Is it a Connection? Or an Aesthetic?

An Intro to Branding

As a graphic designer, I have to admit that my favorite projects are branding development ones. There’s just something so magical and special about creating an entirely new entity based upon a vision and a passion. I love winding down the path of exploration and discovery – finding and refining the components, strategies, and pillars that make up the brand itself. I bring this up because it seems like the term “brand” is everywhere nowadays (and don’t take a shot for every time you read the word brand in this blog – unless it’s water!). Companies are brands, lifestyles are brands, even people are “brands”. But…what does that even mean?

First, let’s take a few steps back and talk in broad strokes. To start simply, branding is not just a trendy logo or a unique business card – it is so much more than that. The most adored brands use language, imagery, tone of voice, services, and experiences to create both personal and emotional connections with their audience. Yes, your brand encompasses fun components like color palettes, icons, patterns, and brand marks. But more importantly, your brand is the total sum of your customers’ observations and experiences. Yes, it is the way you look aesthetically, but also the language you use and the way you serve others. It is the perspective you take, the personality you possess, and the messaging you put out into the world.

To put it simply, your brand is the way you connect, not just the way you look.

Branding…done authentically

I feel like the easiest trap in design and aesthetics is getting too caught up in trends. Currently, my design social feeds are flooded with both retro and lux typefaces, vintage-inspired character illustrations, and geometric patterns. In 2020 however, (when I first started thinking about strategizing and branding Your Friendly Kreative), the trends were focused on minimalism, abstract illustrations, and 3D graphics. If I would have created a brand based on those 2020 trends, I can guarantee sitting here today I’d be questioning the choices I made. Did I make them because I actually liked them? Or did I make them because they were the choices everyone else in the design world agreed looked good? (And now they’re saying something else looks good, so is what I originally created good?)

The question I get most often in the branding space of my business is, “what if I hate my brand and want to change it?”. And I get it. That’s a completely valid concern. It can be scary to think about investing in a brand strategy, visual identity, website, and digital and/or print collateral items if you think you’ll want to change it all in less than five years. When I go to answer this question, I can happily reply that the process I take my clients on ensures their brand is coming from an authentic place. And I can ensure that because the process begins with an extensive, explorative, and collaborative session that often makes the client think about the business in ways they hadn’t before. When you start with strategy over the color palette and typography choices, you’re ensuring the brand stays authentically connected to its purpose and passion. It’s by being clear and specific in the strategizing that allows for the most fun in the designing stage!

Branding breakdown…some term overviews and archetypes

Branding can feel overwhelming and complex – especially in today’s world of an everchanging digital landscape, and a trend to push anything and everything nostalgic. For small business owners and side hustlers wanting to brand themselves as they get started, here are a few terms and concept breakdowns as a guide. Experts and leaders in this space have developed their own theories and “crucial components” list – but these are some of the most common:

Brand platform: The brand platform takes your core values and ideas and translates them into tangible impact and messaging. It is the basis of your mission and differentiates you from your competitors. Think of the platform similar to the brand culture. Your purpose is what you do and what you can promise your customers, your mission is the larger goal you hope to achieve through doing business, and your values are what your brand represents. The brand platform sets up the foundation for all communication, marketing, and other business endeavors.

Brand identity (aka the “fun stuff”): Brand identity is typically the “fun stuff” that comes to mind when talking about branding – logo, color palette, and typography choices. Brand marks, patterns, illustrations, packaging, and imagery fall in this category as well. An identity helps manage the perception of the business and differentiates it from its competitors through effective positioning that both assures and resonates with the user.

Brand positioning: The brand positioning statement drives planning, marketing, and sales. Positioning reacts to a continually changing market and aims to create openings for sales as consumers are bombarded by messaging from different brands. Positioning reinforces whom your brand caters to, what your unique values are, what differentiates you from other companies and what the consumer can gain by using your product or services.

Brand archetypes: Brand archetypes are globally recognized characters that reflect certain patterns of human behavior. This is the element that really highlights the emotional connection within your brand. There are 12 main archetypes ranging from mother to outlaw. They are paramount to positioning your company and its products in a unique and remarkable way. Using this tool, you can humanize your brand in a way that will both make it stand out and connect with those you wish to serve.

“At the end of the day, people won’t remember what you said or did; they will remember how you made them feel.” – Maya Angelou

A personal example…get to know me through my brand platform & identity

My process for myself began the same way as it does for all my clients – through the exploration session. I sat and brainstormed all the things I want for my business - who I want to show up as, what I actually want to do, and how I want to help others. Without making this blog longer than it already is, we’ll enact a reel trend and “skip to the good part”.

Not sure where to start?

Remember, your brand is the way you connect, not just the way you look. Think of the relationship, not of the aesthetic. Your brand is an opportunity to showcase your values, mission, passion and more to your target audience. Consider human emotion when you think about their buying motivation and behaviors. And more importantly, ask yourself what kind of client relationships you want to have.

If you feel like you have more questions about branding and/or setting up your own brand authentically, click here to continue this conversation and learn more.

Keep exploring and discovering. Until next time friends.