3 ways to create an impactful brand experience for your business
I’m going to start right off the bat by explaining what you probably are thinking: “What’s the difference between a brand and a brand experience?”
Having a brand means having the essentials; the actual design elements behind your business and your voice and messaging. How do you want your audience to feel when they come across your business? “Experience” is an all encompassing term for your brand. It can mean how they resonate with your social media and content, or how your packaging caught their attention, or even how they describe your business when they recommend your shop to their friends.
A solid brand experience is what makes your audience loyal, trusting, and ready to purchase.
1. Have a clear business voice and message.
We all know it’s important to have a mission statement and a “why” behind your business. But this goes deeper than that. How are you going speak to your audience through out all platforms? Your voice is the essentially the “conversation” that your business has with your audience. In order to make your voice clear, you’ll need to first decide the general route you’ll want to go down: are you going to be professional or more laid-back? There’s a million routes that you can go with this, but I’ve found that starting out super general to work your way towards something more specific helps guide you to a path that feels right for you. Once you’ve figured out general direction, you can start getting more specific with description words. Maybe you’ve chosen the professional route, but does this mean professional-corporate or professional-casual? Are you speaking like a Harvard grad with a fortune 500 business, or are you using a couple big words here and there with an overall refined tone? Maybe you’ve chosen professional-casual. Now you can start nailing down more descriptive words. Are you bold? Friendly? Energetic? Create a word map with all of the descriptive words you want your audience to recognize your business as. Use this word map for your website copy, your Instagram captions, your blog posts, your product imagery. However you come up with your word map, it’s important that you stay true to it.
2. Have a complete brand system, not just a logo.
As a designer, it is my duty to tell you that your business doesn’t just deserve more than a logo, it NEEDS more than just a logo. Sure, maybe you needed something quick to represent your business when it first started, but in order make waves, a logo isn’t going to cut it. There needs to be strategy behind your brand, and while voice and tone is apart of that strategy, so is the actual design. Logo variations, design elements, patterns, a color palette, and typography choices all go into how your brand is perceived by your audience. You’ve established your voice and message, now it’s time to hire a designer to translate that message into a visual aesthetic. People don’t fall in love with a logo, they fall in love with how your brand makes them feel. The design process should consider your target audience, your business goals (both short term and long term), your industry competition, and your ultimate vision. There should be research before diving into the design, because in order to create a solid, everlasting brand, you need a solid, everlasting foundation. Investing into your brand, with the right designer, will give you the clarity and the confidence that you will need in order go from successful to flourishing.
3. Have a stunning presentation
This mainly applies to product based businesses, but should still be considered with any business in general. A stunning presentation means that you’ve considered how your audience will visualize your product or service in their lives. Your presentation is what stops your ideal customers and makes them say “I need this.” It starts with your packaging, printed/digital materials, and is elevated by product photography. I will always suggest investing into product photography because while it might seem like a lot of money upfront, these images will carry your business. We live in a visual world, full of Pinterest, Instagram, and advertisements. Your business needs to stand out in the right way and inspire your ideal audience. Remember the word map that you used to find your voice, and the mood board that inspired the vision behind your brand? Use these resources to create a vibe for your product photography (or stock photography if you’re a service based business) so it can fit seamlessly into your business as a whole.
While these three things can all be considered alone, in order to create lasting impact on your audience, it’s important to consider everything together.
At Viola Hill Studio, we believe that it’s not just about creating a beautiful brand, it’s about creating a wholesome brand experience that your audience will embrace. Our brands our rooted in strategy so that you can have a solid foundation for growth. We focus on all aspects of your business so that you can gain clarity with our expertise.