Branding Guidelines

GL Content Team Apr 28, 2015

Branding refers to the naming a business or a product or service associated to it. A brand will have a logo, or specific design that is recognisable to a customer.

So, for example, let’s take Cadburys. A worldwide brand recognisable instantly from it’s logo. Cadburys itself is a brand and business name, as is Dairy Milk (a Cadbury product) Each has it’s own logo and brand design associated with it.

Deciding on your brand can be a difficult and lengthy decision, so we have put together a couple of thinking points to consider aside from the legal procedures that must be followed of course!


Brand names must be meaningful and memorable in a positive relevant sense. Ideally your customers should associate your brand(s) with your business, your quality, and perhaps some other aspects of your trading philosophy and style.

Choose Carefully.

Choose your brand names wisely. Product and business brand names can sometimes carry connotations. The meanings of a word or phrase can be different between different types of people. If possible, test potential brand names with target customers to see what the market thinks.

Going international.

If your business is serious, and certainly if it is international – you must seek advice about the international meaning of branding words and the rights and protections implications of those words.


It can and probably will take years to build trust and reputation within your branded names, so making changes to business names and brand names is not a good idea, and in some cases even making a single change can produce surprisingly powerful problems!