7 Components of a Memorable Brand


Jon Hamilton


Associate Art Director

7 Components of a Memorable Brand

What does it mean to have a brand and how do you build a memorable brand? Well first, let’s break it down and dive into what a brand is.

Brand identity is how a business wants to be viewed.

Brand identity design includes everything from logos, and typography to colors, packaging, and messaging. Ultimately, the goal here is to create a cohesive system of visual and written elements that complement and reinforce your brand’s ‘why’.

That’s why your brand identity must stay consistent. Because they represent and reinforce your brand’s purpose, your brand identity elements need to be clear and consistent wherever they might appear. The more consistent, the more recognizable it is, and the more your audience will become familiar with you and your organization.

Here Are 7 Key Components of a Memorable Brand.

1. Purpose

While understanding what your business promises is necessary when defining your brand positioning, knowing why you wake up every day and go to work carries more weight. In other words, your purpose is more specific and sets you apart between you and your competitors.

Purpose can be viewed in two ways:

Functional: This concept focuses on the evaluations of success in terms of immediate and commercial reasons—i.e., the purpose of the business is to make money.

Intentional: This concept focuses on success as it relates to the ability to make money and do good in the world.

2. Consistency

The key to consistency is to avoid talking about things that don’t relate to or enhance your brand.

If you added a new photo to your business’s Facebook Page, then what does it mean for your company? Does it align with your message, or was it just something funny that would, quite frankly, confuse your audience?

To put it simply, consistency fuels loyalty.

One main way you can ensure consistency in your brand is by creating a style guide. This can contain everything from the tone of voice you'll use to the color scheme you'll utilize to the way you'll position certain products or services. By taking the time to define these key elements, your brand will benefit as a whole.

3. Emotion

Find a way to connect with your customers on a deeper, more emotional level.

Do you give them peace of mind? Make them feel like part of the family? Do you make life easier? Using emotional triggers like these strengthens your relationship and leaves a lasting impact on your audience.

4. Flexibility

In this fast-paced world, marketers must remain flexible to stay relevant, stay on trend, and stay ahead of the game.

While consistency sets the standard for your brand, flexibility makes room for adjustments that provoke interest and distinguish your approach from other competitors. If your current strategies are failing, don’t hesitate to change them.

Just because something worked before doesn't mean it will now. Engage your followers with new and creative methods. Consider unconventional partnerships or highlighting unique parts of your product to attract a new audience and remind existing ones why they love your brand.

5. Brand personality

Brand personality heavily influences the voice and tone of your marketing and communications. This is crucial because, without a clear brand personality, your messaging can become inconsistent, leading to mixed signals. This inconsistency can make it difficult for customers to form an emotional connection with your brand.

When developing a brand personality - try to reflect on who you want your brand to be if they were a person. Would you want them to be outgoing and fun, or serious, and more professional? It’s important to take time to think about the characteristics so that you can find a way to have your brand embody the personality of your choosing.

6. Creating a memorable logo

Your logo is a key element of your brand identity design, as it’s the most visible element to your audience. It must align with all other elements and the emotional appeal of your brand.

Don’t know where to start? Check to see if your logo checks every one of these off:

Make it memorable. Are there unique elements/colors/etc that make it stand out?

Make it simple. Can a 3rd grader draw it?

Make it versatile. Can you apply it across multiple mediums and channels?

Make it evocative. Does it make you feel something?

Make it timeless. Will it work as your brand grows?

7. Choosing the right color palette & typography

Brand colors, like logos, are memorable and stimulate emotions. Understanding color theory and the psychology behind colors is crucial, as colors convey different feelings (e.g., blue for calm, red/yellow for energy). Shades and tints may change these emotions as well. But, color meanings vary across cultures, so international brands must keep in mind that their colors are appropriate globally.

When it comes to selecting a primary typeface, you need to keep in mind that it complements your logo and colors. Our advice is to avoid overly intricate fonts and provide clear guidelines for text use to maintain readability and cohesion.

Freaking out a little bit on the inside and overthinking your branding? No worries, we can help you develop a clear brand for you and your organization that radiates your vision and mission. Check this out.

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