How is it that successful brands can cut across cultures and vast chunks of geography to appeal to all walks of life? After all, there are iconic labels that are recognizable in virtually any country or any language — just think Coca Cola. The answer may be simpler than you realize. Brands and labels that connect universally focus on the everyday person.
But how can a label have an impact among such a diverse group of peoples and interests? Again, by focusing on everyday, commonplace emotions such as happiness or satisfaction. Things that make you feel good like to remind you that they do. That upbeat chime ubiquitous in McDonald’s advertising is designed to make you feel, well, upbeat. Here are some other tricks of the trade to make labels memorable.
Appeal to the common consumer. Successful labels think in advance about what families like universally, then try to achieve that emotion. It may be as simple as introducing a product or expectation that a child likes, which, in turn, makes the parent happy. Again, McDonald’s and other fast-food brands mastered this art by introducing children’s toys with their food. Now, it is part of the experience — for everyone.
Brand essence communicated by a logo. Really good logos don’t pop up overnight. It takes years of market research and testing to settle on the type of text, font, image, color and more. Yet, the logos and labels we immediately recognize probably force us to associate some emotion — and therefore a positive opinion about the brand. It takes time but it makes a difference.
Be intentional with color. Plenty of studies exist that prove color evokes emotion. That is not lost on brands who must make color determinations when creating logos, labels, images and merchandise. While foods often choose earth tones or greens, tech companies often prefer cool tones. Then there are the brands that are recognizable by a single, consistent color — think brown for UPS or orange for Home Depot. Whatever the decision, color can make or break a brand.
What are your favorite techniques for creating memorable branding and labels? Are there things companies are too timid to try? While you ponder that, don’t forget to visit our social channels for the the cutting-edge trends in labeling.