DO YOU KNOW WHAT A PIRATE FLAG LOOKS LIKE?
Of course, you do! When it comes to branding, however, what’s most important is what a pirate flag makes you feel like. For me, it conjures visions of treasure troves, peg legs, eye patches, and scurvy. Yet, during its heyday, the iconic “Jolly Roger” embodied the best practices of good branding with its ability to convey a message that was clear, visible, and unforgettable.
GOOD BRANDING IS CLEAR
Pirates offer insightful lessons in effective branding, especially regarding logo design. The straightforwardness of the skull and crossbones ensures that its warning is conveyed clearly and quickly. Symbolic logos, like the Jolly Roger, wield a greater impact at first glance because of its simplicity and directness. A good example of this is the logo for Major League Baseball which features the silhouette of a player poised and in position to hit the ball. When choosing a logo for a new business, it is often best to go with a literal style like the MLB.
Additionally, skulls and crossbones are symbols that warn of imminent peril, evoking the instinct to steer clear of danger. From a branding perspective, I would advise any business to also choose imagery that taps into a fundamental desire or value that resonates with your audience. A modern-day example of the principle would be the Instagram camera logo. It serves as a literal representation, giving users a glimpse into the photo-centric experience awaiting them within the app.
- If you have a new business and your main objective is growing your audience, consider going with a literal logo style like the MLB.
GOOD BRANDING IS VISIBLE
The pirate flag also demonstrates two best practices for establishing brand recognition and awareness. First, using highly contrasting colors in your branding increases recognition by creating a visual representation that is easy to see. Contrasting colors, like black and white, create more visual emphasis and make a bigger impression on your brain. A prime illustration of this principle is the logo for Tide laundry detergent. Blue and orange are opposite on the color wheel, resulting in colors that really “pop” when paired together.
Secondly, visibility should be a major focus when establishing awareness of your brand. A prominently displayed flag can be seen from a long distance and by many people at once. In today’s marketing landscape, you have many options to choose from when it comes to making your brand more visible. Effectively utilizing your email list, developing a consistent content schedule, and collaborating with influencers are good strategies that you can use.
- Successful brands stand out. Make sure that yours makes a BIG first impression.
GOOD BRANDING IS MEMORABLE
Good brands are hard to forget. The Jolly Roger taps into a specific feeling that our brains are designed to remember–fear and avoidance. However, for effective branding, it is best to evoke positive feelings like joy, strength, freedom, nostalgia, etc. These feelings should come from the direct interactions that your customers have with your brand. Coca-Cola exemplifies this mastery by crafting its branding in a manner that sparks good feelings and nostalgia over decades. Each encounter with their marketing reignites the same positive emotions, creating a lasting connection over time.
When a brand taps into your emotions, a lasting impression is created for future encounters. Just as encountering the Jolly Roger at sea heightened awareness and prompted a quicker response for the next time. This concept works well for businesses wishing to influence existing customers to take action concerning a new service or product. Those who have taken the time to sign up for your email list want to hear from you based on positive interactions with your brand in the past. Establishing this connection cultivates loyalty and primes customers for ongoing engagement.
- The key to creating brand loyalty is creating a positive connection that your customers will remember.
THE FLIP SIDE
If you examine today’s most popular brands, you will notice that many do not follow the best practices of pirates. They tend to use simple wordmarks that may only be in one color. A brand with a large customer base and a long marketing history will often “refresh” its brand with a simpler, more abstract look. It is customary to update the look of your branding over time because design trends are always changing. Updating your look is an effective strategy for increasing engagement for a well-established business.
THE TAKEAWAY
The Jolly Roger is often used as an example of good branding. In business, unlike piracy, the goal is to entice–not intimidate. You will attract customers with interactions that create positive emotions instead. For a new business or one that doesn’t have a large following yet, it is important to create a strategy that focuses on the clarity, visibility, and memorability of your brand.
I’d love to see how your business has grown since applying the information you have found here. Feel free to share your journey on social media and tag @designfulmedia to inspire others. Don’t forget to share this post with your friends and community—together, we can help more small businesses and entrepreneurs achieve their goals!
