Visual and Non-Visual Branding Elements for Strong Branding

Visual Branding Elements:


Oftentimes the ideas of logo and branding are used in tandem, or thought of synonymously when in fact they are two different entities. A logo, arguably one of the most important branding assets, is still just a piece of the bigger branding puzzle. Your logo serves as a symbol, a visual representation of your company that should be easily recognizable and memorable. Everything from the color palette to the typography you use when you create your own logo speaks a visual language and plays a vital role in branding.


Now more than ever, having a professional online presence is an essential branding asset and a critical part of your digital marketing strategy. Regardless of your industry and company size, or if you have an eCommerce business or a brick-and-mortar shop, a website serves as the hub of your company.

The type of website you create will depend on your industry, but nonetheless it is the place to attract new visitors, generate leads, promote and sell products, educate and inform customers and most of all—communicate.

When you build a Wix website, you can customize it to suit your business needs with a range of free templates and advanced free tools. You can be sure that your customers will instantly have an idea of what your brand is all about, and all that it has to offer. From your homepage to your blog posts to your email marketing campaigns, your website is an opportunity to showcase your brand in the best possible light.

Brand name

What’s in a name? In relation to branding—a lot. However, coming up with a brand name is no easy task. Your brand name must embody who you are, but also represent what you do, while simultaneously making a good impression. No pressure.

Some brand names are so effective that they are used interchangeably for the product itself, even when they’re manufactured by a different company. Take Q-tips, Kleenex or Jell-O for example, all brand names that have become a part of our daily lexicon.

There are a few things to consider before choosing your brand name. For starters, you’ll need to check whether the name you like is available, if it has any unusual linguistic connotations and ensure that the name is representative of your brand values. You can brainstorm and test out different ideas or use a brand name generator to pick your perfect one.

Business Cards

While business cards might seem a little old-fashioned in our digital world, they are still very relevant, and an important part of your branding assets. When choosing how to design a business card, keep in mind that it is not only an opportunity to share your contact information and logo, but a chance to build connections and make an impression. As you expand your network and grow your company, business cards are a professional and friendly reminder of your brand.

You can create business cards in all types of shapes and sizes, however, keep in mind that they should be cohesive to your other branding assets, and express your brand identity.

Brand Colors

When selecting your brand colors, there is more than meets the eye. The color palette you choose will shape your brand identity and appear across all marketing channels. It is important to consider the impact of color psychology and the influence it has on your consumers buying decisions. While it is often subliminal, color conveys messages, triggers emotions and ultimately affects your brand perception in the minds (and eyes) of consumers.

For example, red is an attention-grabbing hue associated with passion, energy, excitement and danger, while blue is a much calmer color, linked to trust, peace and stability. Once you understand what message your branding is trying to communicate, selecting your brand colors will help build consistency and cultivate your brand personality.


Typography refers to the specific letter forms including their design and layout that are used in various branding features. Similar to your brand colors, the typography you choose shapes your brand and helps get your message across.

In general, when it comes to typography, it is recommended that you stick to three or less font styles. Whether you are using it in your logo design, when drafting content for your website or preparing product packaging, it’s essential to keep everything aligned and cohesive in order to develop consistency of your brand. For a great branding typography example you can check out Madefor, the custom digital-first typeface by Wix.


Although your brand slogan is not ‘technically’ a visual element, it is very closely intertwined with visuals like your logo, and for our purposes, we will include it here. Coming up with a catchy slogan is not always an essential part of your branding, but when done well it can be a very powerful marketing tool.

Nike’s “Just Do It”, or Gilette’s “The Best a Man Can Get”, are perfect examples of slogans that embody a brand and instantly make you think of a product upon hearing them. As you can see, when they are well executed, slogans serve as an integral part of the brand.

Non Visual Branding

  • Your store environment and atmosphere
  • How your staff members treat customers
  • How your staff members dress
  • The products you carry
  • The price you charge
  • Product packaging
  • Public relations
  • Public speaking
  • Direct mail
  • Sponsorships
  • Advertising
  • Nonprofit partnerships

What your customers and prospects take away from all this shapes your brand.