How to create a unique and memorable brand concept

How do you want people and target customers to think of your brand?

The brand concept is the first thing your customer thinks of upon hearing your brand name. As much as possible, you want it to be a positive idea.

It’s an important thing to keep in mind when you’re creating a brand name, identity, and more. The brand concept will help you shape your brand for how people see it. Follow the simple steps below on creating a memorable brand concept.

1. Start with your strategy

Brand building is already a given for every company and business that ever launched. With a good strategy, you create a brand that stands out from the rest. Your strategy is the plan for how you’ll shape the public perception of your brand.

Create cohesive brand guidelines that record all dos and don’ts of your brand. This way, you remain consistent and you stick to your branding strategy. Take Skype’s brand guidelines as a prime example.

When you build a strategy, don’t focus only on customers. Include your employees’ happiness in your strategy. Remember, a happy workplace is a more productive one.

2. Research everything

Research is the key to creating a unique and memorable brand design. Research everything from your target customers to your competition. When you create a logo and template, research even the colour wheel.

Researching on statistics can guide your brand strategy. Say for example you found out that 70% of Gen Y and Gen Z consumers learn about products on social media. Using that knowledge, the next step would be to invest in social media marketing in the hopes of attracting consumers to your brand.

3. Create an unforgettable logo

What do McDonald’s, Coca-Cola, and Heineken have in common? They have simple yet recognisable brand logos and/or fonts. What is a logo and what factors must you focus on?

No brand concept is complete without a logo. The logo acts as the face of your brand since you put it almost everywhere. It must have an interesting form, colour and type, and flexibility.

4. What is your brand identity?

Let’s talk about your brand personality and how it affects your brand identity. A brand personality is a framework that helps you shape the way people feel about your brand. Some brand personality examples people get attracted to include:

  • Excitement
  • Sincerity
  • Ruggedness
  • Competence
  • Sophistication

Become any or a mix of those top brand personalities. Make sure the one you pick resonates with your customers and doesn’t clash with your brand imagery.

Earlier, we told you to research your competition. This way, you know what works for them and what doesn’t. However, you want to avoid copying what you see.

Instead, note their tactics and find out how you can top that. Consumers can tell when a brand is copying another, especially the branding tactics. Be more creative about your identity and strategy and you’ll stand out better.

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