Implement your new brand positioning Like any type of marketing plan, your brand positioning strategy needs strong implementation in order to succeed. In order to do this, you should ensure that all methods of communication with your clients reflect your brand’s position statement. You might start by sharing your positioning statement with employees, stakeholders, and even clients. In the long term this may lead you to reevaluate the messaging, tone, and voice that you use on other marketing materials, or on social channels. If it no longer aligns with your new positioning, then it’s time to adjust it. 7. Evaluate your statement and measure success Finally, the last step is going over your statement after implementation and seeing if it’s successful. Take a look at the four following areas of your branding and see if your status has improved: Visibility: Does your audience identify your products or brand better than they used to? Listen to what clients are saying in reviews or on social media to gauge if they find your brand more relevant. Uniqueness: One of your goals of brand positioning was to differentiate yourself from your competitors. Now that you’ve revealed your new positioning, have you accomplished this? Ask your customers: You can conduct surveys to see how effective your strategy was. Ask if they’ve noticed any changes or differences in your marketing campaigns or overall branding, or if their thoughts or feelings towards your brand have changed in either direction over time. Measure marketing campaigns: Since your brand positioning strategy should influence your marketing campaigns, you’ll want to measure growth. Do you notice more conversions, higher sales, and an increased rate of engagement after implementation? If not, something in your positioning strategy isn’t resonating with your clients. Examples of brand positioning Here are some examples of brand positioning from well-known companies: Nike:  "Just Do It." This iconic slogan encapsulates Nike's positioning as a brand that inspires and empowers athletes of all levels to achieve their full potential. Apple:  "Think Different." This tagline captures Apple's reputation for innovation and its commitment to challenging the status quo. Coca-Cola:  "Open Happiness." This positioning statement emphasizes Coca-Cola's ability to bring joy and refreshment to people around the world. Google:  "Organize the world's information and make it universally accessible and useful." This mission statement reflects Google's commitment to providing users with easy access to information and tools that improve their lives. These examples illustrate the power of brand positioning in shaping public perception and influencing consumer behavior. By clearly defining their unique value proposition and target audience, companies can establish a strong foothold in their respective markets and achieve their business goals. Types of brand positioning strategies There’s no one-size-fits-all solution to brand positioning, it depends on your business, industry, and target audience. Focus on different aspects of your product or services in order to highlight your brand’s strengths. Here are five popular ways to consider improving your brand’s position: Quality of service Highlighting the quality of your company’s customer service is a great way to position your brand. Especially when it is priced higher than your competitors, it’s important that clients know it is justified by the high level of care they receive in return. Price Whether your pricing is affordable or high end, the way customers view your pricing model will play a role in how they position your brand. Honing in on a great service that is less expensive than competitors will make you the go-to for audiences on a budget. On the other hand, many customers prefer brands that are priced higher, because they associate this with quality, luxury and exclusivity. Convenience With this type of brand positioning, you’ll demonstrate why your brand is more convenient than competitors. Whether it’s thanks to your product’s availability, design, or ease-of-use, even if your product is at a higher price point, it’s convenience will make it an attractive option for customers depending on simple solutions. Niche service When customers consider your brand niche, it’s because the product or service your business offers isn’t widely available. Instead of focusing on differentiating yourself from the competition, you can spotlight the fact that you offer something unique, which can’t be found elsewhere. Problem and solution Does your product solve a problem that many people have? In that case, position your brand as a powerful solution so that audiences think of it whenever that particular problem arises. One way you can do this through marketing is to address customers’ pain points and proving that you offer an immediate and actionable solution.

Find the perfect branding for your designs with Wixel → We as humans are visual creatures. Unlike dogs who rely on smell, or dolphins who depend on sound, we interact with the world through visual cues. From Renaissance paintings to TikTok reels, our cultural obsession with beauty is continuous. As we spend increasing amounts of time on social media channels, it’s easier than ever to consume, create and share visual content. With so much of it out there, it’s no surprise that brands today need to develop a strong visual identity that can stand out and endure. As Paul Rand, iconic graphic designer and art director, once said, “Design is the silent ambassador of your brand.” From the way you create a logo to the color palette choices you make, each visual element must be carefully considered. Here we will explore visual identity, why it matters and how to design one that can evolve with your brand. What is visual identity? Visual identity is a collection of visual elements that serve to represent and differentiate a brand. More specifically, it refers to any visible components such as a logo or brand colors that help customers identify a brand. By consolidating each branding asset into a cohesive aesthetic, this develops brand recognition . Built on the foundation of your brand identity , including your brand identity examples , and outlined in your brand style guide , visual identity reinforces your core values and brand promise through visible mediums. Using consistent and strategic visuals to help communicate, a strong visual identity also helps tell your brand story. Over time, customers’ continued exposure to your brand will foster associations and create emotional responses, oftentimes triggered by visual cues. Learn how to edit photos to make sure your brand's imagery always looks professional. What makes a good visual identity? Suitable: Are your visual elements well-suited to your target audience? Does your design evoke the right emotion? Make sure each visual design associated with your brand is appropriate for a particular person, purpose or situation. Distinct: Ensure that your visual identity differentiates itself from competitors, while also standing out in the minds of consumers. Is it recognizable? Will consumers remember it? Simple: Good designs are uncomplicated and easy to understand. Both for the sake of your internal designers, and your consumers—keeping it simple promotes clarity. Timeless: While visual identities should be somewhat flexible and adaptable, they need to evolve with a brand. Devise a visual identity that will endure and stay relevant over time. Functional: Can it be easily reproduced for every medium? Remember that your visual assets will be used across digital, print and interior spaces. Your visual identity should allow for this. Difference between brand identity and visual identity Since brands are like living and breathing entities, you can imagine your brand like a human body. Your brand and visual identities work together to sustain a healthy being. With this in mind, brand identity refers to the more “internal aspects” such as mission, brand voice and brand personality . Visual identity is what's used to express those “physically or on the outside” such a logo designs, brand colors and typography. Together they create a complete (and unique) identity. These two frameworks work in tandem to support the same goal of shaping a brand. Elements of a good visual identity Each branding element works together to create a unified identity that communicates your brand’s visual language . Here are some of the components that contribute to your visual identity: Logo In a nutshell, your logo is a symbol that instantly identifies your brand. Using colors, shapes, typography and sometimes a tagline, a good logo is one that holistically embodies a brand and evokes a positive feeling. No matter which type of logo your brand uses, it should help convey your brand identity. For example, a wordmark logo which consists of a company name is a strong choice for brands that want their name to stand out. If your brand name is lengthy, perhaps a lettermark or a monogram logo would be better suited. Regardless, your visual identity should include a logo lockup, which includes all of your logo elements in a finalized position and can adapt accordingly to suit various contexts. Brand colors The brand colors you choose will shape your visual identity at every touch point. Keep in mind that this color palette plays a major role in perception and how prospective customers may feel about your brand. Understanding the importance of color psychology and the color theory , as well as the feelings associated with specific shades will inform your creative process. Be sure to choose colors that are functional and appropriate. Since your brand colors will be used in diverse contexts, the palette must be versatile as well. For example, your website’s copy, social media posts and printed materials should all be taken into consideration when imaging how the colors will appear across different branding assets. Discover your brand’s perfect colors with the Wixel color palette generator . Typography When it comes to selecting your brand’s typography, there’s no one-size-fits-all approach. Instead, consider the impact typography has on the message being delivered. According to Robert Bringhurst, poet, typographer and author of The Elements of Typographic Style , “Typography is the craft of endowing human language with a durable visual form.” From the typeface to the kerning (spacing between letters), typography plays a major role in evoking mood, setting a tone and cultivating brand recognition. Good brand typography should be: Readable Enduring Versatile Functional Communicative Photography You’ve heard the old adage, “A picture is worth a thousand words,” and when it comes to your brand’s photography, it’s an opportunity to communicate your brand story through images and videos, strengthening your visual identity When choosing imagery for assets like your website or social media posts, pay attention to style, composition and the subjects featured in the photos or videos, ensuring your content is visually consistent. This is the key to creating a branded and cohesive look. Since photography can be so expressive, it's an easy way for customers to feel a sense of a brand. If you’re using images of people, be sure to include a range of diverse models, so that anyone can see themselves reflected in your brand. When creating branded photography, some images to include are: Internal headshots Lifestyle/portfolio images Product photos/videos Social media post photos Stock photos/videos Graphics, illustrations and icons These visual elements serve as stylistic extensions of your brand. From simple lines and shapes to particular icons, these forms can carry very specific functions. For example, icons and buttons on your website will impact your customer’s user experience and interaction with your brand. In addition, the way you visually denote content on marketing materials, internal training documents, presentations or social posts can all be influenced by your graphics. Hand-drawn illustrations can also bring a sense of personality and individuality, adding a more human and relatable touch when they’re used in the right context. Regardless of how you integrate graphics and illustrations, these details contribute to your brand’s overall visual identity and support continuity across every platform. Learn how to save your images in PNG  or compact JPEG  in seconds. Why does a visual brand identity matter Your brand’s visual identity is what influences perception and leaves a lasting impression. It's beneficial for several reasons: Differentiation Creating a unique and recognizable visual identity is what sets brands apart and promotes differentiation. Cohesive brand collateral that effectively represents your business will not only stand out in the marketplace, but in your consumers’ minds. Take a look at Boxed Water , for example. In an industry dominated by plastic bottles, the entire company is based on their goal to reduce plastic and aluminum waste and offer a sustainable alternative. In turn, their product is vastly different from competitors, with a visual aesthetic makes them categorically distinct. What’s more, the product not only looks great, it simultaneously reinforces the ideals and values of the brand. Relatability If your target audience finds your brand appealing and easy to understand, it will make it that much easier for them to relate to it. You can imagine that your visual identity serves to represent your brand and evoke a more personalized experience. For example, your logo often stands as the “face” of your brand. With this in mind, designing a visual identity that emphasizes your brand identity will foster a sense of understanding between you and consumers. Consistency Consistency is key in all aspects of branding, but when it comes to your visual identity, this is particularly important. Maintaining a consistent visual identity will support a reliable customer experience, ultimately fostering brand loyalty. The more consumers recognize your product, the easier it is for them to seek it out or prefer it to others. Furthermore, as your brand evolves over time, having a familiar and deeply rooted visual identity will support growth. Even if your visual identity adapts, having a steady foundation will offer familiarity and prevent customer confusion. For example, take a look at Tropicana’s packaging redesign failure , which alienated existing customers who simply didn’t recognize the product’s packaging. Loyalty Simply put, customers are loyal to brands that they know and trust. According to this survey , 84% of customers are more inclined to stay loyal to a brand whose values align with theirs. A strong and well-defined visual identity makes it easier for customers to depend on a brand. The more your customers recognize and familiarize themselves with your product or service (through visual and experiential means), the stronger their connections to it become. How to create a strong visual identity Use your brand identity Know your audience Understand your brand purpose Adapt your assets Stay consistent 01. Use your brand identity A well-defined brand strategy will help you curate a brand identity that amalgamates your purpose, values and goals in one place. Within this framework, you’ll be able to anticipate your visual identity and keep it all aligned. Take a look at athleisure apparel brand LNDR , which was created for “the lifestyle we want to live, the products we want to wear, and the people we wanted to hang out with,” according to the company founders. The products themselves are designed for function and durability with a no muss, no fuss approach. This perspective is appropriately reflected in LNDR’s visual identity, which highlights a neutral color palette and a clean aesthetic. From their website to their social posts, their visual assets are easily recognizable and embody the brand’s identity. 02. Know your audience Imagine you’re getting ready to go to a party, and you need to decide what to wear. First, you might consider where the soirée takes place, and who will be there. Is it a casual outdoor barbecue with a few friends or a large black-tie affair? Once you understand the context of the party, you can choose your outfit accordingly. The same is true when designing your visual identity. With a deep understanding of your target market, you can create an appropriate visual language that effectively communicates with your desired audience. In order to better understand and resonate with your target audience, you need to first develop your buyer personas. Narrowing down their age, gender, income, education, values, beliefs and motivations, you’ll create clear guidelines for who your brand is talking to. In turn, this will inform your visual identity choices, including your brand's background design . 03. Understand your brand purpose Knowing the purpose behind your business will guide your branding decisions from every aspect, from how to design your business card to your logo. For instance, new-age mental wellness platform Real is destigmatizing mental health and revolutionizing the concept of online therapy. The brand’s mission to “not just normalize mental health care, but celebrate it” impacts each touchstone. From Real’s blue color palette—a hue associated with calmness or serenity—to their use of hand-drawn imagery, each visual component thoughtfully reinforces the brand’s goal to make therapy more approachable for a new generation. Their design style is humanistic and warm, just like their product and purpose. 04. Adapt your assets In order to optimize your visual identity, understanding the nuances of each medium will not only help you design better, but communicate better, too. While your brand may have a very clear brand style guide, understanding how to use it is just as important. Since different designers will work on different assets, they need to understand the core visual identity to adapt each asset accordingly. This can be as simple as sizing or resolution for your logo design across different mediums, or ensuring the right color palette for online materials compared to printed ones. You can explore some strong brand style guide examples to see this in action. Paying attention to consumers' behaviors, habits, and the purpose behind each branding asset will result in a stronger visual identity that resonates with your audience. 05. Stay consistent Consistency in relation to your visual identity is two-fold. First, as mentioned above, it reflects inwards towards your branding team as a roadmap for design decisions. Guiding the creative process with purpose, consistency ensures that all branding collateral is homogeneous. Second, it resonates externally with consumers, stakeholders and competitors. Consistent branding is precisely what keeps loyal customers coming back time and again. It's also worth noting that consistency doesn’t mean rigidity: brands can and should evolve as they gain momentum and grow. Brand consistency simply lays a strong foundation for which a brand can build upon. Visual identity examples Magic spoon Tugging at our heartstrings and playing off the nostalgia of childhood cereals, Magic Spoon’s brand identity defined itself right from the start. As founders Greg Sewitz and Gabi Lewis explain, “We experimented for over a year to create a cereal inspired by the flavors and nostalgia of Saturday-morning-cartoon cereal but upgraded for a 21st-century consumer. A guilt-free treat that tastes like you remember, and you can eat at any time of day.” This delightful cereal is actually a nutritious (even keto friendly), grown-up version of a childhood staple. As such, Magic Spoon’s visual identity perfectly personifies this sentiment, channeling bright child-like hues with a retro twist that somehow feels modern. From their logo design and whimsical cereal mascots, to the food styling on their Instagram posts , each visual element is intentional and serves to communicate the brand purpose and story—all while having fun. Blue Bottle Coffee California based coffee connoisseur Blue Bottle Coffee is known not only for their brew, but for their impressive branding. As any coffee drinker will tell you, it’s not just about taste, but the experience and ritual of drinking coffee that counts. This includes the smell, sounds, tastes and of course, visual components. Blue Bottle’s visual identity is one that is unmistakable, and as the name suggests—blue. Their iconic blue bottle stands out in a world of mocha browns and caramel creams, which makes it that much more memorable. According to the brand, the Blue Bottle color palette actually makes the coffee taste better: “Our cafés are designed to draw focus on what matters: good coffee, daydreams, conversation, and the coffee professionals that make it all possible. In service of that aim, we keep the colors in our cafés elemental, focusing on just three: Blue Bottle Blue, Fog Grey, and Blond Wood.” The blue is also an homage to the San Francisco Bay Area, the gray embodies the fog and the blond contrasts the coffee. Each aspect of their visual identity is carefully considered, narrating their brand story, celebrating their product and creating meaningful associations. Whether a customer drinks a freshly brewed cup in a Blue Bottle café, or orders roasted beans to drink at home, the experience is undeniably on-brand. Visual identity FAQ What is a consistent visual identity? A consistent visual identity is one that is used consistently across all channels, from the website and marketing materials to social media and customer service interactions. This consistency helps to create a strong brand image and reinforces brand recognition. What is the impact of visual identity? A strong visual identity can have a significant impact on a brand's success. It can help to: Increase brand awareness and recognition Create a positive brand image Build brand trust and loyalty Differentiate a brand from its competitors Drive sales and revenue How do you present a visual identity? A visual identity is typically presented in a brand style guide. This is a document that outlines all of the visual elements of a brand, such as: Logo Color palette Typography Imagery Graphic elements The brand style guide should be used by everyone who communicates on behalf of the brand, to ensure that all visual communications are consistent. What makes a visual identity successful? A successful visual identity is one that is: Memorable and distinctive Relevant to the target audience Consistent with the brand's personality and values Easy to apply across all channels

Find the perfect branding for your designs with Wixel → As a brand, you may have put a ton of thought and effort into creating your own logo , choosing your colors, picking out a familiar spokesperson, or even designing your product labels. All these branding elements help customers easily identify your brand. Another way to shape your customer experience is through your brand voice, or the cohesive writing style you use across every touchstone. This article will explore the importance of finding your brand voice, how you can identify your own, as well as some examples of well-known brands that use theirs effectively. Build your brand with the Wix Logo Maker . What is brand voice? Your brand voice is the personality your brand communicates to your audience. If you think of a friend or family member, they probably have a distinct way of speaking that fits with their personality. The same applies to your brand. Your brand identity shines through all aspects of your branding and marketing materials via your brand voice. Everything from the words you choose and the emotion you inject into communicating via your brand identity examples creates your brand voice, determines how your audience perceives you and helps differentiate you from competitors. This is also a key part of brand positioning . Why is brand voice important? Your brand voice fosters an emotional bond between you and your customer. 82% of consumers who feel emotionally connected to a brand will continue to buy that brand. By being consistent with your brand voice across all communications (website, social media, newsletters, videos, ad campaigns, etc.), you’ll be able to cement your brand personality in your consumers’ minds. You don’t want your brand voice to come across as scattered or incoherent, so being consistent will help customers recognize your brand by its voice alone. In turn, you will build brand loyalty, leaving you in a much better position to convert and retain them. Tips on finding your brand voice Here are a few tips to help you identify and create your brand voice: Assess your brand’s values First, look at your company’s values via your mission statement. If you already have a formally-crafted statement, then you've already outlined your brand’s voice. Pay close attention to the words you used: Are they professional, light-hearted, confident, formal? These will cue you on where to take your brand voice. (If you don’t have a formal statement, try brainstorming your brand’s purpose and values for a beneficial starting point.) When defining your brand values, also think about how your customers may interpret your language. For example, rather than exclusive or overbearing, the language in McDonald’s mission statement reflects their simple, lighthearted and accessible personality. Know your audience When creating your brand voice, consider exactly who your brand speaks to in order to understand how to credibly and authentically communicate with them. To better understand your target audience, create buyer personas. Gather all the information you have about your audience, such as their age, interests, location. Also note which platforms they interact with your business most, such as on your website or via social media. To create a more resonant brand voice, you may consider noting the language each buyer persona uses, any slang they use either online or locally, and what words they don’t use as well. For example, if you’re marketing to high-level managers, then you want to keep the slang and emojis to a bare minimum. Create language lists Now that you’re starting to piece together your brand’s voice, it’s time to make a concrete list of language to establish, in very specific terms, what your voice is. You can start by jotting down a few words you’d relate to your brand’s personality. For example, you might come up with: bold, cutting-edge, expert, high-end, universal, etc. Narrow down your list to the top three to five words that best describe your brand, and let this guide what tone to adopt. You may also want to create an “is and isn’t” list for your brand. This list might look like this: “We’re professional, but not unapproachable.” “We’re chic, but not snobby.” “We’re authentic, but not unkempt.” These lists help you get intimately familiar with what language is most appropriate for your brand’s personality. Put together a brand voice artifact Create a document to send to everyone on your team, including any external freelance writers. Similar to a brand style guide , this helps everyone keep your brand’s voice consistent. It’ll also serve as a reference to ensure all communication fits within your brand’s personality. To do this, expand upon the top three to five words from your list. You want to relate each trait to your brand, as well as note which the preferred tone and which words to use and which to avoid. Now, that you’ve clearly outlined your brand voice in a simple document, share it with your teammates and writers. Test, review and fine-tune Before finalizing your brand voice, test it with your audience. You can: Create social media posts using your new brand voice A/B test an email newsletter, sending out one using your old voice and another using your new one Write a new blog post in your brand voice Whatever methods you test your voice with, make sure to maintain consistency across all tests to ensure accuracy. Next, make sure your brand voice fits in with the rest of your branding, like your visual language , brand colors , and social media strategies. If not, make some tweaks to your brand messaging to prevent confusing your audience. As your brand grows, your voice likely will too. When you add new values, products, services or audiences, reassess your brand voice to adopt these new traits. Brand voice examples For great examples on how to use your brand voice, look at how other brands are doing it, whether competitors in your field or big-name brands. We particularly love these brand voice examples. Oatly Oatly’s voice perfectly exemplifies how language, aesthetics, and messaging all combine to form the brand’s personality. Oatly drinkers can instantly recognize the brand by its visual aesthetic and light-hearted, quirky attitude, and, in part, have become fiercely loyal to the brand. Everything from Oatly’s web copy, its social media posts and captions, and the fine print on its packaging demonstrate its distinct personality. Take a look at the packaging for its original oat milk: Oatly makes the brand seem young, fun and unconventional. By calling something as generic as the nutritional information “The Boring (But Very Important) Side,” the brand turns a mundane carton into a must-read asset. Apple Apple’s voice has grown so distinct over the last few decades that you don’t even need to see the brand’s logo or name to know when a commercial or billboard ad is theirs. That’s what every brand should strive for when using their brand voice. Apple’s minimalist personality shows and tells just enough about its products or features to excite their audience. Take a look at how Apple messages its iPhone 12 Pro. The company knows that their competitors describe their products too technically for their target consumer, focusing on sizes and pixels. Since customers come to Apple for its name and prestige, Apple chooses to speak with its customers with simple, sleek imagery and text. Wix The Wix brand voice aims to be approachable through its concise, knowledgeable and trustworthy language, inspiring and motivating users from their first product interaction—regardless of where they are professionally. Using an empathetic approach, Wix’s brand voice emulates a conversation between two professionals. From the Wix Logo Maker to the SEO features , Wix speaks to their smart, savvy, and professional audience with confidence. This articulated brand voice spans across all channels, including their social media platforms. Whether it’s an Instagram reel, a Twitter tweet or a LinkedIn profile story, Wix always uses the same language to let their brand voice shine through, so the audience knows Wix is there to help, inspire, and educate. Skittles When it comes to defining brand voice, most companies want to balance authenticity and promotion. You don’t want to be selling in every post, but you also want to convince your audience to take action. Skittles, however, has successfully thrown that whole playbook in the trash. With so-awkward-they’re-funny commercials and plenty of tongue-in-cheek social media ads, the brand sells to audiences both candy and a unique lifestyle. This awkwardly-playful Twitter ad has you both cringing and curious to see more. It’s a great example of how far you can take your brand voice. As a candy brand, Skittles can get away with it, but you’d probably want to steer clear of this type of messaging if it won't resonate with your target audience.

Find the perfect branding for your designs with Wixel → Brands, like houses, need a solid foundation to support them in order to thrive. With the right strategy and design, a strong brand becomes an entity that holds an emotional connection with customers, offering a sense of familiarity and reliability. Creating a brand style guide can guarantee your visual identity is consistent, cultivates brand identity, fosters loyalty and ensures that all touchstones are speaking the same language. From your logo design ideas to your typography and icons, having this foundational guide will keep everyone on the same page in diverse contexts. In this article, we’ll go through 19 style guide examples that will show you how this is done. What is a imbrand style guide? A brand style guide is a comprehensive document that outlines the core components of a brand. Sometimes referred to as brand guidelines, a brand manual, brand standards or a brand book, it serves as a universal set of standards for anyone who will interact with your brand assets . It acts as an identity system to guide visual decisions and ensure consistency and effective communication. Maintaining continuity across every touchstone of your brand will build brand trust, which leads to brand loyalty. Strong brand style guides enable a homogenous brand experience, regardless of how customers interact with a brand. Learn more about how to make an infographic. Elements of a brand style guide Style guides can vary in size, ranging from a simple one-page document to a lengthy in-depth book. Regardless of the scope, a style guide should always delineate a clear image of the brand voice and visual language , for both internal and external branding assets. Most importantly, brand style guides should always embody the brand identity . Here are some essential elements to include in your brand style guide: Brand story or intro Logo Color palette Typography Image/ image file types Tone of voice Digital design Other elements to consider include: Spacing and layout Clear “do not” guidelines UI elements Social media use Iconography Grid Pro tip: To ensure your style guide is comprehensive, it’s helpful to include best practices for visuals, such as working with HEIC files for high-quality images, learning how to crop an image to emphasize key details and understanding how to convert an image for adaptability across different platforms. These steps will keep your brand assets consistent and impactful. 18 style guide examples We’ve put together a list showcasing a range of style guide examples to get your creative juices flowing: Wix Netflix Spotify Monday.com TripAdvisor Waze National Geographic Destination Canada NASA Warby Parker Slack Starbucks The Guardian Formica South Australian Wine Festival Casper Dribbble WhatsApp 01. Wix Wix is dedicated to helping both future and current business owners succeed online through its flexible, high-end website builder and business tools. "...At Wix, we strive to stay ahead of the curve, always evolving to give you the most efficient and innovative tools to help you succeed at every stage in your journey." - The Wix Mission Through clear, concise branding efforts, Wix positions itself as a friendly, empathetic business partner—striving to emulate a conversation between one professional to another in its interactions. Its branding assets convey humility and professionalism. Create a website with Wix today. 02. Netflix From the iconic "ta-dum" intro sound to the familiarity of the logo that graces approximately 277.65 million subscribers ' home screens worldwide, the brand experience of watching Netflix is unmistakable. The notable wordmark logo exclusively appears in a bold red, and all-caps font, which according to their brand assets guide , creates a “premium cinematic feel as we continue to set the industry standard for original content.” Whether it’s simply the “N” symbol, or the entire logo that appears on our screens, or anywhere else, it is undeniably “binge-worthy” and on-brand. Check out the full Netflix brand style guide . Source: Netflix 03. Spotify Looking to lift the mood, or set the tone for a dinner party? There are artfully curated playlists on Spotify for that. We know that music triggers emotions, so the association with Spotify’s circular green logo may be as diverse as the feelings we experience when listening. Beyond Spotify’s own strong brand identity, the music platform has also become a part of the branding zeitgeist. Creating custom playlists is a branding asset of its own—even Kentucky Fried Chicken has joined the trend with their ‘Bucket Bangers’ soundtrack. Spotify has a rock-solid visual language and is an excellent style guide example that shows the value of collaboration and consistency. Check out the full Spotify brand style guide . Source: Spotify 04. Monday.com Monday.com is a platform committed to better workflows, transparency and data-driven decision-making. Monday.com’s brand identity is appropriately bright and colorful, yet refined. Their color palette is easily recognizable and helps create associations through visual identity . As Monday.com puts it in its own blog , “Because brand assets have such a strong influence on how the brand is perceived, everyone in the company should have a good understanding of and easy access to these assets.” Check out branding assets from Monday.com . Source: Mindsparkle Mag 05. TripAdvisor Any tourism marketer or traveler will agree that the stamp of approval for a hotel or destination is a good rating. As such a highly coveted platform that can dictate decision-making for tourists, TripAdvisor appears both on and offline. Restaurants proudly display good TA reviews on their front entrances, just as websites offer ratings directly on the site or within marketing campaigns. For a brand that is used internationally, a clear visual identity is essential—especially when oftentimes, there is no common dialect. As such, their brand assets are concisely laid out, down to the last detail, including the bubbles rating system and how it should appear. This lends itself to the trustworthiness of not only the brand but also any establishment worthy of a review. Check out the full TripAdvisor brand style guide . Source: TripAdvisor's Branding Guidelines for Partners 06. Waze The trusty navigation app that saves us all crucial minutes on the road also has an unmistakable brand identity that perfectly perpetuates its brand message. According to the design team from Pentagram , “the system introduces a colorful visual language called ‘Block by Block’ that is inspired by the modular design of the city grid, roads and streets.” Pentagram helped with the Waze rebrand to freshen up its overall identity and create brand assets that are colorful, engaging and light-hearted. This style guide example brings a sense of playfulness, strengthening their brand identity but also the overall experience. Check out the full Waze brand style guide . Source: Pentagram 07. National Geographic One of the 25 most trusted brands in America , National Geographic is epitomized by the emblematic yellow rectangle. A brand that resonates across generations, their visual branding assets are clearly outlined and consistent across the board. This is precisely what makes their logo so easily recognizable and trusted. As outlined in their brand style guide, “The entire system is built with three elements: imagery, message and brand volume. Giving priority to one affects how the others are used, but each working in a careful balance is the beauty of this system.” Whether it’s in print, on the big screen or on social media, it is always consistent. Check out the full National Geographic brand style guide . Source: Branding Style Guides 08. Destination Canada Canada is known for hockey, maple syrup and of course, politeness. Destination Canada, which is owned by the Government of Canada, is committed to geographical branding in order to expand tourism and support the local economy. Using the same red and white color palette as Canada’s flag, and imagery that puts the country’s natural beauty front and center, their assets are impeccably outlined in their brand style guide. They even outline how to integrate geographical coordinates and use inclusive language and imagery, supporting Indigenous communities and accessibility. Check out the full Destination Canada brand guide . Source: Destination Canada 09. NASA If the NASA astronaut requirements are any indication of their level of expertise and sophistication, it’s no wonder they are included as an excellent style guide example in our list. Their extensive brand book covers everything from their logo and typography to NASA uniform patches, and of course, the spacecraft markings. The epitome of brand recognition , identifiable even on the moon, NASA’s brand manual has also become a staple coffee table book and conversation piece. Check out the full NASA brand standards guidelines . Source: NASA Brand Guidelines 10. Warby Parker Selling affordable and stylish frames online, Warby Parker is a pioneer of eCommerce and good branding—and a game-changer in the world of prescription glasses and sunglasses. The brand's mission is clear: “to inspire and impact the world with vision, purpose, and style.” Through conscientious branding decisions, its visual language is approachable and elegant. Each element of their branding collateral—from its modest wordmark logo to its refined typography and its inclusive, affable imagery perfectly personifies the brand experience from near-sighted or far. Source: Quilly 11. Slack From its vibrant “octothorpe” logo symbol to its good-hearted tone, Slack’s visual language is just as perceivable as its knock-brush notification sound. The messaging app that strives to streamline communication between individuals and teams is based on brand values like empathy, craftsmanship and playfulness. These ideas are evident even in the tone and layout of their branding guidelines. The thoughtful and composed manual is peppered with communicative visuals that all reiterate exactly who Slack is, both internally and externally. Check out the full Slack brand guidelines . Source: Branding Style Guides 12. Starbucks You can walk into any Starbucks, order your beverage—and rest assured it’ll taste the same, regardless of the location (although we can’t promise your name will be spelled the same way twice). From the smells to the sounds, each part of the Starbucks experience is carefully curated with its brand identity at the forefront. Even Starbucks recognizes and values its distinct color palette, “Our green is iconic. Visible for blocks. It’s our most identifiable asset, from the color of our aprons to our logo.” Here’s a great style guide example that succinctly, yet thoroughly, outlines the core branding elements for anyone who interacts with their brand. Check out the full Starbucks brand style guide . Source: Starbucks 13. The Guardian The Guardian, which recently celebrated its bicentennial year , is a place where many seek their daily news both digitally and in print. The newspaper, which explores diverse topics—from politics and the environment to sports and culture—has a clearly defined visual identity that is beautifully outlined in its brand book. A notable element in this style guide example includes the grids and spacing section, which “provides the substrate and unifies how [they] arrange information on all of our digital platforms.” And in their case, the color palette is used to improve the user experience for their readers. Check out the full Guardian digital design brand guidelines . Source: The Guardian 14. Formica Laminate tables may feel like a thing of the past, but this retro brand that dates back to 1913 is just as relevant today. Made popular in the 1950s, Formica tables are crafted from chrome metal plated framing and topped with bright colors and/or patterns—and are still circulating today. It’s a proper vintage gem if sold with the matching chairs. As home renovation trends come and go, Formica is still an enduring product and brand that has evolved with the times. Their minimalist branding represents dependability and longevity. Here’s a style guide example that is a timeless classic and proof that brand consistency is key. Check out the full Formica brand style guide . Source: Formica 15. South Australian Wine Festival In the wake of the Australian bushfires of 2020, and COVID-19, South Australia’s wine industry was left reeling. In order to boost tourism and the surrounding economy, the South Australian Tourism Commission attempted to make 2021 the “Year of South Australian Wine." They cleverly designed their brand identity, with strong assets artfully laid out in their brand style guide. From merchandise including stickers, aprons and wine glasses to full-scale pull-up banners, the visual language is consistently long en bouche and has us dreaming of the region. See the full brand style guide for the South Australian Wine Festival. Source: Tourism SA 16. Casper The mattress-in-a-box industry has now become the norm, with multiple brands offering air-sealed beds that are delivered directly to a customer’s home. One of the trailblazers of the industry is Casper, who jump-started the trend back in 2014. Starting out as an exclusive eCommerce business following a direct-to-consumer (DTC) model, Casper needed to create a strong brand identity to get prospective customers' attention. Using a friendly, almost conversational tone through their copy, Casper immediately set the stage for who they are, and exactly what they are about. Casper is a great style guide example that shows the importance of a continuous brand experience. Check out the full Casper brand guide . Source: Behance 17. Dribbble A hub for creatives and designers, Dribbble is both a sharing and social networking platform. A common ground for online portfolios and a collection of digital work, Dribbble supports freelance artists, seeking to inspire and promote community. With so many designers in one space, having a well-defined brand identity is vital. Dribbble’s aesthetic is minimal yet imaginative. For example, its logo uses a bold pink to symbolize freshness, optimism and creativity. The official color palette showcases a cohesive feel and gives a clear sense of how the hues should be applied and used correctly. Check out the full Dribbble media kit . Source: Dribbble (2021) 18. WhatsApp Created in 2009, WhatsApp is a free messaging app that connects users via text messages as well as voice and video calls. What makes WhatsApp particularly engaging is that it can be used on any type of device, including computers, enabling easier communication from any location. As a global communication platform, consistency is arguably the most important, as the app is used by many different people in multiple languages and locations. For example, the WhatsApp logo doesn’t contain any letters, so it can be used consistently across different languages. On the same note, their logo uses a phone receiver icon, a universal symbol for communication. As WhatsApp says in its brand manual, “Using [the guidelines] consistently will reinforce our passion and commitment to connect the world through real-time communication.” Check out the full WhatsApp brand style guide example . Source: WhatsApp (2021)

Find the perfect branding for your designs with Wixel → When you first hear a story, meet a new person or try an unfamiliar food, what do you always remember? The way it made you feel. That’s precisely what brand strategy is all about: evoking a positive, long-lasting emotional response from your customers. A brand strategy doesn’t stop at the way your product looks or your service is provided. It encompasses everything that represents your business, from your collection names to your logo design , from your social media accounts to your neatly designed website. Build your brand with the Wix Logo Maker . What is brand strategy? While it may be widely used, the term brand strategy is often misunderstood. Simply googling it (which is most probably how you ended up here) gives you a multitude of explanations. To make things more confusing, good branding is not always quantifiable, or even rational—it is experiential, and based on feelings. It can be difficult to conceptualize an intangible quality, even more, to attempt to measure it. If we need to give it a basic definition, a brand strategy is a purposeful plan to identify what your brand represents from the inside out. Through research and analysis, this essential process lets you determine competitive positioning and define the most authentic way to reach your target market on an emotional level. The challenge is navigating the theoretical questions with real life data, all while sticking to your roots. In order to build a strong brand when starting a business , you need to cover each element, from your content to your design, while keeping the big picture in perspective. While the approach will change from one business to another, there are certain understandings you must go through to achieve great results. We’ll cover them in more detail in this guide. Why should you have a brand strategy? Imagine your brand strategy like a compass (even an iPhone compass will do), guiding your decisions in the right direction. Without it, you might go the wrong way, or worse—get lost. It should serve as a measurable point of reference to identify failure and success. Evaluating both your achievements and shortcomings will help you learn, grow, and push your business to evolve. Additionally, your plan should illustrate to everyone involved (your team, your customers, your investors, you) what makes your business unique. If you don’t know who you are and what you stand for, how will others? A robust brand strategy guides your decision-making and aligns all marketing activities around a cohesive vision and mission. How to create a brand strategy in 8 steps Here are the actions you need to take in order to build a brand strategy that personifies your own style and entices your audience: Know what you stand for Understand your audience Find your sweet spot Tell your story Design your identity Stay true to your word Take your time Include your team Building a brand strategy may sound overwhelming, but it doesn't have to be. Before you get started, check out our downloadable brand strategy template to help create a thoughtful and strategic plan for your business: 01. Know who you are and what you stand for Today, competition is fierce in all industries, and customers demand more authenticity than ever. This is not the time to have an identity crisis. When navigating through existential decisions about your brand, keep these discerning questions in focus: Why do you exist? The answer is your brand purpose . How will your brand behave? Defining your values early on will guide your actions. Where do you want to go? The answer will constitute your vision statement . How do you plan to get there? Your mission statement will pave the way. Let’s take a deeper look at each concept: Brand purpose Before you start dreaming of your brand colors and catchy slogans , take a moment to think about why you are creating your brand. “People don't buy what you do, they buy why you do it”, according to author and inspirational speaker Simon Sinek. Elaborating on the “why” is what puts truly influential companies apart from the rest. To help you out, use Sinek’s “Golden Circle”, which encourages you to focus on answering the “why”, and only then the “how” and the “what”. Let’s imagine you’re a company preparing and delivering gift boxes filled with thoughtfully curated items. Your answers might look like this: Why: “I want to allow people to spread support thoughtful gestures, while supporting small businesses in the community, and minding my environmental impact.” How: “I will deliver each package in less than 12 hours, partner only with local artisans and small business shops, and commit to all recycled materials for packaging.” What: “Gift boxes that spread love and include locally-sourced, high-quality items made within the community.” As you can see, answering the “why” first helps you define your raison d'être and, ultimately, gives your customers a sharper understanding of the core motivation behind your product or service. Values Now more than ever, consumers seek authenticity and choose brands that uphold similar beliefs. Brand values are an integral part of your strategy, as they will dictate how your business will behave. Think of your core values like a moral code, which guides your social and ethical practices. To use the same gift box example, some values might include: sustainability and ethical sourcing, inclusivity and diversity, community, peacefulness and elegance. Keep in mind though that not all values have to be socially or environmentally focused. They just need to precisely define the guiding principles you’ll apply throughout the way you do business. However, simply outlining your beliefs is not enough, you must actually practice what you preach to maintain your integrity. Mission and vision statement Mission and vision statements are often used interchangeably. They actually differ and each serves a unique role in shaping your brand identity. Vision statement: In a few sentences or a concise paragraph, a vision statement outlines the goals of your business. It clearly explains both what you are trying to achieve, and represents the infrastructure for future goals and where they will take you. Try to envision where you want your brand to go and map out your long-term steps to get there. Be mindful that your vision is not set in stone and can evolve over time. In fact, a good vision statement should grow with your brand and be reviewed periodically. On a deeper level, your vision statement should also try to recognize the impact your brand will have in the community, in the marketplace, and in the world. Mission statement: In a nutshell, your mission statement is an amalgamation of your purpose and values in one definitive place, all wrapped up with a shiny bow. It will serve as a roadmap for you, your audience, employees, stakeholders, partners, influencers and anyone else that will interact with your brand. You want to keep it to just a few condensed sentences and proudly present it to anyone who encounters your business, so they instantly know who you are. Example To illustrate all these concepts together, let’s look at Tentree , a Canadian clothing company that plants ten trees for every item they sell. Tentree is a prime example of a brand that leads with purpose. Look how neatly articulated the four components of their brand identity are: Purpose: To offer sustainable, stylish apparel and actively give back to the environment by choosing eco-friendly materials, and using renewable energy for processing. Values: Sustainability, ethical manufacturing, transparency, accessibility, comfort and planting ten trees for every purchase. Vision statement: “Our vision is to plant 1 billion trees by 2030, which will drastically reduce climate change. We've planted over 30 million trees and restored land in over 8 countries.” Mission statement: “As environmentalists our mission is to guide you on your journey and empower you to do your best when it comes to the environment. You don't have to be a hardcore environmentalist to make a difference. It's the little things, like riding your bike to work, bringing your own grocery bag, and buying an item that plants ten trees - they all add up. Especially when millions of other people start doing them too.” 02. Understand your audience “Brand is not what you say it is. It’s what they say it is”, once said branding guru Marty Neumeier. You can build the most thoughtful and well-designed brand in the world, but without customers, you’ve got nothing. Your audience has power, and if you can win them over, you will successfully shape the perception of your business. Knowing your target audience is crucial not only for converting leads into customers, but also for understanding how people connect with your brand. For instance, think of AirBnb, who targets budget-conscious travelers seeking a hotel alternative and a local experience. AirBnb is successful because they know their customers, pay attention to their needs, and always reflect on the feedback they receive. Defining your target market paints a clear picture of who your ideal customer is. Beyond this, you want to understand what is driving their decisions. What motivates them? Who inspires them? Where are their pain points? By digging deeper with market research and analyzing your audience, you can then create subgroups or segments based on shared characteristics. Known as market segmentation, this process categorizes your audience based on similarities ranging from geographic location to age, gender, decisions and behaviors. Altogether, this helps you create your typical buyer persona. 03. Find your sweet spot A little healthy competition never hurts. In fact, knowing what others are doing will help you understand better your brand position both in the market and in your customers’ minds (and hearts). So what makes your brand stand out? Start by listing the defining characteristics that separates your brand from competitors. In marketing lingo, this is your unique selling point (USP, for short). But simply saying you have an amazing business isn’t good enough, you need to back up your claims with strategic proof. In order to achieve this, you can conduct a SWOT analysis (strengths, weaknesses, opportunities, and threats). Another way to find your sweet spot is through perceptual mapping, an exercise that can provide clear competitive analysis. Simply plot contrasting qualities on a grid (such as quality, price, size, safety, or performance), and fill in where your competitors currently sit in the market. This will provide you with a visual representation and help you find the potential gaps and opportunities. Once your analysis becomes crystal clear, you can create a brand positioning statement. This is a short internal description (just for you and your team), which sums up what your brand is, who it’s targeting, and what makes it one-of-a-kind in the market. Unlike your mission and vision statements, a positioning statement highlights competitive differentiation rather than absolute benefits. And now, an inspiring example. By identifying a huge gap in the skincare market for high-quality products at an affordable price, The Ordinary managed to find their spot (pun not intended) and disrupted the industry altogether. Their entire brand strategy reflects this bold move and the idea that, “The Ordinary exists to communicate with integrity and bring to market effective, more familiar technologies at honorable prices”. 04. Tell your story Storytelling is one of the best ways to build trust and engage with your consumers. A well-crafted brand narrative should be truthful, get your audience’s attention, pique their curiosity, and evoke emotion. This is your opportunity to showcase your personality and differentiate from your competitors. Find your voice Remember that lasting impression and memorable feeling you’re striving for? Finding a cohesive voice that encompasses the vibe of your brand will help you express your story in a more honest and meaningful way. Your brand voice enables you to add emotion and a personal touch to all your communications. You want your brand voice to be consistent, recognizable and easy to speak with. This is important both for internal and external information as it will ensure your communications are aligned. As a result, it will foster a consistent and positive culture for both your team and your customers. For example, the Wix brand voice is both professional and light-hearted. From our blog articles to the copy in our very products, we strive to make our writing user-centered, authoritative, and meaningful—while remaining always approachable. Adapt your tone to each situation Would you speak to your five-year-old cousin in a boring, monotone voice? If you did, you’d probably have a hard time getting his attention. In the same way, brand tone plays an important role in adaptability. You are still using your same voice, but having a sense of awareness for your audience and adjusting accordingly. This is specifically relevant since your brand voice will be used across different channels, including emails, newsletters, social media posts, ads and other branding assets. Being mindful of the restrictions and usages of various platforms (emojis or no emojis, character count, etc.) will ensure you always have a consistent voice, but a slightly different tone to suit each specific crowd and situation. Pro tip: Learn how to make different types of banners (for example, explore LinkedIn banners ideas  to inspire you) to level up your brand design . Know what you’re talking about A great example of a brand that has a distinct voice and tells their story is Fridababy , a line of postpartum products for new moms. “From delivery to boogers, butts and beyond! Frida is the brand that gets parents. That means you. We are not a lifestyle. Far from it. We are a solution-based brand. The 411 of parenting. The who-do-I-call-in-the-middle-of-the-night-cause-my-baby-won't-stop-screaming brand”. Fridababy was created by a mother of three, and one can tell. This first-hand experience of maternity makes the brand’s voice special compared to the competition. It is extremely honest, and does not sugarcoat any of the nitty-gritty aftercare details of childbirth. Rather, the brand pokes fun at the fussiness of it all and uses this clearly in their language. As a result, they build trust and authority, using their own experiences to guide their users and help them with some not-so-comfortable experiences. 05. Design your identity Think of golden arches and what instantly comes to mind? Now that you’re dreaming of a Big Mac and fries, you can understand the power of strong visual design. Your visual branding is an important part of your strategy as it allows you to make an impression, speak to your audience without words, and get them to take notice. An authentic brand identity should also be recognizable based solely on visual elements. Imagine your brand as a person, and think how you might describe them to a friend. Does your brand wear crazy bold colors and socks with sandals, or does your brand only wear black and drink ethical cold brew? Don’t be afraid to get to that level of details, as you’ll ultimately want your brand’s visual identity to feel human and relatable to your audience. Now is the time to get creative, and integrate your brand’s personality into the visual elements. Creating an identifiable brand style guide will help maintain consistency and develop a cohesive vibe. You want your visuals to speak the same language across all mediums, and contribute to the overall look and feel of your brand. On this note, some important visual elements to consider include: Logo Colors Typography Website Business cards Photos, illustrations, and icons Videos Social media pages Physical assets (printed brochures, merchandise, and packaging) 06. Stay true to your word Ok, so, you know your purpose, you’ve found your voice, you get your audience, and you’re looking good—now what? This is the time to follow through on your actions and remain consistent in an effort to foster brand loyalty. With this in mind, how can you encourage positive connections with your consumers? Think of your core values, and how your brand is felt by your audience, and use this in every interaction. Treat them with integrity, thank them for their purchases, and acknowledge their efforts. Going the extra mile, even with a small gesture, can go a long way in strengthening the positive perception of your brand and developing brand awareness . First comes trust, then comes love: your consumers will return to you because they can depend on you, not just because you’re just selling a product. Don’t forget that customers love to share brand experiences, both good and bad. When all is said and done, positive interactions with your current customers will open more doors for potential ones. 07. Take your time Remember that creating a brand strategy is a process, and there are many complexities to consider. From connecting to your vision, cultivating customer relationships, all while speaking your brand language, it is a lot to juggle. You don’t want to do it all over again or have to rebrand because it was quickly thrown together. Beyond that, prepare to refine and evaluate your strategy once you have more feedback and awareness of the market. As your brand grows, reviewing the accuracy of your brand strategy will make everything clearer, more purposeful, and lasting. A good brand strategy should stand the test of time and stay relevant. 08. Include your team The more the merrier! Building a brand strategy should be a collaborative process integrating many people. Make sure you speak to stakeholders, employees, and external experts if needed. Just as important, if you are on a solo mission, reach out to others—including potential customers—and try to hear as many voices as possible. Ideally, you will form a designated brand team who are focused on building, designing, fostering, and giving life to your brand strategy across all levels. Think outside the box and push the boundaries to create an inclusive team that will offer a wide range of perspectives to contribute to your vision. Examples of excellent brand strategies Need a little inspiration? We’ve gathered a few examples of strong brand strategies to help you get started. SKIMS Whatever your feelings may be about the Kardashians, push them aside for the time being to appreciate the success behind Kim’s shapewear brand, SKIMS. After years of frustration due to a lack of selection in the market, Kardashian West designed a line of products for every shape, every color, and every type of support. SKIMS brand strategy works because they very clearly defined their purpose, they know and understand their audience, and they found their sweet spot. When SKIMS first launched, the brand was called Kimono but received major backlash being criticized for cultural appropriation. They really listened to their audience, used this feedback, and rebranded in an even more effective and meaningful way. SKIMS’s visual identity is consistent, recognizable, and still feels very down-to-earth thanks to their appealing color scheme that speaks the same language as their product. Innocent Started by three quirky Cambridge University graduates who first sold smoothies at a music festival, Innocent Drinks is an example of a successful branding strategy. They started in 1999 with a simple mission statement, “To make drinks that make it easy to do yourself some good”, and continue to follow the same purpose today. What makes Innocent noteworthy is their brand story and the voice and tone in which they share it. They are friendly, approachable, honest and funny. This sentiment is seen throughout their product from their visual identity and logo to their content and products. Innocent’s brand is always consistent and reliably charming. They also follow through on their promise and give back to their community, deeply committed to sustainability, recycling, ethically sourced products, inclusivity and diversity. Warby Parker We’re sure you’ve heard of Warby Parker by now, and may even be wearing their glasses as you read this. Founded with one simple idea, that glasses should be affordable, Warby Parker is a game changer in the market of eyeglasses. They are pioneers of the online glasses concept and at-home try-ons, changing the way in which we purchase eyewear. Even more impressive, they have successfully created a brand that truly listens to their customers and have been rewarded with incredible brand loyalty. Warby Parker opened new doors, finding a unique gap in the market, and challenged their competitors in an extremely new way. Not only did they find a different method to sell glasses at an affordable price, they also created their own product in-house with their materials, their branding and their language. Their mission statement perfectly embodies their purpose, vision, personality and style. “Warby Parker was founded with a rebellious spirit and a lofty objective: To offer designer eyewear at a revolutionary price, while leading the way for socially conscious businesses”. Casper Casper is another example of a powerful brand strategy for an innovative idea. It offers high-end yet affordable mattresses that are simple, stylish, and arrive in a creative and efficient box—all purchased online. What really makes this company stand out is their very strong content marketing strategy and their connection to their consumers. Casper found their brand position and used their brand message to become sleep experts, providing diverse content about sleep, relaxation, comfort, and style. Casper also really uses their audience loyalty and social proof to promote their product. Their visual identity is identifiable, aligned with their values and expressly their own. Brand Strategy FAQ What is brand strategy? Brand strategy is the process of defining and establishing a unique brand identity, message, and positioning that sets your business apart from competitors and resonates with your audience. It encompasses elements such as brand mission, values, personality, voice, and visual identity. What should a brand strategy include? The components of brand strategy include a brand mission statement, brand positioning, brand identity, brand personality, brand values, brand voice and tone, brand storytelling, and brand architecture. What are the benefits of brand strategy? A strong brand strategy can help businesses build brand recognition and loyalty, increase the perceived value of their brand, differentiate themselves from competitors, and create emotional connections with customers.

Find the perfect branding for your designs with Wixel → Smart brands stand out. The smartest brands realize that in order to distinguish themselves from their competitors, they’ll need to form a well-constructed brand identity—a process that goes way beyond logo design . Your brand’s identity is more of a philosophy than an image. It is what brings your business to life, reflecting its mission and setting you apart in the market. In order to determine and maintain a consistent identity throughout all aspects of their brand, many business owners will turn to a brand style guide. A style guide is an incredibly valuable asset for brands at any stage of their development, and if you’re ready to dominate the marketplace, it’s a good idea to start creating one. In this article, we’re going to shed light on exactly what a brand style guide is, why it’s such a powerful tool, and how to create one that will evolve with your business as it grows and develops. Build your brand with the Wix Logo Maker . What is a brand style guide? A good brand style guide acts as an encyclopedia for your brand identity , and is an integral part of your brand strategy and brand positioning . It will define each element of your brand’s character, covering everything from its mission statement and use of language to distinct color schemes and imagery. Constructing a system of rules that will outline your brand’s aesthetic standards and the voice behind them, the best style guide examples will pinpoint the attributes of your brand identity design and bring them to life. Why are brand style guides important? A consistent brand identity is vital for the growth and success of your business. Once you’ve built a brand that is a unique entity, your style guide will define exactly how its message should be reflected in order to ensure current and potential customers continuously recognize it across all its individual assets. A complete and detailed style guide will forever dictate your brand’s presence to employees, partners and stakeholders. This is critical, especially when handing over writing or design projects, or distributing your products to third party sellers. Your associates can always refer to your brand style guide to understand the fundamental details of your business’s mission and appearance. How to create a brand style guide There’s nothing like taking all the brilliant ideas you’ve come up with for your brand, understanding what matters most and putting them in one concrete place. Creating a brand style guide will entail some brainstorming and strategic thinking, but once you’re done, you’ll have an aesthetic bible for your business that you’ll always be able to modify and refer back to. Define your brand identity Research your competitors Include all the essential elements Make a list of your brand goals Plan for brand evolution 01. Define your brand identity What is your brand’s identity? Before you create a brand style guide, take the time to flesh out the personality of your brand. You’ll start by defining your brand’s goals, values, mission and target market - its r aison d'être . From here, define how these details will be expressed by the look, voice and behavior of your brand. Is your brand empowering and uplifting? Or friendly and informative? Perhaps it is ambitious and professional? Whatever your personality, each element of your design should reflect your brand’s character. Generate perfect Facebook cover photo ideas for your brand's Facebook page today. 02. Research your competitors Check out what others in your field are doing with a bit of market research - who wore their brand identity better? Take note of what you like and don’t like, and use this as inspiration for your own brand style guide. This type of research can be a means to rule out what isn’t working or to take note of what’s already been done. Since your goal is to stand out, you don’t want to use aesthetic combinations that might lead your brand to be confused with others. 03. Include all the essential elements Each brand’s style guide is unique, and will differ in detail and execution. One common goal to keep in mind is to make sure your style guide is cohesive, easy-to-apply, and includes the following tangible components: Introduction Typography Color palette Iconography & photography Grid system Tone of voice 04. Make a list of collateral brand goals Think about your collateral goals and how your brand style guide will address them. Will your advertising materials be printed, digital or both? If you are selling or distributing products - whether at a physical location or using your online store —you will want to consider having a section devoted to product branding and packaging. If you have a strong focus on social media or blogging, you’ll want to emphasize your brand’s copy and tone of voice. Looking to learn how to create a blog ? Wix has got your covered with thousands of design features, built-in SEO and marketing tools, that will allow you to scale your content, your brand and your business with their blog maker. 05. Plan for brand evolution Some of the best brands are remembered for their eloquent evolution. Your brand style guide is a living, breathing document that you’ll revisit as your business grows. Lay down a solid foundation so that the ongoing development of your brand’s identity will be easy to apply. Pro tip: designate a place to keep new ideas as they come up so you can find them when it’s time to review. What to include in your brand style guide Now that you understand what a brand style guide is, let’s go over in more detail the essential elements that should be included in yours: Introduction: Your brand’s mission We recommend that you start off your brand style guide with a clear and concise introduction. Tell the conceptual story of your brand by including a version of your mission statement with an overview of what your brand looks like and why. This will help employees and stakeholders understand your brand and develop a connection with it. You can also develop your brand manifesto and explain the importance of your brand style guide in this section. Logo Your logo design is the signature of your brand and you’ll want to present it at the start of your style guide. In addition to showing it off, this section should highlight any of its variations and include all the specifications for using your logo in design - such as the spacing around it, size rules, file formats, etc. Pro tip : If you want to make a new logo, but are limited in time and resources, try using an online logo maker to streamline the process. Typography Typography can set the mood for your words and give off a range of vibes, thanks to the myriad fonts, styles and sizes that are available in our day and age. Your brand’s typography choices will be a subtle, yet distinct aspect of how your message is interpreted by customers. In this section of your style guide, you should note the primary and secondary fonts your business will use, the hierarchy of fonts (sizes, heading, etc.), font pairings , and various weights and styles. Designers and vendors will refer to this section frequently. Color palette Choosing the perfect colors to represent your brand is fun business. It’s also crucial to maintaining consistency. Some businesses even go so far as to trademark colors of their own (think of Tiffany’s unmistakable Robin Egg Blue - synonymous with class and sophistication, or Post-It’s famous Canary Yellow, trademarked by 3M). Color can deliver strong feelings to customers, and a single brand might have 5-10 colors that reflect their spirit. In this section, you will include the brand colors that make up your palette. Remember to include some neutral colors among the more distinct shades that you want customers to connect with your brand. In addition, define which colors, hues, and tones will be used for precise facets of your branding , such as text, buttons, illustrations, etc. Iconography & photography Advertising, websites, blog posts and other material for your business will require the use of iconography and photography. Whether these are borrowed from the internet or customized for your brand, these images are part of the visual system that carries your message to targeted audiences, and should remain consistent with your identity. For instance, if you’re working with modern formats like HEIC files , you’ll want to ensure they're compatible with your platforms, as these formats provide high-quality visuals with efficient compression. In this section, identify the qualities your brand’s imagery should include and how your visual assets should look and feel (bright, natural, vintage, etc.). You might even create custom illustrations for your brand - in which case you will also define your illustration style. Pro tip : Before adding visuals, learn how to crop an image to spotlight key elements and how to convert an image to the best format for consistency and appeal. Grid system Defining the way to structure your content is something that should not be overlooked in a brand style guide. A grid system will lay out the architecture of your brand’s visual components, making sure all of your materials look neat and well balanced. This system can outline measurements for margins, spacing and columns - details that are especially important for directing the layout of printed material assets like business cards and company letterheads, as well as your website design. Tone of voice Who is speaking to your audience? Establish your brand as a unique personality by developing a prolific voice. Like other aspects of your brand’s identity, a tone of voice should be strong and consistent in order to be impactful. This element of your brand style guide will help writers adopt the right language when crafting any kind of copy for your brand, from advertisements to blog posts. By exhibiting a consistent tone, audiences will get to know the character of your brand, and will learn to recognize and trust you. Examples of brand style guides Here are a few strong brand style guides, for a more extensive list and inspiration you can check out our style guide examples : Spotify The branding for Spotify is simple and modern. In their brand style guide, they note that the primary Spotify logo is portrayed in a memorable green color, and will sometimes be combined with a wordmark. Additionally, they specify that their logo can be used in black or white, and which background colors are suitable for each variation. Starbucks Starbucks’ brand style guide gives a high-level overview of how the brand first came to life and how it has since evolved. The beloved coffee brand introduces the fresh design system they have created, which reflects the diversity of their customers’ experience while maintaining the core elements of their brand. Netflix Netflix lays out their primary logo in signature red on top of a black background. Their brand style guide explains that this layout reflects a premium cinematic feel, and that the logo’s arc represents the arc of a vintage CinemaScope. As you can see, the iconic logo can also appear in white - although they specify that this is on very few occasions, such as in this video watermark. LinkedIn LinkedIn’s branding premise is that it should be accessible and inclusive to all audiences. The style guide explains how the brand has changed over the last 16 years to communicate better with its community and adapt a more modern style. It outlines the brand’s logo, illustration, typography and colors, which aim to convey LinkedIn’s warm community. Uber Presenting a clear and efficient style guide that includes the core elements of its brand identity design, Uber describes its assets as bold, flexible and localized. Although Uber’s grown in its lifetime, the company maintains a consistent presence that is recognizable and dependable.

Find the perfect branding for your designs with Wixel → Some may say that business cards are a thing of the past, but unlike phone books and fax machines they are here to stay. Not only are they still relevant, they’re an important part of your branding efforts. A business card is an opportunity—a tangible piece of paper that preserves all your essential information, while also highlighting what your business is all about. This small memento that neatly organizes all your particulars (name, job title, website, social handles, brand logo etc.) in one place is a powerful networking tool, a great way to add an authentic personal touch and leave a lasting impression. Looking for a little inspiration? Whether you plan to work with a designer, or create your own using a business card maker , we’ve compiled some business card ideas to get your creative juices flowing. 25+ business card ideas Strikingly bold business cards Colorful and fun business cards Sleek and black business cards Functional and fashionable (and French) business cards Lighthearted and playful business cards Photographed in black and white business cards Green and grassy business cards The power of white space in business cards Round edges on business cards Luxurious and refined business cards Humorous and fun business cards It’s hip to be square Engaging illustrations Soft-hued pastels Creative and cool business cards Be a boss with your business card Clean and simple business cards Artistic and authentic business cards Serene and elegant business cards Creative shapes Cheerful and cheeky business cards QR codes Glittery and gold business cards A bright delight Retro style business cards Uncomplicated elegance Cleverly captivating Eye-catching and abstract Make a name for yourself with your business card Strikingly bold business cards Medellin-based urban clothing brand TRUE i s all about community, diversity and the impact that small actions can have on the world. Just like their brand identity , TRUE’s business card is powerful and perfectly captures their freedom of spirit. Using bright bold colors and graffiti-style typography on one side, juxtaposed with black on the other, this business card gets your attention, and piques your curiosity to know more. Business card design by brand strategy & design studio and Wix user invade design Business card design (and brand identity example ) by brand strategy and design studio and Wix user Invade Design. Colorful and fun business cards As the saying goes—” A picture is worth a thousand words”, and when it comes to business cards you’ve got a chance to tell a story from just one look. Bright, fun and living out loud, these video production agency business cards perfectly embody the movement and color of the industry. They are playful, engaging and look good enough to be put in a frame on your wall. Business card design by Wix user Mad About the Brand Business card design by Wix user Mad About the Brand . Sleek and black business cards Minimalist yet powerful, the color black never goes out of style. These vertical black business cards for Fit Social are paired with a clean white logo and minimalist typography. Using black card stock is a great business card idea, but you need to pay attention to the details in order for them to stand out. For example, if you want your business cards to look sophisticated, printing on a thicker card stock will really make the black background appear richer. Additionally, black card stock is also ideal for business cards that are embossed, foil stamped or use metallic ink. Business card design by graphic designer and Wix user Thank God It’s Monday Business card design by graphic designer and Wix user Thank god it's Monday . Functional and fashionable (and French) business cards These business cards designed for Parisian boulangerie and café French Bastards are not only charming and refined, they are practical. The bakery’s philosophy is based on handmade craftsmanship which is echoed in the look and feel of the business cards that incorporate the brand colors , using brightly colored edge finishes. These stunning cards double as a customer loyalty card, where repeat customers receive a stamp for each visit. This is a great business card idea to build and maintain customer loyalty, build brand trust and keep them coming back for more (of course, having delicious chocolate éclairs and baguettes doesn't hurt either). Business card design by graphic designer and Wix user Efi Kishon Business card design by graphic designer and Wix user Eli Kishon. Lighthearted and playful business cards Designed for Logical Toys and Gifts , an educational toy company in New Zealand, these business cards are playful and inviting, capturing the essence of childhood through color and typography. The thoughtful logo design uses lettering that emulates the soft glow and reflecting colors of a light table, a common staple in preschool classrooms around the world. The card’s lettering is also slightly imperfect and whimsical, wonderfully on-brand for the child-centric company. Business card design by design studio and Wix user Creative Philosophy Design Studio Business card design by design studio and Wix user Creative Philosophy Design Studio . Photographed in black and white business cards Captivating and classic, these business cards were created with the concept of “back to basic” and a focus on natural elements. They simply let the photographs do all the talking, while giving all the necessary contact info. Using photography is a creative business card idea that makes your cards more memorable and allows you to showcase your work. Additionally, sticking to a contrasting black and white color palette is timeless and professional. This design concept is simple, memorable and beautiful to look at, what more could you ask for in a business card? Business card design by brand & web design studio and Wix user Manu Branding Business card design by brand and web design studio and Wix user Manu Branding . Green and grassy business cards Using a color palette that works synchronously with the company and their brand image , this business card example is uncomplicated and stylish. When it comes to branding it is always important to consider color psychology and the impact it can have. In this case, green which is associated with nature, harmony, freshness and growth also expertly conveys what the company is all about. Created for a cannabis-friendly apartment rental service that pairs tenants with owners, the business card effectively communicates the brand in just one glance. Business card design by graphic design studio and Wix user Montilla Design Business card design by graphic design studio and Wix user Montilla Design . The power of white space in business cards When looking for business card ideas, sometimes less is more. Be sure not to overcrowd or clutter your card with too many elements, or too much text. This ride-share business card tastefully uses the concept of white space on one side of the card, highlighting the brand logo and a catchy question (need a ride?) to get their reader’s attention and highlight just the essential details. However, the other side of the card is the opposite, using punchy color and cute icon-style imagery of different cars to tie the design together. Business card design by graphic designer, illustrator and Wix user Gefen Benda Business card design by graphic designer, illustrator and Wix user Gefen Benda . Round edges on business cards Besides looking professional and sophisticated, round corners make business cards more durable since you don’t have to worry about the edges looking worn out after time. Beyond that, this subtle feature shows that you pay attention to detail, and can make your business card more memorable compared to others. The beauty in these business cards for Black Mari is in the stylish and minimalist details. Business card design by design studio and Wix user Siete Studio Business card design by design studio and Wix user Siete Studio . Luxurious and refined business cards Branding is all about evoking emotion and when you give out your business card, there is no exception. You want the receiver to immediately make a connection to your product or service, and give them a sense or a feeling of your brand. This sophisticated and elegantly designed business card for Art de Vivre Studio , an interior design boutique, mimics marble by combining exquisite silver foil with a natural liquid pattern. Pairing these two elements successfully highlights the unique region of the South of France where the business operates, as well as the aesthetic of their interior design style. Business card design by design studio and Wix user Alexandra Necula Business card design by design studio and Wix user Alexandra Necula . Humorous and fun business cards Pet Plate , a pet food delivery system, is all about serving canine friends chef-crafted dog food that is good enough for their human owners to eat. Pet Plate’s entire brand voice is fresh, humorous and fun, so it is no wonder that their visual brand identity incorporates the same lightheartedness. Creative agency &Walsh used bold and cheerful typefaces paired with a blue and white color palette (inspired by traditional style plates), and playful copywriting, to create a cohesive brand style guide which is easy to recognize. Learn more: Typefaces vs fonts Design lead and business card design by Wix user Ryan Haskins for &Walsh Design lead and business card design by Wix user Ryan Haskins for &Walsh. It’s hip to be square These gentle and muted business cards use a perfectly balanced shape (square vs standard size) along with a thoughtfully curated design which showcases a logo on the top right and a block of text on the bottom left to convey the identity of the business. Using a square business card instantly differentiates your card and still conveniently fits into wallets (or pockets) of prospective clients. Designed for Ima Doula, a doula/massage therapist/yoga teacher, these business cards use a warm and neutral color palette which is immediately comforting and inviting - just like the business owner. Business card design by brand design studio and Wix user Stylish Creative Business card design by brand design studio and Wix user Stylish Creative . Engaging illustrations Regardless of your industry, a business card is an extension of your brand, and besides sharing your contact info, you want it to highlight what you do in an intriguing way. Using illustrations can help to showcase what service you offer or what your business is, without needing any words. This creatively designed business card for Power in your Curl uses a delicate and stunning visual drawing to highlight the services of Kenya, The Curl Coach™, an expert natural hair educator. Additionally, the card design makes perfect use of color, connecting the brand colors through the typography and the illustration on both sides of the card. Business card design by design studio and Wix user Alexandra Necula Business card design by design studio and Wix user Alexandra Necula . Soft-hued pastels Whether you’re a consultant, a DJ, a lawyer or a makeup artist, it is important to use color effectively, in order to communicate right off the bat what you’re all about. This dreamy business card design for event planner BY.ELO uses a winning combination of soft pink and gold foil typography. Since pastel colors are less saturated, they instantly feel soft, calm and light, which can be effective in evoking a certain mood in your prospective customers. Pairing a gold typeface with these gentle hues creates delicate sophistication which emulates the same vibe of the events put on by the company. Business card design by Wix user Rose van der Ende Business card design by Wix user Rose van der Ende . Creative and cool business cards Letting your brand personality show through your business cards is one of the best ways to communicate to potential clients not only what you offer, but give them a taste of who you are. These fun business cards designed for musician Yael Feldginer are based on tarot cards, and were created in unison with her album covers to maintain a cohesive brand identity that genuinely represents her style. Business card design by graphic designer and Wix user Efi Kishon Business card design by graphic designer and Wix user Efi Kishon . Be a boss with your business card Here’s a business card idea that instantly makes your cards pop: embossing. Also known as debossing, this technique creates a raised or recessed image directly onto the paper. These luxurious cards for Delicious Smoke use an embossed pattern of the brand logo on rich black card stock. In this case, the branding style of the logo and the embossed technique mimics a meat stamp, which cleverly ties the brand and business concept together. Business card design by branding and design studio and Wix user Deezeye Business card design by branding and design studio and Wix user Deezeye . Clean and simple business cards Specific industries tend to stick to distinct color palettes, and for good reason. The Health Movement ’s card is a great example of this, as part of the health and wellness industry, it evokes healing, tranquility and understanding. This business card design effectively uses a light blue color palette to convey trust. A no muss, no fuss layout that clearly represents the brand persona is always a great business card idea. Business card design by Wix user The Paper Bakery Business card design by Wix user The Paper Bakery . Artistic and authentic business cards Besides being gorgeous, these business cards designed for SJLA jewelry perfectly embody the brand. A jewelry line created to tackle the issue of fast fashion, each piece is designed to empower and inspire whoever wears them, while bringing awareness to social and environmental issues surrounding conscious consumerism. The captivating illustration on the business cards highlights the jewelry pieces while also communicating the brand’s persona which is used across their social media and branding assets. Illustration used on business card design by Wix user Isabelle Feliu Illustration used on business card design by Wix user Isabelle Feliu . Serene and elegant business cards These tranquil business cards for Holism , a comprehensive wellness retreat, flawlessly create an instant feeling of relaxation. Their brand image is rooted in interconnectedness, which is echoed throughout the visual design of their branding assets. Using an earthy color scheme, rich texture and utter simplicity in the visual design, there is no mistaking the feeling of harmony of the wellness retreat. Business card design by illustrator, artist, designer and Wix user Nicole Onslow Business card design by illustrator, artist, designer and Wix user Nicole Onslow. Creative shapes If you're looking for a business card idea that is a guaranteed showstopper, why not try using a creative shape? While most of us think of business cards as the quintessential wallet-size rectangle, there are no hard and fast rules that say you can’t think outside the box—literally. These gorgeous business cards for Argentinian restaurant R40 play a part of the restaurant’s overall brand identity. Named for National Route 40 that stretches across Argentina, every detail of their branding from the menu to their coasters highlights a traditional Argentinian vibe with a contemporary style. Business card design by graphic designer and Wix user Steve Wolf Designs Business card design by graphic designer and Wix user Steve Wolf Designs . Cheerful and cheeky business cards Another great example of a square business card, this paw-some card for A Bark Idea puts the logo front and center, instantly letting you know what the company is all about. Printed on thick card stock (slightly thicker than a credit card) with bright yellow painted edges, these cards are warm and welcoming, and perfect for the furry friends that the business works with. Business card design by design collective and Wix user The Paper Bakery. Business card design by design collective and Wix user The Paper Bakery . QR codes Since business cards are all about sharing your essential information efficiently, adding QR codes (quick response) make it even easier. These computer-generated barcodes make it possible to share information like phone numbers, emails or website URLs and seamlessly close the gap between digital and print. Prospective clients just need to open their phone camera’s to the QR code, scan it and instantly receive all the details. See how these simple and elegant cards for NuFargo neatly integrate the QR code into their design without sacrificing style. Business card design by design studio and Wix user Limvi Studio Business card design by design studio and Wix user Limvi Studio. Glittery and gold business cards If you’re looking for a classic and sophisticated business card idea, here’s your golden opportunity—integrate metallic foil detail. These radiant business cards for Trish Johnston Interior Design draw your eyes in with a glimmering foil pressed logo that is boldly splashed across the soft-matte blush cards. When using foil accents it is recommended to use large text and/or shapes and select high-contrast colors to really make the finish pop. Business card design by Wix user The Paper Bakery Business card design by Wix user The Paper Bakery. A bright delight Using a variety of multi-colored amorphic shapes spread across one side of the card, this cheerful business card idea is both noticeable and fun. What makes this creative design so effective is the partnership between the bright pops of color on one side and the clean white layout on the other. The logo is also strategically integrated into both the front and back which makes it even more memorable and inviting. These cards were specially crafted for a design studio that creates origami, paper cutting, stationary and decorations, so their business cards are perfectly in line with their products and services and help to create brand recognition . Business card design by design studio and Wix user Siete Studio Business card design by design studio and Wix user Siete Studio. Retro style business cards Since branding is based on emotion, using nostalgic or vintage styles is a great way to trigger happy memories or conjure a feeling. By using rustic or retro color palettes together with old-school typography, you can create memorable business cards that are both eye-catching and heartwarming too. Just like the funky nail designs by t r these groovy business cards are charming and fun. Business card design by graphic designer and Wix user Abi Design Business card design by graphic designer and Wix user Abi Design. It’s your turn to create your own business card Now that you’ve seen some amazing business card ideas, it’s time to design your own. If you need a few more tips on how to design a business card you can read our ultimate guide, or jump right into our business card maker . Below we’ll take a look at some of the best business card templates, all of which are totally customizable. You can create your own logo and use your brand colors to design a business card that is perfectly you. Uncomplicated elegance Keep it simple, elegant and to the point. These business cards focus on the most important information, more specifically their phone number. If you have a preferred method of communication or some information you’d like to highlight on your cards, play with the size and layout of your text, to draw attention to what you’d like to stand out. Business card designed using Wix business card maker Cleverly captivating This business card example uses visual cues in a clever way by integrating a purposeful photograph on one side of the card. Using everyday images in a creative way can be a simple yet effective design choice for business cards. Business card designed using Wix business card maker Eye-catching and abstract Sometimes you don’t need a specific photo or image and just want to get people’s attention. Abstract art not only draws people in, it often makes them question the decisions or actions behind the visuals. If you are stuck for a business card idea, try using abstract design elements but make sure they are still in line with your brand identity. Business card designed using Wix business card maker Make a name for yourself with your business card Let’s face it, remembering names can be hard but with the right business card, your name will be unforgettable. Using bold color and striking typography, this business card template puts your name front and center. This is a great business card idea for solopreneurs, independent contractors, consultants, and freelancers who may not have their own logo or branding, but use the power of their name to conduct business. Business card designed using Wix business card maker

Find the perfect branding for your designs with Wixel → Thriving businesses have one thing in common: a strong and consistent brand identity. Just think of iconic brands like Nike, Starbucks, and Google—their long-lasting impression on the marketplace and worldwide recognition are living proof of the power of branding. Accurately shaping your brand’s identity requires taking a few steps. It’s best to do this in the early stages of product or business development—before you create a logo or generate other branding assets. That being said, it’s never too late to make sure your business becomes an admired brand. This article will brief you on the process of building a brand identity at any stage. First, we'll clarify the term and explain why it's important. Then, we'll outline the elements you’ll need and what steps to take in order to create your own. We’ll also look at strong examples for inspiration. Build your brand with the Wix Logo Maker . What is brand identity? Brand identity refers to the unique set of visual, design, and messaging elements that distinguish a brand from competitors and create a recognizable and memorable impression in the minds of consumers. Successful branding depends on having a well-formed brand identity: that is, the distinct voice and visual appearance of a particular brand used to communicate its mission with the rest of the world. A brand identity encapsulates your business' vision by portraying it in a way that’s understood —and most importantly—embraced by audiences. It’s part of the association they’ll make to your company and over time will build brand trust and foster loyalty, ultimately impacting the way they perceive your brand. More specifically, brand identity refers to the tangible elements that make your brand look and sound a certain way, such as your choice of brand colors or use of language. It includes aspects such as logo, color palette, typography, design style, tagline, and brand voice. Brand identity prism According to Jean-Noel Kapferer , brand strategist, brand identity is made up of six main components. Physique: The physical attributes of the brand, such as its product design, packaging, and visual identity. Personality: The brand's human characteristics, including its values, attitudes, and tone of voice. Culture: Cultural associations with or for the brand, such as its country of origin or the cultural values it represents. Relationship : The type of relationship the brand has with its customers, including the emotional connections it creates with them. Reflection: The extent to which the brand reflects its customers' self-image or aspirations. Self-image: The brand's own perception of itself, including its strengths, weaknesses, and desired positioning in the market. According to Kapferer, a strong brand identity is one that is consistent across all of these six components, and which at the same time reflects the brand's unique value proposition and positioning in the market. He emphasizes the importance of creating a "brand personality" that resonates with an identified target audience while developing a clear and compelling brand story that communicates the brand's values. Brand identity vs corporate identity While similar in concept and how they are created, there are fundamental differences between brand and corporate identity. As we know brand identity refers to the visible elements that represent a brand, including its name, logo, tagline, and overall visual and aesthetic style. These then need to encompass the brand's personality, values, and messaging, and should be designed to differentiate the brand from its competitors. Corporate identity, on the other hand, refers to the way a company presents itself to the public. It includes the company's name, logo, visual and aesthetic style, and messaging, all of which are part of its brand identity. However corporate identity encompasses not just the brand, but also the company's culture, values, and mission, as well as its relationships with stakeholders such as customers, employees, shareholders, and the wider community. Brand identity is created from the specific visual and messaging elements that represent a business or specific product. Corporate identity is a broader concept that encompasses the entire company and its reputation in the marketplace. Brand identity vs brand image As we know brand identity is made up of the tangible elements that represent a brand, such as its name, logo, visual style, and messaging. Brand image, on the other hand, is the perception that consumers have of a brand. It is the sum of all their experiences, feelings, and associations with the brand, and it can be influenced by a wide range of factors, such as advertising, product quality, customer service, and social media presence. While, in theory, brand identity is something that a company can control and shape through intentional messaging, brand image is ultimately determined by consumers and their interactions with the brand. A strong brand identity can help create a positive brand image, but ultimately, it is up to the consumer to form their own opinions and associations with the brand. There's only so much a company can do to shape their brand image, ultimately it's created by everyone who interacts with their brand, and their experiences can be shaped by influences outside a brand's control. Why is brand identity important? Your brand is more than just a logo—it’s something that lives, breathes and evolves as your business grows. A well-developed brand identity will distinguish your business in the eyes of your audience. It will also establish a sense of understanding and reliability among your customers, forging a connection that leads to loyalty, engagement and long-term success. Once you understand the persona of your brand, it will make growth easy. Your brand’s identity is something you can consistently use as a reference for your brand strategy , as your business continues to expand. A strong brand iden​​tity influences: Customer loyalty Relatability Internal and external representation Brand trust Brand consistency Gaining new customers (while taking care of existing ones) Differentiation from competitors History and Evolution of Brand Identity The modern concept of brand identity has evolved since the early 1900s, where businesses started using trademarks and logos to differentiate themselves from their competitors. In the mid-20th century, branding became more focused on emotional appeal and storytelling, and businesses began to connect with their customers on a deeper level by establishing a brand personality. Businesses began to recognize the way in which consumers were developing relationships with their brands . In today's digital age, brand identity has become even more important with the rise of social media and online marketing. Brand identity elements Your brand identity can be broken down into individual elements that should all be cohesive and aligned to one another. Imagine a single thread that weaves between your branding elements, intertwining them. Each of these have their own purpose, and all serve to establish and maintain your brand identity: Brand name Tone of voice Logo Color palette Typography Imagery Brand Name As much as your own name is a part of your identity—a brand name should convey your business’s personality, mission, values and tone. Some brand names are so successful that they've become synonymous with their products, and are a part of our daily lexicon. For instance, referring to tissues as Kleenex, bandages as Band-aids or cotton swabs as Q-tips—are all examples of successful brand names that are intrinsically linked to their products and immediately trigger brand recall upon hearing them. When coming up with a brand name, always keep your values at the forefront, consider your target market and conduct linguistic research to make sure your name works in every context. You can read our thorough article on how to create a brand name or try out a business name generator to help you get started. Tone of Voice If your brand could talk, how would it sound? Authoritative? Casual? Funny? Encouraging? Perhaps all of the above. Your brand’s tone of voice refers to the kind of language used to communicate with your audience. By using a consistent tone in your website copy, UX writing, marketing materials, packaging and social media, you can personify your brand and embody a distinct style. Your brand voice doesn’t stop at communication with prospective customers, it also refers to internal communication with employees, partners or stakeholders. By maintaining a cohesive tone and language both internally and externally, you’ll ensure that anyone who interacts with your brand will recognize your style. Logo Most people will agree, your logo is the face of your brand. Whether you hire a graphic designer or create a logo of your own , use the brand identity you’ve built as a starting point for your logo design. Your goal is to create a logo that audiences will remember and recognize immediately, so make sure it’s one-of-a-kind and captures your business’ essence. Your logo should embody your brand identity and reiterate​​ your core values authentically. Using color, shape and typography to communicate your brand persona, this small but powerful symbol will represent your business across each branding touchstone. Take a look at these creative logo ideas for inspiration. Color Palette Your brand colors have a lasting impression on customers, affecting the way they perceive and interact with your business. Here’s a taste of Marketing 101: colors trigger emotion. The subliminal response to colors can run the gamut from excitement or elegance to seriousness or friendliness—and the list goes on. Apart from setting a particular tone, these colors should be used consistently throughout your brand’s marketing assets. Studies show that the use of signature colors improves brand recognition by 80% —think of the exciting red that’s inextricably linked to Coca-Cola, or Apple’s iconic use of white. Over time, audiences will associate this color palette with your business and familiarize themselves with your brand. Typography Much like the content itself, your brand’s font tells a story of its own. Although choosing a font seems like a subtle decision, typography is a fundamental element of brand identity design. Select a font style that reflects a cohesive message and remains stylistically in line with the rest of your assets. Also, consider the way you want your text to be arranged, taking into account important design principles such as visual hierarchy, white space and alignment. Imagery Visual content like photography and imagery can help communicate your message and ​​enhance your designs, thus making it a significant element of your brand identity. Photography, for example, enables you to share a story, evoke a feeling or capture a mood without the need for written context. With this in mind, choosing visual elements that actualize your brand message is an important step for getting through to your audience in a meaningful way. Be sure to choose imagery that is relatable, inclusive and resonates with your target audience. Furthermore, always make sure your images are high-quality and properly formatted for diverse platforms such as your social posts or printed marketing materials. How to create a brand identity Building a brand identity is an investment of time, creativity and effort. As you’ll see, it’s also a brilliant opportunity to secure all facets of your brand and decide how to share them with the world. Use this outline as a guide and starting point—and get ready to meet your brand. Shape your brand personality Design your brand assets Create a brand style guide Build your brand presence Measure success 01. Shape your brand personality Before you think about how you’ll represent it to the world, put yourself in your brand’s shoes. Just like you and I express ourselves with the way we dress, speak and act—your brand also uses unique features to convey its purpose and goals. Here's how to give your brand a personality that stands out: Write your brand story What inspired you to start your business? What do you want to achieve? What can you offer your community? Your brand’s story is the linchpin of building an authentic narrative that resonates with your audience. If you can answer these questions and communicate them with your customers, they'll be more likely to feel a connection to your product. Define your brand’s core values A strong set of values shapes the culture built around your business and proves that you care about more than just sales. Whether it’s a commitment to customers’ success or a vow to sell high-quality products, having an overarching sense of purpose gives integrity to your brand. Adorn your brand's assets, especially your brand manifesto with traits that embody these values and make sure all aspects of your branding are in sync. Distinguish your brand Make sure you stand out from your competitors by doing market research. This is the best way to stay in-the-know and discover what works well within your market. Leverage this knowledge to take inspiration from your competitors while ensuring that you create something fresh and original. Through research, you can determine your brand positioning in the market to gauge the competition and pinpoint what makes your brand unique. A good method for doing this strategically is performing a SWOT analysis (strength, weaknesses, opportunities and threats) to get a deep understanding of where your brand stands within the market—and in your consumers’ minds. Know your audience Getting acquainted with your audience is an important precursor to building your brand identity. Define your target market and decide who's the best audience for your brand. Look at how people respond to different forms of design and communication, and take note of what prompts engagement and user trust. 02. Design your brand assets You’ve already established what makes your brand stand out by defining its personality, next prove its value by crafting a powerful voice and visual identity . Your brand's assets are a set of unique elements that help audiences pinpoint it as something recognizable and distinct. As we outlined above, your visual brand assets include a logo, color palette, typography, photography and brand name. Brand assets can also include a catchy slogan or jingle, packaging and even music and sounds associated with your company. Understanding how each branding asset plays a role in your entire branding collateral ecosystem, and how they impact each other, will enable you to design with purpose, integrity and cohesion. 03. Create a brand style guide Now that you've decided how to represent your brand, cement these ideas by creating a brand style guide . A style guide will outline each element of your brand’s identity, and will forever guide anyone who interacts with your brand. It ensures that you’re all on the same page when you create marketing materials by providing clear details and instructions. Thinking ahead, a brand style guide will become handy when you make any future adjustments. Marketing trends always change, and your business will eventually expand—so it’s almost inevitable that you’ll want to freshen your design in the future. A style guide allows you to make these adjustments while warranting consistent loyalty to the core of your brand identity. Another scenario in which a brand style guide comes in handy is if you outsource writing or design projects. In this case, your associates will have an extensive reference to dictate the foundations of your brand’s appearance. You can explore our list of style guide examples to help you get started. 04. Build your brand presence Paul Rand, a graphic designer specializing in corporate logos, once said: “design is the silent ambassador of your brand.” Start building your brand’s presence by designing marketing materials that you can share with the world. These include resources that are essential to promoting your brand and building your audience: Website Packaging Business Cards Email Design and Marketing Social Media Website An essential part of owning a business is to create a website . An online location for audiences to find more information about your brand, your website underscores your brand identity using attractive design and informative text. As your brand grows, make sure your website not only looks the part, but offers a user experience that matches your offering. For example, start a blog with a blog maker to share your brand’s voice or create an app that provides a great mobile experience for your users. Pro tip: To heighten the professional perception of your brand, you should also choose a domain name that includes your business' name. Packaging If you’re a brand that sells goods, whether in person or via an online store, remember that customers love creative packaging. Packaging says a lot about your brand’s identity and has the capacity to satisfy customers before they enjoy what’s inside. Think outside the box—pun intended. By playing around with the material, images and text, you can create a packaging style that reflects the visual identity of your brand. Paying attention to even the smallest details can go a long way in the way customers perceive your brand. Consider the shapes and forms you use in your packaging and how they reinforce both the visual language and the overall message of your brand. For example, what types of materials do you use and what purpose do they serve the overall brand experience? Business cards It’s true that we live in a digitally focused world—but business cards never get old. Displaying your contact information along with your brand’s logo, a business card is a friendly and professional way of reminding new connections to reach out and add you to their contacts. Business cards can be made in a variety of shapes, sizes and styles, so designing a business card that expresses the identity of your brand won’t be a problem. You can explore these business card ideas to see examples of brands that creatively integrate their brand identity in an effective way, and start making your own with a business card maker . Email design and marketing Good email marketing is a strategic way to build brand awareness , promote new products and engage with customers. Email marketing services make it possible to design custom emails, which means you can stamp your brand’s identity all over it. Whether your emails are promotional or informative, be sure to use the elements of your brand identity design, such as your logo, brand colors and fonts. This is also a great opportunity to share your brand voice, using the right tone to highlight your message. Want to go one step further? Make sure you use a business email address for emails that are both professional and polished—and speak your brand identity in every detail. Social Media Regardless which social platforms you use, each channel offers a unique approach to communicating directly with your customers. Social media also provides context, personality and a sense of familiarity to your brand, since customers interact with it on a daily basis. The tone you set with the language and visuals you use across social media should consistently reinforce your brand identity. A tweet, as one brand identity example , can convey sincerity, humor and approachability when crafted with your brand identity in mind. Paying attention to the guidelines of each platform—like knowing the character count for your posts, images sizes for profiles and overall tone of voice—will help your brand identity shine in the best light. Sticking to the platforms that are right for your brand will help communicate your brand identity effectively. For instance, if your target audience is predominantly on TikTok, then this is the place you want to be. 05. Measure success You’ve worked hard to build a strong brand identity, now how do you measure success, and more importantly maintain it? We know that good branding is all about feelings, and while you may not be able to directly measure perceived brand equity, you can certainly monitor your brand through other metrics. For starters, you can use Wix Analytics to better understand the behavior of your site visitors and make data-driven decisions moving forward with your online presence. This is particularly important if you have an eCommerce website . Recognizing the impact your brand identity and assets can have on conversions can help you think more strategically for future marketing campaigns or sales. You can also conduct surveys, check forums, or peruse social media comments and discussions. The more you see what people are saying about your brand, the more you’ll understand how they feel about it. This is a core aspect of brand management , and the steps you’ll take to preserve your brand reputation . Brand management also means looking inwards, and ensuring that your company culture and actions reflect your brand identity. Be bold—but smart. Customers and employees appreciate idiosyncrasies when they’re served with transparency and consistency. Brand Identity FAQ What is the difference between brand identity and branding? Brand identity refers to the visual elements and messaging of a brand, while branding encompasses the entire process of creating and promoting a brand. Why is color important in brand identity? Color can evoke emotions and associations that reflect the personality and values of a brand, making it an important element of brand identity. How can a business measure the effectiveness of its brand identity? Businesses can measure the effectiveness of their brand identity through metrics such as brand awareness, customer loyalty, and market success. What are the 5 pillars of brand identity? The five brand pillars are purpose, perception, personality, position, and promotion. These categories spell out your brand's values and how you communicate them to the world.

Find the perfect branding for your designs with Wixel → When first starting a business, you may focus on a marketing strategy aimed at a specific target audience. Once your brand experiences that satisfying initial success, it's only natural to want to build upon it. In fact, many brands start developing revenue streams and casting a wider net in their market. But what if that next step ends up becoming a misstep and customers lose trust and respect for your brand? Enter, the dreaded brand dilution—a stretch so large that customers no longer recognize the brand they once favored over all others. In this post, we’ll break down what exactly brand dilution means, the common causes of it, and how to save your brand from losing value. Tip: Want to avoid brand dilution? Create a logo that clearly represents your brand upfront. What is brand dilution? Brand dilution happens when a brand fails to live up to customers’ expectations and, as a result, they negatively perceive the company's value, quality and authenticity. However it happens, the change is usually wildly out of character for the brand or out of sync with their original brand values. As a result, customers feel confused and betrayed. Think of it like a diluted alcoholic beverage: Too much dilution from a mixer and the drink will become weak and the flavor muddled. The customer might even feel like the bar or restaurant overcharged them and decide not to return—even if they were once regulars. Research backs this up. InnerView and FocusVision found that brand dilution leads 51% of customers to feel confused and 49% of them to consider alternatives options. Brands spend a lot of time developing their branding because perception matters business. By maintaining a positive brand reputation , a brand can increase its sales and maintain its loyal customer base. Brand dilution can easily undo all of this, though. When does brand dilution occur? When does brand dilution negatively impact one’s brand image ? These common scenarios can lead to the watering down or tainting of a brand’s reputation: A brand releases an unrelated product or enters a different market Brands become successful when they have a clear message, a valuable product and a relatable brand identity . As they pursue greater profitability, they have a choice: They can expand by creating products or services that extend the value of their current offering. On the other hand, they can move away from what made customers fall in love with them and try something new. Brand extension in and of itself is fine. However, when the extension makes no sense given the brand's context and history, it confuses customers and can negatively impacts a company's integrity. A brand licenses their product or service to someone else To find success, your business must deliver a consistent and predictable experience. However, the licensing of one’s product or service to another company can diminish your brand perception. diminished brand perception. This can happen in franchising, asset licensing and even brand collaborations. Brands will license their name and identity to other companies seek, as they know their new venture will generate brand loyalty . However, it doesn’t matter if the original brand has little to no control over the resulting product or experience. Just having their brand name or image attached to it can lead to brand dilution if things go awry. A brand grows too fast and too big to keep up with demand You want your business to grow, but not at the expense of quality. Cutting corners because you don't have enough resources to keep up with the work or because you want to grow for growth's sake will not lead your business anywhere good. When a brand gets sloppy and inconsistent, many business factors can suffer as a result. Product quality may drop, customer support may suffer or the company may compromise its values. Any dramatic shift in the status quo can alter how customers perceive the brand in the future. Brand dilution examples Brand dilution can happen to everyone—from small businesses to enterprises, and entrepreneurs to major celebrity brands. You may have heard of these notable brand dilution examples: BIC’s disposable pantyhose Today, people know the BIC brand for its ballpoint pens, lighters and razors. What do these products all have in common? They’re dependable, simple products that you can regularly dispose of and replace thanks to the multipacks you buy them in. In 1976, however, BIC decided to branch out into disposable pantyhose. As Brand Failures blog shares a quote from marketing writer Al Ries that perfectly nails down the biggest problem with this brand extension: “If you have a powerful perception for one class of product, it becomes almost impossible to extend that perception to a different class. Names have power, but only in the camp in which they have credentials and when they get out of their camp, when they lose focus, they also lose their power.” Pepsi’s collaboration with Madonna In 1989, Pepsi paid Madonna $5 million for a year-long contract. During that time, Pepsi was set to sponsor the iconic star’s tour and run ads featuring her. Problems with their partnership arose after she released her "Like a Prayer" video for the day after their first ad ran. Essentially, the timing caused Pepsi’s brand to become entwined with Madonna’s image. Despite their on-brand commercial with Madonna, people started to boycott Pepsi. Simply attaching the controversial artist with its brand to cost Pepsi some brand equity . To resolve it, they pulled the existing ad and terminated any future ones with Madonna. Elizabeth Berkley does Showgirls A study in the Journal of Marketing Research claims consumers carry brand associations with celebrities in the same way they do products, and that those associations can positively or negatively affect how they perceive an upcoming movie or television show. “Our rationale is as follows: First, in our study context, the brand name of the movie star not only provides the movie with some immediate consumer base (i.e., loyal fans of the movie star) but also serves as a signal to convey information about the expected quality of the movie. This rationale is consistent with previous findings that when a branded component appears in a new product, it facilitates the acquisition of initial consumer awareness and provides an endorsement of product quality.” As such, celebrities are just as susceptible to brand dilution as businesses. Take the example of Elizabeth Berkley. She made a name for herself doing wholesome TV movies and shows, with her most notable role as Jessie Spano in Saved by the Bell. After four-plus years playing the ambitious character, she took on the lead role of Nomi Malone in the provocative film Showgirls . Going from a quirky teen comedy show to an NC-17 film did not sit well with her audience. As Berkley explained to People.com : “Of course it was disappointing that it didn't do well, but there was so much cruelty around it. I was bullied. And I didn't understand why I was being blamed. The job of an actor is to fulfill the vision of the director. And I did everything I was supposed to do.” The leaked Starbucks memo In 2007, Nation’s Restaurant News reported on the leaking of an internal memo written by Starbucks’s co-founder Howard Schultz. The post provides some context on the leaked message: “Schultz wondered if some of the decisions of the past 10 years that helped the chain advance from fewer than 1,000 to more than 13,000 locations worldwide had led to a ‘commoditization of our brand.’ He lamented more ‘sterile, cookie-cutter’ store environments, their loss of coffee aroma since the adoption of flavor-lock bags, and the diminished service theatrics that came with a switch to robotic espresso machines.” While Starbucks was and still is one of the top coffeehouse brands in the world, Schultz rightly wondered if brand dilution had set in. Around that time, Starbucks was losing ground to companies like Dunkin’ and McDonald’s for the very reasons he states in the memo. In this case, franchising didn't cause brand dilution, as all the locations followed the same playbook. The problem was the playbook itself—the brand had consistently lowered product quality as it attempted to scale its operation. How to avoid brand dilution Part of good brand management is making strategic decisions—especially when extending the business in a new direction. Avoid brand dilution as you grow by following these management strategies: 01. Hold tightly to your core values and messaging Make a list of your brand values and place them in a visible location. Before you commit to any new product developments or brand changes, make sure they uphold these values, messaging and vision. 02. Choose your partners wisely The same holds true if you license your brand or collaborate with influencers or brand ambassadors. If a potential partner can't reflect your brand image, then you shouldn’t work with them. It will take much more time and money to rebuild what you lost than passing on the opportunity in the first place. 03. Scale slowly Achieving foundational success can be exciting. However, trying to race to the finish line often leads brands to cut corners and sacrifice quality and user experience for anticipated profitability. Carefully plan out what you'll do and take each step slowly and carefully. 04. Always do user research and testing before making any changes Just as you’d show your users a rebranding of your website before implementing any changes, you should do the same before you grow your brand. After all, you’re attaching your brand name to a new product, partnership or venture because you assume that your loyal customers will follow whatever you do. The only way to ensure that you won’t confuse or disappoint them is by getting their direct input through research and testing.

Find the perfect branding for your designs with Wixel → When it comes to branding, every detail matters. From something seemingly small like how you create a logo to something much more expansive like your overall aesthetic, each component shapes perception and expresses your brand message. So, what happens when a brand dips its toes into a new product that’s a leap from its initial offering? If done right, it can propel a brand forward and help to expand the business. Known as brand extension, it's the process of growing your brand to include new services or products—or stretch into a new industry. In this article, we’ll explain what brand extension means with a clear definition, describe the different types that exist and go over a few real-world examples of good (and not-so-good) brand extensions. What is brand extension? Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Even if consumers aren’t familiar with the new offering, they’ll know and trust the brand name enough to try it. Ideally, this method works best when brands release products or services that are parallel to the ones they already offer. Still, there have been instances of brands successfully branching out into completely different territories. One of the goals of brand extension is to reach new customers by launching a new product with the goal of increasing growth and profits for a company. Brand extensions allow companies to leverage the success of their existing branding efforts to promote a new offering rather than build a brand from scratch. Types of brand extensions The type of brand extension you use should be based on what you’re hoping to achieve, your current branding and your customers’ needs. These are five different brand extension possibilities that you can consider: Line extension A line extension is one of the most straightforward brand extension examples and involves a brand launching a product that would already be familiar to its audience. The product in this type of extension would fall in the same category as the company’s current offerings, making them easy to market to their existing clients. For example, a haircare brand that has shampoos might create a line extension for new products that are for colored hair, thinning hair, or curly hair. Complementary product extension Similar to a line extension, a complementary product extension, also called a companion product extension, is when a brand releases a new product that complements its initial product. For example, Colgate, a toothpaste company, released toothbrushes as a new product. It’s not out of the question that someone buying Colgate toothpaste in a store would also pick up a new toothbrush from an oral hygiene brand they’re familiar with. Customer-based extension In this type of extension, a brand might focus on a single demographic of their clientele and expand their products based on their needs. Existing brand loyalty makes this ideal for a company that wants to offer its customers a wider range of products. Apple’s dedicated and loyal customer base helps the brand continuously release products that it knows will appeal to those same clients. Company expertise extension When the public deems a brand or company an expert in their industry, they might want to branch out into new offerings that still fall under their area of authority. Think of the Beats By Dre headphones. The brand became known for its stylish and quality over-ear headphones, so when the company released other products, like earbuds and speakers, customers trusted the brand’s expertise in the audio field enough to be confident in purchasing the new items. Brand lifestyle extension For a brand that relies on the lifestyle and culture it promotes, a brand extension can take an unexpected turn in terms of the category of products it offers, so long as it still fits with the brand’s portrayed values or distinct way of living. Jeep’s customers know the company as an outdoorsy and adventurous brand. While tents, knives, bicycles, and other camping gear releases may be a far cry from cars, they are aligned with the company’s projected lifestyle. Advantages of brand extensions There are many reasons why brand extensions can be beneficial, so the reasons for pursuing an extension are different depending on a company’s goal. New audience : Brand extensions can get your brand in front of new audiences, which will usually result in growing your overall customer base and increasing sales. Financial gain : Aside from creating new opportunities to earn more money, brands also tend to save money on marketing expenses and brand management with extensions. Since customers already recognize the brand, companies won’t need to spend extra money to cultivate brand awareness and can instead focus on promoting the new product itself. Brand trust : From the consumer’s perspective, they’re more likely to try a new product from a brand that they know and trust. Expanding a brand’s current offerings to include new items that make sense with its existing products can improve your company’s image in the eyes of its customers. The combination of brand trust and loyalty between the consumer and the parent company in addition to the convenience you provide by offering new products can really work to revive a brand’s image. Improved brand image : By leveraging a trusted brand name and persona, brands can improve perception and overall image to both existing and potential customers. Brand extensions can help to reinforce brand associations. Brand revival : Sometimes brands need a refresh, and rolling out a new product or service can breathe new life into a business. It can also work to generate buzz or bring attention to a brand looking to reach new customers. Disadvantages of brand extensions While the advantages of brand extensions are worth the investment, if not done correctly, the extension can negatively affect your company. Here are a few potential disadvantages of brand extensions: Loss of reliability : A brand extension can actually harm your brand reputation if the new offerings don’t relate to or perform as well as existing offerings. Failed brand extensions can also lead to brand dilution . Negative impact on brand image : If a brand rolls out a subpar product or service compared to their original offering, it may negatively impact the core brand’s image. Competitive barriers : It can be difficult for brand extensions to gain traction and overtake existing competitors in an oversaturated space. That’s not to say you shouldn’t try and expand your brand if you have the opportunity. Just be sure to consider all the possibilities before launching a brand extension. Rather than going to market right away with a new product, focus first on your customers’ needs and your brand identity . 9 brand extension examples to learn from The best way to learn how to apply brand extensions to your own company is to see how well-known brands do it. Not all the examples on this list are successful brand extensions; some show how brand extensions can go wrong so that you can avoid making the same mistakes. Apple Dove Michelin Food Network Virgin Dyson Google Colgate Amazon 01. Apple Apple started as a company that makes computers but became a trillion-dollar company through calculated brand extensions. It strategically considered its existing products and market needs before introducing new products and services. As digital music files went mainstream, people needed music devices to listen to them, hence the iPod’s invention. Then, the iPod evolved into the iPhone to fulfill the market need for a reliable and functional smartphone. The company further capitalized on its market saturation by releasing accessories and technologies that complement the iPhone, like Airpods and the Apple Watch. 02. Dove After successfully marketing to women for decades, Dove decided to extend its brand to include men. The personal care company created the Men+Care line and developed a marketing plan that was geared toward men while staying true to its body-positivity brand values. Men+Care was a simple brand extension that helped Dove become the most popular male skincare brand in the US. 03. Michelin What do tires and fine dining have in common? Not much. That’s what makes Michelin’s brand extension so impressive. In the early days of cars, society perceived driving as a luxury. To sell more tires, the Michelin brothers had to get more people on the road. So, they launched a guide of notable hotels and restaurants for motorists to stop on their journeys. The company initially distributed a few thousand copies of the guide for free. Today, Michelin has sold millions of copies of its guides and is the de facto decider of the world’s best restaurants. This brand extension was an undeniable risk, but with some out-of-the-box thinking, the Michelin successfully expanded into an entirely different industry. 04. Food Network Food Network pivoted from entertainment to consumer goods when the network partnered with Kohl’s to create a cookware line. While this brand extension could have been risky, the partnership was successful. The Food Network understood that its audience’s interest in cooking extended beyond the desire to watch its shows, and that they would be potential customers for new products. 05. Virgin Group Virgin Atlantic began in the seventies as a record store and has grown to include several subsidiaries in travel, food, hospitality, consumer goods and more. The common denominator between all of Virgin’s products was its portrayal of a lifestyle that interrupts the status quo. While this worked for some products, it didn’t work for everything—Virgin Cola, for example, was a bust. 06. Dyson You might not have thought that a vacuum cleaner producer would start selling hair dryers, but Dyson did just that. The company deftly handled a brand extension into sleek home products such as fans and humidifiers. With Dyson’s branding as an innovative producer of sleek, high-quality appliances, its upscale customer base embraced the hair dryer with open arms. 07. Google Where would we be without Google? (Still asking Jeeves, probably.) The tech giant began as a search engine in 1998 and now owns multiple products that make our lives and work that much easier. Google’s brand extension journey naturally aligns with technological advances, but this makes Google’s foray into other products so innovative. The search engine brand launched Gmail in 2004, paving the way for further brand extensions. Google Drive, Google Docs and Google Hangouts are just a few of the additional products Google owns today. Back in 1998, it might have seemed strange for a search engine to offer digital business tools, but as Google advanced, it made sense for the company to offer these products to its audience, too. 08. Colgate Attempting to pull its own Michelin stunt, Colgate, known for its toothpaste, attempted to jump into a new industry in the 1980s: food. Colgate inexplicably began offering frozen dinners. Needless to say, it failed. Its brand extension into toothbrushes, on the other hand, was very successful. Considering that toothpaste and toothbrushes make more sense together than toothpaste and lasagna, it was a much easier hill to climb. 09. Amazon Amazon is a great example of a brand with humble beginnings that expanded its offerings to become an industry giant. What began as an online book retailer in 1994 has transformed into a one-stop online shop. While Amazon’s expanded product offerings qualify as brand extensions, their acquisitions made it the multi-billion dollar company it is today. Today, the behemoth owns MGM, Whole Foods Market, Zappos, Audible and IMDB.

Find the perfect branding for your designs with Wixel → If you always make a beeline for name brands like Ben & Jerry’s, Oatly and Skyr when shopping for groceries, then you know firsthand how powerful brand loyalty is. The same is true if there’s a shop you always go to, even if it’s farther or more expensive than other options. This is the dream for every business: to have branding so influential that customers don’t even think to look for an alternative. Luckily, brand loyalty isn’t as much a matter of luck as it is savvy brand management . In this post, we’ll discuss the benefits of brand loyalty and the tactics you can use to generate it. Use Wix to design a website that keeps brand loyalists in the fold. What is brand loyalty? What’s the difference between brand loyalty and customer loyalty? How does brand loyalty work? Why is brand loyalty important? How to cultivate brand loyalty 4 examples of brand loyalty What is brand loyalty? Brand loyalty is a customer’s dedication to a particular company. They buy its products or services over and over again, even when other options are available. It’s very difficult for companies to lure loyalists away from the brands they love and trust, which is why brand loyalty is such a powerful business driver. What’s the difference between brand loyalty and customer loyalty? Although the terms "brand loyalty" and "customer loyalty" are often used interchangeably, it's important to understand the distinction between the two. Customer loyalty refers to the tendency of a customer to commit to a brand because of inherent benefits, such as pricing, rewards and convenience. In contrast, brand loyalty stems from a customer connecting with a brand's identity on a deeper level. Because customer loyalty relies on factors like price or convenience, it can quickly wane if the brand becomes more expensive or less available. Brand loyalty, on the other hand, can withstand such variations as long as the brand's identity and values remain unchanged. Therefore, building brand loyalty is crucial for companies—even those with strong customer loyalty—to maintain a loyal customer base in the long term. How does brand loyalty work? Suzy walks into a drugstore in search of Advil for pain relief. Even after the clerk mentions that generic brands contain the same active ingredients, she still purchases Advil. Suzy has used it for years, so she knows it works and doesn’t care how much it costs. That’s brand loyalty in action. Devoted customers will go out of their way to find the brands they prefer, regardless of whether it’s the more inconvenient or costly option. This doesn’t just happen after one purchase. Your customers have to go through various stages before they become loyal customers: Brand recognition: At this stage, the customer is aware of your brand and can recognize its logo, name or packaging. The customer may not have any specific feelings toward your brand yet, but they’re familiar with it and have some basic knowledge of what it represents. Customers may not buy anything from you at this stage, but are much more likely to remember your brand in the future. Brand preference: Once a customer has tried your brand and realizes its value, they’ll begin to form an attachment. The customer may associate your brand with good experiences related to your product, customer service or marketing. During this stage, customers may make multiple purchases over time. That’s when customer loyalty begins to form. Brand insistence: At this stage, the customer has become loyal to your brand and insists on buying your products over other options. The customer has likely grown an emotional attachment to your brand and may be willing to pay a premium price to continue using it. Brand advocacy: Brand advocacy is the final stage in which your avid customers start to recommend your brand to others. In order to get them to this point, you’ll need strong branding, sales and marketing strategies that keep your customers engaged. Why is brand loyalty important? Brand loyalty is important because it can help you build stable profit margins, establish a positive brand reputation and maintain a competitive edge in the market. Let’s discuss a few of the main benefits of brand loyalty in detail: Differentiate from competitors: In a crowded market, where competing brands offer similar products or services, it can be difficult to differentiate and stand out. However, a strong base of loyal customers can help your brand differentiate itself from competitors and create a unique identity. In a market where there are many new entrants, having a loyal customer base can help a brand maintain its position and reputation. Make more revenue: According to a 2020 report on the state of brand loyalty, 56% of brand loyalists would spend more money on their favorite brands even if cheaper options were made available. But that’s not the only reason why your brand will make more money—another is that retention marketing is much easier and more affordable than acquisition marketing. Because loyal customers are ride-or-die fans, some of the money you’d otherwise pour into reaching new customers can be invested in developing relationships with loyal ones. Higher quality of referrals: Word-of-mouth marketing can be very effective, as it involves customers sharing their positive experiences and recommendations about a brand with others. In fact, consulting firm McKinsey & Company says word-of-mouth marketing accounts for 20% to 50% of all purchasing decisions . That’s because referrals that come from people we know are seen as more trustworthy than other types of referral sources. More successful product launches: Whether your business launches a new location, service, product or something else, you want to ensure that they’re just as successful as what made your brand so popular in the first place. Whereas customer loyalty might not extend to other locations, services or products, customers with brand loyalty will get excited every time a new offering becomes available. Higher resiliency: As no business can be perfect or exist in a vacuum, it is crucial to invest time and effort in cultivating brand loyalty from your brand personality from the beginning. Doing so will help make the business more resilient and better equipped to handle any challenges that may arise. How to cultivate brand loyalty There are a number of things you can do to generate brand loyalty. Develop a memorable brand identity Keep things consistent Create an engaging marketing strategy Provide top-notch customer service Build a community 01. Develop a memorable brand identity The brand loyalty survey we discussed earlier found that 84.3% of customers are more loyal to brands with values that align with their own. It’s therefore crucial to develop a memorable brand identity that reflects your company's values, personality and unique selling proposition. However, this doesn’t mean you should glom onto whatever you think your customers are interested in—they’ll see right through that. Instead, identify what drove you to start the business in the first place. What drives you to do things differently? Highlight your values across your website, ads and other marketing assets so that customers who share those values can find you. 02. Keep things consistent When customers know exactly what to expect from your brand, they are more likely to develop a deep attachment to it. Therefore, keeping your quality brand identity and customer experience consistent can encourage brand loyalists to commit to your brand for the long-term. Think about a brand like McDonald’s . Whether you’re visiting a McDonald’s down the street or in a different country, you know that you can expect a similar experience every time because of the consistency with which the company applies its brand. In addition, staying consistent will help you avoid brand dilution . 03. Create an engaging marketing strategy While creating a cool video or quirky slogan are important for generating brand recognition, you’ll need a more developed marketing strategy to push your customers into brand devotion territory. Instead of solely focusing on selling your product, your marketing efforts should be tailored towards creating a meaningful connection with your customers. This connection can be achieved through personalized interactions, consistent engagement and a genuine interest in your customers' needs and interests. Burger King’s Twitter account, for example, has garnered 2 million followers by actively responding to customers on social media and inviting conversation. In doing so, they’ve managed to build a community of devoted followers. 04. Provide top-notch customer service Customers who feel valued and appreciated are more likely to return to your brand and recommend it to others. However, creating a positive customer experience involves training customer service representatives to be friendly, knowledgeable and responsive to customer needs. Train your team to resolve issues quickly and effectively, ensuring that customers feel heard and supported. Regularly ask for customer feedback and use it to guide your business decisions. Additionally, respond to positive reviews and show your appreciation. Ultimately, the goal of customer service is to make every customer feel like a VIP. By prioritizing their needs, you can more easily build lasting relationships and foster a sense of loyalty that goes beyond simply meeting a customer’s basic requirements. 05. Build a community Creating a community for your customers on your website and encouraging them to become brand ambassadors is a powerful way to amplify the support for your brand. This approach can foster deeper engagement, cultivate brand advocacy and help you source user-generated content for your marketing campaigns. By enabling customers to connect with one another and share their positive experiences with your brand, you can create a network effect that can significantly boost your brand's reach and influence. A brand loyalty community can take many forms, such as online forums, social media groups or membership programs. Offering exclusive benefits or rewards will encourage people to join and inviting participation and feedback will keep them engaged. Overall, providing customers a platform to connect and share their experiences can create a sense of belonging and foster a stronger relationship between your brand and its customers. Add a member’s area to your Wix website so you can offer brand loyalists rewards and a way to connect with fellow fans of your brand. 4 examples of brand loyalty In addition to the examples of brand loyalty strategies previously discussed, these examples can help spark some ideas. Columbia Sportswear As opposed to many clothing brands, Columbia Sportswear never really focused on being a trendy company. Instead, it leverages its authenticity and grit to connect with customers who appreciate their built-tough clothing and equipment. “At the core, a brand’s relevance is founded on how its products or services perform for its customers,” former CEO and current chairman of the board Gert Boyle told CNBC . “Styles change and activities go through cycles of popularity, but as long as we keep improving our products in ways that help people enjoy the outdoors longer, we’ll remain relevant to consumers of all ages.” By focusing on what really matters to their customers, Columbia Sportswear has cultivated a loyal following. This, in turn, has helped the company weather changing trends and market conditions, making it a resilient and successful brand in the outdoor apparel industry. CrossFit Because community is a central tenet of the CrossFit business model, the fitness company has had great success cultivating brand loyalty. The workout is traditionally done as a group and CrossFit gyms often host events and competitions to bring members together. Some even do community outreach to help members feel more connected to their community. The company’s online presence also helps to foster brand loyalty. It provides online forums for members to connect and discuss, and its social media accounts inspire them to stay committed to the program. With all these brand loyalty initiatives, it’s no surprise to see it explode in popularity and devotion the way it has. Trader Joe’s Trader Joe’s excels in cultivating brand loyalty by prioritizing customer experience. With bright signage, unique product displays and product tastings, its grocery stores are a fun, engaging place to shop. The company puts a special focus on hiring and training to ensure that all their employees are welcoming, friendly and helpful. Trader Joe's keeps its brand identity consistent online. It uses whimsical graphics, a warm tone of voice and numerous resources to help customers become more familiar with its products. By prioritizing customer satisfaction and creating a unique brand experience, Trader Joe's has established itself as a beloved and trusted grocery store among its loyal customer base. Chipotle Despite the fact that Chipotle has weathered multiple food contamination crises, the fast-casual restaurant chain remains strong to this day. How’d they do it? By developing a robust brand loyalty strategy. Thanks to its strong branding, loyalty program and responsible business practices, the chain managed to maintain its dedicated following and survive the bad publicity.