Tips for Creating Powerful Brand Elements
- Is it Memorable?—Memorable brand elements help increase brand awareness. When customers are looking to buy fire, we want them to instantly think of FEI’s logo, tagline, and everything we do.
- Is it Meaningful?—Brand elements must directly connect with one or more key aspects of our brand identity. When prospective customers see our logo, our tagline, or our Website, they should immediately understand why they should work with us.
- Is it Likable?—Brand elements must be visually and aesthetically pleasing. If we choose a garish color scheme or a complicated design for our logo that turns off customers, this brand element is a failure...even if it passes the “memorable” and “meaningful tests.
- Is it Adaptable?—Consider Olympus Chariots’ tagline: ‘Your Partner in Everything Chariots.’ No matter how the chariot industry evolves, this tagline will work for them. Brand elements should be specific enough to mean something, but flexible enough so they’re easy to update if we need to adapt our brand.
“Great information as always, Marka,” Org said. “I can’t wait to create our new brand elements.”
“Now if you’ll excuse me,” Zoot said, “I’m going to throw out this hat.”
Next week: Marka discusses how to create an effective logo and tagline.
Today’s FIRE! Point
Creating new brand elements for your business? Make sure they’re memorable, meaningful, likable and adaptable.
FIRE! In Action: Online-focused Rebranding Succeeds for Magic Software
The technology company revamped its Website and social media properties and consequently increased Web traffic 20 percent, Facebook fans 1,000 percent, and YouTube subscribers 70 percent.