34 thoughts on “Two Simple Elements for a Super-Sticky Brand Image”

1. Nope, I don’t believe my brand would stand out. I can spot this when I look at other blogs, but have a hard time defining it and recognizing it on my blog. It is sometimes hard for people who are versed in Marketing to put their advice to work on their own stuff. It is kind of like we are too close to the tree to see the forest.

   • I agree, Nicole: it’s challenging to step back and see it from the outside.

     Do you have a group you can ask for feedback from? It’s fascinating to hear how others perceive our brands: it can be very educational!

2. I have to point out that early this year Starbucks ditched the black and the type from their logo. Now it’s the green mermaid/siren icon. https://assets.starbucks.com/assets/5a106e41fe954581999566a4293ced89.jpg

   • Thanks, Brad. The Starbucks around here still say “Starbucks.” Are you saying yours has no name at all, only the mermaid icon?

     • I don’t think the stores have all changed out their logos, but I think they changed the cups in April.

       • I see! Were you able to recognize it still? That green and black is so ingrained at this point that I suspect they’ll be associated with the brand for years, even if they’re changing it now.

         • I think they’re banking on the signature green since it’s the color of their straws, the aprons (unless you have a rare and famous elite “black apron” barista) and the logo. They decided to go all Nike and drop the type and reduce their logo to the mark.

           That said, I think they’ll always have a logotype in some form, since their name needs to be written out in some way. Just not wrapped around the mermaid anymore.

           They’ve changed it on their website and other materials. I think it’s still pretty recognizable.

         • It’s a daring move: not something I’d recommend to a small business, for sure. It will be interested to see how it shakes out!

   • I actually never knew it was a mermaid on the logo. Interesting that they are reducing the logo as much as they are. It gives me a totally different impression of them. Now I am picturing mermaids swimming around cappuccinos. Is that the impression they want me to have? Just curious what do you get the impression of when seeing the logo?

     • I was surprised to hear it, too. Sometimes you wonder what these big corporations are thinking when they make these decisions! (Or if they’re thinking …)

       • I can’t say I’m entirely surpsrised, really. I’m originally from the Seattle as well, and my favorite location had the mermaid face instead of the word Starbucks on their logo. From a marketing standpoint, I’m sure they’re convinced that the colors are what’s iconic, not the word.

         It’s not like they’ll be the brand formerly known as Starbucks, after all. 😀

3. I totally missed FedEx, but got the other two immediately.

   As for my newly-launched brand, I’m hoping that it will eventually become that iconic (heck, it’s so new that I can’t always recognize it).

   Re: Starbucks, even in Seattle the only thing that has changed so far is the cups.

   • Hmm … maybe if I put the fake FedEx logo on the side of a truck? Context probably would have helped. 🙂

     And thanks for news from Seattle. I’m going to pay more attention to see if I notice the branding change as it trickles over to the east coast.

4. Hi Pamela, I don’t know if my business is memorable by font or color, plus I’m not even sure it qualifies as a business site yet–working on that. I’ve recently improved the header a little, and I was going to change the font but decided to stick with the Orlando with Arial as my second font because 1) I’ve had it for over a year 2) it’s a little different, I think 3) it sort of goes with the topic of my blog (spiritual/self-improvement stuff which some people might call new agey, and I think Orlando sort of ties in with that).

   Slightly off-topic: you know that Elmer’s glue bottle in your pic has symbolic significance, right? And you’re waiting for someone to comment on it? 😉 Marketing isn’t really my background but literary symbolism is, and it kind of crosses over into the visual w/advertising and all that. So yeah, I got a giggle and it brought me to your site to comment lol 🙂

   • OK, now I’m intrigued! I want to hear about the symbolism. I can imagine a few things, but you waded into it … spill the beans!

     I chose the shot because it was the simplest of all the ones I reviewed. And it conveniently points directly at my opt in form on the right. Sneaky, huh?

     (And it’s working: lots of sign ups this week! Hmm … maybe it’s the symbolism that’s doing it …)

     • lol Didn’t Magnum ice cream ads get banned in the US for being too overtly phallic for our Victorian tastes? Meanwhile, if you’ve ever visited Philadelphia’s City Hall…aka Philly’s Phallus…. now lay that on its side like the glue bottle 🙂 And if you look at City Hall from a different direction: https://www.weirdus.com/states/pennsylvania/roadside_oddities/ (3rd from the bottom, didn’t want to give the full link due to *gasp* certain words)..hey, I live here so I would know 😀

       Since the bulk of my grad studies was on this sort of thing not to mention my thesis, no big deal but I’m, erm, beating around the bush considering the mixed audience.

       I just figured you have a delightful sense of humor 🙂

       • Well, I do have a delightful sense of humor I’ve been told! 😉

5. Awesome post, Pamela! I’m a huge believer in selecting the right branding color, font, logo, look and feel… it should all convey a message congruent with your brand! Of course, no need to quite take it to the extremes that I do with my entire wardrobe, luggage and car in matching shades of blue! 🙂 Lol.

   Do you know my friend David Tyreman btw? He wrote a book called World Famous – you two should for sure connect! 🙂 (He’s @worldfamousco on Twitter).

   • Hi Mari!

     You do an excellent job carrying your brand color through everything. You’re right: it might seem extreme, but since you use a lot of web video it makes good sense. You are your brand, after all. And every time you appear on screen in that shade of blue, your brand is reinforced. Smart cookie!

     Thanks for recommending David. I’ll look him up right now. 🙂

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7. Hmm… Me thinks I’m stuck.

   My colors are Red/Orange/White (lots of white-space). But if you took my name away, what then?

   Looks like I have some work to do Pamela… 🙂

   • Have you ever thought of putting a photo of yourself up in the header, Ricardo? With a site that carries your name, it might make sense. What do you think?

     • Yes actually. This used to be my old header image: https://d.pr/3jqT

       I changed it when I switched to the minimum theme in order to accommodate the navigation on the upper right-hand side. I’m considering putting the photos back.

8. I told my designer, Rachael Acklin, that my favorite color combo is black, white and yellow with a splash of red, and I wanted a ‘diner’ feel to the site. I fell in love with the font on another site and asked her to use it.

   I think she got it just right. What do you think?

   • Your site definitely has that feel, LaVonne! Between the font and the colors, I think Rachael nailed it. 🙂

9. Hi Pamela, I love the way you chose to demonstrate the power of a great logo!

   But isn’t typeface a part of a brand’s visual identity? I thought ‘brand voice’ is about the tone of your communication and the words you use.

   • It is a part of the brand’s visual identity: that’s my point! If you choose the right typeface and colors and use them consistently, your brand will be recognizable even if you don’t use the company name.

     • It’s just that your subheading says, ‘Typefaces: Your Brand’s Voice’, and that’s what confused me.

       • It’s a euphemism in this case, Mark. Typefaces “speak” and colors are your “brand’s best friend.” I’m just being creative! 😉

10. I think I’ve got my brand identity fairly set from a recent conversation a friend had with my young girls. A truck drove by with a company name on the vehicle in large blue Zapfino lettering. My girls (4 and 6) cried out, “Kaelin Design! Mommy you bought a truck!” My friend replied, “No, Kaelin Design isn’t blue it’s a dark brownish black color.” I didn’t have to say a word… 🙂

    I still think it can use tweaking, of course, and after reading this article, I’ve made more conscious decisions about colors and repetitive usages.

    Thanks!

    • What a great story! You definitely sound like you’re on the right track. If 4 and 6-year-old children recognize your brand elements, you must be doing a lot right. 🙂

      • It’s not half as good as when we were in the grocery store, and the lady behind us commented on my necklace(the one in my avatar, and on my business cards). Before I could even say a word, my oldest piped up, “It’s Kaelin Design, and Mommy will give you a card.”

        • Priceless! Sounds like someone has a future in sales …

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