More than a logo: how to create a memorable brand

1. Define your brand strategy

Before you even think about visuals or taglines, get to the core of your brand. Ask:

• What is your company’s mission and purpose?
• What are your values?
• Who is your target audience?
• What makes your business different from competitors?

A clear brand strategy helps shape everything that follows - from your tone to your website design. An example of this can be seen with Innocent Drinks who built their brand based on honesty, simplicity, and sustainability - values that are consistently reflected in their packaging, advertising, and tone of voice.

2. Choose a brand name carefully

Your brand name is often your first impression. It is therefore important to choose a name that, in the UK:

• Is distinctive and memorable
• Does not infringe any existing marks
• Works across digital platforms (e.g., available domain name and social handles)

It is important to check name availability with Companies House, and to conduct trade mark clearance searches to ensure your brand is not already protected/used by another business.

For more information on how to choose a brand name, see our previous article here.

3. Design a visual identity and protect your brand

Your visual identity includes your logo, brand colours, typography, and imagery and these should be consistent across all platforms.

In the UK you can seek to register your brand name, logo, slogan, and other distinctive brand assets as trade marks. Once registered, you will have the exclusive right to use the registered mark in your industry, in the UK, presuming the registration is valid. Failing to protect your brand early on can lead to expensive disputes down the line.

4. Build and maintain brand presence 

Once your identity is in place, it is time to roll it out consistently. Focus on the channels that make sense for your audience, such as:

• Your website
• Social media platforms
• Local or UK-wide advertising
• Events or pop-ups
• Email marketing

Keep reinforcing your core message and values - repetition builds recognition.

5. Listen, refine and stay relevant

Branding is not a one-time job. Pay attention to customer feedback, market trends in the UK, and how your brand is perceived over time. Be ready to evolve your branding if needed - but always anchor changes to your brand’s core values. If your branding does change, make sure that your new branding is protected.

Final thoughts

Developing a brand in the UK means more than picking nice colours and catchy names. By focusing on strategy, legal protection, and consistency, you can build a brand that not only reflects your business but supports its long-term success. If you have any further questions regarding how to develop and protect your brand, please feel free to seek our advice.