What elements of brand are there to consider?

6th July 2021
Many Brand logos

A brand is a business marketing concept that helps individuals distinguish one business, service or product from another. While a logo might be the first thing you think of, a brand is a whole lot more than just a logo. Elements that make up a brand include the brand name, tagline, colours, fonts, logo, tone of voice and even sounds, smells and tastes. We explain below the different elements of a brand to give you a better understanding.

Brand Name

The brand name is the first and foremost element to consider when building a brand. Without a name, it is very hard to progress with the other brand elements because a lot can be said within the name. A brand name is the word or phrases of words that are used to identify a company. It may seem simple, although finding a brand name that hasn’t already been used as well as a website url that hasn’t been bought can be tricky. You need to have an innovative brand name that is easy to spell and remember. Some iconic brand names that are known worldwide include Coca Cola, Adidas, Mercedes-Benz and Chanel. These iconic brands have become a part of our everyday language and often people are willing to pay for the brand name just to be seen using it. Those simple words eventuated to become worth millions of dollars today.

Coca Cola


KFC’s “It’s finger lickin good” and Victoria Bitters “For a hard earned thirst” are just two examples of some fantastic tag-lines that make people want to buy their products. A tagline is a motive for someone to want to buy your product. When creating a tagline, consider questions such as why do people deserve your product, what will it do for them or how will it make them feel? Answer those questions in a short, catchy tagline. The brand tagline usually sticks for the long haul so make sure it is broad if you ever consider branching out into new products or services.



Often, brands can be instantly recognised simply by the colour of their logo, uniforms, products or packaging. For example, Tiffany and Co’s light medium robin egg blue packaging has become an icon for the brand. Similarly, the brown and pink Donut King acts as a trademark, where people easily identify the uniform before they even view the logo. A distinctive colour will never become outdated and can be modernised with new fonts, styles and patterns as the years go by. 

Tiffany and Co packaging


If you haven’t guessed it, the Nike tick has to be one of the most universally renowned, iconic logos. Many of their storefronts are identified by their customers because of large tick signage without even having the brand name displayed. A logo is a visual trademark that identifies a brand with its style elements that may include shapes, colours, words, symbols and/or emblems. A logo like the Nike tick is so effective and successful that the brand name no longer needs to be used to identify the brand. The same goes with many other brands including Apple, McDonald’s, Instagram, Starbucks and the Olympics. The logo is a brand element that exists everywhere, for example, on uniforms, paper/digital documents, websites, products, packaging and merchandise.

Nike Store Facade

Tone of Voice

How the character of your business comes through in your written and spoken words is referred to as your brand’s tone of voice. A tone of voice will vary dramatically across different brands in different industries, for example in the medical industry compared to the fashion industry and within these industries, different brands will take different approaches to their tone of voice. For example, in the fashion industry,  Prada has an empowering, classical and superior tone of voice while a fashion brand such as Cotton On has a fun, motivative and relaxed tone of voice. You can see the difference in these two brands that exist in the same industry by viewing their social media pages and reading their captions, for example “… wears a #PradaLineaRossa breathable ripstop hooded windbreaker with hidden waxed zipper pockets and matching shorts, each marked by the latex-injected red line label” – Prada  vs “Chunky knits are here to stay!” – Cotton On. In other industries such as the medical industry, you will likely witness tones of voice that are professional, conservative and informative. Although, a tone of voice can vary within the medical industry as well. Will your brand have a formal/informal, technical/factual, humorous/serious or feminine/masculine/neutral tone of voice? A tone of voice represents the brand enormously and it is a very important brand element to consider. The tone of voice of your brand is something that all employees should be aware of, especially in the marketing and communications departments.

Prada store



Have you ever got a jingle, unique set of notes or song stuck in your head that represents a brand? Was it Cadbury’s “wouldn’t it be nice if the world were Cadbury” song or the McDonald’s ”I’m lovin’ it” jingle? A jingle, while often annoying, is a fantastic way to get into the minds of potential clients and customers. 


A unique smell may not work for every brand but it certainly works for fragrance, cosmetic and food brands, adding to the overall brand elements of the brand identity. For example, the incredibly famous Chanel No. 5 perfume has a floral fragrance which has been trademarked.


Have you ever craved the taste of KFC salt on their chips or seasoning on their chicken? Maybe you prefer Dominos pizza over Eagle Boys pizza? Taste is a crucial brand element for food and drink brands because a delicious taste that leaves the customer craving more is incredibly important to get right.

Cadbury chocolate selection

When building a brand, almost all of these brand elements are necessary to develop before launch. A brand is so much more than just a name and a logo. Involving all the senses, if you can, is a fantastic way to make your brand more distinctive and memorable.