We review 11 fundamental points to create a solid, convincing and personality brand image, touching on key points such as humor, the logo, the naming process or the importance of storytelling.
Oscar Wilde said that of “be yourself, everyone else is already caught.” To make your brand image breakthrough, attractive and uniform, do not miss the opportunity to squeeze the following tips.
Squeeze the naming process
Choose the name of your project is essential and if not, think of the names with more hook of the market, from Microsoft to Nike, Amazon, Samsung, Windows or Nestle. As notes to complete your naming process, it is essential that you evoke your own personality, be easy to remember, pronounce, spell and write, that is record able and has connotations that evoke the essence of the project. If it is short and intuitive, much better. You can also apply the principles of storytelling. Oh, and do not forget the domain!
It is one of the fundamental elements of your corporate identity and an opportunity to dazzle and captivate your followers. It is essential that the logo is simple and that it has no more than two or three colors. Including something eye-catching is the key to success, or would you remember Apple’s apple if it did not have the bite? As you want to highlight the usefulness, evoke emotions or awaken curiosity you can apply different principles of neuromarketing
Explore typographies, study sources, their size and their adaptation to digital media or mobile devices, tell a good story and reflect your brand philosophy in the symbology of your logo.
Check out the various online tools for testing and tinkering with your next corporate logo. You can also contrast its originality on platforms such as Logo Thief to avoid plagiarism.
Uses the psychology of color
Corporate colors convey sensations to consumers that vary according to their sociocultural environment, their individual tastes and even the physical effects they produce. For example, blue suppresses appetite, yellow causes more eyestrain, and red increases blood pressure.
If we talk about how colors are usually used as codes in the advertising framework, white is sober and bright and usually transmits seriousness and professionalism, so it is used by many tech and health brands. Red is emotionally intense and symbolizes very different points such as prohibition, love, passion or violence. It is usually used for sports, games and vehicles, transmitting a lot of energy.
Green is associated with safety, the power of healing and spiritual balance, representing growth, fertility and freshness. It is usually found in medical products, environmental initiatives, associated outdoor brands and also financial and banking products. For its part, blue relaxes and calms, is more linked to intelligence and consciousness, being used for cleaning products, high precision and technology. In this article we tell you how to select the most appropriate color range according to your type of brand.
Write your internal manifesto
Taking the will of numerous artistic vanguards, creating a brand manifesto can help you to proclaim the intentions of your project. Synthesizing your purposes in concise and energetic points, the values that inspire the initiative, your firm convictions and the mantras and slogans to follow, you can clearly visualize your assignment and transmit it in a powerful way. The California studios of the IDEO Company, product Development Company, encouraged the staff: “encourages wild ideas” and “takes advantage of the ideas of others.” You can inspire yourself by reading the manifestos of Surrealists, Dadaists, De Stijl and the Situationists.
Make your own storyboard
The simple fact of drawing an idea helps to develop it and allows complexing the initial approaches of any creative process, including the brand image. Storyboards are made, as you can do yours.
If you can think of something, garabatealo on a napkin, make connections and use the clarity to crystallize your ideas. The visualization and the sketches allow sharing the first steps of any project with collaborators and clients. You can also use online tools such as Pixton or Canva.
Take the ideas out of your personal life
As stated by Al Jean, one of the writers of The Simpsons is key “to get ideas from real life”. Your past, your family, your problems, your internal conflicts, your education or the news you read in the newspaper can be a source of inspiration.
Cross the borders of different disciplines
Just as the collections of the big fashion companies show on the catwalks inspirations in diverse cultures, gastronomy, design or religion, crossing borders and putting the spotlight in other disciplines can help you to scratch and find the desired originality.
Applying an existing format from one field to another can lead to great innovations. For example, Owen Maclaren created the first baby stroller using the system for the landing gear of the Splitfire fighter aircraft of World War II. Try to apply concepts of theater to design, to be inspired by the functional designs of everyday objects, to drink poetry or musical refrains for your slogans and a long etcetera.
Use the brain acrobatics of humor
Writing and telling jokes can be a shortcut to think creatively and boost the necessary mental agility that any brand image needs. Listen to monologues, apply a sense of humor to your campaigns, resort to parody, study irony and analyze the mechanism of laughter and its impact on consumers.
Simplify to guess
Simplifying is the key to the great inventions of history, from the wheel to the broom, going through the light bulb. Try to find the maximum meaning with the minimum means to clarify and face the challenge that your brand involves. As jazz musician Charles Mingus said, “Creativity consists in doing the complicated simple”. You can experiment writing newspaper headlines, micro-stories in the form of tweets or inspiring examples such as the Crystal Palace or the houses of Thomas Edison, created with a single type of concrete.
Trust your intuition
Your intuition is a gift and a powerful tool that you must develop, polish and use. If in solving the challenges of your brand image you perceive that kind of spontaneous conviction that comes from within, obey the hunch and do not ignore this kind of premonitions. If your insides tell you that you are taking the right direction, why deny it? Not in vain we have 100 million neurons in the walls of the stomach and intestines.