Getting on Brand | Part II
Putting your heart into it
Putting your heart into it
The largely anticipated second instalment of our branding series is here. And it’s all about the heart.
We’ve already covered what branding is and why it’s important, now we’re going to show you how to build the foundations within your strategy, and when creative and graphic design joins the party.
Ultimately you need to start with your brand’s heart. Everybody aspires to have a heart of gold, but you can’t just hire the Evil Queen’s Henchman to take one from the ‘fairest in the land’ for you (firstly, a slight contradiction, but secondly, it’s not that easy).
Your brand needs to establish, build and grow it’s own heart.
Your brand heart defines your purpose, vision, mission and values, and is the foundation on which we build your brand.
Think of your brand as a living breathing person—how it talks, how it acts, what it cares about (and doesn’t), how it treats your employees, and how it makes your customers feel. That’s your brand heart.
I know, you’re thinking ‘that’s all well and good, but how do we create our heart?’ Although daunting we promise it’s not as complex as rocket science, or should we say open heart surgery.
Your brand heart should encompass your brand’s why, what and how, and these things should most definitely (without question) influence every touchpoint, from your professionally designed logo to your creative product packaging design.
First you need to establish your brand’s purpose. Ask yourself why your brand exists? What do you wish to achieve? It’s important to not only ask what your brand is doing now, but what your brand’s vision is—what is the future you wish to create through this brand? And, while you’re at it, how might creative design enable this?
Understanding these two underlying foundations of your brand will help establish why you exist, your brand design, and in turn why consumers should choose your offering over your competitors’.
Next you must establish your mission, how you will create a future for your brand. As we said in Part I, you must know where you’re going in order to get there, or at least make sure you’re on the right track.
Knowing what your brand aspires to accomplish helps your brand set goals and establish a purpose.
Finally you need brand values, you must know who you are in order to communicate this to others. Similarly you must know how your brand works to communicate this to your employees.
Outlining who your living brand is and how it will work provides clarity for those both outside looking in, and those inside looking out. Consumers won’t engage with personality-less or confused brands, so it’s vital your employees empower and embody your brand's personality, consistently. Simply put, what is the point of creating your brand, its heart and its identity if at the end of the day these aren’t being consistently portrayed to consumers? When it comes to brand design and representation, consistency and communication are key, unless you want to confuse your consumers and lose their trust (which we are almost certain you don’t want). In fact, this consistency must flow all the way through your brand, from your logo design to your creative packaging design, and even your business card.
When you have answered these questions you’ll begin to uncover your brand’s beating heart. Once you have that, your brand strategy will really start to take shape.
Don’t worry, it’s only goodbye for a couple of weeks. We still have plenty more brand-iac knowledge to share (how generous of us, we know). So, sit back, relax and what’s that? You want part two of the branding checklist you completed last week? Well you’re in luck, we’re already one step ahead of you, here’s our Brand Discovery Checklist Part Two.
We also have our very own brand board for you to look over. So don’t ever say we don’t spoil you.