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Two Simple Elements for a Super-Sticky Brand Image

A close up of the head of a liquid glue that is oozing with an excess glue

What can you do to make your brand image stick in your prospects’ minds?

This post isn’t about copywriting, or brand promises, or taglines. I’m talking solely about your visual brand.

When you’ve finished reading this, you’ll know the two visual elements you must master to make your brand unforgettable.

First let’s talk about what we remember when we think of iconic brands.

Look at the images below. They’re not logos, but they look suspiciously like some well-known brands. Do you know which ones they are?

Name that brand

brand building lessons from a successful brand

brand building lessons from another successful brand

brand building lessons from yet another successful brand

I’m betting that Coca-Cola, FedEx and Starbucks came to mind. The images above don’t say those names. So what is it that defines the brands?

Color: A brand’s best friend

All three companies use color very consistently in their marketing materials, no matter where it’s printed or displayed.

  • Coca-Cola red is recognizable on everything from bottles to delivery trucks to web ads on an iPad.
  • FedEx purple and orange make for an unusual color combination you can identify from a block away
  • Starbucks’ corporate green and black is featured on cups, signage, napkins and in their store decor.

You can put color to work for your business, too. Choose two main colors, and use them consistently in everything you do, just like Coca-Cola, FedEx and Starbucks.

If it’s good enough for them, it’s good enough for you! Need help? Visit this page for in-depth business color resources.

Typefaces: Your brand’s voice

These companies use typefaces very consistently to identify their brand. Coca-Cola’s hand-drawn swashes, FedEx’s streamlined Futura font, and Starbuck’s block-like sans-serif provide a voice and personality for their marketing messages.

Well-chosen typefaces will do this for your business, too. To start, pick two — no more — that communicate the “personality” you’d like to associate with your business.

Is it corporate? Friendly? Classic? Frilly? There’s a font for every kind of brand. To get help choosing and using typefaces, visit this page for information and a downloadable font combinations resource.

And now, a test. I’ll go first.

If we took your business name away and just used your colors and typeface, would people recognize your brand? What do you think?

creating a brand that holds up even with different text

How would your visual brand hold up? Let’s talk about it in the comments.

Pamela Wilson

Pamela Wilson is the Chief Marketing Officer at DCS. She’s the creator of the Offer Accelerator Program. Learn more about Pamela’s content marketing books, and read reviews of the tools used to run this site.
Pamela Wilson coaches people in midlife to build profitable online businesses
I’m Pamela Wilson

In 2010, at the age of 45, I started this site and grew it into a business that offers freedom, flexibility — and consistent revenue.


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