Brands like Nike, Starbucks, and Apple built a memorable brand identity. How? Let’s explore 5 steps to start building a memorable brand identity.
In branding, planning and strategy plays as much of a part as anything else. It was no coincidence I chose a this photo for an article about building a brand identity.
It always amazes me that a green mermaid symbolizes a place called Starbucks. I mean, how do those 2 relate? That brings me to my first point: Naming.
Here’s The 5 Steps List:
Unexpected, right? But there’s reason behind the seemingly madness.
Building Our Memorable Brand Identity
Most of what comes in branding will derive from its name. And naming is such an important part of a business, that some branding experts specialize in brand naming only.
Let’s use Starbucks as an example. Seattle based, ocean reference, fast forwarding a bit: the first mate on Moby Dick’s book is Starbuck. The same consultant that came up with the brand’s name, designed the logo -and we can see how things relate to each other here.
Seattle > the sea > Moby Dick > Starbucks > mermaid logo (siren, some reinforce).
Domain url, social media handler, memorability… So much attached to a name! Jonathan Bell has a fantastic 5 minutes TED talk where he breaks down how to decide on your brand’s name.
Colors before anything else in visual identity. Seriously. Your audience will remember your pattern of colors before they remember nearly anything else in your visual identity.
Developing your own brand voice is gold. How does your copy, photo, video presence is unique? The smallest things can add to building a memorable brand, when it comes to developing a brand voice.
By funnel, I mostly mean focus. Being all over the place, on all social medias, posting about all sorts of topics, selling considerably different services… Recipe for confusion! Confusion, of course, is a opposite of clarity. We build trust (and sales) when we are crystal clear.
So, consider each step of the funnel, what leads where. Why. How. On this, less is more.
Logos are usually the last thing on my visual identity building list. A logo can and should be memorable. IF you can manage an awesome logo from the start, then great. But the fact is: a memorable brand makes the logo, not the other way around.
Read also: 3 Big Questions On Logo & Branding
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