4 Essential Components That Your Brand Should Have


A brand goes beyond just having the name of your company and your logo. It encompasses all of the things that make up that name and image. In short, a brand is every piece of visual and verbal information you want to present to customers through every communication channel.

Your brand is your identity. So it is important that you use the essential elements to create a brand that represents who you really are.

Below is a list of the 4 essential components that any brand should have to be successful.

1. Brand Image

The brand image is the overall impression that customers get when they hear your name or see your logo. It is not just the colour of your logo and the company name, but it encompasses everything that they know, see and hear. They know what to expect when they think of your brand image.

But it goes beyond just your branding. It goes into the way that you are perceived in the marketplace (what you say and do). For example, your product, your pricing structure, your promotions, your communication style and your branding. All of these things help your customers to determine your brand image.

2. Brand Identity

The brand identity goes a little deeper than the brand image, but it is still part of the overall brand. The brand identity is the larger picture of who you are as a company. You include the values that go along with your company and your mission. 

Your logo is part of your brand identity. It is a way for your customers to connect with you. It should remain consistent, but it should also be dynamic. The more people who can recognise your logo, the more successful you are in building your brand identity.

To determine your brand identity, you need to complete the following:

  • What you stand for and what your values are.
  • What the expectations are for your customers.
  • What your goals are and how you are going to achieve them.
  • Who you are and who your customers want you to be.

3. Brand Promise

A brand promise is the reason why someone should choose your brand over another. It is what makes you unique and different from your competitors. It is what you use to stand out from the competition.

It is your company or product’s unique value proposition, or USP. For example, some companies may have a better product, lower prices or better service  but if you look at them as a whole, they may not be better than the next company. However, you can define your brand promise by showing your customer what makes you different.

4. Brand Story

The brand story is so much more than a tagline or brand slogan. It encompasses the things that you have done and the things that you want to do in the future. It is the roots of where your brand came from.

A brand story is part of your brand’s identity, but it goes into a little more detail. It is a message that you want to tell your customers about your company or product, but it is more than just a message. It is a story that makes your customers feel a connection to your brand.

For example, you can use your story as a part of your marketing material and use it to promote your brand in a unique way. Or you can use it as a way to connect one-on-one with customers and talk about your brand. You can even use your story as a part of your brochures or social media posts.


It is easy to use a catchy saying and have a cool logo, but you need more than that if you want to be successful. The most successful brands have all of the essential components listed above. As your company grows and you add more products or services, you can use these aspects to help you determine your success.

Fruitbowl Studio can help you build brand identity for your business and help you take your brand to the next step. We offer a broad range of personal branding services essential to any business. Let us help you create a brand that stands out. Contact us today to get started!

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