How to build a brand that sticks

Lia Bartley

Branding is like a first date. You want to make a good impression, but you also want to show a little personality.

It’s not just about slapping a logo on a product and calling it a day, it’s the whole experience. It’s how people feel when they interact with you. It’s how your business makes them think about their lives, their needs or even their dreams.

Let’s face it – everyone knows the Nike swoosh. Why? Because it’s more than a logo. It’s a symbol of aspiration, motivation and, let’s be honest, the idea that you might actually run a marathon one day (even if you haven’t run for the bus in years).

So, how do you build a brand that sticks in the same way?

Start by figuring out your purpose. What’s your why? No, not just the “we want to make money” reason. That’s a given. What’s your mission?

Take Apple, for example. They didn’t just want to sell computers – they wanted to “think different” and make products that were cool, sleek and just better than everything else. That’s a story people can get behind.

Once you’ve got your purpose, consistency is your best friend. You can’t have your website looking like a sleek, modern wonderland and then have your Instagram full of blurry pictures of your office coffee machine (unless that’s part of your branding strategy, which… well, I wouldn’t recommend it). Your brand needs to show up the same way every time, everywhere.

Think of McDonald’s golden arches. No matter where you are, you know exactly what to expect: fast, convenient food that’s probably better than what you could make at home (sorry Nike).

Emotional connection is where the magic happens. You don’t just want people to know your brand. You want them to feel it. Take Coca-Cola – beyond the sugary goodness in a can, their ads make you feel all warm and fuzzy inside. They’ve built a brand that’s tied to joy, celebration and nostalgia. So, how can you do that for your business?

Tell your story. Share your values. Get people to care. It’s more than just selling a product; it’s about creating a feeling.

But don’t forget to stay flexible. The world’s changing – just ask Blockbuster. You can’t stay stuck in the past, even if your business has a strong identity. Embrace the new, the unexpected and keep things fresh, but always stay true to who you are at the core.

A great brand is memorable, flexible and full of personality. Plus, let’s face it, you want to be unforgettable – just like that first date.

Need a logo that’s as memorable as the rest of your brand? Let us help. Check out our logo design service at Engage Web and let’s create something that’ll make people want to stick around.

About
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Lia Bartley

Content Editor at Engage Web

With years of experience in the financial sector, Lia has swapped the world of mis-sold PPI in exchange for life as an eagle-eyed editor at Engage Web, ensuring our wonderful clients have equally wonderful content on their websites.