Companies do a lot to establish a favorable brand. They have to make sure their design elements are cohesive while instilling a sense of trust to their customers.

Below are the main steps taken to build a brand.

  1. Determine and research your target audience
  2. Choose your brand’s personality
  3. Establish design features (colors, fonts, logos)
  4. Apply your branding across your business
  5. Evolve with company growth if necessary

Every brand has some kind of brand voice, or brand identity. Some companies even go as far as to establish a brand personality.

Businesses like Progressive personify their brand personality and use it as a way to connect with audiences through advertising efforts.

Flo’s cheery, helpful personality is a personification of the brand values Progressive hopes to portray. This helps solidify the way consumers see the brand, and the company as a whole.