A brand is a combination of features like name, symbols, and packaging. These do not only distinguish it from the competition but also act as catalysts in creating tremendous value for the company and consumers. You might have an amazing product, but it is the branding that will make you iconic, successful, and memorable for years to come. While a product satisfies a need in the market, a brand does much more. Its multiple dimensions and scope could be tangible or intangible, symbolic or emotional, and sometimes even nostalgic.
The elements of a brand are the various characteristic features that help the brand stand out and create an image. These have been explained below:
Name is the most crucial factor for brand identity. Your brand name communicates the concept of your identity, ethos, and values, creating a lasting impression on the minds of the consumers. If the name is easy to remember, it percolates faster in the marketplace. A bad name could be the biggest mistake a company can make. Think of successful brands like Zara, Apple, Nike and Coca Cola. They all have one thing in common. Great names!
Since visual memory is more impactful than words, it is not a surprise that consumers often associate and remember a brand by its logos which are visual signs or symbols. Logos should reflect the essence of the brand via an image or symbol, or even the name of the brand stylised as a logo. Both the name and the logo should be well synced with each other or truly complement one another. As a brand, you need to have multiple variations of the logo so it can fit different types of marketing collateral. So formulate different sizes, colours and designs but with a consistent aesthetic.
Colour is one of the strongest elements of a brand. Colours tend to reflect what the brand is all about and what market it is willing to target. An interesting example would be Coca Cola’s red colour or the robin egg blue colour of Tiffany and Co. Truly unique and well created for their brand identity! While choosing a colour, select the one which fits your profile and resonates with your audience.
Slogans are catchy phrases that capture the attention of your target market. A good slogan is short, easy to say, and echoes your brand style. A slogan doesn’t change over the years. A popular example is the slogan by famous Sportswear brand Nike, “Just do it!” It has remained the same for many years and is still keeping up with the changing state of affairs. A slogan can also evoke feelings, this can be
seen in the case of famous beverage brand Coca Cola, whose slogan is “Open Happiness”.
The lettering and font should be well knitted with the brand colours and the overall feel of the brand. The font chosen must be the same in the marketing collateral, logos, packaging, website, social media etc. If the brand uses sans serif, so it must stick with the sans serif fonts and the minimal style. To suddenly use an Old English Calligraphy font would rather confuse the audience.
With these brand elements, you can effectively reach target audiences, attract more customers, create brand loyalty and decrease the risk of your brand becoming just another brand. Moreover, you can also command a premium price and the customers will not hesitate to chime in a few more dollars.