Creative branding from a psychological perspective

The ‘Start-up Revolution’ is showing no signs of stopping, with over 627,000 new businesses opening worldwide each year, according to the Small Business Association estimates. In this ever-growing marketplace, it is becoming increasingly difficult to create a unique idea that makes your brand stand out from the crowd. Why would someone want to buy from or use your company rather than go to your competitors? How can your creative branding give you that edge?

Due to fast-paced lifestyles we are accustomed to in the 21st century, it proves a challenge to capture the attention and interest of consumers, let alone have an influence on their thoughts and behaviours.

The Brains Behind the Idea…

The human mind is a complex, versatile and frankly, clever machine. It is kept stimulated by interesting material and information in our environment; hence, most people are eager to learn, develop and expand their horizons. For this reason, companies aim to pioneer themselves with memorable marketing that captures the imagination of consumers and ultimately encourages them to stop and think about their brand.

It is possible to communicate numerous aspects of a business within one single logo; such as what they stand for, what they can offer to the consumer and their position in the marketplace. Creating a multi-dimensional logo, consisting of dual images and hidden meanings is an effective way to provide the consumer with as much information as possible in a single glance. Not only will the consumer gain a wider understanding of the company from a logo designed in this way, but they are also more likely to remember the brand and brand messaging if they engaged in cognitive processes to digest it.

There’s Method to the Madness

Hidden images and meanings within a logo can cause an element of surprise or an ‘aha’ moment for the consumer when they gain insight and realise the concept behind the branding. Following the discovery of a hidden message can create a ‘buzz’ for the consumer, which in turn, creates a ‘buzz’ around the brand. This effect allows the consumer to connect with your brand by allowing them to feel as though this is a personal message shared only between you and them.

The final step is for the consumer to share their findings and thought processes with others. The multiple layers to the logo often become a talking point, which can lead to an indirect increase in brand awareness. This is the end goal of this marketing strategy. Consumers have engaged and connected with your brand, through learning and memory processes, and then reinforced their memory of your brand by sharing it with others, leaving them with a memorable impression of your company that they won’t easily forget.

Some of Our Favourites….

Depending on how observant and stimulated you are by your surroundings, you may either be very familiar with, or surprised to discover the hidden images and meanings behind these well-known brand logos.

Toblerone has to be one of the most-loved chocolate brands, but I wonder how many people have noticed the hidden white bear within the mountain of their logo? Neatly hidden within the design to look like snow, this is a particularly difficult image to discern, which makes it all the more exciting when you spot it.

Of course, the bear carries a symbolic message. It reflects Toblerone’s origins in Switzerland, which is not only famous for their white bears, but also for the birthplace of Toblerone chocolate.

The branding logo for Le Tour de France is well recognised globally. Some of the letters of the word ‘TOUR’ have been manipulated to incorporate the image of a figure on a bike. The design is subtle and cleverly concealed, yet is not so discrete that it goes unnoticed. The splash of colour used for the front wheel assists in bringing out the hidden image. The warm orangey colour chosen represents the sunny weather France hope to receive during the summer season of this event

One final one for you now… The ice-cream brand Baskin Robbins is famous for their 31 flavours. This message is projected through their logo, by merging both the brand initials ‘BR’ and number ‘31’ together, which is brought out by an effective use of colour. Depending on whether your brain processes the colours or shapes first will alter which message of their branding you receive first… Which did you see first?

Written by one of our Senior Account Executives, Susie.