Our thinking on business and brand, and what makes them grow
How Google became everyone's verb
Even without the familiar lettering, Google’s distinctive colours remain instantly recognisable. Image: Adobe Stock
We don't just "search" for things anymore, we "Google" them. This isn't a fluke of language. It's deeply embedded Brand Identity.
By Sue Ann Ho, Founder
Brand identity can be so powerful it turns a brand name into an action, a “verb.” This is the holy grail of branding. It happens when a brand becomes so memorable that it becomes the category in our minds. We see it with everyday words like Kleenex, Tupperware, and Panadol—all brand names that have become the de facto words for their entire product type. This instant recall and deep mental association is what every business strives for.
The engine behind the engine: the meaning behind Google
Google’s success is not just about having a superior search engine; its power comes from the meaning it has built. The brand’s identity is engineered to feel simple, helpful, and authoritative. Those playful Doodles reinforce its friendly personality. The clean, white search page reinforces its focus and simplicity. This is the engine behind the engine, and it’s what makes us trust the results.
This principle works everywhere. We don’t just buy containers from Tupperware; we buy a system of organization. We don’t just buy a painkiller from Panadol; we buy the promise of relief. The physical product is secondary to the meaning it represents.
Engineering a powerful brand identity
Developing a brand that goes beyond what it makes is essential for standing out. This deeper meaning is what helps customers choose you over a competitor who sells the exact same product. To build a powerful identity, a business must first define the core meaning it wants to own in the customer’s mind. Start by asking:
What is the single most important association I want my brand to own? (e.g. For Google, it’s “the definitive answer.”)
What is my brand’s personality? (e.g. Playful, authoritative, simple.)
How will every single customer touchpoint—from my logo to my service—reinforce that identity?
An identity that works for you
The ultimate lesson from Google is that a well-defined brand identity is a powerful business asset. It works for you even when you’re not in the room. It’s the silent force that shapes customer perception, builds trust and creates a durable competitive advantage that is very difficult for a competitor to copy.
TAKEAWAYS
- A powerful brand identity can turn a brand name into an everyday word.
- A brand becomes memorable when it carries a clear meaning in our lives.
A well-defined identity can be a durable competitive advantage.
Brand building isn’t hidden theory. It’s all around us. By noticing how successful brands connect with people, we can take the guesswork out of building brands that stand out and grow.
