You can think of your brand identity as the “public face” of your brand strategy. It lets the rest of the world — and especially your target customers — know what you’re about at a glance. 

None of the elements within your identity can make or break your connections with customers but they all contribute to people’s initial emotional response and guides their decision to interact with your brand. 

Because styles and trends are constantly changing in the fast-paced corporate world, Mementos Media will help your business stay relevant and maintain its competitive advantage by giving your brand an overhaul or a “Refresh”.
We will evaluate your current brand and compare it against your competition and industry leaders. We will then make the tweaks and changes necessary to ensure that you remain at the top of your game and look professional.

Yes! As we roll out the implementation in phases, you will be technically supported. 

The Brand Identity Guidelines will be available by your personal link. You can think of it like a tool kit that contains the basic components and assets you need to further our mission through a wide range of communications, graphic elements, visual assets, and more. 

Nothing is more essential to a brand than its name. Without a name, you can’t do marketing, and without marketing you can’t do business. Your name is your chief identifier and proxy for your firm. When someone thinks of your business, they express it first as your name. So it pays to choose your name carefully.

Naming has become a complicated process in which you navigate an archipelago of hazards—including trademark conflicts, originality, pronunciation, spelling, URL availability, and semantics—to arrive at a moniker that perfectly represents your firm. It’s a bewildering but rewarding journey.

Strong names tend to be short, memorable and easy to say and spell. They look and sound different from your competitors. Usually they are abstract or evocative, rather than literal descriptions of what you do.

Your logo is one of the most visible and instantly recognizable components of your brand. And because it incorporates your name, your logo can, on occasion, stand on its own (for example, on the side of your building or on a sponsor board). 

A logo has three jobs: 1) identify you; 2) differentiate you; and 3) help people remember you. That means it has to represent your business visually, set you apart from competitors’ logos and do all this in a way that is interesting and easy to recall.

Most logos consist of two parts: a logotype (the name) and a symbol (the mark). Some logos don’t have a symbol at all. And at least a couple of brands have had success using a symbol alone (hint: think swoosh and partly eaten fruit). 

Not every firm has a tagline, and to be honest not every firm needs one. In fact, many firms use taglines that provide no value at all. But in many circumstances, a tagline can be a helpful tool, especially if serves one of these four functions:

1. Clarifying what you do
2. Expressing an important brand attribute
3. Articulating your positioning
4. Helping people remember you

Rarely, however, does a tagline achieve more than one of these functions. 

Most often, a clarifying tagline is what we call a descriptor—a straightforward description of the services you provide. Accounting firms are particularly fond of descriptors (“CPAs & Advisors” and its variants is a common one). Descriptors can be particularly useful when a firm is trying to break into a new market where they aren’t yet known. 

Some firms want to call out a salient attribute of their brand, and a tagline can be an excellent place to do that. Here are two examples that take this approach:

• Citrix Systems – Simplicity is power
• Diamond Offshore Drilling – Hooked On Safety

Finally, there is the category of taglines that are written to be memorable or help differentiate the brand. These may feature a clever play on words, a provocative question or a catchy phrase. Nike’s “Just do it” springs to mind. Capital One asks, “What’s in your wallet?” IBM delivers “Solutions for a small planet.” And accounting firm Cherry Bekaert runs with “Your guide forward.” What do these all have in common? They are simple and stick in the mind like bubblegum.

Of all the components in your brand identity, color is the most emotionally engaging. But be careful. While there has been plenty of research into how people react to different colors, you are probably better off looking to strategy rather than psychology when you choose which colors to associate with your brand. 

Though one color often plays a dominant role, most brands don’t rely on a single color alone for their identity. Instead, they develop a palette of colors, which gives them the variety they need to create compelling marketing materials. While some brands work with a very limited color palette (as few as two or three), most prefer the flexibility that comes with a wider color selection.

Unlike color, the typefaces you choose for your brand may be barely noticed. But making tasteful, subtle choices is the key to sophistication. At the world’s leading firms, selecting the right typeface is a big decision. 

Beyond choosing between serif and sans serif typefaces, you’ll have to wrestle with a host of decisions:

• What personality do you want to convey?
• Are you trying to be buttoned up or approachable?
• Is it more important to be distinctive or readable?
• Do you want to look modern or traditional?
• Do you need more than one typeface?