A good brand keeps you engaged, you know it just by its logo, and you can relate to the vision. It speaks to you, you connect with it. That is what a good brand does.
We connect first with brands by color, shape, numbers, then words. Nike, inspires you to be the athlete you never were but always wished you could be, they make you believe you can “just do it”. Three simple words have inspired millions to push harder and be better. They make an emotional connection with consumers. Their design is unique, relevant and memorable. When you see the swoosh you know its Nike.
Good brands are executed brilliantly across all touch points. No matter where you see it, you know. Coke, Apple, Burberry, all good examples of brands that are flexible with strong strategies. These companies own and define their brand. They haven’t let consumers do that for them. Most consumers will experience a brand visually before they are even used. First impressions count.
Messaging is important as well. A brand’s message has to resonate with a consumer, how is this brand solving a problem? Why would a consumer need it? Why can’t they live without it?
Key points when building a brand:
- Make an emotional connection with consumers
- The design: visuals that are unique, ownable, relevant and memorable
- Consumers experience a brand visually before they buy into it
- Strong strategies
- Take a brand identity approach
- Flexibility (can be identify anywhere: on a bottle, on a bag, on a stuffed animal)
- Executed brilliantly across all touch points
Hierarchy of visual perception, how we see brands:
- Color
- Shape
- Numbers
- Words
Build a strong brand and you build a profitable business that grows organically.
~christine maria
christine maria 