How do you build a brand? How can you shape what customers remember? Designing brand identity for recognition and loyalty requires a lot of planning before you push marketing, but it all really comes down to a few key elements. Let’s go on a little road trip to explore them; Greyphin will bring the map.
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Logos and Marks
You’re familiar with the way logos build brand recognition, but we couldn’t create this roadmap without mentioning them. And besides, not all brand marks are logos.
On the road, there are clear and recognizable symbols which help you understand what's coming your way. If each sign had a different symbol or design, it would take lots of work to determine what they mean, and driving doesn’t exactly allow for long, thoughtful consideration. The success of DOT signs relies on the repetition of recognizable symbols, ones we see and understand so regularly that we interpret them on a subconscious level and act accordingly. That’s what your logo should be doing. By consistently displaying your logo and visual marks on your marketing materials, you enable viewers to interact with them intuitively and subconsciously, but with less likelihood of someone saying the dreaded, “what company was that ad for?” after it's gone.
Typography
If you’re not thinking about typography, you’re missing opportunities. Our words communicate their meaning, but the design of those words communicates tone, style, and interpretation. Type design is the thing that initially set Apple computers apart from their competition. And it’s just as identifiable and functional as your logo. Some text is designed for personality, like Disney’s whimsical script, where others are designed for clarity, for instance, the official highway font, Century Gothic, has been in use for quite some time because of its studied and proven readability, even after designers tried and failed to improve it. See how much we’re learning about branding from the roadways?
Color
Even toddlers can tell you that green means go and red means stop. You want people to recognize your brand just as easily. From the lines to the signs, we take in so much color information subconsciously as we drive, and that’s true of the rest of life. Repetition of your company colors, and choosing the right colors, can go a long way for building identity and recognition of your brand.
Sound
From the low repetitive rumbles of a jackhammer to vibrating bass, from sirens faintly approaching to the difference between an aggressive horn and a quick beep, sounds communicate a lot of meaning on the road and can be used in your marketing too. We often overlook sound because our culture is so visual, but there are many opportunities for sonic marketing, like TikToks, podcasts, radio and TV advertisements, and so much more. If you can hum the Red Robin jingle or the NBC chimes on demand, then you have experienced how effective sound can be for building brand identity.
Personality
Drivers have no trouble distinguishing the authoritative tone of official DOT signage from the more casual tone of billboards. Some call it style, some call it voice. No matter what you call it, personality is a key landmark for building brand identity. It suggests the kind of relationship and interactions you want to have with your customers, and it sets the tone for the type of business you are. In a world with constant bids for our time and energy, personality often determines what we pay attention to.
Story
We have recently shared how important storytelling is to marketing, but this is especially the case when the story is about your brand as a whole. Creating a personal connection with a company or a product is nearly impossible without this foundation. Story is what makes the destination appealing in the first place, and it shapes the journey though each turn, pit stop, and detour.
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Whatever you do, do it consistently.
This is the overarching rule for building brand recognition that impacts all the others. Repetition of the above elements creates a unity in your marketing that not only looks cohesive and polished but also helps customers remember and understand your brand. Don’t have the time and energy for that kind of repetition? We can help.
