Are you in the process of starting a new business? Want to know how to create a powerful brand identity capable of taking on your competitors?

Custom Labels share their tips for success in this infographic.

They break things down into the following sections:

  • Essential branded elements
  • How to choose fonts
  • How to choose colours
  • How to choose shapes

Check out the infographic for more detail.


Who are you? Defining Brand Identity 

 Who you are and how you want to be perceived in the market are two key principles when it comes to defining your brand identity.

No two individuals are the same – so it’s a good idea to reflect this in your branding approach.

Try and think back to how you felt when you saw a TV campaign, a poster on a bus or train, or a billboard. Perhaps you wait in anticipation every year for John Lewis’ Christmas campaigns. Perhaps, like most of our parents, you think fondly of that Hovis advert with the young boy traversing up the hill.

It might have been something as recent as the Roses advert, where we see a young schoolboy learning to say thank you with ‘Roses’. It’s a simple advert, yet one whose message centres around compassion and giving. The campaign plays on our timeless association of ‘thank you’ with the Roses branding.

So what did you feel? And how did this effect the way you perceived the brand?

Chances are, we’ve all sat through a bunch of TV adverts or read a poster and thought ‘what was all that about?’

Yet nothing is accidental in the branding world, and its true beauty lies in the subconscious – making us feel things without us really knowing it.



More often than not, your brand logo is the first point of contact between you and your audience.

The role of graphic design is therefore a key element in supporting your brand’s public presence.

For this reason, association with your brand will need to be immediately accessible; you’re wanting people to know who you are without really knowing or without reading any textual information.

This kind of association demands creative, simple, and attractive logo branding.

Done right, your logo will set you apart from everyone else. You may be competing with someone who offers very similar products; so how could you use your logo to get ahead?

  1. Create meaning

Your logo could play on a story, an emotion, or a value.

The Apple logo is one of the most memorable logos out there, yet they don’t sell apples. Instead, the iconic silver logo has come to reflect the ultimate value curated by Steve Jobs: ‘Think different’. Ideas of technological innovation and simplicity have also become associated with the logo.

  1. Symbolism

Symbolism and meaning are closely correlated and cannot work without the other.

We respond better to imagery when we are out and about than we do with words – the branding power of symbolism therefore cannot be overstated when it comes to defining your presence.

Say you’ve just made an app and are looking to create an icon on the home screen. How do you want to be perceived by users? Ideally, you want something simple but memorable.

For example, let’s say you have designed an app for healthy eating. Your app could be called BeeHealthy.

A simple but effective logo could be a bee with two green leaves for wings.

Your logo both represents your mission and presents it to the user in a creative, digestible way.

  1. Envelop your logo with the whole

Your logo represents only one component of the whole. It’s therefore important that it sits consistently with other aspects of your brand – your tone, website content, and the way you communicate with your audience, whether that’s on your website or directly on social media.



Your packaging represents your brand in the public space once it leaves its static location. The exposure you gain increases as more and more people see and respond to it.

Good packaging enables you to express your brand’s core values in a short time frame.

For this reason, getting your packaging right will allow you to convey information and communicate with your customers clearly.


Business cards

The beauty of business cards is that they are easy to produce, easy to distribute, and easy to transport.

They play a huge role in micro-branding, making it easier for people to absorb information about your brand.

You only need to incorporate your logo, description, and basic contact information on the card. It will then do the work for you.


Uniforms are great for making it easier to recognise your brand. Think UPS delivery drivers, Apple geniuses, and brand representatives at train stations, job fairs, and university campuses.

Uniforms may not be the first thing that come to mind when you are looking to expand your brand identity, but they are worth considering if you want to look professional, trustworthy, and respectful.


Wrapping it all up: font, colour, style

Incorporating all the elements discussed above, choosing fonts and colour palettes is a vital step in curating brand identity and voice.

Serif fonts are timeless styles that reflect professionalism, trustworthiness, and bespoke service. They’re favourites for accounting, law, academia, and other professional institutions.

On the other hand, more playful fonts are favoured by the creative, entertainment, and health/beauty sectors.

Colours are great for conveying different tones and identities.

Black is more popular with luxurious services. Coupled with a serif font, a bespoke effect can be produced – you may have seen this used for floral shops and funeral directors.

Blue, on the other hand, represents professionalism and trustworthiness. Hospitals, financial services , and government departments favour this approach.

Brand identities are what makes you you. Using the infographic above, why not experiment yourself with different font styles, colours, and shapes?

The type of font you choose and the various colour schemes you put together really do make a difference, even if only on a subconscious level.