Memes color your impressions

In my last blog I wrote about memes as being symbols with universal meaning. And if not universal, at least cultural. They are sort of shorthand expressions that aid in communication at a very basic level.

I got to thinking about how memes can be used in creating a brand. The trouble is, a more vital attribute of a brand is uniqueness. Unique trumps familiar, and a meme usually represents the familiar.

So is there such a thing as a unique meme?Yes, at least in the creative context in which you place that  meme. Making the familiar unique is quite a feat, but it has been done by some of the best brands. Here are a couple that come to mind:

• Chicken Soup for the Soul
  Fast Company
  Gorilla Glue
  Jolly Green Giant

Speaking of "Green Giants", remember that color evokes images and creates impressions. So colors can be memes, both the hue and the name of a color.

A light blue Tiffany box says expensive and elegant. With a name like "Red Bull", how can anyone not link the name with energy? Think of all the product names that utilize color to help define and differentiate: White Diamonds, Jet Blue, Green-Built, Silver Bullet, Mellow Yellow, Purple Cow and many, many more.

So here's a reservoir of potential names, taglines and palettes that can evoke a positive, familiar reaction while still retaining uniqueness.

Martin Jelsema
Signature Strategies

Helping smaller companies profit from the power of branding

303-242-5975