WHAT IKEA TAUGHT US ABOUT BRANDING

TL;DR: Your brand should be simple, recognizable, repeatable — and maybe come with an Allen key. Here's how IKEA lowkey mastered brand identity.

We didn’t think we’d learn branding lessons in the lighting section of IKEA.

And yet — somewhere between the RÅSKOG cart and the fake plants — it hit us:

IKEA is a masterclass in brand identity.

And no, we’re not saying your business needs to be big-box and mass-produced. But there are a ton of branding gems hidden in that Swedish maze.

Here’s what we’re stealing (with love) from IKEA’s playbook:

1. RECOGNIZABLE NAMES MATTER

You don’t need a complicated brand name. IKEA names are borderline nonsense — but they’re memorable. They sound like something. And once you hear them, you don’t forget. Wet Paint Society? Same energy. Branded. Bold. Slightly mysterious.

2. CONSISTENCY CREATES TRUST

No matter what IKEA you walk into, you know exactly what to expect. Their signs, layout, font, tone — identical every time. That’s the power of brand consistency. It’s not about being boring. It’s about being familiar enough that people feel comfortable.

3. THE EXPERIENCE IS THE BRAND

You don’t go to IKEA just to buy a table. You go for the vibe. The visuals. The flow. The meatballs. Your brand is the experience people have when they interact with you — from the first click to the final thank-you.

4. GIVE THEM SOMETHING TO BUILD

IKEA hands you the tools. Your brand can do the same. Give your audience something they can engage with — a process, a takeaway, a transformation they build alongside you. It makes the value stick.

IKEA doesn’t just sell furniture.

It sells the feeling of “I got this.”

And that’s exactly what good branding does.

It makes people believe in your offer and in themselves.

WANT TO WORK WITH A BRAND THAT’S PUT TOGETHER (NO TOOLS REQUIRED)?

We paint stories in real time. Visit wetpaintsociety.com to learn more and book your date. Based in Toronto, traveling Canada-wide.