To stand out in today’s marketing environment, you have to be remarkable. Your brand needs a strategic plan, a dynamic design, excellent storytelling, and, above all else, it must be memorable.

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How to Become a Memorable Brand

Having a good product and decently attractive visuals is one thing—it’s a whole other ballpark when it comes to making a brand stand out in the crowd. To create a memorable brand, you’ll need to craft a cohesive and strong brand identity, from visuals to voice, and align it with your brand’s core purpose.

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What is a Brand Identity?

Your brand identity answers who your brand is, from the core elements and purpose of your brand, down to the creative visuals. When all these elements come together, they form a personality of sorts that people can recognize and identify with.

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While creating your brand’s visual identity can be a fun and creative pursuit, many elements must be considered to be heard and seen. Some of these elements include a color palette, fonts, voice, and more. However, crafting your brand’s visual identity involves a bit more strategy than simply selecting your favorite colors and fonts. 

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Step 1: The Core Elements

When creating a cohesive brand identity that cuts through the noise, consider four key aspects of your brand before delving into the creative elements: your brand’s audience, niche, mission, and values. These four elements will form the foundation for the rest of your brand’s identity, so ensure that these elements are carefully crafted and well-defined.

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  • Your Brand’s Audience: Who your target audience is plays a huge role in how you will approach every aspect of your brand. After all, these are the people you’re trying to reach with your brand. Compile a list of your target demographic attributes, as well as a few secondary audiences that may be drawn to your brand. Use your brand’s niche, mission, and values to help inform the different facets of your target audience.

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  • Your Brand’s Niche: A niche describes what your brand does, from your industry down to the minute details of the problem you solve within your industry. Once you’ve defined your niche, you can answer the following questions: “Who are you?” and “What do you do?” Defining your niche will set the building blocks for your brand’s identity.

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  • Your Brand’s Mission: While your mission may be to sell a specific product or service, people don’t want to be sold to. They want to be told a resonant story and to support a mission that aligns with them. Your brand’s mission statement should be used to attract your target audience; however, it’s important to follow through on your mission. If your brand strays too far from its mission statement, its reputation may take a serious hit.

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  • Your Brand’s Values: Today, your brand’s values are more important than ever, especially if you want to reach Gen Z. Young adults today don’t just shop for products and services that benefit them; they desire to support brands that align with their values. Similar to your brand’s mission statement, you must ensure that your brand aligns with its own values; otherwise, you’ll turn away your target audience.

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Step 2: The Creative Elements

Once you have defined the core elements of your brand, you can jump into the fun and creative aspects of brand identity! This includes all the visual elements people first see when they meet the brand. While these aspects of your brand can be fun to craft, these elements should represent the core personality of your brand. When a person meets your brand, they should be able to put together the puzzle pieces of who your brand is simply by its visuals.

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  • Color Palettes: Color is one of the first aspects people notice about anything they encounter. Color also has the ability to evoke different types of emotions. For example, red can signal love and passion, but it can also evoke action and anger. Meanwhile, blue is generally considered calming or trustworthy, but it can also signal sadness and depth. All of this means that color can make or break the first impression of your brand. When creating a brand color palette, consider both the common colors in your industry and your target audience.

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  • Fonts: The font of your text can tell a lot about your brand. For example, a cursive font is formal and can signal luxury, but it can also appear vintage or dated depending on the context. Additionally, a minimalist font can signal simplicity or accessibility, although many luxury brands have been opting for minimalist fonts, which can also appear sleek and high-end in this context. While it’s essential to choose fonts that align with your brand’s identity, it's equally crucial to ensure that your font is readable. If no one can read your brand’s font, then none of it matters.

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  • Voice: How you talk to your target audience matters. You want to meet your audience where they are in order to appeal to their desires. For example, Gen Z might not hear your brand out if your voice is too formal; meanwhile, the generations 50 years or older might not appreciate or understand a brand that uses the younger generations' slang words. Use your target audience to help identify a tone of voice that aligns with their demographics and interests.

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Step 3: The Brand Kit

After you’ve assembled your brand’s core and creative elements, it’s time to create a tool that will help your team remain consistent throughout the entire content creation process. Some brand kit tools may look like Canva’s Brand Kit, or a one-pager that clearly defines the crucial elements of your brand identity. Whatever way you choose to assemble a brand kit, ensure your entire team has access to these tools and is fully informed about when and how each brand element will be used. For example, define what each font’s purpose is and when to use them (headers, subheaders, body, etc.); and outline what colors in your brand’s color palette should and shouldn’t be used together.

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If your team needs help with digital marketing, the first step to your success starts here! Contact us today, and watch your business grow tomorrow!

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Go Beyond The Social With BlueTickSocial

BlueTickSocial is a woman-owned and women-led digital marketing agency. We focus on building your digital presence to generate sales, increase engagement, create brand awareness, and take your company goals to the next level.

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