What makes a brand unique?

THE WORLD OF BRANDING CAN BE A BIT CONFUSING FOR SURE, AND FOR ANY NEW BUSINESS OR PROJECT THAT GETS STARTED THERE MAY COME THE QUESTION OF WHAT SHOULD I START WITH – A LOGO OR A BRAND IDENTITY?

Each and every brand is unique, and as businesses owners and designers we are all seeking to highlight the things that make a brand stand out and be special. So what is it that makes that happen?

A lot of businesses may feel that what they do or what they make, is the thing that makes them unique. However, many brands are competing in the same areas, producing similar things and what they do isn’t necessarily the thing that draws us to them. 

Think of it like this. If you meet a new person you might resort to asking them what they do – not knowing them very well this is a relatively normal thing to do, and the answer most likely won’t lead to a super interesting conversation even if you’re talking to an astronaut (unless you’re super into space). It’ll reveal something about that person, but it won’t necessarily make you remember them and ‘what they do’ isn’t the thing that makes them completely unique. 

However if you start to have a conversation with them, you start to get excited, you relate to them on topics. You might find out what their childhood was like, or how their friends would describe them. You’ll start to understand them more, understand what motivates them, what they are scared of or what music they like. 

That conversation is something that will build up a picture in your mind about who they are and what they’re like. And that picture will only get more refined the longer you know them and the more you spend time with them. You start to realise that uniqueness doesn’t come from one thing, it’s really born out the sum of all of its parts.

What makes a brand unique is exactly the same – the way a brand looks, speaks and acts. The story of how and why it started, the way they make their audience feel through experiences with the brand. And the real life value a brand is able to offer their audience and the inspirational things they might do.

It’s important when you’re building a brand or branding your business to consider all of these things as you start to grow. That’s what’s going to make you and your brand unique.