It’s interesting to consider what a brand might mean to us. You can bet that any marketing professional is keen to hear these insights. For example, what do you think of, when you think of Coca-Cola? Do you think of the marketing they put out each year? Do you think of the Christmas advertisements? What about that cold refreshing glass you enjoyed on a vacation as a child? You might have a custom-named bottle sitting on your desk.
Generating a unique identity is about all of these markers and more. But for that to happen, a brand has to be recognizable to begin with. This means it has to understand the components of developing a brand image in the first place, and making sure each measure is as robust and connected as the last. So, what does that mean in practice? Let’s consider this, below:
It’s Not All About Image, But Image Is Crucial
A modern visual should bring together elements such as logos, color palettes, and typography, which collectively convey the brand’s personality. You won’t see a Comic Sans font used by any law firm, except for submitting it in evidence to show how poor it is. Selecting the right color palette is impactful too, as colors can prod at specific emotions and associations.
For example, Coca-Cola’s iconic red brings up feelings of passion, energy and boldness. Moreover, smart use of typography reinforces brand recognition and professionalism – many can identify a brand by the font it uses.
Tone Of Voice Matters
Every brand has its style of speaking. Innocent Drinks keeps things playful and fun, which connects with people who appreciate authenticity and humor. Stick to your style across all your messages and you’ll avoid that clash that may come otherwise. People might not notice that disparate approach at first glance, but it will change how people interact with your company.
For example, it’s not helpful to have a super meme-filled X/Twitter feed but then a super serious video advertisement campaign. You can hire copywriters to help you curate the best possible press releases or site content to make sure your approach never clashes or feels out of place.
Name Often, Name Well
A brand’s name is often the first point of contact with consumers and can significantly influence that foremost perception. For example, one of the most exciting web browsers is known as “Floorp” right now. You might remember that, but are you going to appreciate it?
Not everyone is great at naming conventions, and that’s fine. Luckily, you can use a name generator to bounce around ideas pertaining to what’s most relevant to your firm. Then you might come up with specific naming conventions that work for you within the same theme. Think of the “i” moniker for Apple, or the different galaxy names for Samsung.
With this advice, you’re sure to generate an interesting and unique brand identity going forward.
