There is a lot of information out there about what exactly makes a strong brand. However, as designing and implementing a brand is more of an art than a science, many of these tips can seem to contradict one another as you scour the web for the secret to creating a perfectly balanced brand.

Can you have as many as four colors in your palette, or should you opt for one to three? What about fonts? Some say that every marketing item should stick religiously to the brand’s chosen fonts, while others argue that specific campaigns can use their own collection of unique fonts. How about your copy? Should you give your customers as much detailed information as you can, or is it better to keep it short and snappy?

The answers to these questions depend heavily on your specific brand. What may spell branding disaster for one business could turn out being successful for another. This is why, even though there is so much information on branding and marketing readily available, the process of actually designing and implementing a strong, successful brand continues to be difficult.

The first thing we do is sit down with you and work out the specifics of your brand. Your answers, just like your business, are going to be unique. We’ll help you avoid getting bogged down in these contradictory “tips” that are probably saved to one of your Pinterest boards.

In the meantime, however, these are three general rules of thumb we have discovered through working with purpose-driven business owners to develop their brands. Do you have any branding dos and don’ts that you live by? Let us know in the comments!


Infographic about branding dos and don'ts