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online</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/channels"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell across channels<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach millions of shoppers and boost sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/pos"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell in person<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Point of Sale (POS)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/markets"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell globally<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">International sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/plus/solutions/b2b-ecommerce"><div class="text-base font-medium"><span class="inline-block arrow-animation">Sell wholesale & direct<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/payments"><div class="text-base font-medium"><span class="inline-block arrow-animation">Accept online payments<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Set up forms of payment</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/shipping"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ship orders faster<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Shipping</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/capital"><div class="text-base font-medium"><span class="inline-block arrow-animation">Secure business funding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Capital</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/ca/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/ca/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/ca/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/editions"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Editions<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">New, innovative Shopify products</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/topics/social-media-optimization"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/ca/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/ca/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" 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data-component-name="button" data-mode="light" target="">Learn more</a></div></div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] left-[-26px] tablet-xl:left-0 bottom-[-20px] tablet-xl:bottom-[-60px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/ca/blog/how-to-build-a-brand"/><meta itemProp="dateModified" content="2024-11-13T20:00:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/ca/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/ca/blog/topics/brand" class="no-underline hover:text-link-light-hover topic-link">Brand</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">How To Build a Brand in 7 Steps: Get Started in 2025</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">Learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/ca/blog/authors/dayna-winter" class="no-underline" itemProp="url"><span itemProp="name">Dayna Winter</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Nov 13, 2024</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/how-to-build-a-brand.png?v=1727452697&originalWidth=1848&originalHeight=782" alt="Translucent pink and purple boxes stacked against a gradient background" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/how-to-build-a-brand.png?v=1727452697&originalWidth=1848&originalHeight=782&width=200 200w, 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build a brand FAQ</a></li></ul><div class="hidden md:block bg-blog-bannerBg"><div class="p-6"><p class="richtext text-2xl font-aktivgroteskextended leading-4 desktop:leading-7 color-black tracking-[-0.02em]">Start your online business today.</p><p class="richtext font-aktivgroteskextended desktop:leading-7 color-black tracking-[-0.02em] text-2xl mb-9 font-bold">For free.</p><a href="https://accounts.shopify.com/store-create?language=en&locale=en-CA&signup_page=https%3A%2F%2Fwww.shopify.com%2Fca%2Fblog%2Fhow-to-build-a-brand&signup_types[]=paid_trial_experience" class="flex justify-between align-middle font-aktivgroteskextended leading-6 tracking-[-0.0175rem] !no-underline border-b-[1px] border-black group">Start free trial<span class="flex justify-center items-center w-6 h-6 ml-4 my-auto [&_svg]:w-6 reduced-motion:group-hover:translate-x-0 transition-all duration-500 will-change-transform group-hover:translate-x-full group-hover:opacity-0"><svg xmlns="http://www.w3.org/2000/svg" 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[&_h4]:mt-12 [&_h4]:mb-4 [&_h4]:text-black [&_h5]:text-t7 [&_p]:mb-6 [&_hr]:mb-6 [&_a]:text-black [&_a]:font-medium [&_a]:underline [&_a:hover]:no-underline [&_sup_a]:no-underline [&_sup_a:hover]:underline [&_.marketing-button]:text-white [&_.marketing-button]:no-underline [&_a>img]:mt-3 [&_a>img]:mb-8 [&_a>img]:h-[revert-layer] [&_img]:my-12 [&_a>img]:inline-block [&_figure>img]:mb-0 [&_figure]:mb-12 [&_img]:inline-block [&_ul]:list-disc [&_ul]:space-y-3 [&_ul]:pl-6 [&_ul]:mb-6 [&_ul_li]:pl-4 [&_ol]:list-decimal [&_ol]:space-y-3 [&_ol]:pl-6 [&_ol]:mb-6 [&_ol_li]:pl-4 [&_ol_li::marker]:font-bold [&_iframe]:max-w-full [&_figcaption]:mb-12 [&_figcaption]:text-center [&_figcaption]:text-xs [&_figcaption]:sm:text-sm [&_figcaption]:mt-1 [&_strong]:font-medium [&_strong]:text-black [&_.heading--4]:font-aktivgroteskextended [&_.heading--4]:text-2xl [&_.heading--4]:text-black [&_.heading--4]:font-medium [&_.heading--4]:tracking-[-.02em] [&_iframe]:mt-3 [&_iframe]:mb-9 [&_.container]:m-0 [&_.container]:flex [&_.container]:gap-5 [&_.container]:flex-wrap [&_.green]:text-[green] [&_.red]:text-[red] [&_.pros]:bg-[#eafaea] [&_.pros]:rounded-[10px] [&_.pros]:p-5 [&_.pros_h3]:mt-2 [&_.cons]:bg-[#ffebe6] [&_.cons]:rounded-[10px] [&_.cons]:p-5 [&_.cons_h3]:mt-2 [&_.pros]:tablet:flex-[1_0_calc(50%-10px)] [&_.pros]:flex-[1_0_100%] [&_.cons]:tablet:flex-[1_0_calc(50%-10px)] [&_.cons]:flex-[1_0_100%] [&_.pros_.grid-container]:grid [&_.cons_.grid-container]:grid [&_.grid-container]:gap-[5px] [&_.grid-container]:grid-cols-[15px_auto] [&_.pros_.grid-container]:p-[5px] [&_.cons_.grid-container]:p-[5px] [&_.aspect-video_iframe]:mt-0 article-content [&_.truncated-text]:relative [&_.truncated-text]:max-h-[300px] [&_.truncated-text]:overflow-hidden [&_.truncated-text]:mb-6 [&_.truncated-text::before]:absolute [&_.truncated-text::before]:content-[""] [&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>Brand building is a critical part of <a href="/ca/blog/how-to-start-a-business">starting a business</a>. A great business idea or innovative product means nothing if you can’t communicate it to the world—specifically in a way that your <a href="/ca/blog/target-audience">target audience</a> can relate to.</p> <p>How customers, competitors, and the market perceive your brand image comes down to brand positioning and aesthetic choices, but your brand identity is more than a logo. It encompasses everything from your brand personality to mission statement to the consistent color palette you use across channels.</p> <p>In this guide, learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience. Plus, explore what it takes to create a brand logo or catchy slogan, with real examples from successful brands and <a href="/ca/blog/branding-design">branding design</a> tips from experts.</p> <h2 id="1">What is a brand?</h2> <p>A brand defines a business, product, service, person, or concept in the market. It differentiates your business from others in the same industry and has a set of rules (called brand guidelines) that dictate how that business will be marketed and presented. <a href="/ca/blog/what-is-branding">Branding</a> is the process of establishing a brand—how it looks, what it sounds like, and the defined target audience it hopes to reach. </p> <h2 id="2">What are the building blocks of a brand?</h2> <p>A brand is more than a logo, slogan, or color palette. To build a successful brand, there’s plenty of groundwork you need to do before you can start designing a website or creating marketing materials. </p> <p>Here are the building blocks to include in your <a href="/ca/blog/brand-guidelines">brand guidelines</a> document:</p> <h3>Target audience</h3> <p>Defining your target audience is one of the most important stages of creating a brand from scratch. Everything stems from this. Defining your audience in detail helps you build a brand that speaks directly to it. Later in this article, you’ll learn tactics for understanding this audience.</p> <h3>Brand identity</h3> <p>Your brand identity encompasses your business name and the visual elements that define your brand, from your logo and colors to the aesthetic of your photography and your social media handles. Brand identity also includes your brand’s story and competitive advantage.</p> <figure><img alt="Ecommerce website page for brand Yumwoof!" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751"> <figcaption>Yumwoof! uses a consistent palette of colors and suite of fonts across its website, packaging, and marketing channels. <a href="https://yumwoof.com/" rel="nofollow noopener noreferrer" target="_blank"><em>Yumwoof!</em></a></figcaption> </figure> <h3>Brand voice</h3> <p>Brand voice is how your brand sounds. Defining this ensures brand consistency across every customer touchpoint. If your customers expect a cheeky, frank tone from you on social media, carry that through into your website copy and other communications.</p> <h3>Mission and values</h3> <p>Your brand’s mission is the North Star for your business. It establishes both a goal for your company and a promise to your customers. Your values are what your brand stands for. Both are important as you build your brand because they keep your decisions in check. Whatever you do as a brand should always stay true to your mission and values.</p> <figure><img alt="Ecommerce website page for brand Embeba" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789" loading="lazy"> <figcaption>By including its values on its brand story page, Embeba builds trust with its target audience. <a href="https://embeba.com/" rel="nofollow noopener noreferrer" target="_blank"><em>EmBeba</em></a></figcaption> </figure> <h3>Style guide</h3> <p>Your brand style guide is one part of your larger brand guidelines. It spells out exactly how your brand will surface on every platform or channel. It covers acceptable use of your logo, fonts, brand voice and tone, and the overall aesthetic of your brand. It’s a useful guide as you scale, hire, and use agencies to create work on your behalf. </p> <h2 id="3">Establishing brand guidelines</h2> <p>Brand guidelines are the bible for your brand. This document or set of documents will take a position on every aspect of your brand and how it shows up in various places. Every decision you make during the brand building process will be captured here. </p> <p>A well-executed set of brand guidelines will achieve the following:</p> <ul> <li aria-level="1">Keep staff, freelancers, retail partners, and agencies on the same page</li> <li aria-level="1">Aid in staff hiring and training (what are the qualities your brand looks for in an employee?)</li> <li aria-level="1">Ensure your branding is consistent across all touchpoints</li> <li aria-level="1">Be a go-to resource for crisis communications</li> <li aria-level="1">Be a flexible document that grows with your brand</li> </ul> <h2 id="4">How to build a brand in 7 steps</h2> <ol> <li><a href="#7">Research your target market</a></li> <li><a href="#8">Determine your brand’s voice and personality</a></li> <li><a href="#9">Choose your business name</a></li> <li><a href="#10">Write your brand story</a></li> <li><a href="#11">Create a brand style guide</a></li> <li><a href="#12">Design your logo and brand assets</a></li> <li><a href="#13">Apply your branding across your business</a></li> </ol> <p>As a small business owner, taking the time to establish your brand image is critical, especially if you’re entering a crowded market. Plus, creating a solid foundation for your brand identity can help you build brand awareness over time. </p> <p>While you might revisit some steps as you pivot or create your brand, it’s important you consider each aspect as you shape your brand identity. Bookmark this guide as a handy resource to access throughout your brand building journey.</p> <div class="relative aspect-video mb-8"><div data-component="youtube-facade" data-src="https://www.youtube.com/embed/r4WPjBFtOzs" class="absolute inset-0 w-full h-full"></div></div> <h3 id="7">1. Research your target market</h3> <p>The first step to building a successful brand is understanding the current market: Who are your potential customers and competitors? Every solid brand strategy and business plan is based on this very question. </p> <p>You can’t create a brand logo unless you know your audience's preferences. And developing a unique brand personality can only happen once you know the competitive landscape. </p> <p>There are many ways to conduct market research before you start the brand building process:</p> <ul> <li aria-level="1">Google your product or service category and analyze the direct and indirect competitors that appear in search results.</li> <li aria-level="1">Talk to people who are part of your target market and ask them what brands they buy from in your industry.</li> <li aria-level="1">Look at the relevant social media accounts or pages your target audience follows.</li> <li aria-level="1">Shop online or in retail stores and get a feel for how your customers would browse and buy products.</li> <li aria-level="1">Investigate trends in your industry by reading publications, browsing social media, and using Google Trends.</li> </ul> <p>During your research, note the biggest brands in the market. What are they doing right? What do you offer that they don’t? This is called your <a href="/ca/blog/unique-selling-proposition">unique selling proposition</a> (USP). </p> <p>You should also pay attention to the habits common to your target audience, like the platforms they use most, the language and slang they use, and how they engage with other brands. These insights will help you understand where and how best to reach them. </p> <p>Lingerie brand <a href="https://lemonadedolls.com/" rel="nofollow noopener noreferrer" target="_blank">Lemonade</a> is a size-inclusive and body-positive line of products for “every person.” While this may sound like a broad audience, Lemonade understands that its target customer is someone who doesn’t feel represented by typical lingerie brands.</p> <p><img alt="Ecommerce website page for brand Lemonade" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade.png?v=1703084693" class="block block--bordered" loading="lazy"></p> <p>Beyond saying it, Lemonade <em>shows</em> it’s a brand for all bodies by showcasing diverse models and offering gender-affirming products.</p> <p><img alt="Ecommerce website page for brand Lemonade" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade2.png?v=1703084724" class="block block--bordered" loading="lazy"></p> <h3 id="8">2. Determine your brand’s voice and personality</h3> <p>Branding isn’t about trying to be everything to everyone. A strong POV will speak to the audience you care about most. It will tell this group that yours brand is for them. To develop this POV and a distinct brand voice, there are several exercises you can complete. </p> <h4>Create a positioning statement</h4> <p>A positioning statement is one or two lines that stake your brand’s claim in the market. It won’t necessarily be a public-facing statement, but will help steer the direction of your brand story and other parts of your brand guidelines. </p> <p>A positioning statement should outline what you sell, who it’s for, and what makes you unique. Your <a href="/ca/blog/value-proposition">value proposition</a> is what’s going to give you an edge—even in a crowded market. </p> <p>Use this template to create yours: </p> <p><em>“We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. </em><em>Unlike [THE COMPETITION], we [KEY DIFFERENTIATOR].”</em></p> <p>An example positioning statement might look something like this:</p> <p><em>“We offer lightweight and waterproof daypacks for travelers, which fold into a wallet-sized pouch when not in use. Unlike other accessory brands, we guarantee our packs for life—no questions asked.”</em></p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918" alt="Ecommerce website page for brand Lomi" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918" loading="lazy"> <figcaption>Lomi’s positioning statement is evident in the copy on its website. This section outlines the brand’s value proposition in relation to the alternatives. <a href="https://lomi.com/products/lomi" rel="nofollow noopener noreferrer" target="_blank"><em>Lomi</em></a></figcaption> </figure> <p><strong>💡 Tip: </strong>You can use this exercise as the basis for your <a href="/ca/blog/mission-statement">mission statement</a>—expand on your positioning statement to include your <a href="/ca/blog/brand-promise">brand promise</a> and what you stand for.</p> <h4>Brainstorm using word association</h4> <p>Imagine your brand as a person. What are they like? Do they have the kind of personality your customers would be attracted to? Describe this person. How can your description translate from a person to a brand?</p> <p><a href="/ca/blog/121012741-fashion-branding-secrets-from-industry-experts">Fashion branding</a> expert Joey Ng suggests narrowing your list of adjectives down to just three of the best words. “Find your niche and define in very few words what makes your brand distinctive,” she says. “If something doesn’t fit those original three words—even though you might like it—scrap it. Establish the core message, nail it, then expand.”</p> <h4>Hone your brand voice and tone</h4> <p>Your <a href="/ca/blog/brand-voice">brand voice</a> and tone will help you hone in on how you want to sound to customers and what you want them to feel when they interact with you. Is your voice cheeky or serious? Does it aim to be a reliable friend, a muse, or a trusted expert? </p> <p>Establish a list of dos and don’ts that govern the language you will and won’t use in your communications. You may even want to drill down on specific communications channels like social media or customer service: How does your tone change depending on the situation?</p> <h3 id="9">3. Choose your business name</h3> <p>Your company’s name is probably one of the first big commitments you’ll make as a business owner. Ideally, you want a <a href="/ca/blog/how-to-come-up-with-a-brand-name">brand name</a> that isn’t being used by another company (especially in your industry), has available social media handles, and is a fit based on your brand or products. It should be easy to remember and hard to imitate.</p> <p>A few approaches to choosing a brand name include the following:</p> <ul> <li aria-level="1">Make up a brand new word (e.g., Pepsi).</li> <li aria-level="1">Reframe a word unrelated to your industry or product (e.g., Apple for computers or Maple for health care).</li> <li aria-level="1">Use a suggestive word or metaphor (e.g., Buffer).</li> <li aria-level="1">Describe it literally (e.g., The Shoe Company or Home Depot).</li> <li aria-level="1">Alter a word by changing its spelling, removing letters, adding letters, or using Latin endings (e.g., Tumblr or Activia).</li> <li aria-level="1">Create an acronym from a longer name (e.g., HBO for Home Box Office).</li> <li aria-level="1">Use a portmanteau: Pinterest (pin + interest) or Snapple (snappy + apple).</li> <li aria-level="1">Use your own name (e.g., Donna Karan or DKNY)</li> </ul> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959" alt="Ecommerce website page for brand Nood" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959" loading="lazy"> <figcaption>Nood used an alternate spelling of “nude” as a brand name—an appropriate association for a hair removal company. <a href="https://trynood.com/" rel="nofollow noopener noreferrer" target="_blank"><em>Nood</em></a></figcaption> </figure> <p>If your first choice <a href="/domains">domain name</a> isn’t available for your brand (e.g., yourbrandname.com), consider other ways to snag a domain name that works. For example, lingerie company <a href="https://www.wearpepper.com/" rel="nofollow noopener noreferrer" target="_blank">Pepper</a>’s domain name is wearpepper.com. You can also play with the top-level domain. Try a localized version like .co.uk or .ca. </p> <p><strong>⚒️ Free tools: </strong>Try Shopify’s <a href="/tools/business-name-generator?itcat=blog&itterm=215822345">free business name generator</a> and <a href="/tools/domain-name-generator">domain name generator</a> to help you nail the perfect name for your brand.</p> <div data-guide="branding" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/oie_18184256C4yLVRB.gif" data-component-name="blog-CTA-branding"></div> <h3 id="10">4. Write your brand story</h3> <p>Your <a href="/ca/blog/brand-storytelling">brand story</a> is the autobiography of your business and sometimes your own story as a founder. It’s a useful tool for branding because it humanizes your business to create meaningful connections with customers. <a href="/ca/blog/consumer-trends">Buyer trends</a> point to an appetite for meaningful relationships with brands. The best way to do this is through a compelling, transparent, and authentic story. </p> <p>What elements of your story will resonate with your target audience? What do they need to know to connect with you as a person? How do you wrap your brand values and mission into your story to tell customers, “This is a brand for you”?</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008" alt="Ecommerce website page for brand Soko Glam" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008" loading="lazy"> <figcaption>Soko Glam’s brand story is woven into founder Charlotte Cho’s own. That’s because she built her personal brand before launching products. <a href="https://sokoglam.com/" rel="nofollow noopener noreferrer" target="_blank"><em>Soko Glam</em></a></figcaption> </figure> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034" alt="Ecommerce website page for brand Skyn Iceland" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034" loading="lazy"> <figcaption>skyn ICELAND’s story focuses on the brand’s origin, not the people behind it. It’s compelling nonetheless, with beautiful descriptions of the land that inspired the brand. <a href="https://www.skyniceland.com/" rel="nofollow noopener noreferrer" target="_blank"><em>skyn ICELAND</em></a></figcaption> </figure> <h4>Creating a catchy slogan</h4> <p>Once you’ve established your positioning and your brand story, you can use this work to create a snappy slogan for your business. A good slogan is short, catchy, and makes a strong impression. </p> <p>A clever slogan can increase brand awareness as customers start to recognize it—even when it’s divorced from your brand.</p> <p>Here are some ways to approach writing your slogan:</p> <ul> <li aria-level="1">Stake your claim, like this example from Death Wish Coffee: “The World’s Strongest Coffee.”</li> <li aria-level="1">Make it a metaphor, just like Red Bull did: “Red Bull gives you wings.” </li> <li aria-level="1">Adopt your customers’ attitude, like this unforgettable slogan from Nike: “Just do it.”</li> <li aria-level="1">Speak to your target audience, like this example from Cards Against Humanity: “A party game for horrible people.”</li> <li aria-level="1">Try a catchy rhyme, like this Folgers coffee slogan: “The best part of waking up is Folgers in your cup.”</li> <li aria-level="1">Establish an aesthetic or taste level, like this example from Aritzia: “Everyday luxury to elevate your world.”</li> </ul> <p><strong>⚒️ Free tools: </strong><a href="/tools/slogan-maker?itcat=blog&itterm=215822345">Try Shopify’s slogan maker</a> to generate potential one-liners to describe your business. </p> <h3 id="11">5. Create a brand style guide</h3> <p>Now comes the fun part. Your style guide will include all the visual decisions you make for your brand. This guide will come in handy when you build your website, design your social media profile pages, and create product packaging.</p> <h4>Choosing your colors</h4> <p>Colors are important because, alongside copywriting, they tell potential customers how to feel about your brand. While color psychology is a contested science, there are some general associations you can make between color and mood. Moody darker cool colors may complement an edgy brand or a sleep brand while warm pastels tell a soothing story for baby or wellness brands.</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066" alt="Ecommerce website page for brand De Soi" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066" loading="lazy"> <figcaption>Beverage brand De Soi uses a muted palette of 1970s-inspired colors like gold and ochre. <em>De Soi</em></figcaption> </figure> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082" alt="Ecommerce website page for brand De Soi" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082" loading="lazy"> <figcaption>The palette carries through De Soi’s other properties, like its Instagram profile and content. <em>De Soi</em></figcaption> </figure> <p>Tips for choosing colors for your visual identity:</p> <ul> <li aria-level="1">Consider how legibly white and black text will appear over your color palette.</li> <li aria-level="1">Don’t use too many colors in your logo—it should be identifiable as a single color in a black and white format.</li> <li aria-level="1">Research your target market, use focus groups, and understand the specific cultural or demographic differences that might affect a user’s perception of color.</li> <li aria-level="1">Limit your palette to one to two main colors, with a set of accent colors that rotate in and out, depending on application.</li> </ul> <p><strong>💡 Learn more: </strong><a href="/ca/blog/51875141-5-psychological-design-tactics-that-make-brains-tick-and-visitors-click#2">Psychological Design: 8 Tactics To Turn Leads Into Customers</a></p> <div data-guide="design" data-guide-image="https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif" data-component-name="blog-CTA-design"></div> <h4>Selecting a suite of fonts</h4> <p>Fonts work alongside colors to establish a recognizable look for your brand across social, your website, packaging, and other marketing materials. </p> <p>As a general rule, choose two fonts: one for headings and one for body text (this might not include the font you use in your brand’s wordmark). Home brand <a href="https://floofliving.com/" rel="nofollow noopener noreferrer" target="_blank">Floof</a> uses one sans serif font for navigation and headers and another serif font for the rest of the text. Note that its logo—a simple wordmark of its brand name—is a unique font not used anywhere else:</p> <p><img alt="Ecommerce website page for brand Floof" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-floof.png?v=1703085104" class="block block--bordered" loading="lazy"></p> <p>Save decorative fonts for your logo or in very limited applications while using a simple, accessible font for your website and product information on packaging. <a href="https://www.foretstudio.dk/" rel="nofollow noopener noreferrer" target="_blank">Forét</a>’s fonts are simple and clean, making them legible at any size:<img alt="Ecommerce website page for brand foret" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-foret.png?v=1703085136" class="block block--bordered" loading="lazy"></p> <h4>Determining aesthetic elements and effects</h4> <p>If you use a lot of lifestyle photography for your brand, you may want to establish a set of rules to set the tone no matter who’s producing photos. Maybe that includes guidelines for mood, photo filters, colors, or other effects.</p> <p>You can also design a set of graphic elements that you use across your branded properties. These may be characters, squiggles, or texture effects. <a href="https://eatrotten.com/" rel="nofollow noopener noreferrer" target="_blank">Rotten</a> candy brand uses consistent graphic elements like electrified stripes and grainy textures across its branding:</p> <p><img alt="Ecommerce website page for brand Rotten" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-rotten.png?v=1703085170" class="block block--bordered" loading="lazy"></p> <p>While <a href="/ca/blog/offlimits-founder-interview">OffLimits</a> cereal uses a wordmark for its logo, consistent graphic elements, like a family of brand mascots, show up across all surfaces:</p> <p><img alt="Ecommerce website page for brand OffLimits" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits.png?v=1703085189" class="block block--bordered" loading="lazy"></p> <h3 id="12">6. Design your logo and brand assets</h3> <p>While a logo design is one of the first things you might think of when building a brand, it should happen later in the process. That’s because it’s a critical identifier for your brand in the wild—and it’s hard to change once you’ve locked it in.</p> <p>Your logo should be unique, identifiable, and scalable so it works at all sizes. It should also encompass all the work you’ve done on your brand so far. Does it invoke the feeling you hope to inspire in your customers? Does it tell a story that aligns with your brand values? Does it work in your brand colors?</p> <p>Consider all the places where your brand’s logo will show up: </p> <ul> <li aria-level="1">Website </li> <li aria-level="1">Social media avatar </li> <li aria-level="1"><a href="/ca/blog/ecommerce-packaging">Product packaging</a></li> <li aria-level="1">Video ads</li> <li aria-level="1">YouTube channel banner </li> <li aria-level="1">Browser favicon (the tiny icon that identifies your open browser tabs)</li> <li aria-level="1"><a href="/email-marketing">Email marketing</a></li> <li aria-level="1">Press mentions and partnerships</li> </ul> <p>You may need to create a few versions of your logo to make it work across applications. If you have a text logo, for example, it’ll be almost impossible to read as a favicon or social avatar. Create a simplified visual version of your logo that works as a square or circle. </p> <h4>Types of logos</h4> <p>Wordmarks, lettermarks, and other type-based logos are the most common type of logo for modern brands. But other styles may work better for you, depending on your goals and aesthetic. Some logo types include the following:</p> <ul> <li aria-level="1"> <strong>Abstract logos</strong> are a combination of shapes and colors that don’t easily tie back to anything in the real world. These are best used as a secondary logo, paired with a wordmark, while you build brand recognition. </li> <li aria-level="1"> <strong>Mascot logos</strong> are represented by the face of a character or real person you use as an ambassador for your brand. They can humanize your business by creating a relatable personality. This works best for kids’ brands or those looking for a retro feel (e.g., Wendy’s, Colonel Sanders for KFC).</li> <li aria-level="1"> <strong>Emblem logos </strong>are often circular and combine text with an emblem for a luxurious brand design. Avoid making them too fussy or they won’t scale (e.g., Polo Ralph Lauren).</li> <li aria-level="1"> <strong>Icon logos</strong> represent your brand as a visual metaphor. Unlike an abstract logo, an icon logo suggests something about the product (e.g., YouTube’s Play button logo).</li> <li aria-level="1"> <strong>Wordmarks or lettermarks</strong> are type-based logos that are either your full business name, a combination of letters, or an initial.</li> </ul> <h4>Brand identity logo examples</h4> <p>Because of the limitations for each logo type, you can play with a combination of styles and have secondary or tertiary logo. Beauty brand <a href="https://www.glossier.com/en-ca" rel="nofollow noopener noreferrer" target="_blank">Glossier</a> has a simple wordmark logo used across its website and packaging:</p> <p><img alt="Ecommerce website page for brand Glossier" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier.png?v=1703085226" class="block block--bordered" loading="lazy"></p> <p>For applications with less space, Glossier’s secondary logo—a stylized letter “G”—is used for legibility, like this example on its YouTube channel:</p> <p><img alt="YouTube Channel page for brand Glossier" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier2.png?v=1703085243" class="block block--bordered" loading="lazy"></p> <p>Mushroom-based supplement brand <a href="https://eons.com/en-ca" rel="nofollow noopener noreferrer" target="_blank">Eons</a> uses a combination of a wordmark and an icons logo (a simplified mushroom shape). These are used together or separately, as you can see here in different applications:</p> <p><img alt="Ecommerce website page for brand Eons" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-eons.png?v=1703085271" class="block block--bordered" loading="lazy"></p> <p><a href="https://shoplazypants.com/" rel="nofollow noopener noreferrer" target="_blank">Lazypants</a> also uses this approach, with a combination wordmark and icon that can be used independently, such as in this example where the icon only is stitched into its garments:</p> <p><img alt="Ecommerce website page for brand Lazypants" src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lazypants.png?v=1703085289" class="block block--bordered" loading="lazy"></p> <h4>Designing your own logo</h4> <p>New brands often work within a small budget. If this is the case for you, consider <a href="/ca/blog/how-to-design-logo">designing a logo</a> yourself. You can use a free tool like Canva or try a <a href="/tools/logo-maker">logo maker</a>. These work by generating sample logos based on basic information about your business. </p> <p>If you lack design skills or confidence handling this important task yourself, consider hiring a pro. You can outsource the design through gig sites like Fiverr or Upwork or run a logo contest on 99Designs. If you’re running a business on Shopify, there are many <a href="https://experts.shopify.com">Shopify Experts</a> you can hire to design your brand identity (and even your website, too!).</p> <h3 id="13">7. Apply your branding across your business</h3> <p>Applying your branding across your business gives it a cohesive brand story. No matter where customers encounter your brand—through a <a href="/ca/blog/tiktok-ads">TikTok ad</a>, in a retail store, or in their inbox—the experience should be familiar and recognizable.</p> <p>As you build your website, set up your social accounts, and create your <a href="/ca/blog/marketing-plan">marketing plan</a>, refer back to your brand guidelines, mission statement, and values to ensure every decision keeps target customers top of mind.</p> <figure><img src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353" alt="Ecommerce website page for brand OffLimits" class="block block--bordered" data-mce-src="https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353" loading="lazy"> <figcaption>OffLimits built a distinct brand through the use of cheeky copy, relatable character mascots, and a recognizable design aesthetic. <em>OffLimits</em></figcaption> </figure> <p>Your website is the palace where you’ll have the most control over your brand identity. Use this space to its fullest potential. Ecommerce <a href="/ca/blog/website-template-quiz">website templates</a> are a great jumping off point. Most of these, like the themes in <a href="https://themes.shopify.com">Shopify’s Themes Store</a>, are fully customizable, meaning you can apply your brand colors, fonts, and assets to a flexible layout.</p> <h2 id="5">Evolving your brand</h2> <p>Building a brand doesn’t stop after you design a logo. It is a continuous process of cementing your brand identity in the minds of your customers. Building a successful brand involves being consistent in your messaging and deliberate with your brand marketing.</p> <p>Now that you understand how to build a brand from scratch, you’ll continue brand building for the entire life of your business. You may need to evolve your brand as your values shift or as consumer trends dictate. Remember that if you rebrand, loyal customers should still be able to recognize your brand and receive the same experience. Looping in their feedback will help you grow your brand alongside the people who matter most.</p> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/ca/blog/dropshipping-suppliers">The 13 Best Dropshipping Suppliers in 2024</a></li><li class="mt-2"><a href="/ca/blog/product-sourcing-apps">How To Source Products To Sell Online</a></li><li class="mt-2"><a href="/ca/blog/how-to-start-dropshipping">How to Start a Dropshipping Business- A Complete Playbook for 2024</a></li><li class="mt-2"><a href="/ca/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress">AliExpress Dropshipping- How to Dropship From AliExpress</a></li><li class="mt-2"><a href="/ca/blog/amazon-dropshipping">Amazon Dropshipping Guide- How To Dropship on Amazon (2024)</a></li><li class="mt-2"><a href="/ca/blog/206934729-how-to-start-a-clothing-line">How to Start a Clothing Line in 12 Steps (2024)</a></li><li class="mt-2"><a href="/ca/blog/build-a-website">How to Build a Business Website for Beginners</a></li><li class="mt-2"><a href="/ca/blog/online-business-ideas">25+ Ideas for Online Businesses To Start Now (2024)</a></li><li class="mt-2"><a href="/ca/blog/customizing-store-theme">Customizing Your Shopify Theme- How to Use Images, Colors, and Fonts</a></li><li class="mt-2"><a href="/ca/blog/16480796-how-to-create-beautiful-and-persuasive-hero-images-for-your-online-store">How to Create a Stunning Website Hero Image</a></li></ul></div><div class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0" id="faq-section"> <div itemtype="https://schema.org/FAQPage" itemscope=""> <h2 id="6">How to build a brand FAQ</h2> <div itemtype="https://schema.org/Question" mainentity="" itemscope="itemprop="> <h3 itemprop="name">How do you develop a brand?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Brand building involves identifying your business type and products, knowing your target audience and their needs, <a href="/ca/blog/competitive-analysis">researching your competition</a>, and defining your brand positioning and brand personality. After you set this foundation, you can build a brand identity including a logo, tagline, brand story, and other assets.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">How do you define brand identity?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>Brand identity represents how your brand is viewed by customers, competition, and the general public. Brand identity includes your values, brand personality (including brand voice and tone), and visual aesthetic. Your brand identity is communicated through every single part of your company—from your logo to your brand marketing to your copy to your in-store experience.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">What is in a brand kit?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>A brand kit is a document or guide that contains all the information someone would need to represent your brand in a specific application. Almost every brand kit includes the company name and logo, color palette, and other approved imagery. Some brand kits also include information about the company’s founders and team, goals, and products. A brand kit is helpful for press and PR teams, brand ambassadors, <a href="/ca/blog/affiliate-marketing">affiliates</a>, and <a href="/ca/blog/influencer-marketing">influencers</a>. It ensures that anyone talking about your brand captures your brand personality and brand voice accurately.</p> </div> </div> </div> <div itemtype="https://schema.org/Question" itemprop="mainEntity" itemscope=""> <h3 itemprop="name">How do you build a brand with no money?</h3> <div itemtype="https://schema.org/Answer" itemprop="acceptedAnswer" itemscope=""> <div itemprop="text"> <p>To build a brand with no money, use the information in this guide to brainstorm ideas and capture your vision on paper—everything from your target audience to your unique brand voice. Once you’ve established a set of guidelines for your brand identity, you’re ready to build a recognizable brand. If you can’t hire a pro during the brand building process, use free tools online to help you find a company name, create a logo, develop templates for social media posts, and generate compelling <a href="/ca/blog/copywriting">copywriting</a>.</p> </div> </div> </div> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start tablet-xl:flex-row flex-row-reverse justify-between"><div class="self-center flex flex-col"><div class="gap-x-1 flex flex-wrap text-lg font-aktivgroteskextended leading-[18px] font-bold mb-2"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/ca/blog/authors/dayna-winter" class="no-underline" itemProp="url"><span itemProp="name">Dayna Winter</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>Nov 13, 2024</time></div></div></div><div class="xs:border-b tablet-xl:border-0 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Winter","avatarUrl":"https://www.gravatar.com/avatar/dadc1475f532c7524a6318b68555495a?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/215822345","handle":"how-to-build-a-brand","title":"How To Build a Brand in 7 Steps: Get Started in 2025","publishedAt":"2024-11-13T20:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/how-to-build-a-brand.png?v=1727452697","altText":"Translucent pink and purple boxes stacked against a gradient background","width":1848,"height":782},"tags":["Brand"],"contentHtml":"\u003cp\u003eBrand building is a critical part of \u003ca href=\"/blog/how-to-start-a-business\"\u003estarting a business\u003c/a\u003e. A great business idea or innovative product means nothing if you can’t communicate it to the world—specifically in a way that your \u003ca href=\"/blog/target-audience\"\u003etarget audience\u003c/a\u003e can relate to.\u003c/p\u003e\n\u003cp\u003eHow customers, competitors, and the market perceive your brand image comes down to brand positioning and aesthetic choices, but your brand identity is more than a logo. It encompasses everything from your brand personality to mission statement to the consistent color palette you use across channels.\u003c/p\u003e\n\u003cp\u003eIn this guide, learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience. Plus, explore what it takes to create a brand logo or catchy slogan, with real examples from successful brands and \u003ca href=\"/blog/branding-design\"\u003ebranding design\u003c/a\u003e tips from experts.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a brand?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eWhat are the building blocks of a brand?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eEstablishing brand guidelines\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eHow to build a brand in 7 steps\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eEvolving your brand\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eHow to build a brand FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a brand?\u003c/h2\u003e\n\u003cp\u003eA brand defines a business, product, service, person, or concept in the market. It differentiates your business from others in the same industry and has a set of rules (called brand guidelines) that dictate how that business will be marketed and presented. \u003ca href=\"/blog/what-is-branding\"\u003eBranding\u003c/a\u003e is the process of establishing a brand—how it looks, what it sounds like, and the defined target audience it hopes to reach. \u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhat are the building blocks of a brand?\u003c/h2\u003e\n\u003cp\u003eA brand is more than a logo, slogan, or color palette. To build a successful brand, there’s plenty of groundwork you need to do before you can start designing a website or creating marketing materials. \u003c/p\u003e\n\u003cp\u003eHere are the building blocks to include in your \u003ca href=\"/blog/brand-guidelines\"\u003ebrand guidelines\u003c/a\u003e document:\u003c/p\u003e\n\u003ch3\u003eTarget audience\u003c/h3\u003e\n\u003cp\u003eDefining your target audience is one of the most important stages of creating a brand from scratch. Everything stems from this. Defining your audience in detail helps you build a brand that speaks directly to it. Later in this article, you’ll learn tactics for understanding this audience.\u003c/p\u003e\n\u003ch3\u003eBrand identity\u003c/h3\u003e\n\u003cp\u003eYour brand identity encompasses your business name and the visual elements that define your brand, from your logo and colors to the aesthetic of your photography and your social media handles. Brand identity also includes your brand’s story and competitive advantage.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Ecommerce website page for brand Yumwoof!\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751\"\u003e\n\u003cfigcaption\u003eYumwoof! uses a consistent palette of colors and suite of fonts across its website, packaging, and marketing channels. \u003ca href=\"https://yumwoof.com/\"\u003e\u003cem\u003eYumwoof!\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eBrand voice\u003c/h3\u003e\n\u003cp\u003eBrand voice is how your brand sounds. Defining this ensures brand consistency across every customer touchpoint. If your customers expect a cheeky, frank tone from you on social media, carry that through into your website copy and other communications.\u003c/p\u003e\n\u003ch3\u003eMission and values\u003c/h3\u003e\n\u003cp\u003eYour brand’s mission is the North Star for your business. It establishes both a goal for your company and a promise to your customers. Your values are what your brand stands for. Both are important as you build your brand because they keep your decisions in check. Whatever you do as a brand should always stay true to your mission and values.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Ecommerce website page for brand Embeba\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789\"\u003e\n\u003cfigcaption\u003eBy including its values on its brand story page, Embeba builds trust with its target audience. \u003ca href=\"https://embeba.com/\"\u003e\u003cem\u003eEmBeba\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eStyle guide\u003c/h3\u003e\n\u003cp\u003eYour brand style guide is one part of your larger brand guidelines. It spells out exactly how your brand will surface on every platform or channel. It covers acceptable use of your logo, fonts, brand voice and tone, and the overall aesthetic of your brand. It’s a useful guide as you scale, hire, and use agencies to create work on your behalf. \u003c/p\u003e\n\u003ch2 id=\"3\"\u003eEstablishing brand guidelines\u003c/h2\u003e\n\u003cp\u003eBrand guidelines are the bible for your brand. This document or set of documents will take a position on every aspect of your brand and how it shows up in various places. Every decision you make during the brand building process will be captured here. \u003c/p\u003e\n\u003cp\u003eA well-executed set of brand guidelines will achieve the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eKeep staff, freelancers, retail partners, and agencies on the same page\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAid in staff hiring and training (what are the qualities your brand looks for in an employee?)\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eEnsure your branding is consistent across all touchpoints\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBe a go-to resource for crisis communications\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBe a flexible document that grows with your brand\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"4\"\u003eHow to build a brand in 7 steps\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eResearch your target market\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eDetermine your brand’s voice and personality\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eChoose your business name\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eWrite your brand story\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eCreate a brand style guide\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eDesign your logo and brand assets\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eApply your branding across your business\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eAs a small business owner, taking the time to establish your brand image is critical, especially if you’re entering a crowded market. Plus, creating a solid foundation for your brand identity can help you build brand awareness over time. \u003c/p\u003e\n\u003cp\u003eWhile you might revisit some steps as you pivot or create your brand, it’s important you consider each aspect as you shape your brand identity. Bookmark this guide as a handy resource to access throughout your brand building journey.\u003c/p\u003e\n\u003ciframe title=\"What is Branding? How To Build A Successful Brand In 6 Steps\" src=\"https://www.youtube.com/embed/r4WPjBFtOzs\" height=\"397\" width=\"707\" allowfullscreen=\"\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\" teidentifier=\"zr4z2wpl8brlvy2phq3\"\u003e\u003c/iframe\u003e\n\u003ch3 id=\"7\"\u003e1. Research your target market\u003c/h3\u003e\n\u003cp\u003eThe first step to building a successful brand is understanding the current market: Who are your potential customers and competitors? Every solid brand strategy and business plan is based on this very question. \u003c/p\u003e\n\u003cp\u003eYou can’t create a brand logo unless you know your audience's preferences. And developing a unique brand personality can only happen once you know the competitive landscape. \u003c/p\u003e\n\u003cp\u003eThere are many ways to conduct market research before you start the brand building process:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eGoogle your product or service category and analyze the direct and indirect competitors that appear in search results.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eTalk to people who are part of your target market and ask them what brands they buy from in your industry.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eLook at the relevant social media accounts or pages your target audience follows.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eShop online or in retail stores and get a feel for how your customers would browse and buy products.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eInvestigate trends in your industry by reading publications, browsing social media, and using Google Trends.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDuring your research, note the biggest brands in the market. What are they doing right? What do you offer that they don’t? This is called your \u003ca href=\"/blog/unique-selling-proposition\"\u003eunique selling proposition\u003c/a\u003e (USP). \u003c/p\u003e\n\u003cp\u003eYou should also pay attention to the habits common to your target audience, like the platforms they use most, the language and slang they use, and how they engage with other brands. These insights will help you understand where and how best to reach them. \u003c/p\u003e\n\u003cp\u003eLingerie brand \u003ca href=\"https://lemonadedolls.com/\"\u003eLemonade\u003c/a\u003e is a size-inclusive and body-positive line of products for “every person.” While this may sound like a broad audience, Lemonade understands that its target customer is someone who doesn’t feel represented by typical lingerie brands.\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lemonade\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade.png?v=1703084693\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003eBeyond saying it, Lemonade \u003cem\u003eshows\u003c/em\u003e it’s a brand for all bodies by showcasing diverse models and offering gender-affirming products.\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lemonade\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade2.png?v=1703084724\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003ch3 id=\"8\"\u003e2. Determine your brand’s voice and personality\u003c/h3\u003e\n\u003cp\u003eBranding isn’t about trying to be everything to everyone. A strong POV will speak to the audience you care about most. It will tell this group that yours brand is for them. To develop this POV and a distinct brand voice, there are several exercises you can complete. \u003c/p\u003e\n\u003ch4\u003eCreate a positioning statement\u003c/h4\u003e\n\u003cp\u003eA positioning statement is one or two lines that stake your brand’s claim in the market. It won’t necessarily be a public-facing statement, but will help steer the direction of your brand story and other parts of your brand guidelines. \u003c/p\u003e\n\u003cp\u003eA positioning statement should outline what you sell, who it’s for, and what makes you unique. Your \u003ca href=\"/blog/value-proposition\"\u003evalue proposition\u003c/a\u003e is what’s going to give you an edge—even in a crowded market. \u003c/p\u003e\n\u003cp\u003eUse this template to create yours: \u003c/p\u003e\n\u003cp\u003e\u003cem\u003e“We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION]. \u003c/em\u003e\u003cem\u003eUnlike [THE COMPETITION], we [KEY DIFFERENTIATOR].”\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eAn example positioning statement might look something like this:\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e“We offer lightweight and waterproof daypacks for travelers, which fold into a wallet-sized pouch when not in use. Unlike other accessory brands, we guarantee our packs for life—no questions asked.”\u003c/em\u003e\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918\" alt=\"Ecommerce website page for brand Lomi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918\"\u003e\n\u003cfigcaption\u003eLomi’s positioning statement is evident in the copy on its website. This section outlines the brand’s value proposition in relation to the alternatives. \u003ca href=\"https://lomi.com/products/lomi\"\u003e\u003cem\u003eLomi\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Tip: \u003c/strong\u003eYou can use this exercise as the basis for your \u003ca href=\"/blog/mission-statement\"\u003emission statement\u003c/a\u003e—expand on your positioning statement to include your \u003ca href=\"/blog/brand-promise\"\u003ebrand promise\u003c/a\u003e and what you stand for.\u003c/p\u003e\n\u003ch4\u003eBrainstorm using word association\u003c/h4\u003e\n\u003cp\u003eImagine your brand as a person. What are they like? Do they have the kind of personality your customers would be attracted to? Describe this person. How can your description translate from a person to a brand?\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/blog/121012741-fashion-branding-secrets-from-industry-experts\"\u003eFashion branding\u003c/a\u003e expert Joey Ng suggests narrowing your list of adjectives down to just three of the best words. “Find your niche and define in very few words what makes your brand distinctive,” she says. “If something doesn’t fit those original three words—even though you might like it—scrap it. Establish the core message, nail it, then expand.”\u003c/p\u003e\n\u003ch4\u003eHone your brand voice and tone\u003c/h4\u003e\n\u003cp\u003eYour \u003ca href=\"/blog/brand-voice\"\u003ebrand voice\u003c/a\u003e and tone will help you hone in on how you want to sound to customers and what you want them to feel when they interact with you. Is your voice cheeky or serious? Does it aim to be a reliable friend, a muse, or a trusted expert? \u003c/p\u003e\n\u003cp\u003eEstablish a list of dos and don’ts that govern the language you will and won’t use in your communications. You may even want to drill down on specific communications channels like social media or customer service: How does your tone change depending on the situation?\u003c/p\u003e\n\u003ch3 id=\"9\"\u003e3. Choose your business name\u003c/h3\u003e\n\u003cp\u003eYour company’s name is probably one of the first big commitments you’ll make as a business owner. Ideally, you want a \u003ca href=\"/blog/how-to-come-up-with-a-brand-name\"\u003ebrand name\u003c/a\u003e that isn’t being used by another company (especially in your industry), has available social media handles, and is a fit based on your brand or products. It should be easy to remember and hard to imitate.\u003c/p\u003e\n\u003cp\u003eA few approaches to choosing a brand name include the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eMake up a brand new word (e.g., Pepsi).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eReframe a word unrelated to your industry or product (e.g., Apple for computers or Maple for health care).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse a suggestive word or metaphor (e.g., Buffer).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eDescribe it literally (e.g., The Shoe Company or Home Depot).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAlter a word by changing its spelling, removing letters, adding letters, or using Latin endings (e.g., Tumblr or Activia).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eCreate an acronym from a longer name (e.g., HBO for Home Box Office).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse a portmanteau: Pinterest (pin + interest) or Snapple (snappy + apple).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse your own name (e.g., Donna Karan or DKNY)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959\" alt=\"Ecommerce website page for brand Nood\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959\"\u003e\n\u003cfigcaption\u003eNood used an alternate spelling of “nude” as a brand name—an appropriate association for a hair removal company. \u003ca href=\"https://trynood.com/\"\u003e\u003cem\u003eNood\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eIf your first choice \u003ca href=\"/domains\"\u003edomain name\u003c/a\u003e isn’t available for your brand (e.g., yourbrandname.com), consider other ways to snag a domain name that works. For example, lingerie company \u003ca href=\"https://www.wearpepper.com/\"\u003ePepper\u003c/a\u003e’s domain name is wearpepper.com. You can also play with the top-level domain. Try a localized version like .co.uk or .ca. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e⚒️ Free tools: \u003c/strong\u003eTry Shopify’s \u003ca href=\"/tools/business-name-generator?itcat=blog\u0026amp;itterm=215822345\"\u003efree business name generator\u003c/a\u003e and \u003ca href=\"/tools/domain-name-generator\"\u003edomain name generator\u003c/a\u003e to help you nail the perfect name for your brand.\u003c/p\u003e\n\u003cdiv data-guide=\"branding\"\u003e\u003c/div\u003e\n\u003ch3 id=\"10\"\u003e4. Write your brand story\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/blog/brand-storytelling\"\u003ebrand story\u003c/a\u003e is the autobiography of your business and sometimes your own story as a founder. It’s a useful tool for branding because it humanizes your business to create meaningful connections with customers. \u003ca href=\"/blog/consumer-trends\"\u003eBuyer trends\u003c/a\u003e point to an appetite for meaningful relationships with brands. The best way to do this is through a compelling, transparent, and authentic story. \u003c/p\u003e\n\u003cp\u003eWhat elements of your story will resonate with your target audience? What do they need to know to connect with you as a person? How do you wrap your brand values and mission into your story to tell customers, “This is a brand for you”?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008\" alt=\"Ecommerce website page for brand Soko Glam\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008\"\u003e\n\u003cfigcaption\u003eSoko Glam’s brand story is woven into founder Charlotte Cho’s own. That’s because she built her personal brand before launching products. \u003ca href=\"https://sokoglam.com/\"\u003e\u003cem\u003eSoko Glam\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034\" alt=\"Ecommerce website page for brand Skyn Iceland\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034\"\u003e\n\u003cfigcaption\u003eskyn ICELAND’s story focuses on the brand’s origin, not the people behind it. It’s compelling nonetheless, with beautiful descriptions of the land that inspired the brand. \u003ca href=\"https://www.skyniceland.com/\"\u003e\u003cem\u003eskyn ICELAND\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003eCreating a catchy slogan\u003c/h4\u003e\n\u003cp\u003eOnce you’ve established your positioning and your brand story, you can use this work to create a snappy slogan for your business. A good slogan is short, catchy, and makes a strong impression. \u003c/p\u003e\n\u003cp\u003eA clever slogan can increase brand awareness as customers start to recognize it—even when it’s divorced from your brand.\u003c/p\u003e\n\u003cp\u003eHere are some ways to approach writing your slogan:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eStake your claim, like this example from Death Wish Coffee: “The World’s Strongest Coffee.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eMake it a metaphor, just like Red Bull did: “Red Bull gives you wings.” \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAdopt your customers’ attitude, like this unforgettable slogan from Nike: “Just do it.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpeak to your target audience, like this example from Cards Against Humanity: “A party game for horrible people.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eTry a catchy rhyme, like this Folgers coffee slogan: “The best part of waking up is Folgers in your cup.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eEstablish an aesthetic or taste level, like this example from Aritzia: “Everyday luxury to elevate your world.”\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e⚒️ Free tools: \u003c/strong\u003e\u003ca href=\"/tools/slogan-maker?itcat=blog\u0026amp;itterm=215822345\"\u003eTry Shopify’s slogan maker\u003c/a\u003e to generate potential one-liners to describe your business. \u003c/p\u003e\n\u003ch3 id=\"11\"\u003e5. Create a brand style guide\u003c/h3\u003e\n\u003cp\u003eNow comes the fun part. Your style guide will include all the visual decisions you make for your brand. This guide will come in handy when you build your website, design your social media profile pages, and create product packaging.\u003c/p\u003e\n\u003ch4\u003eChoosing your colors\u003c/h4\u003e\n\u003cp\u003eColors are important because, alongside copywriting, they tell potential customers how to feel about your brand. While color psychology is a contested science, there are some general associations you can make between color and mood. Moody darker cool colors may complement an edgy brand or a sleep brand while warm pastels tell a soothing story for baby or wellness brands.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066\" alt=\"Ecommerce website page for brand De Soi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066\"\u003e\n\u003cfigcaption\u003eBeverage brand De Soi uses a muted palette of 1970s-inspired colors like gold and ochre. \u003cem\u003eDe Soi\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082\" alt=\"Ecommerce website page for brand De Soi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082\"\u003e\n\u003cfigcaption\u003eThe palette carries through De Soi’s other properties, like its Instagram profile and content. \u003cem\u003eDe Soi\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eTips for choosing colors for your visual identity:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eConsider how legibly white and black text will appear over your color palette.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eDon’t use too many colors in your logo—it should be identifiable as a single color in a black and white format.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eResearch your target market, use focus groups, and understand the specific cultural or demographic differences that might affect a user’s perception of color.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eLimit your palette to one to two main colors, with a set of accent colors that rotate in and out, depending on application.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Learn more: \u003c/strong\u003e\u003ca href=\"/blog/51875141-5-psychological-design-tactics-that-make-brains-tick-and-visitors-click#2\"\u003ePsychological Design: 8 Tactics To Turn Leads Into Customers\u003c/a\u003e\u003c/p\u003e\n\u003cdiv data-guide=\"design\"\u003e\u003c/div\u003e\n\u003ch4\u003eSelecting a suite of fonts\u003c/h4\u003e\n\u003cp\u003eFonts work alongside colors to establish a recognizable look for your brand across social, your website, packaging, and other marketing materials. \u003c/p\u003e\n\u003cp\u003eAs a general rule, choose two fonts: one for headings and one for body text (this might not include the font you use in your brand’s wordmark). Home brand \u003ca href=\"https://floofliving.com/\"\u003eFloof\u003c/a\u003e uses one sans serif font for navigation and headers and another serif font for the rest of the text. Note that its logo—a simple wordmark of its brand name—is a unique font not used anywhere else:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Floof\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-floof.png?v=1703085104\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003eSave decorative fonts for your logo or in very limited applications while using a simple, accessible font for your website and product information on packaging. \u003ca href=\"https://www.foretstudio.dk/\"\u003eForét\u003c/a\u003e’s fonts are simple and clean, making them legible at any size:\u003cimg alt=\"Ecommerce website page for brand foret\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-foret.png?v=1703085136\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003ch4\u003eDetermining aesthetic elements and effects\u003c/h4\u003e\n\u003cp\u003eIf you use a lot of lifestyle photography for your brand, you may want to establish a set of rules to set the tone no matter who’s producing photos. Maybe that includes guidelines for mood, photo filters, colors, or other effects.\u003c/p\u003e\n\u003cp\u003eYou can also design a set of graphic elements that you use across your branded properties. These may be characters, squiggles, or texture effects. \u003ca href=\"https://eatrotten.com/\"\u003eRotten\u003c/a\u003e candy brand uses consistent graphic elements like electrified stripes and grainy textures across its branding:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Rotten\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-rotten.png?v=1703085170\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003eWhile \u003ca href=\"/blog/offlimits-founder-interview\"\u003eOffLimits\u003c/a\u003e cereal uses a wordmark for its logo, consistent graphic elements, like a family of brand mascots, show up across all surfaces:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand OffLimits\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits.png?v=1703085189\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003ch3 id=\"12\"\u003e6. Design your logo and brand assets\u003c/h3\u003e\n\u003cp\u003eWhile a logo design is one of the first things you might think of when building a brand, it should happen later in the process. That’s because it’s a critical identifier for your brand in the wild—and it’s hard to change once you’ve locked it in.\u003c/p\u003e\n\u003cp\u003eYour logo should be unique, identifiable, and scalable so it works at all sizes. It should also encompass all the work you’ve done on your brand so far. Does it invoke the feeling you hope to inspire in your customers? Does it tell a story that aligns with your brand values? Does it work in your brand colors?\u003c/p\u003e\n\u003cp\u003eConsider all the places where your brand’s logo will show up: \u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eWebsite \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSocial media avatar \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/blog/ecommerce-packaging\"\u003eProduct packaging\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eVideo ads\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eYouTube channel banner \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBrowser favicon (the tiny icon that identifies your open browser tabs)\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/email-marketing\"\u003eEmail marketing\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003ePress mentions and partnerships\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou may need to create a few versions of your logo to make it work across applications. If you have a text logo, for example, it’ll be almost impossible to read as a favicon or social avatar. Create a simplified visual version of your logo that works as a square or circle. \u003c/p\u003e\n\u003ch4\u003eTypes of logos\u003c/h4\u003e\n\u003cp\u003eWordmarks, lettermarks, and other type-based logos are the most common type of logo for modern brands. But other styles may work better for you, depending on your goals and aesthetic. Some logo types include the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eAbstract logos\u003c/strong\u003e are a combination of shapes and colors that don’t easily tie back to anything in the real world. These are best used as a secondary logo, paired with a wordmark, while you build brand recognition. \u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eMascot logos\u003c/strong\u003e are represented by the face of a character or real person you use as an ambassador for your brand. They can humanize your business by creating a relatable personality. This works best for kids’ brands or those looking for a retro feel (e.g., Wendy’s, Colonel Sanders for KFC).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eEmblem logos \u003c/strong\u003eare often circular and combine text with an emblem for a luxurious brand design. Avoid making them too fussy or they won’t scale (e.g., Polo Ralph Lauren).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eIcon logos\u003c/strong\u003e represent your brand as a visual metaphor. Unlike an abstract logo, an icon logo suggests something about the product (e.g., YouTube’s Play button logo).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eWordmarks or lettermarks\u003c/strong\u003e are type-based logos that are either your full business name, a combination of letters, or an initial.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eBrand identity logo examples\u003c/h4\u003e\n\u003cp\u003eBecause of the limitations for each logo type, you can play with a combination of styles and have secondary or tertiary logo. Beauty brand \u003ca href=\"https://www.glossier.com/en-ca\"\u003eGlossier\u003c/a\u003e has a simple wordmark logo used across its website and packaging:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Glossier\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier.png?v=1703085226\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003eFor applications with less space, Glossier’s secondary logo—a stylized letter “G”—is used for legibility, like this example on its YouTube channel:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"YouTube Channel page for brand Glossier\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier2.png?v=1703085243\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003eMushroom-based supplement brand \u003ca href=\"https://eons.com/en-ca\"\u003eEons\u003c/a\u003e uses a combination of a wordmark and an icons logo (a simplified mushroom shape). These are used together or separately, as you can see here in different applications:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Eons\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-eons.png?v=1703085271\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://shoplazypants.com/\"\u003eLazypants\u003c/a\u003e also uses this approach, with a combination wordmark and icon that can be used independently, such as in this example where the icon only is stitched into its garments:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lazypants\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lazypants.png?v=1703085289\" class=\"block block--bordered\"\u003e\u003c/p\u003e\n\u003ch4\u003eDesigning your own logo\u003c/h4\u003e\n\u003cp\u003eNew brands often work within a small budget. If this is the case for you, consider \u003ca href=\"/blog/how-to-design-logo\"\u003edesigning a logo\u003c/a\u003e yourself. You can use a free tool like Canva or try a \u003ca href=\"/tools/logo-maker\"\u003elogo maker\u003c/a\u003e. These work by generating sample logos based on basic information about your business. \u003c/p\u003e\n\u003cp\u003eIf you lack design skills or confidence handling this important task yourself, consider hiring a pro. You can outsource the design through gig sites like Fiverr or Upwork or run a logo contest on 99Designs. If you’re running a business on Shopify, there are many \u003ca href=\"https://experts.shopify.com\"\u003eShopify Experts\u003c/a\u003e you can hire to design your brand identity (and even your website, too!).\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e7. Apply your branding across your business\u003c/h3\u003e\n\u003cp\u003eApplying your branding across your business gives it a cohesive brand story. No matter where customers encounter your brand—through a \u003ca href=\"/blog/tiktok-ads\"\u003eTikTok ad\u003c/a\u003e, in a retail store, or in their inbox—the experience should be familiar and recognizable.\u003c/p\u003e\n\u003cp\u003eAs you build your website, set up your social accounts, and create your \u003ca href=\"/blog/marketing-plan\"\u003emarketing plan\u003c/a\u003e, refer back to your brand guidelines, mission statement, and values to ensure every decision keeps target customers top of mind.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353\" alt=\"Ecommerce website page for brand OffLimits\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353\"\u003e\n\u003cfigcaption\u003eOffLimits built a distinct brand through the use of cheeky copy, relatable character mascots, and a recognizable design aesthetic. \u003cem\u003eOffLimits\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eYour website is the palace where you’ll have the most control over your brand identity. Use this space to its fullest potential. Ecommerce \u003ca href=\"/blog/website-template-quiz\"\u003ewebsite templates\u003c/a\u003e are a great jumping off point. Most of these, like the themes in \u003ca href=\"https://themes.shopify.com/\"\u003eShopify’s Themes Store\u003c/a\u003e, are fully customizable, meaning you can apply your brand colors, fonts, and assets to a flexible layout.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eEvolving your brand\u003c/h2\u003e\n\u003cp\u003eBuilding a brand doesn’t stop after you design a logo. It is a continuous process of cementing your brand identity in the minds of your customers. Building a successful brand involves being consistent in your messaging and deliberate with your brand marketing.\u003c/p\u003e\n\u003cp\u003eNow that you understand how to build a brand from scratch, you’ll continue brand building for the entire life of your business. You may need to evolve your brand as your values shift or as consumer trends dictate. Remember that if you rebrand, loyal customers should still be able to recognize your brand and receive the same experience. Looping in their feedback will help you grow your brand alongside the people who matter most.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"6\"\u003eHow to build a brand FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" mainentity=\"\" itemscope=\"itemprop=\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you develop a brand?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrand building involves identifying your business type and products, knowing your target audience and their needs, \u003ca href=\"/blog/competitive-analysis\"\u003eresearching your competition\u003c/a\u003e, and defining your brand positioning and brand personality. After you set this foundation, you can build a brand identity including a logo, tagline, brand story, and other assets.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you define brand identity?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrand identity represents how your brand is viewed by customers, competition, and the general public. Brand identity includes your values, brand personality (including brand voice and tone), and visual aesthetic. Your brand identity is communicated through every single part of your company—from your logo to your brand marketing to your copy to your in-store experience.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is in a brand kit?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA brand kit is a document or guide that contains all the information someone would need to represent your brand in a specific application. Almost every brand kit includes the company name and logo, color palette, and other approved imagery. Some brand kits also include information about the company’s founders and team, goals, and products. A brand kit is helpful for press and PR teams, brand ambassadors, \u003ca href=\"/blog/affiliate-marketing\"\u003eaffiliates\u003c/a\u003e, and \u003ca href=\"/blog/influencer-marketing\"\u003einfluencers\u003c/a\u003e. It ensures that anyone talking about your brand captures your brand personality and brand voice accurately.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you build a brand with no money?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo build a brand with no money, use the information in this guide to brainstorm ideas and capture your vision on paper—everything from your target audience to your unique brand voice. Once you’ve established a set of guidelines for your brand identity, you’re ready to build a recognizable brand. If you can’t hire a pro during the brand building process, use free tools online to help you find a company name, create a logo, develop templates for social media posts, and generate compelling \u003ca href=\"/blog/copywriting\"\u003ecopywriting\u003c/a\u003e.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience.","excerptHtml":"\u003cspan style=\"font-weight: 400;\" data-mce-fragment=\"1\" data-mce-style=\"font-weight: 400;\"\u003e\u003cmeta charset=\"utf-8\"\u003e\n\u003cimg alt=\"Translucent pink and purple boxes stacked against a gradient background\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-build-a-brand.png?v=1703082763\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-build-a-brand.png?v=1703082763\" data-mce-fragment=\"1\" data-mce-selected=\"1\"\u003eLearn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience. \u003c/span\u003e","seo":{"__typename":"SEO","title":"How To Build a Brand in 7 Steps: Get Started in 2024","description":"Learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/how-to-build-a-brand\",\"en-GB\":\"https://www.shopify.com/uk/blog/how-to-build-a-brand\",\"en-AU\":\"https://www.shopify.com/au/blog/how-to-build-a-brand\",\"en-ID\":\"https://www.shopify.com/id/blog/how-to-build-a-brand\",\"en-NZ\":\"https://www.shopify.com/nz/blog/how-to-build-a-brand\",\"en-ZA\":\"https://www.shopify.com/za/blog/how-to-build-a-brand\",\"en-NG\":\"https://www.shopify.com/ng/blog/how-to-build-a-brand\",\"en-PH\":\"https://www.shopify.com/ph/blog/how-to-build-a-brand\",\"en-SG\":\"https://www.shopify.com/sg/blog/how-to-build-a-brand\",\"en-HK\":\"https://www.shopify.com/hk/blog/how-to-build-a-brand\",\"en-IE\":\"https://www.shopify.com/ie/blog/how-to-build-a-brand\",\"en-MY\":\"https://www.shopify.com/my/blog/how-to-build-a-brand\",\"pt\":\"https://www.shopify.com/br/blog/como-construir-sua-propria-marca-do-zero\",\"zh-Hans\":\"https://www.shopify.com/zh/blog/how-to-build-a-brand\",\"de\":\"https://www.shopify.com/de/blog/eigene-marke-gruenden\",\"es\":\"https://www.shopify.com/es/blog/como-crear-una-marca\",\"fr\":\"https://www.shopify.com/fr/blog/comment-creer-une-marque-le-guide-en-7-etapes\",\"it\":\"https://www.shopify.com/it/blog/come-creare-da-zero-un-brand-in-7-passi\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"The 13 Best Dropshipping Suppliers in 2024\",\"url\":\"blog/dropshipping-suppliers\"},{\"title\":\"How To Source Products To Sell Online\",\"url\":\"blog/product-sourcing-apps\"},{\"title\":\"How to Start a Dropshipping Business- A Complete Playbook for 2024\",\"url\":\"blog/how-to-start-dropshipping\"},{\"title\":\"AliExpress Dropshipping- How to Dropship From AliExpress\",\"url\":\"blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"},{\"title\":\"Amazon Dropshipping Guide- How To Dropship on Amazon (2024)\",\"url\":\"blog/amazon-dropshipping\"},{\"title\":\"How to Start a Clothing Line in 12 Steps (2024)\",\"url\":\"blog/206934729-how-to-start-a-clothing-line\"},{\"title\":\"How to Build a Business Website for Beginners\",\"url\":\"blog/build-a-website\"},{\"title\":\"25+ Ideas for Online Businesses To Start Now (2024)\",\"url\":\"blog/online-business-ideas\"},{\"title\":\"Customizing Your Shopify Theme- How to Use Images, Colors, and Fonts\",\"url\":\"blog/customizing-store-theme\"},{\"title\":\"How to Create a Stunning Website Hero Image\",\"url\":\"blog/16480796-how-to-create-beautiful-and-persuasive-hero-images-for-your-online-store\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? (2024)\",\"tags\":[\"Guides\"],\"handle\":\"what-is-dropshipping\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/shopify_dropshipping_chapter_1.jpg?v=1590420594\",\"imageAltText\":\"\",\"modifiedAt\":\"2023-12-05\"},{\"title\":\"What Is Print on Demand \u0026 How To Start a Business (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"print-on-demand\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/what-is-print-on-demand.jpg?v=1598910000\",\"imageAltText\":\"An introduction to print on demand and how to get started.\",\"modifiedAt\":\"2023-11-09\"},{\"title\":\"How To Create a Website in 9 Steps (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"build-a-website\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/1-build-a-website.jpg?v=1615422396\",\"imageAltText\":\"Placeholder\",\"modifiedAt\":\"2023-09-20\"},{\"title\":\"How To Start an Online Store in 2024 (Step-by-Step Guide)\",\"tags\":[\"Starting Up\"],\"handle\":\"start-online-store\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/store-setup-guide-hero-min.png?v=1593698881\",\"imageAltText\":\"illustration of a chef cooking up a shopify store: how to start an online store\",\"modifiedAt\":\"2023-11-23\"},{\"title\":\"How To Make and Sell Merch Your Fans Will Love (2024)\",\"tags\":[\"Find an Idea\"],\"handle\":\"make-sell-merch\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/make-sell-merch_dd3029b8-46e0-4593-abc4-ea17f12c0c2e.jpg?v=1664569520\",\"imageAltText\":\"sweatshirt and socks from MrBeast merch line\",\"modifiedAt\":\"2023-12-02\"},{\"title\":\"10 Best Ecommerce Website Builders for Your Online Store (2024)\",\"tags\":[\"Sell Online\"],\"handle\":\"best-ecommerce-website-builder\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/best-ecommerce-website-builder.jpg?v=1615833626\",\"imageAltText\":\"Illustration of a basket made out of bricks and mortar, showcasing how an ecommerce website builder can help you construct an online store\",\"modifiedAt\":\"2023-11-06\"}]","key":"popular_blog_post_json"}],"imageUrl":"https://cdn.shopify.com/s/files/1/0070/7032/articles/how-to-build-a-brand.png?v=1727452697","imageAltText":"Translucent pink and purple boxes stacked against a gradient background","imageClass":"","modifiedAt":"Nov 13, 2024","modifiedAtRaw":"2024-11-13T20:00:00Z"},"metaDescription":"Learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience.","contentHtml":"\u003cp\u003eBrand building is a critical part of \u003ca href=\"/ca/blog/how-to-start-a-business\"\u003estarting a business\u003c/a\u003e. A great business idea or innovative product means nothing if you can’t communicate it to the world—specifically in a way that your\u0026nbsp;\u003ca href=\"/ca/blog/target-audience\"\u003etarget audience\u003c/a\u003e can relate to.\u003c/p\u003e\n\u003cp\u003eHow customers, competitors,\u0026nbsp;and the market perceive your brand image comes down to brand positioning and aesthetic choices, but your brand identity is more than a logo. It encompasses everything from your brand personality to mission statement to the consistent color palette you use across channels.\u003c/p\u003e\n\u003cp\u003eIn this guide, learn how to build your own brand from scratch and create a compelling and memorable brand identity that resonates with your target audience. Plus, explore what it takes to create a brand logo or catchy slogan, with real examples from successful brands and \u003ca href=\"/ca/blog/branding-design\"\u003ebranding design\u003c/a\u003e tips from experts.\u003c/p\u003e\n\n\u003ch2 id=\"1\"\u003eWhat is a brand?\u003c/h2\u003e\n\u003cp\u003eA brand defines a business, product, service, person, or concept in the market. It differentiates your business from others in the same industry and has a set of rules (called brand guidelines) that dictate how that business will be marketed and presented. \u003ca href=\"/ca/blog/what-is-branding\"\u003eBranding\u003c/a\u003e is the process of establishing a brand—how it looks, what it sounds like, and the defined target audience it hopes to reach.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhat are the building blocks of a brand?\u003c/h2\u003e\n\u003cp\u003eA brand is more than a logo, slogan, or color palette. To build a successful brand, there’s plenty of groundwork you need to do\u0026nbsp;before you can start designing a website or creating marketing materials.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eHere are the building blocks to include in your\u0026nbsp;\u003ca href=\"/ca/blog/brand-guidelines\"\u003ebrand guidelines\u003c/a\u003e document:\u003c/p\u003e\n\u003ch3\u003eTarget audience\u003c/h3\u003e\n\u003cp\u003eDefining your target audience is one of the most important stages of creating a brand from scratch. Everything stems from this. Defining your audience in detail helps you build a brand that speaks directly to it. Later in this article, you’ll learn tactics for understanding this audience.\u003c/p\u003e\n\u003ch3\u003eBrand identity\u003c/h3\u003e\n\u003cp\u003eYour brand identity encompasses your business name and the visual elements that define your brand, from your logo and colors to the aesthetic of your photography and your social media handles. Brand identity also includes your brand’s story and competitive advantage.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Ecommerce website page for brand Yumwoof!\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-yumwoof.png?v=1703083751\"\u003e\n\u003cfigcaption\u003eYumwoof! uses a consistent palette of colors and suite of fonts across its website, packaging, and marketing channels. \u003ca href=\"https://yumwoof.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eYumwoof!\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eBrand voice\u003c/h3\u003e\n\u003cp\u003eBrand voice is how your brand sounds. Defining this ensures brand consistency across every customer touchpoint. If your customers expect a cheeky, frank tone from you on social media, carry that through into your website copy and other communications.\u003c/p\u003e\n\u003ch3\u003eMission and values\u003c/h3\u003e\n\u003cp\u003eYour brand’s mission is the North Star for your business. It establishes both a goal for your company and a promise to your customers. Your values are what your brand stands for. Both are important as you build your brand because they keep your decisions in check. Whatever you do as a brand should always stay true to your mission and values.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Ecommerce website page for brand Embeba\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-embeba.png?v=1703083789\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eBy including its values on its brand story page, Embeba builds trust with its target audience. \u003ca href=\"https://embeba.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eEmBeba\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch3\u003eStyle guide\u003c/h3\u003e\n\u003cp\u003eYour brand style guide is one part of your larger brand guidelines. It spells out exactly how your brand will surface on every platform or channel. It covers acceptable use of your logo, fonts, brand voice and tone, and the overall aesthetic of your brand. It’s a useful guide as you scale, hire, and use agencies to create work on your behalf.\u0026nbsp;\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eEstablishing brand guidelines\u003c/h2\u003e\n\u003cp\u003eBrand guidelines are the bible for your brand. This document or set of documents will take a position on every aspect of your brand and how it shows up in various places. Every decision you make during the brand building process will be captured here.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eA well-executed set of brand guidelines will achieve the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eKeep staff, freelancers, retail partners, and agencies on the same page\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAid in staff hiring and training (what are the qualities your brand looks for in an employee?)\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eEnsure your branding is consistent across all touchpoints\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBe a go-to resource for crisis communications\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBe a flexible document that grows with your brand\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"4\"\u003eHow to build a brand in 7 steps\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eResearch your target market\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eDetermine your brand’s voice and personality\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eChoose your business name\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eWrite your brand story\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eCreate a brand style guide\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#12\"\u003eDesign your logo and brand assets\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#13\"\u003eApply your branding across your business\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eAs a small business owner, taking the time to establish your brand image is critical, especially if you’re entering a crowded market. Plus, creating a solid foundation for your brand identity can help you build brand awareness over time.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWhile you might revisit some steps as you pivot or create your brand, it’s important you consider each aspect as you shape your brand identity. Bookmark this guide as a handy resource to access throughout your brand building journey.\u003c/p\u003e\n\u003cdiv class=\"relative aspect-video mb-8\"\u003e\u003cdiv data-component=\"youtube-facade\" data-src=\"https://www.youtube.com/embed/r4WPjBFtOzs\" class=\"absolute inset-0 w-full h-full\"\u003e\u003c/div\u003e\u003c/div\u003e\n\u003ch3 id=\"7\"\u003e1. Research your target market\u003c/h3\u003e\n\u003cp\u003eThe first step to building a successful brand is understanding the current market: Who are your potential customers and competitors? Every solid brand strategy and business plan is based on this very question.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eYou can’t create a brand logo unless you know your audience's preferences. And developing a unique brand personality can only happen once you know the competitive landscape.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eThere are many ways to conduct market research before you start the brand building process:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eGoogle your product or service category and analyze the direct and indirect competitors that appear in search results.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eTalk to people who are part of your target market and ask them what brands they buy from in your industry.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eLook at the relevant social media accounts or pages your target audience follows.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eShop online or in retail stores and get a feel for how your customers would browse and buy products.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eInvestigate trends in your industry by reading publications, browsing social media, and using Google Trends.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDuring your research, note the biggest brands in the market. What are they doing right? What do you offer that they don’t? This is called your \u003ca href=\"/ca/blog/unique-selling-proposition\"\u003eunique selling proposition\u003c/a\u003e (USP).\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eYou should also pay attention to the habits common to your target audience, like the platforms they use most, the language and slang they use, and how they engage with other brands. These insights will help you understand where and how best to reach them.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eLingerie brand \u003ca href=\"https://lemonadedolls.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eLemonade\u003c/a\u003e\u0026nbsp;is a size-inclusive and body-positive line of products for “every person.” While this may sound like a broad audience, Lemonade understands that its target customer is someone who doesn’t feel represented by typical lingerie brands.\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lemonade\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade.png?v=1703084693\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003eBeyond saying it, Lemonade \u003cem\u003eshows\u003c/em\u003e it’s a brand for all bodies by showcasing diverse models and offering gender-affirming products.\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lemonade\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lemonade2.png?v=1703084724\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003ch3 id=\"8\"\u003e2. Determine your brand’s voice and personality\u003c/h3\u003e\n\u003cp\u003eBranding isn’t about trying to be everything to everyone. A strong POV will speak to the audience you care about most. It will tell this group that yours brand is for them. To develop this POV and a distinct brand voice, there are several exercises you can complete.\u0026nbsp;\u003c/p\u003e\n\u003ch4\u003eCreate a positioning statement\u003c/h4\u003e\n\u003cp\u003eA positioning statement is one or two lines that stake your brand’s claim in the market. It won’t necessarily be a public-facing statement, but will help steer the direction of your brand story and other parts of your brand guidelines.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eA positioning statement should outline what you sell, who it’s for, and what makes you unique. Your \u003ca href=\"/ca/blog/value-proposition\"\u003evalue proposition\u003c/a\u003e is what’s going to give you an edge—even in a crowded market.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eUse this template to create yours:\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e“We offer [PRODUCT/SERVICE] for [TARGET MARKET] to [VALUE PROPOSITION].\u0026nbsp;\u003c/em\u003e\u003cem\u003eUnlike [THE COMPETITION], we [KEY DIFFERENTIATOR].”\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003eAn example positioning statement might look something like this:\u003c/p\u003e\n\u003cp\u003e\u003cem\u003e“We offer lightweight and waterproof daypacks for travelers, which fold into a wallet-sized pouch when not in use. Unlike other accessory brands, we guarantee our packs for life—no questions asked.”\u003c/em\u003e\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918\" alt=\"Ecommerce website page for brand Lomi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lomi.png?v=1703084918\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eLomi’s positioning statement is evident in the copy on its website. This section outlines the brand’s value proposition in relation to the alternatives. \u003ca href=\"https://lomi.com/products/lomi\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eLomi\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Tip: \u003c/strong\u003eYou can use this exercise as the basis for your \u003ca href=\"/ca/blog/mission-statement\"\u003emission statement\u003c/a\u003e—expand on your positioning statement to include your \u003ca href=\"/ca/blog/brand-promise\"\u003ebrand promise\u003c/a\u003e and what you stand for.\u003c/p\u003e\n\u003ch4\u003eBrainstorm using word association\u003c/h4\u003e\n\u003cp\u003eImagine your brand as a person. What are they like? Do they have the kind of personality your customers would be attracted to? Describe this person. How can your description translate from a person to a brand?\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/ca/blog/121012741-fashion-branding-secrets-from-industry-experts\"\u003eFashion branding\u003c/a\u003e expert Joey Ng suggests narrowing your list of adjectives down to just three of the best words. “Find your niche and define in very few words what makes your brand distinctive,” she says. “If something doesn’t fit those original three words—even though you might like it—scrap it. Establish the core message, nail it, then expand.”\u003c/p\u003e\n\u003ch4\u003eHone your brand voice and tone\u003c/h4\u003e\n\u003cp\u003eYour \u003ca href=\"/ca/blog/brand-voice\"\u003ebrand voice\u003c/a\u003e and tone will help you hone in on how you want to sound to customers and what you want them to feel when they interact with you. Is your voice cheeky or serious? Does it aim to be a reliable friend, a muse, or a trusted expert?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eEstablish a list of dos and don’ts that govern the language you will and won’t use in your communications. You may even want to drill down on specific communications channels like social media or customer service: How does your tone change depending on the situation?\u003c/p\u003e\n\u003ch3 id=\"9\"\u003e3. Choose your business name\u003c/h3\u003e\n\u003cp\u003eYour company’s name is probably one of the first big commitments you’ll make as a business owner. Ideally, you want a \u003ca href=\"/ca/blog/how-to-come-up-with-a-brand-name\"\u003ebrand name\u003c/a\u003e that isn’t being used by another company (especially in your industry), has available social media handles, and is a fit based on your brand or products. It should be easy to remember and hard to imitate.\u003c/p\u003e\n\u003cp\u003eA few approaches to choosing a brand name include the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eMake up a brand new word (e.g., Pepsi).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eReframe a word unrelated to your industry or product (e.g., Apple for computers or Maple for health care).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse a suggestive word or metaphor (e.g., Buffer).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eDescribe it literally (e.g., The Shoe Company or Home Depot).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAlter a word by changing its spelling, removing letters, adding letters, or using Latin endings (e.g., Tumblr or Activia).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eCreate an acronym from a longer name (e.g., HBO for Home Box Office).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse a portmanteau: Pinterest (pin + interest) or Snapple (snappy + apple).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eUse your own name (e.g., Donna Karan or DKNY)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959\" alt=\"Ecommerce website page for brand Nood\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-nood.png?v=1703084959\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eNood used an alternate spelling of “nude” as a brand name—an appropriate association for a hair removal company. \u003ca href=\"https://trynood.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eNood\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eIf your first choice \u003ca href=\"/domains\"\u003edomain name\u003c/a\u003e isn’t available for your brand (e.g., yourbrandname.com), consider other ways to snag a domain name that works. For example, lingerie company \u003ca href=\"https://www.wearpepper.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ePepper\u003c/a\u003e’s domain name is wearpepper.com. You can also play with the top-level domain. Try a localized version like .co.uk or .ca.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e⚒️ Free tools: \u003c/strong\u003eTry Shopify’s \u003ca href=\"/tools/business-name-generator?itcat=blog\u0026amp;itterm=215822345\"\u003efree business name generator\u003c/a\u003e and \u003ca href=\"/tools/domain-name-generator\"\u003edomain name generator\u003c/a\u003e to help you nail the perfect name for your brand.\u003c/p\u003e\n\u003cdiv data-guide=\"branding\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/oie_18184256C4yLVRB.gif\" data-component-name=\"blog-CTA-branding\"\u003e\u003c/div\u003e\n\u003ch3 id=\"10\"\u003e4. Write your brand story\u003c/h3\u003e\n\u003cp\u003eYour \u003ca href=\"/ca/blog/brand-storytelling\"\u003ebrand story\u003c/a\u003e is the autobiography of your business and sometimes your own story as a founder. It’s a useful tool for branding because it humanizes your business to create meaningful connections with customers. \u003ca href=\"/ca/blog/consumer-trends\"\u003eBuyer trends\u003c/a\u003e point to an appetite for meaningful relationships with brands. The best way to do this is through a compelling, transparent, and authentic story.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eWhat elements of your story will resonate with your target audience? What do they need to know to connect with you as a person? How do you wrap your brand values and mission into your story to tell customers, “This is a brand for you”?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008\" alt=\"Ecommerce website page for brand Soko Glam\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/personal-brand-ecommerce-1_dcece3fd-f8aa-4090-b1ff-3838382ea1cb.png?v=1703085008\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eSoko Glam’s brand story is woven into founder Charlotte Cho’s own. That’s because she built her personal brand before launching products. \u003ca href=\"https://sokoglam.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eSoko Glam\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034\" alt=\"Ecommerce website page for brand Skyn Iceland\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-skyn.png?v=1703085034\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eskyn ICELAND’s story focuses on the brand’s origin, not the people behind it. It’s compelling nonetheless, with beautiful descriptions of the land that inspired the brand. \u003ca href=\"https://www.skyniceland.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e\u003cem\u003eskyn ICELAND\u003c/em\u003e\u003c/a\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003ch4\u003eCreating a catchy slogan\u003c/h4\u003e\n\u003cp\u003eOnce you’ve established your positioning and your brand story, you can use this work to create a snappy slogan for your business. A good slogan is short, catchy, and makes a strong impression.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eA clever slogan can increase brand awareness as customers start to recognize it—even when it’s divorced from your brand.\u003c/p\u003e\n\u003cp\u003eHere are some ways to approach writing your slogan:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eStake your claim, like this example from Death Wish Coffee: “The World’s Strongest Coffee.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eMake it a metaphor, just like Red Bull did: “Red Bull gives you wings.”\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eAdopt your customers’ attitude, like this unforgettable slogan from Nike: “Just do it.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSpeak to your target audience, like this example from Cards Against Humanity: “A party game for horrible people.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eTry a catchy rhyme, like this Folgers coffee slogan: “The best part of waking up is Folgers in your cup.”\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eEstablish an aesthetic or taste level, like this example from Aritzia: “Everyday luxury to elevate your world.”\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e⚒️ Free tools: \u003c/strong\u003e\u003ca href=\"/tools/slogan-maker?itcat=blog\u0026amp;itterm=215822345\"\u003eTry Shopify’s slogan maker\u003c/a\u003e to generate potential one-liners to describe your business.\u0026nbsp;\u003c/p\u003e\n\u003ch3 id=\"11\"\u003e5. Create a brand style guide\u003c/h3\u003e\n\u003cp\u003eNow comes the fun part. Your style guide will include all the visual decisions you make for your brand. This guide will come in handy when you build your website, design your social media profile pages, and create product packaging.\u003c/p\u003e\n\u003ch4\u003eChoosing your colors\u003c/h4\u003e\n\u003cp\u003eColors are important because, alongside copywriting, they tell potential customers how to feel about your brand. While color psychology is a contested science, there are some general associations you can make between color and mood. Moody darker cool colors may complement an edgy brand or a sleep brand while warm pastels tell a soothing story for baby or wellness brands.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066\" alt=\"Ecommerce website page for brand De Soi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi2.png?v=1703085066\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eBeverage brand De Soi uses a muted palette of 1970s-inspired colors like gold and ochre. \u003cem\u003eDe Soi\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082\" alt=\"Ecommerce website page for brand De Soi\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-desoi.png?v=1703085082\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eThe palette carries through De Soi’s other properties, like its Instagram profile and content. \u003cem\u003eDe Soi\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eTips for choosing colors for your visual identity:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eConsider how legibly white and black text will appear over your color palette.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eDon’t use too many colors in your logo—it should be identifiable as a single color in a black and white format.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eResearch your target market, use focus groups, and understand the specific cultural or demographic differences that might affect a user’s perception of color.\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eLimit your palette to one to two main colors, with a set of accent colors that rotate in and out, depending on application.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e💡 Learn more: \u003c/strong\u003e\u003ca href=\"/ca/blog/51875141-5-psychological-design-tactics-that-make-brains-tick-and-visitors-click#2\"\u003ePsychological Design: 8 Tactics To Turn Leads Into Customers\u003c/a\u003e\u003c/p\u003e\n\u003cdiv data-guide=\"design\" data-guide-image=\"https://cdn.shopify.com/s/files/1/0070/7032/files/oie_181720213eMDwOa4.gif\" data-component-name=\"blog-CTA-design\"\u003e\u003c/div\u003e\n\u003ch4\u003eSelecting a suite of fonts\u003c/h4\u003e\n\u003cp\u003eFonts work alongside colors to establish a recognizable look for your brand across social, your website, packaging, and other marketing materials.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eAs a general rule, choose two fonts: one for headings and one for body text (this might not include the font you use in your brand’s wordmark). Home brand \u003ca href=\"https://floofliving.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eFloof\u003c/a\u003e uses one sans serif font for navigation and headers and another serif font for the rest of the text. Note that its logo—a simple wordmark of its brand name—is a unique font not used anywhere else:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Floof\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-floof.png?v=1703085104\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003eSave decorative fonts for your logo or in very limited applications while using a simple, accessible font for your website and product information on packaging. \u003ca href=\"https://www.foretstudio.dk/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eForét\u003c/a\u003e’s fonts are simple and clean, making them legible at any size:\u003cimg alt=\"Ecommerce website page for brand foret\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-foret.png?v=1703085136\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003ch4\u003eDetermining aesthetic elements and effects\u003c/h4\u003e\n\u003cp\u003eIf you use a lot of lifestyle photography for your brand, you may want to establish a set of rules to set the tone no matter who’s producing photos. Maybe that includes guidelines for mood, photo filters, colors, or other effects.\u003c/p\u003e\n\u003cp\u003eYou can also design a set of graphic elements that you use across your branded properties. These may be characters, squiggles, or texture effects. \u003ca href=\"https://eatrotten.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eRotten\u003c/a\u003e candy brand uses consistent graphic elements like electrified stripes and grainy textures across its branding:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Rotten\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-rotten.png?v=1703085170\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003eWhile \u003ca href=\"/ca/blog/offlimits-founder-interview\"\u003eOffLimits\u003c/a\u003e cereal uses a wordmark for its logo, consistent graphic elements, like a family of brand mascots, show up across all surfaces:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand OffLimits\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits.png?v=1703085189\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003ch3 id=\"12\"\u003e6. Design your logo and brand assets\u003c/h3\u003e\n\u003cp\u003eWhile a logo design is one of the first things you might think of when building a brand, it should happen later in the process. That’s because it’s a critical identifier for your brand in the wild—and it’s hard to change once you’ve locked it in.\u003c/p\u003e\n\u003cp\u003eYour logo should be unique, identifiable, and scalable so it works at all sizes. It should also encompass all the work you’ve done on your brand so far. Does it invoke the feeling you hope to inspire in your customers? Does it tell a story that aligns with your brand values? Does it work in your brand colors?\u003c/p\u003e\n\u003cp\u003eConsider all the places where your brand’s logo will show up:\u0026nbsp;\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003eWebsite\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eSocial media avatar\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/ca/blog/ecommerce-packaging\"\u003eProduct packaging\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eVideo ads\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eYouTube channel banner\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003eBrowser favicon (the tiny icon that identifies your open browser tabs)\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\u003ca href=\"/email-marketing\"\u003eEmail marketing\u003c/a\u003e\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003ePress mentions and partnerships\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eYou may need to create a few versions of your logo to make it work across applications. If you have a text logo, for example, it’ll be almost impossible to read as a favicon or social avatar. Create a simplified visual version of your logo that works as a square or circle.\u0026nbsp;\u003c/p\u003e\n\u003ch4\u003eTypes of logos\u003c/h4\u003e\n\u003cp\u003eWordmarks, lettermarks, and other type-based logos are the most common type of logo for modern brands. But other styles may work better for you, depending on your goals and aesthetic. Some logo types include the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eAbstract logos\u003c/strong\u003e are a combination of shapes and colors that don’t easily tie back to anything in the real world. These are best used as a secondary logo, paired with a wordmark, while you build brand recognition.\u0026nbsp;\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eMascot logos\u003c/strong\u003e are represented by the face of a character or real person you use as an ambassador for your brand. They can humanize your business by creating a relatable personality. This works best for kids’ brands or those looking for a retro feel (e.g., Wendy’s, Colonel Sanders for KFC).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eEmblem logos \u003c/strong\u003eare often circular and combine text with an emblem for a luxurious brand design. Avoid making them too fussy or they won’t scale (e.g., Polo Ralph Lauren).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eIcon logos\u003c/strong\u003e represent your brand as a visual metaphor. Unlike an abstract logo, an icon logo suggests something about the product (e.g., YouTube’s Play button logo).\u003c/li\u003e\n\u003cli aria-level=\"1\"\u003e\n\u003cstrong\u003eWordmarks or lettermarks\u003c/strong\u003e are type-based logos that are either your full business name, a combination of letters, or an initial.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eBrand identity logo examples\u003c/h4\u003e\n\u003cp\u003eBecause of the limitations for each logo type, you can play with a combination of styles\u0026nbsp;and have secondary or tertiary logo. Beauty brand \u003ca href=\"https://www.glossier.com/en-ca\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eGlossier\u003c/a\u003e has a simple wordmark logo used across its website and packaging:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Glossier\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier.png?v=1703085226\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003eFor applications with less space, Glossier’s secondary logo—a stylized letter “G”—is used for legibility, like this example on its YouTube channel:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"YouTube Channel page for brand Glossier\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-glossier2.png?v=1703085243\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003eMushroom-based supplement brand \u003ca href=\"https://eons.com/en-ca\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eEons\u003c/a\u003e uses a combination of a wordmark and an icons logo (a simplified mushroom shape). These are used together or separately, as you can see here in different applications:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Eons\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-eons.png?v=1703085271\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://shoplazypants.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eLazypants\u003c/a\u003e also uses this approach, with a combination wordmark and icon that can be used independently, such as in this example where the icon only is stitched into its garments:\u003c/p\u003e\n\u003cp\u003e\u003cimg alt=\"Ecommerce website page for brand Lazypants\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-lazypants.png?v=1703085289\" class=\"block block--bordered\" loading=\"lazy\"\u003e\u003c/p\u003e\n\u003ch4\u003eDesigning your own logo\u003c/h4\u003e\n\u003cp\u003eNew brands often work within a small budget. If this is the case for you, consider \u003ca href=\"/ca/blog/how-to-design-logo\"\u003edesigning a logo\u003c/a\u003e yourself. You can use a free tool like Canva or try a \u003ca href=\"/tools/logo-maker\"\u003elogo maker\u003c/a\u003e. These work by generating sample logos based on basic information about your business.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIf you lack design skills or confidence handling this important task yourself, consider hiring a pro. You can outsource the design through gig sites like Fiverr or Upwork or run a logo contest on 99Designs. If you’re running a business on Shopify, there are many \u003ca href=\"https://experts.shopify.com\"\u003eShopify Experts\u003c/a\u003e you can hire to design your brand identity (and even your website, too!).\u003c/p\u003e\n\u003ch3 id=\"13\"\u003e7. Apply your branding across your business\u003c/h3\u003e\n\u003cp\u003eApplying your branding across your business gives it a cohesive brand story. No matter where customers encounter your brand—through a \u003ca href=\"/ca/blog/tiktok-ads\"\u003eTikTok ad\u003c/a\u003e, in a retail store, or in their inbox—the experience should\u0026nbsp;be familiar and recognizable.\u003c/p\u003e\n\u003cp\u003eAs you build your website, set up your social accounts, and create your \u003ca href=\"/ca/blog/marketing-plan\"\u003emarketing plan\u003c/a\u003e, refer back to your brand guidelines, mission statement, and values to ensure every decision keeps target customers top of mind.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353\" alt=\"Ecommerce website page for brand OffLimits\" class=\"block block--bordered\" data-mce-src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/build-a-brand-offlimits2.png?v=1703085353\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eOffLimits built a distinct brand through the use of cheeky copy, relatable character mascots, and a recognizable design aesthetic. \u003cem\u003eOffLimits\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eYour website is the palace where you’ll have the most control over your brand identity. Use this space to its fullest potential. Ecommerce \u003ca href=\"/ca/blog/website-template-quiz\"\u003ewebsite templates\u003c/a\u003e are a great jumping off point. Most of these, like the themes in \u003ca href=\"https://themes.shopify.com\"\u003eShopify’s Themes Store\u003c/a\u003e, are fully customizable, meaning you can apply your brand colors, fonts, and assets to a flexible layout.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eEvolving your brand\u003c/h2\u003e\n\u003cp\u003eBuilding a brand doesn’t stop after you design a logo. It is a continuous process of cementing your brand identity in the minds of your customers. Building a successful brand involves being consistent in your messaging and deliberate with your brand marketing.\u003c/p\u003e\n\u003cp\u003eNow that you understand how to build a brand from scratch, you’ll continue brand building for the entire life of your business. You may need to evolve your brand as your values shift or as consumer trends dictate. Remember that if you rebrand, loyal customers should still be able to recognize your brand and receive the same experience. Looping in their feedback will help you grow your brand alongside the people who matter most.\u003c/p\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/dropshipping-suppliers\"\u003eThe 13 Best Dropshipping Suppliers in 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/product-sourcing-apps\"\u003eHow To Source Products To Sell Online\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/how-to-start-dropshipping\"\u003eHow to Start a Dropshipping Business- A Complete Playbook for 2024\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/117607173-the-definitive-guide-to-dropshipping-with-aliexpress\"\u003eAliExpress Dropshipping- How to Dropship From AliExpress\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/amazon-dropshipping\"\u003eAmazon Dropshipping Guide- How To Dropship on Amazon (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/206934729-how-to-start-a-clothing-line\"\u003eHow to Start a Clothing Line in 12 Steps (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/build-a-website\"\u003eHow to Build a Business Website for Beginners\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/online-business-ideas\"\u003e25+ Ideas for Online Businesses To Start Now (2024)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/customizing-store-theme\"\u003eCustomizing Your Shopify Theme- How to Use Images, Colors, and Fonts\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ca/blog/16480796-how-to-create-beautiful-and-persuasive-hero-images-for-your-online-store\"\u003eHow to Create a Stunning Website Hero Image\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"6\"\u003eHow to build a brand FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" mainentity=\"\" itemscope=\"itemprop=\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you develop a brand?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrand building involves identifying your business type and products, knowing your target audience and their needs, \u003ca href=\"/ca/blog/competitive-analysis\"\u003eresearching your competition\u003c/a\u003e, and defining your brand positioning and brand personality. After you set this foundation, you can build a brand identity including a logo, tagline, brand story, and other assets.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you define brand identity?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrand identity represents how your brand is viewed by customers, competition, and the general public. Brand identity includes your values, brand personality (including brand voice and tone), and visual aesthetic. Your brand identity is communicated through every single part of your company—from your logo to your brand marketing to your copy to your in-store experience.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is in a brand kit?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA brand kit is a document or guide that contains all the information someone would need to represent your brand in a specific application. Almost every brand kit includes the company name and logo, color palette, and other approved imagery. Some brand kits also include information about the company’s founders and team, goals, and products. A brand kit is helpful for press and PR teams, brand ambassadors, \u003ca href=\"/ca/blog/affiliate-marketing\"\u003eaffiliates\u003c/a\u003e, and \u003ca href=\"/ca/blog/influencer-marketing\"\u003einfluencers\u003c/a\u003e. It ensures that anyone talking about your brand captures your brand personality and brand voice accurately.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you build a brand with no money?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo build a brand with no money, use the information in this guide to brainstorm ideas and capture your vision on paper—everything from your target audience to your unique brand voice. Once you’ve established a set of guidelines for your brand identity, you’re ready to build a recognizable brand. If you can’t hire a pro during the brand building process, use free tools online to help you find a company name, create a logo, develop templates for social media posts, and generate compelling \u003ca href=\"/ca/blog/copywriting\"\u003ecopywriting\u003c/a\u003e.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[{"href":"#1","text":"What is a brand?"},{"href":"#2","text":"What are the building blocks of a brand?"},{"href":"#3","text":"Establishing brand guidelines"},{"href":"#4","text":"How to build a brand in 7 steps"},{"href":"#5","text":"Evolving your brand"},{"href":"#6","text":"How to build a brand FAQ"}],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - [High ticket affiliate marketing salary]","url":"https://www.ziprecruiter.com/Salaries/High-Ticket-Affiliate-Marketing-Salary"},{"text":"Zip Recruiter - [Affiliate Marketing Salary]","url":"https://www.ziprecruiter.com/Salaries/Affiliate-Marketing-Salary"},{"text":"Smartway - [Affiliate Marketing Smart Way]","url":"https://www.smartpassiveincome.com/affiliate-marketing-smart-way/"},{"text":"Ryan Robinson - [How I earned $35,218.31 blogging last month]","url":"https://www.ryrob.com/blog-income-report-march-2021/"}],"amazon-affiliate-marketing":[{"text":"Datanyze - [Affiliate Networks Software Market Share]","url":"https://www.datanyze.com/market-share/affiliate-networks--69"},{"text":"Amazon Associates - [Amazon’s affiliate marketing program]","url":"https://affiliate-program.amazon.com/"},{"text":"eMarketer - [Prime Day US Online Shoppers Start Product Searches on Amazon]","url":"https://www.emarketer.com/content/prime-day-us-online-shoppers-start-product-searches-amazon"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F"},{"text":"Themenhero - [Men’s Guide For Brands \u0026 Fashion]","url":"https://themenhero.com/"},{"text":"Zip Recruiter - [Amazon Affiliate Salary]","url":"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements"},{"text":"Amazon - [Application Review Process]","url":"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM"},{"text":"Coffee Brewing Pro - [Coffee Brewing Pro]","url":"https://coffeebrewingpro.com/"},{"text":"Sprocker Lovers - [Sprocker Lovers]","url":"https://sprockerlovers.com/"},{"text":"McKinsey \u0026 Company - [What is omnichannel marketing?]","url":"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing"},{"text":"Package Free Shop - [Package Free Shop]","url":"https://packagefreeshop.com/"},{"text":"McKinsey \u0026 Company - [Five-star growth: Using online ratings to design better product]","url":"https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/five-star-growth-using-online-ratings-to-design-better-products"},{"text":"The Every Day Farmhouse - [Homesteading Gift Ideas]","url":"https://theeverydayfarmhouse.com/homesteading-gift-ideas/"},{"text":"insider Intelligence -[Over 60% of US online shoppers start their product search on Amazon]","url":"https://www.insiderintelligence.com/content/online-shoppers-search-on-amazon"}],"pinterest-affiliate-marketing":[{"text":"Pinterest- [Your audience is here]","url":"https://business.pinterest.com/audience/"},{"text":"Pinterest - [Community guidelines]","url":"https://policy.pinterest.com/en/community-guidelines"},{"text":"FTC - [Online advertising disclosure guidelines]","url":"https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf"},{"text":"TheWaystoWealth - [R.J. Weiss founder of TheWaystoWealth]","url":"https://www.thewaystowealth.com/author/rjweiss/"},{"text":"Pinterest - [Pinterest Scheduling]","url":"https://later.com/pinterest-scheduling/"},{"text":"Hootsuite - [Pinterest Scheduler \u0026 Analytics]","url":"https://www.hootsuite.com/pinterest"},{"text":"Pinterest - [Rich Pins Help]","url":"https://help.pinterest.com/en/business/article/rich-pins"},{"text":"Pinterest - [Crochet Community Board]","url":"https://www.pinterest.com/crochicstyles/crochet-community-board-crochic-styles/"},{"text":"Side Hustle Tips - [Side Hustle Tips]","url":"https://www.sidehustle.tips/"},{"text":"Pinterest - [Pinterest Analytics]","url":"https://analytics.pinterest.com/"},{"text":"Pinterest - [Creative Best Practices]","url":"https://business.pinterest.com/creative-best-practices"}],"make-money-on-facebook":[{"text":"Statista - [Most popular social networks worldwide as of January 2024, ranked by number of monthly active users]","url":"https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users"},{"text":"Hootsuite - [Here’s What You Can Do About Organic Reach Decline in 2024]","url":"https://blog.hootsuite.com/organic-reach-declining"},{"text":"Meta - [How to monetize your content on Facebook and Instagram]","url":"https://www.facebook.com/business/learn/lessons/understand-monetization-eligibility-status?course_id=467400747420312\u0026curriculum_id=2374726509274694"},{"text":"Meta - [Facebook Success Stories]","url":"https://www.facebook.com/business/success?rdr=expss"},{"text":"Meta - [Eligibility requirements for Facebook Subscriptions]","url":"https://www.facebook.com/business/help/271606753455489?id=558489708108283"},{"text":"Meta - [How to stay eligible for monetization]","url":"https://www.facebook.com/business/help/903272529876480?id=648321075955172"}],"how-to-patent-an-idea":[{"text":"Bitten Design - [Moustache Pacifier]","url":"https://bitten-design.com/products/moustache-pacifier?variant=839047215"},{"text":"USPTO - [United States Patent and Trademark Office]","url":"https://www.uspto.gov/"},{"text":"Cornel Law School - [35 U.S. Code § 101 - Inventions patentable]","url":"https://www.law.cornell.edu/uscode/text/35/101"},{"text":"Nolo - [Patent Searching Online]","url":"https://www.nolo.com/legal-encyclopedia/patent-searching-online-29551.html"},{"text":"USPTO - [Fee schedule]","url":"https://www.uspto.gov/learning-and-resources/fees-and-payment/uspto-fee-schedule"},{"text":"USPTO - [First Office Action Estimator]","url":"https://www.uspto.gov/learning-and-resources/statistics/first-office-action-estimator"},{"text":"USPTO - [MPEP]","url":"http://mpep.uspto.gov/RDMS/detail/manual/MPEP/e8r9/d0e18.xml#/result/RDMS/detail/manual/MPEP/e8r9/d0e133402.xml?q=issue%20fee\u0026start=1\u0026ccb=on\u0026ncb=off\u0026icb=off\u0026fcb=off\u0026ver=e8r9\u0026sort=relevance\u0026syn=adj\u0026cnt=10\u0026results=compact\u0026index=4#highlight"},{"text":"USPTO - [EFS-Web Guidance and 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This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","cta":"Get the free reading list","modal_headline":"Get our Conversion Optimization reading list delivered right to your inbox."},"packaging_calculator":{"heading":"Calculate your packaging costs","content":"Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","cta":"Download calculator","modal_headline":"Get the calculator delivered right to your inbox."},"packing_slip":{"heading":"Free Packing Slip Template","content":"Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","cta":"Get the template now","modal_headline":"Get the packing slip template delivered right to your inbox."},"parentpreneur":{"heading":"Playbook for the Aspiring Parentpreneur","content":"Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","cta":"Download now","modal_headline":"Check your inbox for your copy of the Parentpreneur Playbook."},"persona_template":{"heading":"Free User Persona Template","content":"Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"phonecases":{"heading":"Get a Free Phone Case Business in a Box","content":"Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","cta":"Download startup bundle","modal_headline":"Get our startup bundle delivered right to your inbox."},"photobrief":{"heading":"Get perfect product photography","content":"This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"photochecklist":{"heading":"All the images your store needs","content":"This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","cta":"Download shot list","modal_headline":"Get the shot list delivered right to your inbox."},"photographer_checklist":{"heading":"Make your next photo shoot a success","content":"Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","cta":"Download checklist","modal_headline":"Get the checklist delivered right to your inbox."},"photography":{"heading":"Free Guide: DIY Product Photography","content":"Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","cta":"Get your free guide","modal_headline":"Get our DIY Guide to Beautiful Product Photography delivered right to your inbox."},"popup_guide":{"heading":"Pop-Up Shop Quickstart Guide","content":"Thinking about hosting a Pop-Up Shop? 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In the meantime, start building your store with a free trial of Shopify."},"press_kit":{"heading":"Free Press Kit Template","content":"Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"pressrelease":{"heading":"Free: Press Release Template","content":"To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","cta":"Get the template now","modal_headline":"Get the press release template delivered right to your inbox."},"problem_statement":{"heading":"Free Problem Statement Template","content":"See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"process_map":{"heading":"Free Process Mapping Template","content":"Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"productivity":{"heading":"Free Reading List: Ecommerce Motivation","content":"Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","cta":"Get the free reading list","modal_headline":"Get our Ecommerce Motivation reading list delivered right to your inbox."},"products":{"heading":"Free Guide: How to Find a Profitable Product to Sell Online","content":"Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","cta":"Get the free guide","modal_headline":"Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox."},"product_vision":{"heading":"Free Product Vision Template","content":"Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","cta":"Get the template now","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"profit_loss":{"heading":"Free Profit and Loss Statement Template","content":"Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","cta":"Get the template now","modal_headline":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"purchase_order":{"heading":"Create a purchase order","content":"Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox."},"retail_marketing":{"heading":"Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","content":"Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","cta":"Get your free guide","modal_headline":"Get your free Retail Marketing Success PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"retention_audit":{"heading":"Free Download: Retention Audit Checklist","content":"Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","cta":"Get your free checklist","modal_headline":"Get this free Retention Audit Checklist PDF delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rfp_template":{"heading":"Free RFP Template","content":"Make writing requests for proposals easier and faster with our free RFP template.","cta":"Get the template now","modal_headline":"Get the RFP template delivered right to your inbox."},"root_cause":{"heading":"Free Root Cause Analysis Template","content":"Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"rotating_schedules":{"heading":"Free Download: Rotating Schedules Templates","content":"Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","cta":"Get your free templates","modal_headline":"Get these free Rotating Schedules Templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_email":{"heading":"Free Sales Email Templates","content":"Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_funnel_template":{"heading":"Free Sales Funnel Template","content":"Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","cta":"Download template","modal_headline":"Get this free sales funnel template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"sales_plan_template":{"heading":"Free Sales Planning Template","content":"Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","cta":"Get the template now","modal_headline":"Get this free sales planning template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"scope_template":{"heading":"Free Scope of Work Template","content":"Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","cta":"Get the template now","modal_headline":"Get this free template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"seo":{"heading":"Free Download: SEO Checklist","content":"Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","cta":"Get the free checklist","modal_headline":"Get our SEO Checklist delivered right to your inbox."},"services_price":{"heading":"Your Time is Valuable, so Price it Right","content":"Ensure your business is profitable with this easy-to-use pricing calculator. 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In the meantime, start building your store with a free trial of Shopify."},"social":{"heading":"Social media strategy and planning templates","content":"Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","cta":"Download now and start seeing results","modal_headline":"Get your social media strategy and planning templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"social_media_kit":{"heading":"Free Social Media Toolkit","content":"Boost your engagement and grow your audience with this free toolkit. 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In the meantime, start building your store with a free trial of Shopify."},"sop_template":{"heading":"Free SOP Template","content":"Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","cta":"Download template","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"store_layouts":{"heading":"Free Download: Store Layout Templates","content":"Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","cta":"Get your free templates","modal_headline":"Get these free templates delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"swot":{"heading":"Free: SWOT Analysis Template","content":"Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","cta":"Get the template now","modal_headline":"Get the SWOT analysis template delivered right to your inbox."},"tax_season":{"heading":"Free Download: 6 Steps to Get Your Business Ready for Tax Season","content":"Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","cta":"Get your free guide now","modal_headline":"Get your free guide","modal_success_heading":"Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify."},"trust":{"heading":"Free: Shopify Store Trust Checklist","content":"Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","cta":"Get the checklist now","modal_headline":"Get the checklist delivered right to your inbox."},"tshirt_guide":{"heading":"Your Complete Guide To Starting a T-Shirt Business","content":"Turn your passion for fashion into a thriving business. 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In the meantime, start building your store with a free trial of Shopify."},"value_chain":{"heading":"Free Value Chain Template","content":"Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","cta":"Get the template now","modal_headline":"Get our template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"value_prop_template":{"heading":"Free Value Proposition Template","content":"Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","cta":"Download template","modal_headline":"Get the template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. 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