What Makes a Brand Memorable: The Power of Words + Design
✦ Posted by Kaily Belpedio ✦
Tags: Brand Identity, Copywriting, Graphic Design, Small Business Branding
Introduction
When you think of a memorable brand, what comes to mind first?
Maybe it’s a logo. A color. A tagline that gave you goosebumps.
Chances are, it wasn’t just one thing but the way everything worked together that stuck with you.
That’s the secret sauce of branding: when visuals and messaging are aligned, a brand becomes not just recognizable, but unforgettable.
Design Grabs Attention, But Needs Direction
You can have the most stunning logo and the most aesthetically pleasing palette, but if your brand voice feels off, it’s like designing a beautiful storefront with no signage. It may catch the eye, but it doesn’t tell people what’s inside.
Design grabs attention. Copy gives it context.
Von Grant, a Creative Director at Quantum Identity Group goes into the Neuroscience Behind First Impressions. First impressions are driven by cognitive shortcuts that evolved as survival mechanisms. Today, we still rely on minimal information such as visuals, tone, or voice to determine trust, safety, and interest almost instantly. Grant confirms that people form judgments about a person, product, or brand in 7 seconds or less. These snap decisions have major implications for how potential customers engage with your business. He teaches us about the 3 things your brand needs in order to be unforgettable: Emotion drives perception, visual information, and clear communication. Let’s dive in…
Emotion Drives Perception . Your emotional response to something new—whether warmth, excitement, or confusion- shapes how we remember and engage with it. Brands that evoke positive feelings are more likely to earn trust and loyalty.
Visual information is processed faster than text, making it imperative to use high-quality images, clean design, and consistent branding. Blurry, outdated, or inconsistent visuals can instantly damage credibility.
Clear Communication Builds Trust or Tone of voice, word choice, and clarity all play a huge role. Businesses must use concise, approachable, and on-brand messaging to make a strong first impression. Confusing or jargon-heavy language can instantly create doubt.
If the messaging doesn’t align, that attention is lost just as quickly. In the article Science of First Impressions In Branding, content strategist Salome Kenchoshvili explains that today’s shorter attention spans make these “snap judgments” more critical than ever. She emphasizes that the initial glance determines whether a consumer passively scrolls past or takes the time to engage with the brand.
So, what actually shapes that split-second decision?
The most successful brands don’t just look good but make an instant, lasting connection with the audience they’re trying to reach .
Common Mistakes to Avoid
Low-res visuals
Confusing or technical language
Focusing only on features instead of emotional benefits
Key Tips for Making a Great First Impression
Use high-quality visuals – They signal trust, professionalism, and value
Communicate clearly – Ditch the fluff; say exactly what you mean
Evoke emotion – Make people feel something right away
Be consistent – From website to socials, align tone and design
Show social proof – Testimonials and reviews build immediate trust
Copy Tells the Story — But Needs Support
On the flip side, even the best copy needs visual support to land. A strong headline can fall flat if it’s lost in a cluttered layout. If a brand says it's modern and bold, but looks outdated; it creates confusion.
Copy tells the story. Design makes you feel it.
According to a Nielsen Norman Group study, users typically read only 20–28% of the text on a web page. Good design helps guide the eye, improve readability, and make key messaging stick.
Real-World Example: Wagwell 🐾
In Wagwell, a personal project I created to break into CBD branding, I developed both the visual identity and brand voice. The visuals—earthy tones, friendly type, calming patterns, were designed to convey trust and wellness. The copy was warm, clear, and reassuring. Together, they built a brand that pet parents could feel good about.
Huddle Creative goes over various statistics on key factors that influence consumer purchases such as how trusting a brand leads to more purchases.
When Copy & Design Align, Branding Wins
A memorable brand is consistent across every touchpoint. Here’s how to get there:
A logo that reflects your tone (playful, elegant, bold, etc.)
Messaging that mirrors your visual values
Layouts that support copy, not compete with it
Copy that brings clarity to every design decision
Whether you’re branding a tea company or a dog treat empire, your design and copy should work together .
Design without copy is incomplete. Copy without design is unsupported.
Together, they create brands people remember.
And here’s the kicker: 86% of consumers say authenticity is key when deciding what brands they like and support.
Need Help Building a Brand That Sticks?
From brand messaging to custom logo design, I help creatives & small businesses craft visual identities that are clear, consistent, and impactful.
