The secrets of creating an unforgettable brand
When it comes to brands, creating a memorable one is never easy. (If it was, everyone would do it).
We sat down with Hazel, a branding expert here at Dave Clark, to get her thoughts on what makes brands memorable, and how to create brand identities that last. Her approach integrates naming, visual elements, emotional connections, and consistency in design, offering a holistic approach to brand development.
What's in a name?
Naming a brand is so much more than a first step. It’s the cornerstone of an entire design process.
"I believe that naming a brand, product, organisation, or anything really is all part of the design process. Everything has to work together,” says Hazel. A name encapsulates the essence of a brand and lays the foundation for the rest of the design elements. Hazel loves to push for a balance of originality with familiarity. "A memorable brand is original but familiar, so the audience feels a sense of familiarity but with an added layer of interest or intrigue. We want to gently push the boundaries while communicating within an area the audience recognises.”
Are you adding value?
One of the trickiest parts of branding is making sure a brand's value proposition comes through in the design. Hazel explains, "It's really tough, how do you develop a shape that tells you this thing aligns with what you’re looking for?"
It’s nearly impossible for every aspect of a brand’s promise to come through visuals alone. Instead, design should aim to communicate the right feelings and hint at the brand's promise. Hazel highlights the significance of colour, citing global brands for their effective use: "Colour is huge. When we think about worldwide brands, colour is so important – it actually transcends language – so owning a colour can be worth its weight in 255 red, 215 green, and 0 blue. Just a little designer humour for you.”
Seeing the forest for the trees
It goes without saying that in saturated visual markets, standing out is essential.
Hazel explains, "We’ll do a deep dive on the major competitors to make sure the brand we’re building won’t fall between the cracks." She’s a massive fan of looking outside the industry for inspiration, "it's okay to look like brands in other industries that are never going to be seen together, so a fashion brand could take influence from pharmaceuticals, and vice-versa”. By borrowing from diverse fields, brands can cultivate a unique aesthetic and differentiate themselves effectively.
Let’s get emotional
Visual appeal alone doesn’t always guarantee an emotional connection with consumers.
"The emotional connection to a brand comes from more than how it looks," says Hazel. A brand needs to connect through voice, actions, and positioning. "I’m sure there’s a metaphor for life in there somewhere – good looks will only get you so far. Brands have to act in ways that resonate to build an emotional connection as well." This is where broader communication strategies come in, things like activations, PR, and strategic positioning. These are key in establishing emotional bonds, helping to achieve more than visuals alone.
Repeat, repeat, repeat
To make a brand truly memorable, there needs to be consistency in design and messaging.
"We see so much advertising these days, you really need to see a message three or four times to really notice it,” says Hazel. Maintaining a consistent brand message helps consumers gradually build recognition, while subtle variations keep audiences engaged without straying too far from the brand narrative.
Simply the best
Simplicity works wonders when it comes to brand recall.
Hazel likes to compare this to a child’s memory game, "If I'm getting the audience to recall the same message over and over, that’s easier than asking them to remember different ones each time." Stripping away all the non-essential details also helps deliver clear and impactful messages. "We are always reminding clients they can say everything, they just can’t say everything at once," she adds.
Less is more
An easy mistake for brands to make it to overload the logo with too much information.
Hazel has seen this happen and warns against it, "I’ve seen examples where the logo is trying to do way too much." Clarity should be a priority, providing space for messages to connect, resonate, and move consumers.
In it for the long haul
For Hazel, staying engaged with the creative process is vital for maintaining brand consistency and memorability.
"You can tell when someone's enjoying creating something, it really comes through in the work" she says. The path to a memorable brand involves a thoughtful mix of naming, clever design, and consistent messaging to create lasting emotional engagement. If you’d like to find out more about making your brand more memorable, get in touch with us here at Dave Clark.
