Word on the street

Did you miss part 1? If so, go to Branding From 30,000 Feet: Part 1

"Your brand is what people say about you when you're not in the room." ~ Jeff Bezos, Founder and CEO of Amazon.

Your brand's core is an intentionally articulated essential value, strategy, and story. Once those are defined, you can start designing brand elements. When done well, these elements evoke emotion in a potential customer that makes them like you and want to know more.

Here are brand elements that you must carefully consider and create:

  • Tone
  • Look
  • Style
  • Feel
  • Logo
  • Icons
  • Tagline
  • Type
  • Colors
  • Imagery

There is a reason that companies, associations, and nonprofits serious about growth connect with professionals like us to help define their brand's core, elements, and communications. Yes, it is daunting. But more than that, it often is the difference between profit and loss, and success or failure.

What's next? Head over to Branding From 30,000 Feet: Part 3 to learn about brand communications.


We foster partnerships with our clients that enable us to uncover the essence of their brand. Let Mercury Creative Group help you gain a fresh perspective on communicating it in strategic ways that connect to the right audiences.


20 YEArs of proudly putting your best foot forward.