What’s the value of great brand imagery? It’s not just the power of consumer recognition, it’s a huge element of your overall brand personality. It’s also a crucial part of building brand awareness, and that’s not something a successful brand can do without.
Imagery is a powerful opportunity to enhance brand marketing and put your company front-of-mind for consumers. That means creating the foundation for branding and brand identity that resonates with an audience now and into tomorrow. Brand logos are perhaps the most obvious example of that.
Remember, awareness is the essential first stage of the purchasing funnel. Brands that generate high awareness and find themselves in the initial consideration of a consumer journey can be up to three-times more likely to be purchased than brands outside it.
Brand recognition and awareness are the gold-star of good brand imagery, and colour has an important part to play in strong branding and brand identity. Studies have shown that colour can increase brand recognition by up to 80%. Of all colours, blue seems to be the preferred colour for 33% of the top 100 brands.
Brand imagery isn’t just one single thing, it’s the whole aesthetic that’s represented by your brand. But perhaps the easiest place to explore that importance is with iconic brand logos and the colours palettes to match. So let’s take a look at 5 global brands that exemplify the value of great brand
McDonald’s
Oh those beautiful golden arches. Depending on your preference, it’s either the sweeping gateway to a McNugget-laden paradise or the icon of rabid global consumerism. Whichever it is, there’s no doubting that McDonald’s brand imagery is instantly recognisable on an international stage.
The iconic arches actually began life as a physical design feature at the very first franchised McDonald’s store in the 1950s. When the fast-food chain was purchased in 1961, the Golden Arches were incorporated into a wider brand logo. And so a legend was born.
What’s particularly powerful about the McDonald’s brand imagery in this regard isn’t just that the arches themselves are so recognisable, it’s the consistent use of golden arch and bright red as a primary colour that have proved a timeless hit.
Nike
Brand imagery is a core component that has contributed to Nike being the global leading sports brand. That simple Nike Swoosh and the tagline ‘Just Do It’ create brand awareness that defies geography. Wherever you go, Nike will be there. What’s more, people will never fail to recognise the brand for what it is.
One of the most impressive elements of Nike’s iconic brand imagery is it defies the usual narrative around the importance of colour. The traditional logo might well be a simple black on white, but the Swoosh is transferable to virtually any sporting goods in any colour, and yet still garners immediate recognition. I bet the guy who designed the Nike logo for US$35 in 1971 is probably kicking himself a bit now.
I bet he’s kicking himself with Nike trainers though.
Air Asia
It’s pretty clear that Tony Fernandes understands how to gain attention. While it might be flying through turbulent skies currently, the airline that he and Co-Founder Datuk Kamarudin Meranun purchased for a token fee in 2001 is now a globally recognised business. There’s no doubt that savvy purchasing decisions and a booming aviation market played a big part in early success, but clear, effective brand imagery had a valuable role in the journey.
AirAsia’s simple, red and white logo and consistent brand imagery makes its planes instantly recognisable throughout Southeast Asia. It means that every plane that lands or takes off, that skims the rooftops on landing or cruises into the sunset, creates a recognisable and iconic slice of brand advertising. That’s why great brand imagery can be so impactful – because of the power to turn any surface into a potential advertising space for your brand.
Apple
I mean come on guys, it’s just a half-eaten apple, right? Not so much. The Apple brand logo is another example of brand imagery that is famed the world over. I think that’s partly down to the fact that iPhone users never fail to wave them around and let you all know they’ve got the latest model.
The Apple logo and accompanying brand imagery has developed into a status symbol for technology, and even spawned complex legends about the history of the design. What it does reveal is how intrinsically a brand image can be interlinked with perceived brand value. If you develop a brand that people recognise and trust, and a logo or imagery that they trust to go with it, you’re building a huge opportunity for your brand. You can probably even charge people US$1,000 for a phone, and they’ll be glad for the privilege.
Not bad for a half-eaten apple..
Michelin
Michelin offers a particularly intriguing brand imagery, one part strangely adorable Michelin Man, one part smart colour palette and clear brand consistency. The Michelin Man, or Bibendum as he’s rightly known, has been around since the early days of the brand at the turn of the 20th century. He represents the very real human element of brand imagery—essentially a character designed to personify the ethos of the brand.
Bibendum also reveals the intriguing way that brand imagery evolves over time to represent the needs of a brand. In the early 20th century, Bibendum was a character very much portrayed as the upper class. His cufflink-adorned, cigar-smoking demeanour represented the customer base that could afford the luxury of automobiles at that time. As the brand’s customer base has evolved, so too has this iconic poster-boy for the brand imagery, with the latest change in branding and brand identity in 2017.
From Colours and Taglines to Fostering Lasting Perceptions
The value of great brand imagery transcends design and art. It has the power to cultivate brand ambassadors and build long-lasting relationships with the people that matter most—your audience. Unlock the power of creating great imagery for your business with us at Content Nation— all fun, no fuss.
