Establishing your (brand) Ethos

In today's media driven world, your brand is the most important part of your company, as it is your company’s ethos. Establishing this will take time and will very well transform and grow as your company grows, but if from the get-go you set high standards and expectations for how you conduct business on screen and behind the scenes, everything from decision making, to creating and maintaining an audience, to setting you apart from competition, will all be made easier, thanks to your brand.



When starting to conceptualize your brand, before thinking about fonts, color palettes, verbiage, and tone, it is important to first ask yourself, “What does your company represent? Why was it created? And for whom was it created?” This is where the passion lies, and with that, likely a unique edge that elevates your company and shines light on what sets it apart from competitors.


It’s easy to fall into the black hole of trying to replicate everything you like and think is cool, however, those interests often ebb and flow with current media trends, and are hard to pin down in a concise, natural way. Additionally, if you start with focusing on your personal aesthetic interests versus honing what your company seeks to do, it is easy to accidentally create a copycat company without even trying, and the last thing you want to do is be unremarkable and have people accidentally confuse you for another company or vice versa. The purpose of your brand is to be consistent, not confusing.




From a consumers perspective, your brand should be intuitive. On the surface they may be enticed by a pretty color palette, a mesmerizing photo or a bold design, but what keeps them around is a proactive agenda, and standards that are communicated and adhered to.

Think of it like this, your designs (color palette, fonts, content) is your backbone, your rhetoric is your legs, and your objective is your heart. If you create content that is consistent and stable, you’ll be able to stand, and likely be recognizable. If you pair that with a brand rhetoric that has its own voice and communicates with it’s users authentically, you’ll be able to move forward and grow. But most importantly, if you then integrate your values, goals and intentions into your brand, your company will thrive, as you’ve established brand loyalty. Therefore, no matter how many twists and turns there may be along the way, you will always have your brand to fall back on. Because ultimately, your brand is your company.

© 2020 UnderBelly LLC