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Your visual identity is like a bait - its goal is for people to recognize your brand.
Your name and tagline are like anchors. They create a bridge back to the experiences your audience has already had with your brand.
The more impactful your visual brand identity, the higher the chance of recall.
The more memorable your name and tagline, the higher the chance of landing the anchor that leads back to the memory and builds the brand in the mind of your audience.
The experiences that your audience has with your brand are all stored in their memory, in the limbic system of their brain.
Some of those memories get lost easily, while others stay top of mind.
But the key is to be able to bridge the gap to their memory so they easily recall all of those instances that you have built in the past – those messages, those stories.
Here's what most people get wrong:
They think they need to overcommunicate everything, that they need to get their audience to remember everything.
You don't.
They don't need to remember everything.
They will store their experiences in their mind somewhere.
What you need to do is focus on bridging the gap for them to easily recall those memories. and that's what the visual identity, name and tagline do.
If you can get them to remember the name or tagline, that bridges the gap to their memories so they can easily go back in and recall those memories.
And this is how you build a brand. We build a brand in the mind of our audience.
And that's why said it might be better to have no logo than a bad logo.
You can actually LOSE credibility and trust with a bad logo. 😱
Branding is about managing expectations.
If your name or logo doesn't match your message, people will be confused.
❌ Lower trust.
❌ Lower conversion.
❌ Lower retention.
Think about what YOUR logo and business name are communicating.
Is it congruent and expresses your business vision and values? 🧐
I'll show you some examples in the next email. Stay tuned!
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