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Best Practises
How to create a unique and memorable brand
February 2, 2025
A strong brand isn’t just a logo or a catchy slogan; it’s how people perceive and connect with your business. Brands with a clear identity attract loyal customers, command higher prices, and stand out in crowded markets. Think about big names like Nike or Apple. These companies aren’t just selling products; they’re selling experiences, values, and trust.
Understanding your target audience
The first step to building a successful brand is knowing who you’re talking to. What are their needs, values, and pain points? Without a clear understanding of your audience, it’s easy to create a brand that doesn’t connect. When you align your branding with the user’s perspective, you’ll stand out in their minds and be memorable.
Comparison table: strong vs. weak branding
Strong Branding | Weak Branding |
Clear values & mission | Confusing messaging |
Consistent visuals | Inconsistent logo & colors |
Emotional connection | No personal engagement |
Engaging storytelling | Lack of brand personality |
Brand values
Your brand’s core values are its foundation. These principles guide every decision you make, from marketing to customer service.
Questions to define your values:
What does your business stand for?
How do you want customers to feel about your brand?
What problems do you solve, and how do you approach them?
Example: Patagonia’s commitment to environmental sustainability resonates through every aspect of their brand, from product design to their activism campaigns.
Craft a memorable visual identity
Your visual identity is what people notice first. It includes your logo, color palette, typography, and overall aesthetic. Together, these elements create a cohesive brand presence.
Steps to build your visual identity:
Choose a color palette: Colors evoke emotions. Blue conveys trust, red signals excitement, and green symbolizes growth. Pick a palette that aligns with your values.
Design a versatile logo: Your logo should be recognizable and adaptable for different mediums, from websites to business cards.
Select fonts wisely: Fonts communicate tone. Serif fonts feel traditional, while sans-serif fonts are modern and clean.
Pro tip: Maintain consistency by creating a brand style guide that outlines rules for using your visual elements. This ensures a uniform look across all channels.
Tell a compelling story
Stories are memorable and emotional. Your brand story should explain who you are, what you do, and why it matters.
Structure Your Brand Story:
The beginning: What inspired you to start your business? This is your origin story. What motivated you to create your brand? Did you notice a gap in the market? Was there a personal experience that led you to start?
The problem: What challenges do your customers face? Identify the pain points your audience experiences that your brand aims to solve. What frustrations do they have with existing solutions?
The solution: How does your brand uniquely address these challenges Explain how your business offers a better alternative. What makes your approach different from competitors?
The future: What’s your vision for the future? Share your long-term goal or mission. How do you want to grow, innovate, or make a bigger impact?
Example: Oatly has built its brand around a powerful story of sustainability and rebellion against the dairy industry. Through bold messaging, humor, and transparency, they’ve created a loyal community that connects with their values.
Leverage brand consistency
Consistency builds trust and recognition. Ensure your messaging, visuals, and tone align across all platforms.
How to maintain brand consistency:
Create a brand style guide: Define your logo usage, colors, fonts, and tone of voice.
Use templates for social media and marketing: This ensures a cohesive visual identity.
Keep messaging aligned: Whether on your website, ads, or emails, your brand voice should feel familiar and authentic.
Regularly review and refine: Check for inconsistencies and adjust as needed.
Incorporate data and feedback
Strong brands evolve based on customer feedback and market trends.
How to Gather Insights:
Conduct surveys or interviews with your audience.
Use analytics tools to track engagement and behavior.
Pay attention to reviews or comments online.
Example: Slack’s initial branding focused on tech professionals, but they refined it to appeal to teams of all sizes after analyzing user feedback.
Avoid common branding mistakes
Branding is an ongoing process, and missteps can be costly. Here are a few to avoid:
Inconsistency: Using different styles, colors, or messaging across platforms.
Overcomplication: Trying to communicate too many ideas at once.
Ignoring Feedback: Failing to adapt based on customer input.
Final thoughts
A strong brand isn’t just about visuals, it’s about telling a story, building connections, and staying consistent. By implementing these best practices, you’ll create a brand that resonates and stands out in the market.
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Explore my work
Web Design
Karlsson bil
Karlsson Bil is a car dealership based in Varberg, specializing in buying, selling, and restoring vehicles, including the exclusive Lignon Scandinavia line of handcrafted Land Rover Defenders. I worked on designing a website that blends the heritage of the classic Defender with a modern, sleek aesthetic. The focus was on creating a smooth, intuitive browsing experience, making it easy for users to explore the inventory, learn about bespoke restorations, and navigate the buying and selling process with confidence.
Tools used
Wix Studio & Custom code
Web Design & Branding
Carin Fredén
Carin Fredén is a Malmö-based photographer and photo editor specializing in high-quality business photography and visual branding. Her website showcases her work and services, helping businesses enhance their visual identity through images.
Tools used
Wix Studio, Figma & code
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