Atwill Media
Atwill Media
Identifying Your Brand: A Guide To Success

Identifying Your Brand: A Guide To Success

coffee mug with blue pantone color and blue overlay; header: Identifying Your Brand; Subhead: a guide for success

When starting a business, you need to find your brand identity. This means establishing your logo and overall look and creating a brand kit to keep up with it all. In our next series on Atwill: In Depth, we’re breaking down all the ways that you can identify your brand.


One of the first things that you need to do when identifying your brand is creating your logo. This is the symbol or image that will be consistently used with your name and easily recognizable to your audience. Your logo design should easily signify what your business is all about, and it is something that you can put on all of your marketing materials.

Branding Kit

Your business's branding kit is a guideline that should be used when planning all of your branding and marketing. This guideline should define how to use your logo, including what colors, fonts, and sizes are appropriate. All of these things go a long way in making sure your brand stays consistent.


This is a fun part of branding! You get to pick the colors that you want to be associated with your business. This part might have come when designing your logo, but you can always add more colors that can be used with your brand in your branding kit. This part of the branding kit shows the guidelines on what colors can and can’t be used for your brand.


Now you get to choose the fonts that you want for your brand. Again, this might also be decided when creating your logo. This part of the branding kit will go over what fonts are primary (headlines) and what fonts are secondary (subheadlines). You can also add a font to be used as the copy typeface, which will be used for paragraph style writing. Using specific fonts consistently for all brand materials will help establish your brand as a professional entity in the industry.

Logo Uses

The way your logo is used is super important. For example, you don’t want to have a white logo with a white background. Consider creating rules for how a logo should appear on top of photos. The logo guidelines will establish all the ways that your logo should be used and all the ways that it shouldn’t be used. This is helpful to keep your look consistent when working with a team.

Identifying your brand can be fun! By creating a logo and a branding kit, you can establish the guidelines that you want for your business.

Want more info on branding? It’s All In The Branding offers an overview of what you should know.

Contributor Dani James

Dani James is a Marketing Specialist and writer for Atwill Media. She has a bachelor’s degree in Strategic Communications from Arkansas State University with focuses in Public Relations, Advertising, and Social Media Management.

When not working, she enjoys spending time with her family, reading a good book, and watching The Office.

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