The brands we recall easily are the famous ones; they are legendary, well-known and have more than success in common. These brands contain a brand element that over time has become entrenched in society and is synonymous with the brand.
Brands can be made up of a number of elements. These include (but are not limited to) a name, logo, symbol, shape, letter, slogan, nickname and character. Let’s now look at the elements that make up some of the world’s most recognisable brands.
Logo – The Siren logo is a recognisable sign for Starbucks. So much so that they have been able to remove coffee from the logo and everyone still recognises this as the coffee chain. The team at Starbucks discusses the evolution of the Siren logo in their blog. Read it here.
Image source
Name - Some brand names have become so widely used that they are now entrenched in society. Examples of these brands include Hoover, Kleenex, Xerox. Surely you have heard someone utter one of the following phrases. “I’ll Facebook you about it.” “I’m in the middle of Hoovering the floor.” “Can you pass me a Kleenex?” The team at the Brand Strategy Insider discussed Brandverbing in their blog, read the post here.
Symbol – Prior to Apple being the juggernaut it is today, the image below would have symbolised a simple apple. But today when seeing this symbol, the first thing you will think of is the brand Apple, the maker of iPhones, iPads, etc. The team at Apple have cleverly marketed their products with sleek, stylish designs and of course they all have the Apple logo. Learn more about the Apple logo here.
Image Source
Nickname – Some brands are identifiable by the nickname society gives them. This was demonstrated by McDonalds for Australia Day earlier this year. Everyone knows Australians are mad for a nickname – Davo, Johnno, Dazza, barby, bottle-o, arvo, etc. etc. So to celebrate Australia Day in 2013, McDonalds changed their name to Macca’s. In doing this they demonstrated the power of a brand nickname. So interchangeable is the nickname Macca’s in Oz, that they created a marketing campaign around the rebrand. Read more about the campaign here.
Image source
Tagline/Slogan – Clever marketing by the Nike team has ensured their slogan, Just Do It, has become entrenched in their brand and society. For many years now Just Do It has appeared in all of Nike’s marketing, and has become synonymous with the brand. So much so that it is also as well-known as their Swoosh. This video explains the evolution of the slogan and how it has become a mantra for society.
Image source
In all the examples discussed above, these brands have created an identity for themselves to become a household name, instantly recognisable by a single brand element.
No comments:
Post a Comment