Selecting the right brand elements is essential in creating a strong and recognizable brand identity. These elements consist of details such as your company’s logo, name, tagline, font, and color scheme. It is vital that all elements work together to convey the values and message of your brand, and more importantly, appeal to your target audience. The right brand elements can significantly aid your brand in standing out from its competitors and create a lasting impression on customers. It is advisable to spend a considerable amount of time in the development and selection of these key elements to ensure they accurately represent your brand.
It can be a daunting exercise in deciding which elements best represent your brand and consequently, many companies avoid taking the time to personalize their identity. Let’s look at a few tips that will point you in the right direction when it comes to choosing the key elements that will engender a positive brand identity.
Brand elements such as a logo and slogan must be memorable. These unique elements differentiate a brand in the minds of customers. An example of a memorable brand element is Nike’s slogan “Just Do It”. This slogan has been around since 1988 and has become synonymous with the Nike brand. The slogan effectively communicates Nike’s brand message of motivating people to be brave to actively pursue their passions.
Additionally, a brand element should be likable because it can help in fostering a positive emotional connection with customers. Undoubtedly, this can lead to increased brand loyalty, positive word-of-mouth, and ultimately, increased sales.
Brand elements such as the logo, tagline, and color scheme should be meaningful and reflect the brand’s values, mission, and message. These elements must be consistent across all marketing materials and channels. The iconic golden arches of McDonald’s is an example of a meaningful brand element. The arches are in the shape of the letter “M” which now stands for McDonald’s, and they also symbolize the company’s welcoming and inclusive nature.
It is important that brand elements are transferable. This ensures that the brand is easily recognizable and consistent across all channels. This consistency greatly helps to build brand recognition and recall. Furthermore, transferability ensures that the brand can adapt and evolve with the various changes in technology and design trends, while still maintaining its core identity. Coca-Cola is a solid example of how brand elements can be transferable and consistent. Coca-Cola’s iconic red and white logo is used on all of its products, advertising, and packaging. This helps establish the brand and make it easily recognizable to consumers.
Lastly, brand elements for example logos and slogans must be protectable in order for a company to effectively promote and distinguish its products or services from those of its competitors. If brand elements are not legally protected, they can be used by others without consent. This can dilute the brand’s distinctiveness and cause confusion in the minds of its customers. It is crucial that a brand protects its elements through trademark registration in order to establish and maintain a positive image and reputation.
The Molson Coors case is a good example of why brands must ensure that their brand elements are legally protected. Molson Ice was a brand of beer launched by the company in the early 2000s. Unfortunately, the company failed to trademark the name “Molson Ice” which led to other companies using the name for their products. This provoked confusion among customers and weakened the uniqueness of the Molson Ice brand.
Choosing the right brand elements is vital to creating a memorable and lasting brand identity. The above tips must be seriously considered when attempting to develop impactful brand elements. Brands that do not align their values and personality to their elements run the risk of not owning a positive brand identity and not resonating with their target audience.