The Essential Ingredients of Branding
- Studio Lemon Salt
- May 19
- 2 min read
Updated: May 29
When it comes to building a strong and recognizable brand, consistency is everything. A well-crafted brand identity helps your business stand out, connect with the right audience, and build lasting trust. Think of your brand as a signature recipe—the base is your logo, colour palette, and typography. Mix in your brand values, voice and visuals to bring everything together.
1. Logos:
Your logo is often the first time people encounter your brand. But just like a great dish, it needs to be plated differently depending on the setting. A full logo suite gives you flexibility without sacrificing cohesion.
Primary Logo: The full version, like your hero dish on the menu—served up for your website, signage, and key marketing pieces.
Secondary Logo: A simplified or stacked version, great for tighter spaces—think of it like a grab-and-go version of your signature meal.
Brand Marks or Icons: These are like garnish—small but impactful, perfect for social media, packaging stamps, or favicons.
2. Colours:
Your colour palette should do more than look good—it should feel like your brand. Colour influences emotion and perception, making it a powerful tool for aligning your visuals with your brand personality.
Are you bold and modern like a strong espresso? Or warm and comforting like a homemade pie? Choose a palette that reflects your essence and apply it consistently—from your Instagram feed to your in-store signage.
A balanced mix of core colours and accent hues adds variety
3. Typography:
Typography is often overlooked, but it plays a major role in shaping how people perceive your brand. Selecting a consistent set of fonts—usually a primary heading font, a body font, and possibly an accent or script font—helps keep your visuals polished and professional.
When your audience sees the same font styles used in your emails, Instagram posts, and website, they subconsciously begin to associate that look with your brand.
Together, these three visual ingredients—logos, colour palette, and typography—create a cohesive brand identity that looks professional and builds trust. Consistency across your visuals isn’t just about aesthetics—it’s what helps your audience recognize, remember, and connect with you.
