The 5 Most Important Elements for Branding Your Business, Ever

Quick, list the three top brands that come to mind.

No matter which brands are at the top of your mind, they all have one thing in common: solid, consistent branding. While brand building is a critical, ongoing activity to crafting your story, there are some epic basics that you should always hold close to your ecommerce hearts.

To learn what these five critical branding elements are, check out today’s episode.

Can you think of others that should’ve made the list? Questions about branding your business in general? Leave me a question or comment in the box below!

Happy selling!
-Matt Winn, Volusion



Here’s the transcript if you’d like to read along:


Hi everybody! My name’s Matt, and I’m the Social Media Manager here at Volusion. Welcome to Two Minute Tuesdays, where we give you two minutes of ecommerce advice to bolster your online success.

Your brand is a critical element of your online success. In order to tell the story of your business, you need to know what elements, in fact, make up your brand. With this idea in mind, here are the top five most critical elements of your online brand.


1. Brand name

For example, our brand name is Volusion, which explains why you can find us at and The same thing applies to you. Your brand name is going to be everywhere, and it’s what people actually say and read, so make sure it’s a good one.


2. Logo

Your logo is absolutely critical to your overall brand. Think about it this way: your logo should be the visual representation of your brand’s story. Think of iconic logos like Coca-Cola or Apple. People recognize those brands as soon as they see the label, and you should shoot for the same.


3. Brand slogan

your brand slogan is also important. Your slogan summarizes your overall value proposition. For example, our slogan is “open a successful online store” and it summarizes exactly what we do. You can do the same by making sure your slogan is short, concise and catchy.


4. Tone

Your brand’s tone is essential to your overall branding. By tone, I mean how you’re communicating with your customers, particularly in your writing. Are you professional, friendly, stodgy or more laid back?


5. Brand consistency

Every single branding element, including your logo, slogan and tone must be consistent across every single communication piece because that’s how you actually build your brand. So keep it consistent and you’ll be in good shape.


Hopefully these five elements will keep you on track when building and promoting your brand. If you have any questions, just leave them in the comment section below and we’ll get back to you.

From me to you, happy selling!


Matt Winn is Volusion’s Senior Brand Manager, where he helps oversee the organization’s branding and communications efforts. Matt has created hundreds of articles, videos and seminars on all things ecommerce, ranging from online marketing to web design and customer experience. Beyond being a certified nerd, Matt is an avid college football fan, enthusiastic home cook and a self-admitted reality TV junkie.

6 Responses to “The 5 Most Important Elements for Branding Your Business, Ever”

  1. Susan Londoner

    Hi Matt, We have recently revamped our shop with Volusion. I would love to get your feedback and any suggestions that you might have on our website. We are currently promoting with Facebook and Google Ad’s. Haven’t had any sales yet, but have been working like crazy to make this an online success. You can also see our facebook page here:!/pages/Vintazia/150575131621523
    Would appreciate your feedback. Thanks so much! Susie

  2. Stella Tu

    Hi Matt, thanks for your video! it does help a lot! but I do have a question that bothers and confuses me!
    What is the difference between ‘Brand message’ and Brand Tagline’? Is it ‘Brand slogan’ and ‘brand tone you were referring to?I saw many others article that includes those element, but i still don’t quite understand the differences! Can you please help me?

    Thank you so much!!


    • Matt Winn

      Hi Stella, that’s an excellent question. Your brand message serves as the pillars of your product/company that you want to tap into with each of your marketing/branding communications efforts. For example, that could be great customer service and unique products. Your brand tagline basically sums up your offering into a few short words – for example, ours is “Open a successful online store.” A brand slogan is very similar to that. Brand tone, on the other hand, is the voice that you’re using – are you approachable? Serious? Fun? Something else?

      Lots of branding terms floating around out there – hope this helps!


  3. richard

    Hi, Matt, Can a company also consider celebrities or sponsorship as part of the branding element?

    • Matt Winn

      Hi Richard,

      Absolutely! Any type of celebrity endorsement or sponsorship makes an important part of your branding. That’s why you want to make extra sure that the person representing your brand is fully in line with your message and your story. Look at all the businesses who leveraged Lance Armstrong before and after his doping scandal – you definitely don’t want your business tarnished by someone else’s PR crisis. Hope this helps!



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