Learn about key qualities that make a great signature—distinct, memorable and differentiated. Importantly, your signature should be an embodiment of your key point of difference. Learn about the various opportunities to create signature elements, including name or logo, feature, style, silhouette, sensory, experience, spokesperson, and POV.
- When I think about creating great noticing power, what you need to think about is do you have something about your brand that's a signature? Something that people can remember you for, something that's highly differentiated versus your competition, and something that people love, something that's highly relevant and meaningful. And the best way to do this is to create signature elements that embody the key point of difference, the key essence of your brand that serve as shortcuts for people to remember your brand. And if you think about signature elements there are a lotta different ways to create signature elements.
Um, if you've ever opened an Apple package you would understand that they were able to take the idea of opening a package and elevate it to a signature moment. It was almost like unveiling a treasure. And most people I speak with actually have kept their packages because they become signatures that they wanna remember and keep. Color and style is also a very visible, a way to create signature elements. When you think about Burberry, it's very clear that one of the first things you think about is that checkered pattern. But red is also a potential signature element.
If you think about high heels and red bottoms, you think Louboutin. When you think about Ferrari, you naturally think red. Beyond idea of color there's also silhouettes. Silhouettes are another amazing way to create signature elements. If I said to you think of your favorite soy sauce bottle, an hourglass figure would probably come to your mind. So Kikkoman has a very iconic signature. So silhouettes are another amazing way to do that. Beyond that signature, sensory. Um, SPG, the Starwood groups, they have signature smells.
So when you go into a Western, or into a Sheraton it has a certain smell when you get into the lobby, but that smell carries over into the toiletries and into everything else they're doing. Um, and also if you were to hear a Harley, you'd probably, see a Harley, or you would hear a Harley before you'd ever see a Harley because it has a signature, sort of throaty growl, right? And also beyond that, a signature points of view can really help you stand out. If you think about Virgin Atlantic, you think about this idea of having cheeky, and having fun and, you know, they carry it over into how you check in, to actually the experience when you're on their airlines.
Whether it'd be from the safety video or to the bars that they have in their actual airplanes. So these are all opportunities, create great signature elements that really embody what makes you different, what makes you stand out, and helps people remember you.