All business-persons are taught from the start that branding should always be at the top of their list of plans. In fact, businesses are supposed to have brands right from the start of their existence and before any marketing is going to take place.
Brands are important to business because they are the factor that distinguishes a company or a company’s products from the others. It is similar to our own DNA blueprint that sets us apart from other humans even though we look similar to one another. Think of companies as identical twins: each looks the same as the other; however, each is also different from each other. That differences lies in the DNA or, in this context, the brand.
However, business-persons are also taught that they should not just make any brand. They should create successful brands that can hold out on their own against the other existing brands, so as to stand a chance in the fiercely competitive nature of today’s business landscape. They should exert enough effort to come up with memorable brands that the public can use to remember them by.
How does a businessperson know if his or her brand is destined to succeed?
A Brand Is Easy to Speak and Remember
People will not bother to think about brand names and taglines that are too long to recall. Hence, it is ideal to limit the name of a company brand to just one or two words. The brand name is different from a company name.
Take, for example, the famous computer brands of Apple and Microsoft. Apple can be easily remembered for its Mac line of personal computers and laptops, while Microsoft is known for its PCs and notebooks, as well as the Xbox gaming console. Apple is known as Apple Computers Inc. And Microsoft as Microsoft Inc. It can be difficult for people to remember Apple Mac computers if they are branded the same as their company names, as well as Microsoft, because they can’t be spoken so easily and quickly.
The Brand Tagline Appeals to the General Public
While the name is used to remember the brand, the tagline is intended for the target audience to understand what benefits they can reap from purchasing or subscribing to the brand’s products. One successful example is M&M’s “Melts in your mouth, not in your hand.”
Chocolates are inherently messy to eat because they can stick or melt in your hand. However, M&M quickly convinced its markets to partake of its products because its tagline tells them that their chocolates will only melt when placed in a person’s mouth. It managed to convince people that it has something that the other chocolate products do not.
It Has a Memorable Logo
People tend to equate memorable to flashy. While in some cases some flashy logos did become highly recognized, being memorable means that you create a logo that people can easily associate with you. Take, for example, the “M” in the McDonald’s logo. It is pretty simple, just a letter M rendered in a different way, but memorable nonetheless.
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