How to Become an Iconic Brand: Resonating with Consumers of All Ages
(BPT) - For companies, it has become important to have a clear, distinctive brand identity that make it stand out among competitors and position the brand as iconic in the mind of consumers. Thanks to social media platforms, consumers — especially the younger generations — are constantly exposed to brands who have been struggling to make a positive impression and stay impactful, working to build a brand identity that will enable it to be loved by consumers from all walks of life.
So, how can brands do this? A great example of this is LG Electronics and its newly updated brand identity. This month, the company unveiled a new brand direction and outlined its visual identity, shedding light on its corporate value with a more dynamic and youthful look across all physical and digital customer touch points. For LG, the aim is to raise brand awareness, enabling the brand to be loved by customers across countries and generations and, ultimately, establish itself as an iconic brand.
Let’s look at key points that brands need to focus on to become a brand loved by all.
Being Unique, but Showing up with Unified Visuals and Messages
Consumers of today empathize with and respond well to authentic brands, especially those with values they agree with. This is why it is vital for a brand to be consistent and well-aligned, delivering a great consumer experience that makes good on its brand promise. LG prioritized brand alignment, outlining changes to its branding under new brand guidelines shared with all employees around the world. The new guidelines even reiterate the company’s core values of ‘Uncompromising Customer Experience,’ ‘Human-centered Innovation’ and ‘Warmth to Power a Smile,’ ensuring that the brand’s values are reflected in all its communications.
Creating a Memorable Brand Slogan
As much as a name and logo, a memorable slogan has the power to attract attention and differentiate a brand. This year, LG repackaged its brand slogan of Life’s Good — encompassing the message of how the company enables its customers to enjoy a quality life and indulge in precious moments via LG products, services and communication — in a new design inspired by the lines and shapes of the company’s products. This new brand asset will be widely distributed across all customer contact points, including product packaging.
Giving it a Spin by Adding Vitality in the Digital Space
With more and more customers engaging with a brand through online and mobile platforms, digital assets are a great opportunity for companies to win customers’ hearts. In the case of LG, the company brought its symbol to life to engage customers with a new level of expressiveness. Creating a face with the letters ‘L’ and ‘G’, LG’s brand symbol can perform eight unique motions, such as nodding, spinning and winking, enabling the company to greet customers with a friendly smile across digital platforms.
Establishing Brand Personality through Colors
Color isn’t just an aesthetic element but a great tool when it comes to branding. Associating a color with a brand can significantly build brand awareness. For LG, its main color has always been the unique and bold LG Red, representing the friendliness of the brand and emanating the strong impression of the company’s commitment to deliver the best. This year, the company has introduced the new Active Red, rejuvenating the brand with a young, energetic and modern image.
Not limited to this, the company also introduced a warm palette of grayscale colors to bring a touch of warmth to its communications. Utilizing these colors, LG also has developed various new gradients that utilize the company’s key colors to deliver depth, warmth and richness. The gradients also offer variety as they can be applied according to the unique characteristic of each product or service.
With a revamped brand strategy, LG can better communicate its value proposition and unique identity, which harmonically blends innovation and warmth.
To learn more about LG and its updated brand strategy, visit LGnewsroom.com.