Beyond the Logo: How to Avoid Being a Forgettable Brand

Beyond the Logo: How to Avoid Being a Forgettable Brand

When you think of your favorite brand, what comes to mind? More often than not, it’s not just the logo, is it? It’s the voice they use when they communicate, the values they uphold, the unique experience they provide, and the way they make you feel. This is because effective branding is about much more than just a logo. Here’s why and how to ensure your brand is anything but forgettable.

A Logo is Just the Beginning

There’s no denying that a logo is a critical component of a brand. It’s the emblem people identify with your brand, like the golden arches of McDonald’s, or Apple’s iconic apple. However, a logo is like a handshake – it’s an introduction, not the conversation that follows. The strength of your brand lies in what follows the introduction, in the details that turn a brand from being just memorable to being impactful and engaging.

The Language of Your Brand: Fonts and Stylistic Guides

Think of fonts and stylistic guides as the dialect your brand speaks. They offer a visual consistency that communicates even before a word is read. Coca-Cola, with its distinctive Spencerian script font, offers an excellent example. Its consistent use of the font and its iconic red and white color scheme has helped it maintain a familiar and appealing brand identity. Ignoring this element can make your brand appear inconsistent, reducing its ability to forge a lasting connection with the audience.

The Persona Behind Your Brand: Voice and Image

Your brand voice is the persona behind your brand. It gives your brand character, makes it relatable, and enhances its appeal. The brand voice of Innocent Drinks, with its friendly and informal tone, instantly strikes a chord with its audience, making the brand feel more like a friend than a corporate entity. Alongside voice, your image style guide forms your brand’s visual persona. Apple’s consistent use of clean, minimalist images, for example, amplifies their brand’s core values of simplicity and elegance. Neglecting these elements can make your brand appear faceless, reducing its ability to connect with the audience emotionally.

The Heart and Soul of Your Brand: Values, Personality, and Story

Your brand values, personality, and story are the heart and soul of your brand. They are what you stand for and why you exist. TOMS Shoes, with its “One for One” promise and mission to improve lives, has successfully communicated a compelling brand story that resonates deeply with its audience. Ignoring these elements can make your brand appear shallow, reducing its ability to engage its audience on a meaningful level.

Knowing Your Audience

Understanding your target audience is critical to building an unforgettable brand. The more you understand about the people you are trying to reach, the better you can tailor every aspect of your brand to engage, resonate and convert them. Neglecting to understand your target audience can lead to a brand that is out of touch with its intended consumers, reducing its appeal and relevance.

Carving Your Niche: Brand Positioning

Where does your brand stand in the crowded marketplace? Your brand positioning should highlight why your brand is unique and why it’s the best choice. Dove’s positioning as a brand that celebrates real beauty sets it apart in the beauty industry, making it distinctive and memorable. Failing to position your brand uniquely can make it blend into the crowd, reducing its memorability.

A Consistent Journey: Brand Experience

The brand experience is about every interaction a customer has with your brand. Amazon, known for its unparalleled focus on customer convenience, shows how a positive brand experience can lead to loyalty and advocacy. Overlooking brand experience can lead to lost opportunities for building long-term relationships and loyalty with customers.

A truly unforgettable brand goes beyond the logo. It extends to the voice, the image, the values, the experience – every aspect that connects and resonates with the audience. A logo might make your brand recognizable, but it’s the details that follow the logo that makes your brand unforgettable.

The Importance of Brand Voice

In today’s world of social media noise, it’s become increasingly important for companies to have a strong and unique brand voice. A brand’s voice refers to the personality and tone that a business uses to communicate with its target audience. This voice is expressed through messaging and content, whether through advertising, social media, or other marketing channels.

In this blog post, I will help you understand why brand voice is crucial and how it can impact your business’s success. I’ll share information on how a strong brand voice can help you differentiate your company from its competitors, foster customer loyalty, and boost brand recognition.

What Exactly is Brand Voice?

Brand voice encompasses the tone, language, and personality used by a brand in communicating with its customers. It’s a way for a brand to convey its values, beliefs, and culture to its target audience. By using a consistent brand voice, businesses can help customers connect with their brand and understand what it stands for.  It helps align the visuals with the message you are wanting to convey.

Why is Brand Voice So Important?


In today’s overcrowded marketplaces, differentiation is key to standing out from competitors. A strong brand voice can help a business differentiate itself and rise above the notice by expressing its unique personality and values. This can help customers connect with the brand on a deeper level and create a sense of loyalty.

Increased Customer Loyalty

A consistent brand voice can also help to build customer loyalty. When customers feel a connection to a brand, they are more likely to become repeat customers and recommend the brand to others. A strong brand voice can help to create a sense of community around a brand, fostering a loyal customer base.

Brand Awareness

Brand voice can play a crucial role in increasing brand awareness. A strong, consistent brand voice can help to create a recognizable identity for a brand. This can help customers remember the brand and what it stands for.

How to Develop a Strong Brand Voice

Developing a strong brand voice involves identifying the values and personality of a brand and expressing them in a consistent manner across all communication channels. Here are some steps to develop a strong brand voice:

Define Your Brand’s Values

Begin by defining the values and personality of your brand. What does your brand stand for? What are its core beliefs and principles? Once you have identified these values, you can use them to guide your brand voice.  For example, if understanding and kindness is your brand’s value, your words will convey a tone of empathy and understanding.  In contrast, if your brand aims to establish your expertise in the marketplace, your words will be designed to convey authority.

Know Your Target Audience

Understanding your target audience is key to developing a brand voice that resonates with them. What tone and language will they respond to? What values are important to them? This information can help you develop a brand voice that speaks directly to your target audience.

Be Consistent

Consistency is crucial when developing a brand voice. Ensure that your brand voice is consistent across all communication channels, including advertising, social media, and other forms of marketing. This will help to create a recognizable identity for your brand and build customer loyalty and trust.

Evolve Over Time

A brand voice should evolve over time as a business grows and changes. Regularly reassess your brand voice to ensure that it still aligns with your brand’s values and resonates with your target audience.

In Summary

A strong brand voice is an essential ingredient for any successful business. It can help to differentiate a brand from its competitors, foster customer loyalty, and boost brand recognition. By developing a consistent brand voice that aligns with your brand’s values and speaks directly to your target audience, you can create a strong, recognizable brand identity that will help your business thrive.