Written by Rachel Schultz

Roar
\ ˈrȯr \

roared; roaring; roars

Definition of roar (Entry 1 of 2)
intransitive verb
a: to utter or emit a full loud prolonged sound
b: to sing or shout with full force

A strong and effective brand can help your business be more successful, and at times can also determine where your business currently stands among its competitors. This is one of several reasons why creating a strong brand identity is extremely important for your business.

Let’s explore five elements that help make your brand roar. Whether it’s ten years old or ten months old, your brand is ensured to be loud and proud when utilizing these tips.

Purpose

The key to maintaining a brand is to never forget its purpose. Sure, we create brands to please a consumer’s eye, but we also establish them to serve as a symbol – a symbol to remind consumers and ourselves of our mission. A great example of this is Walgreens. The simplistic red cursive word is easily recognized by the public and also utilized in additional campaigns to support their mission and consistently reiterate their purpose.

One of Walgreens’ values is to practice community service and outreach. Continuing to incorporate the bright red and giving back attitude, Walgreens has served as the exclusive retailer of “Red Nose Day.” “Red Nose Day” is a campaign to end child poverty, raising money and awareness to help keep children in need safe, healthy, and educated in communities across America and around the world.

In its first six years, “Red Nose Day” has raised more than $240 million and positively impacted the lives of more than 25 million children. Who would’ve thought a red nose could make a brand roar?

Emotion

Any experienced public relations professional understands that emotions are a key contributor to the way consumers make decisions. At times, it is hard to avoid following the latest trends or color schemes, but a brand that roars emotion is unforgettable.

In 2004, Dove launched the Real Beauty campaign which targeted women and young ladies to realize their self worth and place a new empowering look on their bodies. This brand struck a substantial amount of emotion within myself as a young lady who is used to brands selling themselves to make me feel prettier. The women pictured in the campaign were diverse in skin color, different sizes, and imperfections. No professional models were used, only women as they appear in real life. Now that roars!

Memorability

Throughout middle school, I survived many long dreaded bus rides with the Logo Game found in the app store. This game is fairly self-explanatory: you type in the name of the distorted logo and if you guess correctly the full logo appears. At that time, I considered myself a master for a 13-year-old girl. Each level got more challenging with brands that weren’t easily recognized.

Your logo can seriously make or break a consumer interest within your organization. Standing out against competitors can be a difficult task, but understanding and knowing your target audience can simplify this. After determining a key demographic, utilize a style guide. Gather thoughts and ideas of how you want your public(s) to feel when they see your brand. An example of this is Target. Not only is it a very self-explanatory brand, but have you ever complained about being on target? Didn’t think so. This multipurpose store does a fantastic job at roaring at its customers, suggesting that when you shop with us, you will always be on target.

Flexibility

If 2019 taught us anything, it is to be easily adaptable! Yes, even your brand too. When you take a moment to look at the evolution of specific brand designs, which specific logo comes to mind? My mind instantly travels to Doritos. This brand has had at least six different designs/logos within the past 50 years. Frito Lay masters the art of staying up to date with the latest trends, while also avoiding confusion for their loved customers.

With my current experience in a non-profit organization, our brand changes all the time. No, it is not in our budget to have a logo change like Frito Lay, but there are other ways around this. Our
brand roars in pink for the month of October to support breast cancer patients in our community. This is a simple trip to Photoshop and a logo change in Facebook. Find what fits your budget but don’t let your brand get too dusty!

Repetition

The more people see or hear something, the more they remember it. As mentioned before, I like to think I was a master at the Logo Game because specific brands were very active in my life.
Walmart, Target, Starbucks, and Dominos are great examples. Now 22 years of age, some of these brands have shifted while places like Walmart have remained stagnant.

At times, specific brands are as blessed with others when it comes to repetitiveness. To be more specific, everyone needs groceries. Not everyone needs a new car. Walmart has a powerful advantage of offering a plethora of not only goods but also services. You must use your brand and your logo to the best of your ability without being overbearing. New work polo? Add a logo. Creating an invite? Don’t forget the logo. Placement is everything.

When all of these elements are incorporated within a brand’s identity, it leaves little room left for confusion. Developing a recognizable and unique brand is the easy part, while maintaining it may be a little harder than you imagine.