As promised, we have decided to follow up with our “Building Memorable Brands” presentation on behalf of the Downtown Victoria Business Association yesterday at the Hotel Rialto.
For those who attended, we went over the importance of nailing your brand and how to build and maintain it over time. There were some stimulating questions asked by the audience that really got everyone in the room thinking. If you missed the seminar, not to worry, below are some tips pulled from the presentation:
1. A common misconception … Your logo is NOT your brand. It is an effort to visually reinforce and help people better identify your brand. It should “assist” in brand building, but not be considered the makeup of your brand in its entirety.
2. Define your brand! If you could think of one word to be synonymous with your brand. What would it be? For example: when we think Volvo, we think safety.
3. Define your brand personality. If your brand were standing in front of you in human form, what would it look, sound, talk, and act like? We had some fun with this and did up the DVBA’s brand personality (or Downtown’s brand personality). See image sample below.
4. Consistency is key. Think Telus here as an example. Yes – we will be the first to admit that their popular music, purple thin helvetica font, green graphics and animal selection may be dated, but you ALWAYS know when you are looking at a Telus ad (whether on TV, print, online etc).
5. Your logo should support your brand! Your logo design should hopefully nail four crucial points (Be 1. Simple = Nike Swoosh, 2.Memorable = McDonald’s Golden Arches 3. Timeless = Coca-Cola 4. Appropriate = Toys-R-us). Ironically enough, the same day after our presentation, Smashing Magazine produced a wonderful article on 10 Common Mistakes in Logo Design. Many of these points were touched on in our presentation. Thanks Teresa Sims from The Bay Centre for following up after and sharing this link with us!
6. Consider your core brand promise. What unique benefit can you deliver to your customers consistently (and hopefully better than your competitor). If you can’t deliver on your brand promise, new customers will become lost customers, and loyal followers will soon leave too. Simply put, your deliverable, whatever that may be, must follow through on the promise you make – in fact, it should over-deliver! We used Domino’s Pizza as an example. See image below!
These are just some of the points covered in the presentation. What do you think is involved in the make up of a great brand? What is your favourite example of a brand out there doing everything right? We’d love to hear from you below! If you’d like to learn more about building your brand, visit here.