WEEK 3 & 4

'The Building Blocks of a Brand'

Hey <<Full Name>>,

Welcome to week 3 and 4 of LEN's 8 week summer programme 'getting your business online'. This week we are going to outline some of the basic building blocks of a brand. We have had to combine 2 weeks worth of material into one week due to some unforeseen technical difficulties last week. Its all sorted now but we do apologise. We promise this week will be doubly worth it as you will have double brand information!! :D 


The word brand derives from the farming industry, farmers used to brand their cattle to indicate which cattle was theirs.  And although the word 'brand' has developed since then, the principle is still the same. Your brand is your business personality, its what you stand for and how you portray your business to the world. Simply put, its your IDENTITY, its how people recognise you.   A 'brand' is an association of what a person or a group of people makes with a company, product, service, individual or organisation.

Most companies decide to brand their product or services by using a name, symbol or design to identify it and differentiate themselves from the competiton. 

Your brand should be easily recognisable, and your company values should be portrayed in your brand. Its should be credible, clear and consistent and used as a tool to build your company profile and make strong relationships with your customer. 

This course will concentrate on four building blocks of a brand, those that will be more applicable to all businesses.
  • Logo 
  • Colour
  • Mission Statement  
  • Slogan/Tag line
Followed by what are brand guidelines and what to include in your brand guidelines.

If you need advice on creating any other parts of building your brand (if applicable to your business - E.g Smell will only apply to a certain number of businesses) please do contact us. :)
Further Support Request

What makes a brand?


In week 2 you followed the 6 steps to name your business. This is one of the most basic and important building blocks of a business' brand, it makes it easy for customers to identify, associate and remember you. 

If you did not find a name and need to revisit 'Naming your business' you can do so.

Finding a name for your business/project will form the foundations for building your brand.
Week 2 - 'Naming your business'


A logo is a symbol or can be a piece of text to quickly identify your company. Think of your logo as the face of your brand. 
When creating a Logo, you should first think about the following: 
  • What your business is about
  • What you want your logo to represent
  • Your business values
  • Create a mood board of images and styles that inspire you
  • Colours that you like and their meanings
  • If you want letters in your logo, what fonts do you like 
Then think about the type of logo you want: 
  • Letterform: These are logos that are words or letters that are abbreviations or representations of the companies name. 
  • Abstract Mark: Abstract Marks and Pictorial Marks are similar, the difference being that an Abstract mark is a variation of a symbol or image that's abstract. 
  • Word Mark: The name of your company in its entirety makes your logo.
  • Pictorial Mark: Where your logo is made up of just a symbol or picture. *Note many companies start with their names/slogan and a pictorial mark until their brand is strong enough to be recognisable without. 
  • Emblem: The emblem logo is a font or text within a symbol. 
Futher reading: What are the types of Logos

 Logo Creation

Once you have decided on the type of logo you would like, you can then go and get a logo created. There are many ways that you can get a logo created, here are a few of the different types you can explore: 
  • Doing it yourself/Asking a friend
  • Using a Logo generation tool 
  • Using a freelancer to generate you a bespoke logo
Each logo generation tool will have varying associated time and financial cost. 

Doing it yourself

You could use a tool like Canva, to deisgn a logo yourself. You can even set up a free account to do so. Canva can also be used to design social media templates and other marketing materials.

Or you could ask your friends/network to see if anyone would be able to help.

Using a generator

You could use a tool like TailorBrand to help you to generate a logo, you start by choosing logos and styles that you like and then it will generate a logo based on your selections. 
You can then purchase the logo with varying packages, including getting business cards and a brand deck.  
Tailor Brand

Bespoke Logo Design

You could use a freelancer to design you a bespoke logo, you could use a website such as Fiverr to find yourself a designer that you like.
The benefits of creating a bespoke logo mean that you will be unique and no one else will have a similar logo.  


The purpose of a tagline is to summarise what you do and what you stand for. This normally goes hand in hand with your logo and is a way for your organistations to strengthen your brand and become more recognisable. 

Examples of famous tag lines are: 

Apple – 'think different'

Coca Cola – 'taste the feeling'

Ebay – 'the world’s online market place'

You should create a tagline to supplement your logo whilst your business and brand are relatively young. Once your brand is strong you can then signify your business just by the logo. 

Five tips for creating a tagline


Colour is an important part of any business and its brand. Colour is bound with feelings and emotions. Choosing a colour palette is an important building block to create your brand. 

In the first week of our online course, we talked about you as an entrepreneur and your values, the learnings from 'Week 1' should be considered when finding your businesses colour scheme. 

Things to consider when creating your colour palette: 
  • Your Industry and your competition 
  • Don't be afraid to explore with colour
  • Think about the colours you choose and emotions these colours might represent
There are many tools to help you generate a colour scheme, such as a website called Coolrs: 
Week 1 - Business and You

Creating a Mission Statement

The definition of a mission statement is 'a formal summary of the aims and values of a company, organization, or individual.' Creating a mission statement is a useful step when creating your brand. It is a way to explain to your customers what you do in the following ways:

  • Short and concise
  • Understandable 
  • Explains, what you do and want to stand for
  • What your business mission is
  • What changes your business is making 
  • What to expect from your business
Your mission statement should be, specific, succinct and straightforward:
Try this basic formula to generate a basic mission statement:
Once you have a mission statement this can be used in your marketing materials. Many successful companies will have their mission statement on their website, blown up big in their offices or even as their screen savers.  

A mission statement not only tells your customers what to expect when dealing with you but also when you grow, it is a good reminder for your team, and a motivator to achieve your business goals. 
4 Techniques to Generate a Mission Statement

Brand Guidelines

As mentioned in the introduction, consistency is a very strong part of building a brand. Therefore, its a good thing to create a set of brand guidelines.

When you have brand guidelines and stick to them your brand will be consistent and therefore recognisable.

If you get employees in the future brand guidelines are imperative to the business, the employees will need to understand your brand and be able to use your building blocks of a brand when they need to, if you haven't got guidelines this reduces the consistency of your brand and dilutes your brand.

But remember, keep your brand guidelines current, easy to follow and most importantly easy to find. 

Types of things you should include in your Brand Guidelines: 

Free Brand Guidelines Generator

CONGRATULATIONS you started your branding journey!! 

Has this helped you develop your business?
 Not sure yet

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Email us and show us any branding materials you create after this course!! Please also share with us any feedback you may have... we want to know what your thinking. Good or Bad!

NEXT WEEK: We'll cover 'getting an online presence'...don't miss it :D 

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