Want to build a brand choose brand elements wisely

To build a brand the brand elements should be the foundation for all branding decisions. There are three key brand elements that brand managers need to consider to effectively building a brand; is it memorable, is it meaningful, and is it likable? These key branding elements will inherently determine a brands success.

For the brand to be memorable it needs to be easily recognized and easily recalled by consumers-customers. Brands should be designed to be intrinsically memorable by selecting attention grabbing names, symbols, logos, and slogans. To make these brand associations more memorable the goal should be to design them to be attention grabbing. The more attention these elements are able to generate the more recall power they will have with consumers-customers.

To make a brand meaningful it should be descriptive and persuasive regarding the product or service. Consumer-customers should be able to instinctively know what type of product the names, symbols, logos, and slogans are representing. Additionally, the brand elements should persuade consumer-customers that the product or service possesses key attributes or benefits that they place value on. To make a brand meaningful the brand communication should consistently present general information about the category of the brand and the attributes and benefits of the product or service.

Brands are much more successful if they are likable. To make brands likeable marketers should design branding materials that are aesthetically pleasing and visually interesting. The visual associations with brands should always be considered and be of very high quality. To make brands likeable they need to be associated with aesthetic sound, text, and imagery that will appeal to consumers-customers.

By developing memorable, meaningful, and likeable brand elements the product or service companies will enjoy many advantages. With the amount of noise in the world today the best strategy to build a successful brand is to build a foundation that is memorable, meaningful, and likeable. The consistency of these elements will increase the brand equity and allow for product or service recognition and recall. This is the goal of branding to increase the mindshare in consumers-customers.