In a world with no end of competition for business, building a standout, memorable brand identity is not negotiable if you want your business to survive. Science shows that a solid identity plays an important role in customer engagement, because it conveys so much more than just the name of your company.

Of course, the logo and brand colours play an important role in the creation of a brand identity, but so do styling, tone of communications, and more. There are two ways you can approach the creating an identity or even rebranding a company. The first is to suck it all out of your thumb and hope for the best. The second is to use the advice and insights gained by research into effecting branding. We have compiled the best science-based brand-building tips below.

Choosing a Brand Name

A brand name must do more than sound good. It is important to have a name that rolls off the tongue easily, but it also needs to communicate with prospective customers and clients. The name should communicate the company essence meaningfully, but it also must be easy to say, easy to spell, and easy to remember.

It also helps if the name can be used in logos, icons, and other designs easily. According to a University of Alabama study from 2010, consumers react positively toward brand names with a repetitive structure, such as Coca-Cola and Jelly Belly.

Designing a Logo

The shape of your company logo should never be an arbitrary decision made simply because ‘you like it’. Instead, use what science has revealed about the various associations that people make with different shapes and hues to communicate the identity of your brand.

The Journal of Consumer Research published a 2015 study that revealed that people associated circular and curved or rounded shapes with softness, warmth, kindness, and caring. They associated angular shapes with hardness and endurance. The trait that consumers appreciated most of all, however, was simplicity. You can see a good example of basic symbols used in effective designs when you play real money slots at

Choosing a Font

The sentence, ‘I will always find you’ written in the flowing script associated with romance conveys a very different impression to that same sentence in a font that looks like dripping blood. Font and typography are important, and as a 2007 MIT study found, they can even influence mood.

As much as the font you choose needs to match the personality of your brand, it also needs to be readable. In the same way, the design of your communications and your website needs to be easy to navigate. Customers who get frustrated with trying to read the fancy cursive font are likely to give up and spend their money elsewhere.

Using Colour Wisely

It is important to choose colours that are appropriate to your brand identity. According to a 2006 Cardiff Business School study, people grouped colours into social sensory and functional colours.

The former includes colours such as pink, purple, red, and yellow, and the latter includes black, blue, green, and grey.