The Creative Partnership Between Your Brand’s
Client-Experience + Visual Identity
You definitely know the term ‘branding’, and most likely have heard of ‘brand identity’ too… but what’s the difference?? In a world overflowing with businesses, consumers are overwhelmed with options which forces businesses to rethink the way they engage + communicate with potential and returning clients. A strong brand will create an authentic visual, auditory, physical + emotional experience (olfactory too, if you’re really bangin’!) for potential and returning clients, cultivating a recognizable + trust-worthy brand identity.
What effectively differentiates one business from another, and ultimately drives success, is…
b r a n d i n g
Branding is the complete experience that you create around your business. Every possible touch-point in which a client could potentially come in contact with your brand is carefully designed to evoke a specific feeling or response.
Even if you sell a product or offer a service that is widely available within your market, why would/should someone purchase yours vs another? It’s this differentiation (branding) that defines your business and helps you stand out.
Think about the last time you had a really positive spending experience. And not just spending money, but time or energy. When was the last time you engaged with a business – what was it about that experience was so positive? What makes you want to promote that business to your friends and family for free? That’s the effect of branding.
How do you manage the perception of your business + visually differentiate yourself in your industry?
Through a compelling b r a n d – i d e n t i t y .
A well-designed brand creates an experience, cultivates a community, and amplifies customer demand. Branding is the experience a business cultivates around its scope and services. A Brand Identity is all of the visual elements that help shape that experience.
Everything that you perceive for your business should be carefully considered during its creation in order to design the right brand identity that will effectively communicate with your target client group/s. While a logo and color palette are one piece of that identity puzzle, there is so much more to it!
Your visual identity are comprised of set of visual elements that you use to visually (or audibly) communicate your brand. These include logos, color palettes, typography, stationery, photography, icons, videography, music, motion graphics, print + digital marketing, signage and more.
Take a moment to consider all the ways consumers engage with your brand. Websites, social media, mobile devices, digital marketing, email marketing, podcasts, audio-books, streaming platforms, packaging and beyond. Our success is no longer bound by our physical locations, making our digital presence ever more critical, and in turn, making our visual brand identity that much more valuable.
But, it should go without saying, when it comes to brand identity, just because something looks good doesn’t mean it’s right for your business.
Doing market + brand research should be apart of the development process for your brand to ensure that you are visually communicating the right message, that it is being received by the right people, and that it is received in the way it was designed to be received. To establish or continue a successful brand identity, you’ll work with a mix of brand strategists, graphic designers, photographers, videographers, printers, etc.
A Powerful Combination:
The consistent partnership between your Branding and your Brand Identity is what makes it easy for a customer to choose you. Taking charge of both how and where your clients can engage with your brand will open up your business to exponential growth opportunities, increase conversions, and elevate your brand’s loyalty.