The 7 Key Elements Of Your Company Brand - Path & Compass
Path & Compass is a boutique marketing and strategy firm with an intentional & holistic approach. We serve small businesses, specializing in wedding, event & hospitality businesses, wellness professionals, creative entrepreneurs and artists. Services including website design, branding & logo design, content marketing, SEO services, business coaching, sales training, graphic design, budgeting, goal setting and thoughtful growth.
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The 7 Key Elements Of Your Company Brand

Branding is a critical tool for your business! It not only impacts how people perceive your brand but drives new business and increases brand recognition by creating a cohesive feel. Cohesive and consistent equals clear and memorable. And that leads to increased sales. To help you create a cohesive impression, we’re sharing the 7 key elements of your company brand.

Looking to maximize how your branding is working for your business? We can help. Schedule a discovery call to learn more about our branding services.


Your business logo is the impression you leave on a room full of people you don’t know. It should visually communicate the unique identity of your brand! A good logo is not necessary to close your first sale, but it is important for growing your business beyond the people within your network.⁣ To create a timeless logo for your business, here are 5 mistakes to avoid when designing your logo.

Alternative Logo Versions

An alternate logo is exactly what it sounds like. And although many businesses have never heard of or skip alternative logos, they are important! Your logo will be used on many different platforms. Planning for the different shapes, sizes, colors and positions of your logo during the branding process is key to keeping your brand cohesive. For example, your main logo may be long and horizontal. This layout doesn’t work well in a social media profile with a square aspect ratio. Repositioning the elements of your logo so they are more square gives you an alternative logo that fits the overall brand. You can see how we did this with Southern Events‘ logo variations below.


Brand Colors

Colors play into a person’s first impression of your business! Think of colors as a visual aid that assists in conveying who your business is, how you want your clients to feel and what you do. The truth is, so-called trendy or dated colors make for cheap-looking logos (and companies). Instead, anchor your brand and logo with timeless neutrals and evolving accents. You can change accent brand colors as seasons and trends change – but only when you plan ahead. Then build a complete color palette that can work across platforms.

Brand Fonts

As with colors, the fonts you choose to represent your brand will impact a viewer’s perception and build brand recognition. Fonts are a key part of a brand that will lend to the overall experience. Think of a font like a tone of voice. Is it strong and stiff, as is often used by corporate businesses? Or is it dainty and loopy, similar to more creative feminine brands? Think of what type of personalities the fonts you are considering exude. Also, consider readability – creative and clever fonts are no good as brand fonts if they are hard to read.

Graphic Treatments

Icons, texture, subtle details — these are graphic elements that can be used to effectively present a completed brand. Think of them as the perfect accessory that completes an outfit. When creating graphics, you should aim for visuals that are cohesive, add depth & interest as well as create the emotion you want your ideal client to feel. Graphic elements can be used across a wide variety of your marketing materials, from your website to print materials. Magnolia Mediation is a good example of a past client where graphic treatments are key to the brand.

Brand Messaging

An often skipped part of branding, your messaging is a key element of your company brand. Brand messaging includes your positioning statement – one to two sentences that tell people who you are (who you serve, what problem you solve, why it matters & where you serve). It also includes your key differentiators, about paragraph (for online listings), and meta description (for SEO). A tagline, mission or vision statement & core values are also part of brand messaging – though they can be something your company adds as it finds its sweet spot in the market. Brand messaging gives your company a distinct voice and is the foundation for website copy, sales funnel copy and your marketing. All of which need to be cohesive and clear so people understand where you fit in their lives.

Image Set

Images are an incredibly useful element of your company brand that help convey a mood. Especially in our visual world. They create the emotions you want people to feel when interacting with your company. They also showcase your services and offerings, helping people to quickly see how you can help them. High-quality, relevant images will help you win customers. Like the other elements of our company brand, we recommend creating a set of images for your company. This can be done with a branding shoot or through carefully curated stock images. Now you have the ability to create a cohesive look across your marketing, from social media to advertisements and your website.

Bonus! Brand Guide

Once you have a brand, one important tool to ensure consistency is a brand guide. This manual summarizing all the elements of your brand and entailing the standards required to represent them correctly. A PDF is an easy want to organize this. It is especially useful however for onboarding new members, or in the event that you work with freelancers or a marketing agency. This way everyone is on the same page!

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If you need help creating or updating all or a few elements of your company brand, we can help. Schedule a discovery call to learn more about our branding services to evaluate your business & website. Let’s start the journey to mapping your path ahead, together!