We all know the slogans of our favourite brands, and when we
think of them, their slogans get stuck in our minds. Brands are visual,
emotional and create powerful associations when used correctly. But what is it
that makes some brands stick? Creating a multi-million dollar brand of course
does not happen overnight, but there are some key factors that are worth
investigating, that all of the most successful and ambitious brands have:
Keeping it Fresh
Even the world’s biggest brands regularly tweak their branding, whether invigorating their corporate logo to changing their slogan to cater for expansion and diversification of the brand. Investing in your identity every few years ensures that you and your brand stay fresh and relevant for years to come, adopting new trends as they happen.
Notable example: Burberry
Burberry almost disappeared from the market a few years ago, after having lost some of its core values and suffering from underperformance. In 2006 the luxury raincoat manufacturer was getting lost in a sea of inconsistency, until the new CEO brought the brand back to its luxury roots, appointing a single creative director to oversee all of the branding. Burberry was reinstated as a high-end fashion brand with a revenue today of over $3000 million.
It’s worth designing a corporate identity that is relevant and familiar to your industry, however, don’t create a brand that is exactly the same as everyone else’s. If your industry favours a green logo, go for something totally different. Find a brand that expresses what is unique about your company and its approach to business.
Notable example: Google
Google has seen numerous design changes throughout the years, but the flatter, cleaner Google logo is still instantly recognisable with the world’s favourite search engine. Google, as its name implies, likes to have fun, too; regularly creating humorous logos and cartoons known as ‘Google Doodles’ during holidays and for special events such as the Olympics.
Your brand should always be genuine. Over time, the traits and personality of your company are expected by its customers, and these promises should remain consistent and defined. Make your message clear, and then send this clear message to your customers.
Notable example : IKEA
IKEA is everyone’s favourite Swedish furniture company, successfully because of its brand loyalty and its credibility. IKEA’s philosophy is that design is for everyone, whether they live in a luxury mansion or a cosy studio flat. IKEA treats its customers with care and attention, from individual product names to allowing customers to stack their warehouse trolleys themselves. Customers feel privileged buying good design and impeccable customer values.
Telling your Story
Great brands and great products never just sell themselves; customers are drawn in by stories. When we put something into a context that is familiar and compelling, we are able to build a relationship with your brand. Encourage your customers to get to know your brand, your stories and the stories behind your products before they buy them.
Notable example: Coca-Cola
Coca-Cola is a global force in the soft drinks industry, and brand loyalty is immense. Coca-Cola is the master of storytelling, playing with the designs of the cans on a regular basis, often for a good cause. Coca-Cola recently joined forces with the World Wildlife Fund, designing polar bear decorated cans to fund raise for these animals.