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Module 4 - Create Your Brand

4.4 How to Create a Color Scheme, Logo & Tagline

Now that you have defined your brand core values and brand strategy, and created a brand name, it’s time to take care of a few creative and design focused components for your brand:

  1. Pick Your Color Scheme
  2. Design Your Logo
  3. Create a Tagline

In designing your color schemes, logo and tagline, we recommend that you align yourself (not copy!) with the best qualities of the leading brand. However, at the same time you want to ensure that your product is capable of uniquely solving an outstanding problem in the marketplace; an incremental improvement that is likely to have a powerful emotional connection with your target audience.

In order to benefit from the trust, credibility and brand equity that comes with building a great brand, you need to be consistent across all channels. Use your brand colors in all materials and packaging. Write in the same voice on your website, your product listings and your product inserts. Appeal to the same values across products.

Give your customers what they’ve grown to expect from your brand, and you won’t let them down.

Sounds like a lot of work? Luckily – you don’t have to do all the work yourself! There are many tools to help you get through this process quickly.


1. Pick Your Color Scheme

You will want to define your color scheme across all of your assets. This means that your packaging, your emails, your website and your product photos will all use the same color scheme to build consistency. Different colors communicate different values, so it’s important that you don’t skip over this step, or just pick “your favorite colors.”

You may think that color is a trivial thing to focus on, but the colors used in your brand communicate much more than you may think. For example, take a look at these two statistics from a Kiss Metrics study on color theory:

  • 85% of surveyed consumers state that color is the primary influencer of purchase decisions.
  • Color increases brand recognition by 80%.

Are you beginning to get the picture? You can use color to communicate your values, influence purchases and much more. Here are a few resources to help you pick

  • Grasshopper.com has a great quiz to determine what colors you should use for your business based on what you want to convey to your customer. Go take the quiz now and see what you can find out.
  • On Coolors you can browse colors or create your own palette. You can then share that with the rest of your team, so everyone is on the same page when creating new design assets. It makes life a lot easier.
  • Still not sure? Then check out the book Color Psychology to help you decide on your color scheme.

Once you get a general idea of what colors you would like to use, you can build an entire color palette for your brand.

2. Design a Logo

If you have some design skills, you can create your own logo. But don’t spend much time on it if you’ve never done it before.

Instead, use a website like Fiverr, 99Designs or Upwork to hire professional designers at competitive prices. On Fiverr, you simply search for designers and then send them your job proposal. Gigs go for as low as $5 dollars. 99Designs is more expensive, but the quality of the design is also higher. Finally, on Upwork you’ll actually create a project proposal and have designers bid for your project.

Whether you design your own logo, or have someone else create it for you, keep the following guidelines in mind:

  • Keep it simple
  • If you use colors, make sure your logo aligns with your color scheme
  • Get a high-quality design, preferably a Vector file. These images can be scaled by any amount, without degradation of the image. This is important: for now, you may only need it for your product listing, but what if you want to create a big banner in the future? If you have a pixel based logo, it will look blurry when you enlarge it. So go for a Vector file.
  • Will your logo fit on your product? Contact your supplier to ask for logo restrictions, before you hire anyone to design your logo.

3. Create a Tagline

A tagline is great to explain what you do, or maybe just why you do it.

Here are some examples of taglines:

  • Apple: ”Think Different”
  • AMZ Tracker: “Skyrocket your Amazon Sales”
  • GE: “Imagination at Work”

In Apple’s case, they are.

In AMZ Tracker’s case, that’s what we do.

And you also can use a tagline to define your brand.

In the context of a smaller private label brand, you may want to go for something more direct. We recommend something more literal such as “Organic Dog Grooming products for environmentally conscious owners.”

This clearly explains what the business does, who they do it for, and why they do it. It appeals to the owner’s desire to identify as environmentally conscious and it has a very clear value proposition. Making sure that you are clear on what your product delivers and doing it on a consistent basis, is fundamental to the success of your business.

Try combining your core values and see if you can come up with one line tagline that clearly encapsulates your business.

Don’t overthink it. Consider what problem your product is solving and make it your mantra. It could be something as simple as “stainless steel kitchenware built to last generations”.


Time To Take Action!

This Module contained a lot of information on brand creation. From defining brand core values and strategy, to picking a brand name and creating a look and feel. It’s time now to use that knowledge and take action! Next up are the action steps you should take for creating your brand.