Branding Secrets: Designing a Memorable Brand
Here at Crème Brands, we want to help you design a brand to stand out in your industry, grow your business, and build lasting connections.
Photo: Anna May Photography
WHAT IS BRANDING?
Branding is about so many things — memorability, recognizability, pricing, niche, etc. Your voice, your aesthetic, and the experience you create are essential to building the connection and reputation that is your brand. But, most of all, we believe your branding is about two things:
1) How you make people feel.
2) Standing out.
But how do you accomplish both of those things? We’re talking all things branding right here, right now. So let’s dive on in!
WHY IS BRANDING DESIGN IMPORTANT?
Let’s start off with a couple branding stats. . .
“Consistency in your brand aesthetic and presentation increases revenue by 23%”
“Color alone improves brand recognition by 80%
—Gabriel Shaoolian, Forbes
80% . . . Mind. Blown.
But those stats make so much sense, right? Think of your favorite brand – you can probably connect that business with their color palette or even the graphic design details on their website and social media platforms. That being said, making your brand memorable isn’t merely just about the aesthetic or the color palette (although we do love those details!). It goes so far beyond that, so keep on reading!
You can (and should!) leverage your logo design, color palette, and brand aesthetic to boost your memorability. But don’t be fooled - branding is so much deeper than those details alone.
Photo: Anna May Photography
HOW TO DESIGN A MEMORABLE BRAND.
Do you want your brand to be remembered? This is how. . .
Does marketing and branding stress you out because it's about all the things, all the time? Yeah, us too, and we’re in the business of marketing and branding. The key to branding is to recenter your business strategy based on how you want your audience to feel.
No, this doesn't make Reels, newsletters, Guides, IGTV, Facebook Ads, etc, etc, etc, go away. Actually, they provide major opportunities for your business. Those channels are how you get your brand out into the world. They’re essential to reaching your audience and building lasting connections.
The mindset you take in approaching these channels is a game changer. In order to change what you do with those opportunities you have to ask yourself how you want to make people feel.
How are you trying to help them?
What emotions are you trying to evoke?
|What is your why?
Answering those questions shifts your marketing and branding mindset from “what do I have to do” to “what do I get to do for my audience?” It flips the task from feeling like a chore and helps you focus on the sense of purpose behind your brand.
Your branding design starts with getting to the core of your business. We want you to focus on your purpose - on the “why” behind what you do.
Photo: Anna May Photography
Let’s reflect for a minute. Ask yourself, how can your brand show up today to surprise, delight, lighten, streamline, destress? Maybe at times your brand moves people to tears (please, dear God for you and all of us let it be a good way). Maybe there are times your brand makes people spit their tea out laughing. Those are the best kinds of responses! And we’re guessing those types of responses are why you do what you do.
Do you know what happens in all of those scenarios that makes them so impactful?
Your brand is felt. It is those exact moments that create the sense of connection between you and your audience. Those emotion-filled, connecting moments are what make your brand memorable. They give your brand a sense of personality and heart that makes you relatable to your target audience.
When you approach your logo and website design from a place of fostering connections, magic happens. It is our goal to help you create that magic!
HOW TO STAND OUT TO YOUR TARGET AUDIENCE.
Now that we’ve covered how you want to make people feel, we can dive into how to make your brand stand out to your target market. Does your logo design and color palette play into that? Of course! But is your brand so much more than that? Absolutely.
We’ve said it once and we’ll say it again and again – in today’s digital world, the way your brand shows up online is huge. Your website and social media accounts are your first shot at making a good impression. That's why our process isn't just about the design deliverables. It's about helping our clients gain more confidence and brand clarity first on the following details:
1) Who are they selling to? Who is their primary target audience?
2) What is the mission and the “why” behind their brand?
3) What is their brand image and personality?
4) What kind of culture do they want to create within their company?
Brand clarity is key. Before jumping to design details, effective branding starts with identifying the “who, what, and why” of your business.
Photo: Anna May Photography
“People don’t buy what you do they buy why you do it”
—Simon Sinek
Our goal is to help you identify the why behind every aspect of your brand. Doing that will speak volumes to your audience, both in terms of standing out and building memorable connections.
But now you’re asking, what happens after that? Where do we go from there? Here at Crème Brands, we take a consulting approach to creating visuals that are tailored specifically to your brand and are in alignment with your brand vision and personality. Those unique visuals will set your business apart and help people feel something about your brand.
All the work we do to understand a client's business goals? It shows in how the brand design looks. We translate your business goals to clear and consistent branding visuals. We want those visuals to speak to your target market – to tell your story, because your brand and your story is one that should be shared.
As brand designers, our job is to translate your “who, what, and why” into engaging visuals that stand out to your audience and tell your brand story.
Photo: Anna May Photography
If you're looking to grow a strong brand, our biggest advice would be not to just aim for pretty or even just profit. Set your sites on your purpose, on your why. That is what shows the heart of your brand. That is what draws your audience in.
If you target that right? Your brand will stand out to your audience. The pretty and the profit? They will always follow.
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SOURCE: Gabriel Shaoolian (2018, August 10). 10 Marketing, Web Design, & Branding Strategies to Help You Prioritize Business Growth Initiatives. Forbes.