What makes a brand stand out?

What makes a brand unforgettable? It’s not just about having a pretty logo—it’s about crafting a bold identity, a compelling story, and a unique presence that sticks in people’s minds.

From Apple's famous sleek and minimalistic style, to Innocent Drinks’ cheeky brand voice, the best brands don’t blend in—they stand out.

Want to know the key tactics to make your brand impossible to ignore? Here are our latest insights on bold branding, brand storytelling, and how to own your unique space in the market.

1. A Bold and Memorable Visual Identity

First impressions matter, and a strong visual identity makes your brand instantly recognisable. Think of Coca-Cola’s signature red and white or Mailchimp’s bright yellow and quirky illustrations, these brands know how to leverage a strong visual identity. Bold colors, distinctive logos, and consistent design elements help your brand stand out in a crowded market. A unique visual identity isn’t just about looking good—it builds trust, recognition, and a lasting connection with your audience.

2. A Clear and Compelling Brand Story

Your brand story is the narrative that explains who you are, why you exist, and what makes you different—it’s the emotional thread that ties your brand together. People connect better with stories than sales pitches, so think about what your brand stands for and weave together an emotive story to bring it to life. Who Gives a Crap turns toilet paper into a movement by tying every purchase to global sanitation efforts, making customers feel part of something bigger. A compelling brand story builds emotional connections, giving customers a reason to support and stay loyal to your brand beyond just the product itself.

3. A Unique & Authentic Brand Voice

Your brand’s voice is how you “speak” to your audience. It should be as unique as your visuals; in-line with your brand story; and be instantly relatable to your target audience. Innocent Drinks nails this with a fun, cheeky, and conversational tone that makes even a simple smoothie bottle feel like a friendly chat. A strong and integrated brand voice—whether playful, sophisticated, or bold—helps create a personality that people remember and connect with.

4. A Clear & Consistent Message

Consistency is key to brand trust and recognition. Nike’s messaging always ties back to motivation, performance, and empowerment—whether it’s a slogan, ad, or social post. When your messaging stays clear and aligned with your brand values, it reinforces your identity and keeps customers engaged. Mixed messages, on the other hand, create confusion and weaken your brand’s impact.

5. An Unmistakable Signature Element

The most iconic brands have something instantly recognisable—whether it’s a color, sound, scent, or packaging detail that makes them unforgettable. Tiffany & Co. is a perfect example. Their signature Tiffany Blue® box isn’t just packaging—it’s a symbol of luxury, romance, and timeless elegance. Customers don’t even need to see the logo; the colour alone is enough to evoke the brand’s prestige and exclusivity. Signature elements work because they create strong brand associations and emotional connections. Think of McDonald’s golden arches, the Netflix “ta-dum” sound, or Louboutin’s red soles—each of these elements is so distinctive that they stand on their own. When a brand owns a unique, instantly recognizable feature, it strengthens its identity and makes a lasting impression.

Brands that do it right:

1. Mailchimp

Why They Stand Out: Mailchimp leans into bright yellow, playful hand-drawn illustrations, and a fun, informal brand voice that makes email marketing feel approachable. Their quirky mascot, Freddie the Chimp, adds personality and memorability.

Visual Identity: Hand-drawn, slightly imperfect illustrations, bold typography, and unexpected visual pairings make them feel creative and unique.

2. Who Gives A Crap

Why They Stand Out: Who Gives a Crap isn’t just selling toilet paper—they’re selling a mission. Their entire brand story is built around doing good, with 50% of profits going to build toilets and improve sanitation worldwide. Instead of being another faceless company, they use humor, transparency, and purpose-driven storytelling to turn something as ordinary as toilet paper into a movement.

Visual Identity: While their design is simple, their packaging is fun, colourful (except the luxury line which features striking black and white designs), and wrapped in playful, witty messaging. They use bold typography, humorous copy, and sustainability-focused branding to make toilet paper exciting.

3. Innocent Drinks

Why They Stand Out: Innocent Drinks is known for its cheeky, conversational tone, turning everyday product descriptions into something fun and unexpected. They use humor, storytelling, and a lighthearted, friendly voice to connect with customers on a personal level.

Visual Identity: Bright, clean, and simple designs with bold primary colors, hand-drawn doodles, and a focus on fun, natural imagery. Their packaging looks friendly and approachable, reinforcing their playful personality.