How to create a brand that expresses your company’s values and appeals to your audience

Every successful company has a strong brand that can express its values and appeal to its target audience. Creating a brand that can meet these goals can be difficult and challenging, but it’s worth it. In this article, we will look at several steps that will help you create a strong brand, not only for startups, but also for companies looking for room to grow.

1. Define your company's values

The first step in creating a strong brand is to define your company’s values. Defining your company’s values is crucial to creating a brand that will have a strong impact on your audience. Values are the fundamental principles that your company represents and believes are important. These could be, for example, quality, reliability, innovation, teamwork, responsibility, sustainability, or individuality.

For example, if your company is focused on sustainability, your values could be “energy saving”, “responsible consumption”, and “environmental friendliness”. These values should be incorporated into your brand and reflected in your company’s overall visual and communication style.

When defining values, it’s important not only to determine what your values are, but also how they manifest in your business. Values must be visible not only in your products and services, but also in the way you communicate with your customers and employees.

It’s useful to conduct a competitive analysis and find out what values your competitors represent and how they differ from yours. This process will help you define your company’s unique values and create a brand that stands out from the rest and appeals to your audience.

Finally, it’s important not only to define your values, but also to actively promote them and give them space in your communication with your customers. For example, if you emphasize sustainability, you can inform your customers about how you are trying to minimize your impact on the environment. This way, you’ll be able to create a stronger connection with your customers and gain their loyalty.

2. Consider the target audience

Choosing a target audience is one of the most important decisions you have to make when starting a new company. This is because if you don’t know your audience, you cannot offer them a solution that would interest them and convince them to buy your products or services.

When selecting a target group, you should consider several factors. The first step is to map the market and identify who could be your potential customers. These could be people in a certain age range, with a certain level of education, employment, or interests.

Another factor that should be taken into account is competition. You need to focus on what your competitors offer and find out what you can offer that could appeal to your target audience. It is important not to choose a target group that is already saturated with offers and is not willing to buy your products or services.

The selection of a target group should also be in line with your company’s values and purpose. For example, if you have an environmental company, you should focus on a target audience that values and cares about the environment.

Once you have a clear idea of who your ideal customer could be, you can focus on how to best reach them. You can create a personalized marketing plan and strategy that specifically targets your target audience and convinces them of the quality of your products or services.

It is important to realize that selecting a target audience is not a final process and can change with the development of your company and changes in the market. Therefore, it is important to continuously monitor the behavior and preferences of your customers and adapt to them.

3. Company name

Choosing a company name is an important step in creating a brand that will appeal to your audience. The name should be simple, easily memorable, and most importantly, reflect the values of your company and target customers.

Consider several options and create a list of names that you like. Then, check whether the names are already registered by other companies or if there are no domains with those names. If the name is already registered, it may cause problems with copyright protection and be a barrier to the future development of your brand.

The name should be relevant to your business and the values that your company represents. Decide whether you want to use the founder’s name, describe what your company does, or focus on the outcome that your products or services provide to customers.

Don’t be afraid to experiment and ask your colleagues, family, and friends for feedback on your name ideas. They can often provide invaluable feedback. After considering all of these factors and conducting research, the process of choosing a name should be much easier and more accurate with regards to your company’s values and target customer group.

4. Create logo

The creation of a logo is one of the most important steps when starting a new company. A logo is a visual representation of your brand and its purpose is to appeal to customers, capture their attention, and create a strong bond with them. Here are some important aspects to consider when creating a logo:

  1. Simplicity: The logo should be simple and easily memorable. A complicated logo with many details may be difficult to remember and reduce its ability to impress customers.
  2. Originality: The logo should be original and unique. Using template elements or copying another company’s logo can lead to legal issues and damage your brand’s reputation.
  3. Relevance: The logo should be relevant to your brand and the industry in which you operate. Using appropriate colors, shapes, and style can help you reach your target audience.
  4. Flexibility: The logo should be flexible and adaptable to different media and formats. For example, a high-quality logo looks good on websites and business cards.
  5. Colors: Using the right colors can have a significant impact on the success of your logo. Each color has its own meanings and associative values, and it is important to choose colors that match your brand and appeal to your target audience.


If you need a new logo for your company, you can consider several options. The first option is to create the logo yourself using various online tools or applications. These tools can help you create a basic logo at a low cost and in a few minutes, but they have limited options. These generators can be very useful for small businesses with a limited budget that need a logo quickly and efficiently. However, it is important to keep in mind that the resulting logo may be generic and may lack originality and personality.

Another option is to hire a professional designer who can help you create a unique and high-quality logo. This option may be more expensive, but the result will be a logo that precisely meets your needs and expresses your values and goals.

The last option is to purchase a ready-made logo from a specialized logo seller. These websites offer a large selection of ready-made logos, and you can choose from different styles and themes that best suit your company.

In any case, it is important to invest time and effort in creating a logo because it can be one of the most important investments you make for your company. A good logo can help your company build trust and awareness and make it easier for you to achieve success.

5. Set your visual style

Setting a visual style for a new company is essential for creating consistent and strong branding. The visual style encompasses the overall look and impression that the new company presents to its customers. This includes not only logos and colors, but also typography, graphics, photography, and other elements that help communicate the company’s values and message.

One important aspect of setting a visual style is selecting appropriate colors and typography to be used on all advertising materials and the company’s website. These elements should be in line with the company’s identity and should also be attractive to the target audience of customers. Proper use of colors and typography can influence website visitors to stay longer and can help create positive impressions.

Another important factor is creating graphic elements that will be used for the company’s visual communication. This can include icons, graphic elements, images, and other elements that will be used in advertising materials and on the website. These elements should be designed with the target audience in mind and should be attractive and easily memorable.

It is also important to ensure that the visual style is consistent across all channels on which the company presents itself. This means that the same style should be used on the website, business cards, company documents, emails, and social media. Consistency helps create a strong and easily recognizable brand.

There are several options for obtaining a new visual style. One option is to hire a graphic designer to assist with creating a new logo, colors, typography, and graphic elements. Another option is to use online tools and platforms that offer ready-made designs and elements that can be used to create a new visual style.

5. Choose the tone of communication

Defining the tone of communication is crucial for a starting company because it helps create a consistent and appropriate style for communicating with the audience. When a company decides on a specific tone of communication, this style should be applied to all channels, from social media to email communication and presentations.

It is important to consider the target audience of customers and create a tone of communication that is most acceptable and effective for them. For example, if a company is targeting a younger audience, it may be appropriate to use a more relaxed and less formal tone of communication, while a company with a more professional focus would be better suited to using a more formal tone.

Another factor that can influence the tone of communication is the business area of the company. For example, technology companies often use a relaxed and modern tone of communication, while financial companies often use a more formal and professional tone.

It is important that the tone of communication is consistent and reflects the values and focus of the company. Choosing the right tone of communication can have a significant impact on how the company is perceived and how it maintains customer loyalty.

6. Creation of promotional material

An important factor in successful branding is also the creation of strong promotional materials. This can include everything from websites and social media to printed materials such as business cards and flyers. Each promotional material should be in line with your visual style and should include a clear and understandable message about your brand and values.

Promotional materials allow companies to showcase their products and services, highlight their benefits, and increase brand awareness.

When creating promotional materials, the company should pay attention to the following points:

  1. Target audience: Promotional materials should be tailored to the target audience that the company wants to reach. It is important to consider the preferences and needs of the target audience in order to create effective and relevant promotional materials.
  2. Visual elements: Promotional materials should have quality graphic design and a suitable visual style that corresponds to the company’s image. The brand’s logo and colors should be consistent on all materials, which helps to create a unified and memorable brand.
  3. Content: The content of promotional materials should be understandable and easy to read. It is important to present the company’s products and services and emphasize their benefits. If possible, references and reviews from satisfied customers should be added.
  4. Format: The format of promotional materials should be tailored to the purpose and target audience. For example, a flyer should be clear and understandable, but also detailed enough. A promotional video should be structured and interesting to capture and persuade the target audience.
  5. Distribution: Promotional materials should be distributed where the target audience is located. For example, flyers can be distributed at relevant events or in shopping centers. A promotional video can be placed on the company’s website or social media.

7. Be consistent

I know I’m repeating myself, but being consistent in building a company’s image is very important in order for the company to be perceived as professional and trustworthy. Consistency helps to create a unified and cohesive impression that strengthens customers’ awareness of the brand and its values.

Let’s start with the logo. The logo is the visual embodiment of the brand and should be used in all promotional materials and communication to make it easily recognizable and associated with your company. The logo should be consistent in colors, size, aspect ratio, and other design elements. If you have multiple versions of the logo for different purposes, such as positive and negative versions, make sure they are all consistent with the main logo.

Another important factor of consistency is using the same visual style on all materials. Visual style includes using the same colors, fonts, graphic elements, and layouts, which creates a uniform look and provides a cohesive impression. This is particularly important if you use different channels and formats for your advertising, such as print, online ads, and social media.

In addition, it’s important for the tone of communication to be the same across all channels. If you decide to be friendly and relaxed in communication, you must follow this rule on all platforms. Similarly, if you decide to be more formal and professional, make sure your communication on all channels is consistent and uniform.

Overall, consistency is a key factor in building a company’s image. It helps customers understand what your brand is, what it represents, and what values it shares. If you want to be perceived as professional and trustworthy, you must be consistent in your appearance and communication, so that your brand becomes easily recognizable and memorable for customers.