Question

Topic: Branding

Brand For New Health Store

Posted by horsley.lisa on 10/16/2014 at 6:26 PM ET 50 Points
Hi everyone,

Looking for a bit of advice on branding.

I have spoken with a few designers and tried to come up with some ideas of my own, but I find it really hard to come up with a design that's not 'trendy' - not that I'm against trendy, I just don't want it to be 'faddy'.

Our name is Hello Healthy and we're trying to create our tag line, logo and general branding.

Any ideas and suggestions are welcome - I'd rather ask here than go to designers who I feel aren't that invested in the brand.

Thank you!

Lisa.
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RESPONSES

  • Posted by Gary Bloomer on 10/16/2014 at 6:32 PM Accepted
    What is it that you do and for whom? Bear in mind that logos and tag lines in and of themselves do not "brand" as such. They act as signposts and markers, but as stand alone elements, they are not your brand: they're part of your corporate identity. Only customer experiences that connect positive feelings from having done business with you do the heavy lifting of branding.

    Who is your ideal client and what outcome are they looking for?
  • Posted by horsley.lisa on 10/17/2014 at 6:47 AM Author
    Hi Gary, thank you for your response.

    I am aware of the difference between a log and a brand - naturally, the two go hand in hand however the development of the logo certainly helps the brand image, which is what I am currently working on.

    We're looking for some branding and logo design to print onto merchandise and to use on our site, blog and business stationery etc.

    "Hello Healthy" is a nutrition and health product venture - we will be expanding into nutritional advice and personal training so the "Hello" aspect of the brand will be carried to these - i.e. Hello Nutrition and Hello Fitness. Our target market really overlaps many target markets - anyone that is currently on the health train. Gym-goers, fitness instructors, people with specific dietary requirements (FODMAP friendly et), the general public who have a vague interest in getting healthier.

    We are looking for a simple design, definitely with greens incorporated to represent the health aspect.

    I would quite like the logo to be adaptable for the future ventures also.
  • Posted by Jay Hamilton-Roth on 10/17/2014 at 8:37 AM Accepted
    Welcome To The New (Healthier) You
  • Posted by horsley.lisa on 10/17/2014 at 8:44 AM Author
    I like that Jay, I was thinking of:

    "Say hello to a healthier you"
  • Posted on 10/17/2014 at 1:00 PM Accepted
    Because the word "Hello" appears in the name, you don't need to repeat it in the tagline. Better to use the tagline to either (a) reinforce the message with a synonym or related word (e.g., "welcome," "greet," "meet," etc.), or (b) extend the end-benefit and suggest an emotional payoff (e.g., "... for the ones you love," "... a nice gift for you," etc.). My personal preference would be the latter, but even if you want to keep the focus on "Hello" I wouldn't just repeat the word (in your tagline). That space is too valuable to just say the same thing twice. (Ditto with "Healthy" and "Healthier.")
  • Posted by Gary Taylr on 10/20/2014 at 9:22 AM Member
    Hi Lisa,

    Nice concept.

    Here are some suggestions for your tagline:

    "A healthy beginning"
    "Your passport to a fitter life"
    "Positive health at your fingertips"
    "Say goodbye to unhealth!"

    Thanks,

    Gary
  • Posted by horsley.lisa on 10/20/2014 at 9:58 AM Author
    Thank you all for your advice.

    I'm currently putting the the various created taglines under the heading to see which looks and flows the best.

    I understand about not having the hello bit there again, I thought it would just reinforce the brand.

    Lisa.
  • Posted on 10/20/2014 at 8:57 PM Moderator
    The best way to reinforce the brand is to deliver against the positioning benefit you promise/communicate. The name and tagline can only take you so far. Your brand image depends on everything the target audience thinks about you, or has experienced, heard or read about you. The name and logo are really a small (but important) part of that total perception. Don't count on them to carry the load. (And "Hello" is not a positioning benefit. Your brand positioning needs to be about "Healthy." Reinforce that.)
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