B2B or Business to Business Marketing Vector Illustration. Businessmen and Client Shaking Hands After Set Strategy, Sales and Commerce for Agreed TransactionWondering how to make a lasting impression on your target audience? It’s time to take a look at what you have available in your branding toolkit. Branding is your singular way to impact your audience in a visual and experiential way, delivering an experience that will resonate with them long after they leave your site or store. The only question is: How?

Below, we’re exploring what branding can do for your business. We’ll also be covering important elements that you should include in your business’s brand kit.

Why does business branding matter?

Similar to your business’s “voice,” your branding gives your clients a visual experience that they can associate with your brand and offer suite. This immediately differentiates you from both old and new competitors and establishes you as a polished and professional option to consider across industries. Businesses with a solid brand kit instantly solidify their credibility as a reputable source of support for their ideal clientele.

What to include in a business brand kit

Now that we’ve established why business branding matters, it’s time to take a look at what you should consider including in your business’s brand kit.


Images go a long way — especially when they’re associated with a high-quality brand like yours. Elements such as your company’s logo, any brand assets (such as logo variations and alternatives) and color schemes should all be documented. To ensure the highest degree of accuracy possible, I recommend notating colors using their HEX codes. This will keep you from uneven hues and shading in your future marketing campaigns.

Type elements

Fonts matter. They can affect the user experience (UX) of your site and other customer-facing channels, affecting readability and your potential to secure conversions. Choosing two to three different typefaces that are appropriate for the channel that you’re optimizing (such as serif fonts for print work, and sans serif fonts for e-platforms) can be a simple way to present your brand as clearly as possible to your target audience.

Content guidelines

Your voice is an important element of your branding. You might consider creating a style guide that outlines the content style and tone recommendations you want your brand to embody as you work to create content across channels. This can keep you sounding consistent, even with medium- or large-sized marketing teams.

Looking for additional support?

Rich in Thought consulting specializes in creating custom solutions for businesses like yours — helping you to grow and succeed in the most recession-resilient way possible. For more information and to get started today, please connect with me today at info@richinthoughtconsulting.com.

Leave a Reply