How to build your brand in 2020?

Before diving into our topic, it is certainly a good idea to give some brief definitions on a few key terms.

What is a brand?

For many people, brand is used when talking about logos, even if a logo is just one part of a brand. Besides from being a graphic element used on business cards, letterheads and presentations, the logo symbolizes a deeper emotional tie, including aspects of organizational culture, values, and mission, together with traditional ingredients.

Considered the guru of marketing, very vocal and famous, but still modest in his own way, Seth Godin gives a great definition of brand: „A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.”

As you can see, a brand encapsulates so many rich aspects that differentiate products and services in 2020.

What is brand identity?

Brand identity is the face of a brand. As discussed in the previous section, a brand is an emotional and even philosophical concept, while brand identity is the visual component of a brand that represents those larger ideas.

Very briefly, brand identity is the visual part of a brand and it includes logos, typography, color palette, together with guidelines about the brand’s tone of voice. Our company always delivers a brand book – very useful especially for communication and marketing professionals who are responsible for its correct implementation.

Of most importance about brand identity is its consistency which implies aligning all communications with the guidelines presented in the brand book. Using properly the logo, fonts, and colors will help your service or product better ingrain in the minds of consumers. Brand consistency ensures that your brand is easily recognizable across all marketing channels.

Why is brand identity important? Because it helps you differentiate in the market, giving you an identity. Not only it helps your existing customers feel at home, but it will also attract new ones.

How do we create a brand identity?

There are several steps to follow if you want to have a brand identity that is powerful, consistent, and attractive.

1. Determine the brand positioning

The first step in establishing brand identity is brand positioning. It is a process meant to help you find the big reason for your existence. There are three simple questions whose answers will lay the groundwork for your brand positioning: Why is your brand in the market? How would you describe your target customers? How do you differentiate from the competition? Once you have the answers, you can move forward to the second element.

2. Memorable logo

There are business persons who began the activity without having a logo and they did just fine until a certain point when they felt the need for a graphic identification. That exact moment was an important turning point in the process of becoming a brand. Other companies had a logo, but they wanted to reshape it because it was no more in alignment with their DNA. This is the case of Nike, Coca Cola, Google, and other big names.

3. Attractive color palette

The power of color is great. Color affects behaviors, moods, and thoughts.  Reactions to colors are often deeply personal and rooted in deep experiences. A certain color can calm, agitate or empower you to take action. Color hides a power still unknown but real, which acts on every part of the human body.

Color is always related to brand identity; thus, we always recommend to align your mission, tone of voice, and business philosophy with your brand colors. Also, when coming to our specialists, they know everything about color psychology and how to use it to influence emotions and perceptions of products and services. Blue is used by services to evoke trust while the color green will be found in natural, eco-friendly, and organic products.

Brands should have 2-3 primary colors, but also secondary colors that will help designers with playful and exciting visuals.

4. Professional typography

Fonts should be in harmony with your logo and colors. The most famous fonts can be easily recognizable even when there is no specific indication of the brand. Typography is not only about choosing fonts, but it’s also about adjusting the text within the design while creating powerful content. It has a major role in setting the tone of your brand and ensures a great user experience.

5. On-brand supporting visuals

Because we live in a fast-accelerating digital world, promoting your brand online is of utter importance. If you do not have an attractive website and engaging social media channels, you do not exist. The most common visuals that will help your brand thrive and get easily remarked include business cards, offer template, product images, product packaging, website imagines, website design, Instagram feed, digital presentations.

What do you want potential customers or clients to say about you and your business? What kind of impression do you want to leave?


If you want to build your brand, please contact us at +40 725 124 133 or at

Hamsa Communication is a communication agency who delivers branding services, web design, social media campaigns, media relations, and other complex communication strategies. Based in Bucharest and rooted in Tel Aviv, Hamsa Communication has projects all over the world and managed for many years different types of projects for multiple domains. Its mission consists of building revolutionary brands who understand the customers’ need for quality and professionalism.


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