In branding, brand elements are the framework to distinguish the brand by creating strong and positive bonds, awareness and feelings. Please think of the first brand that comes to mind, now think of why they come to mind. What sets them apart? To build the brand elements, there are six components that can guide us in the right direction. Let’s take a look through them all.
One of the main points to consider is how to make the brand memorable. Making it memorable by creating your mark be easily recognizable that it clicks for someone when they see it.
People usually connect with a brand because of its meaningful story and its relation to them. There are two types of meanings to evaluate descriptive and persuasive. Descriptive is the general information about the brand and persuasive is the specific information to brand traits.
There are ways to make a brand ‘more’ likable by considering different elements. Creating an aesthetic and pleasing look, creating quality content that interests and attracts the consumer, can set the brand apart.
With the brand, there should always be a bigger picture. The transferable element needs to add to the brand’s equity in their lines and categories but also in market segments and expand geographically.
The world is constantly changing, and brands always have to adapt and adjust to fit the world of today. They need to be ready for change by being flexible and accepting that it can happen whenever.
With a brand, there will always be a possible threat lurking around. It’s necessary to protect the brand legally and internationally to avoid all competition and strife.
For example, a brand like Spanx uses all these foundational blocks. Let’s analyze how Spanx uses all these elements with their company. It’s memorable because her company has built such a company that her brand is known as the shapewear brand. It’s meaningful by giving her consumers confidence and is the recognized shapewear in the market. It’s likable because she makes unique content and offers resources and guidance professionally and through the brand. It’s transferable because it’s a solution for all women that can be taken anywhere. Adaptable because they have made various cuts and styles to work with anything women are wearing. Protectable because they have set themselves apart from the competition and have guarded themselves against other possible outcomes.
These six brand elements are essential to reflect on when creating, modifying and accelerating a brand. Consider these factors when building the blocks of your brand.