The Brand Glossary
How do we build a Brand?
Remember, everything you do as a business, as your customers perceive it, is your brand. The majority of that perception is the way your brand looks, feels, and acts. So how do we build brands that look, feel, and act in the best ways for your business? We do it in two parts:
1
\ Analyze and Improve your Brand Identity
Brand Identity is the collection of tangible and intangible elements that convey the essence, personality, and values of a brand to its audience. It's the overall experience customers have when they interact with your business. It encompasses visual elements such as logos, colors, typography, and imagery, as well as verbal elements like messaging, tone, and brand voice.
To build a meaningful and lucrative brand we have to be sure that your Brand Identity is on point. Sometimes this means filling in small informational gaps or tweaking your brand voice. It could even mean helping you craft an entirely new business name.
2
\ Design an Impactful Visual Identity
Visual Identity specifically focuses on the visual aspects of a brand, including its logos, colors, typography, etc. It is the visual representation of a brand's identity and encompasses the visual language used to communicate with its audience. A cohesive visual identity ensures consistency across all brand touchpoints, creating a unified and memorable brand experience.
With your Brand Identity settled, we get to work designing all the necessary visual components to strengthen your presence in the marketplace. Sometimes it's as simple as adding to your brand's existing assets. Most times this phase results in all-new, visual assets to make your brand look its best.
“Katie and Andy are amazing creative talents. From interior design... to branding, these guys are the real deal. Highly recommend."
Jim Carey, Workwell™
Brand Identity Services
Story
Your brand story is the narrative that conveys the essence of your business - its origins, mission, values, and journey. It goes beyond just the products or services you offer, delving into the emotions, experiences, and aspirations that define your brand. Through storytelling, you can create a memorable and authentic brand identity that sets you apart in the marketplace.
Name
Your name is more than just a label; it's the first impression you make on your audience. A strong brand name is memorable, evocative, and reflective of your brand's identity and values. It should resonate with your target audience, convey the essence of your brand, and differentiate you from competitors.
Personality
Your brand personality is the human traits and characteristics attributed to your brand. It's how your brand would behave if it were a person - friendly, professional, adventurous, etc. Defining your brand personality helps you establish a unique identity and connect with your target market's preferences and aspirations.
Voice
Your voice encompasses the language, tone, and messaging that define your brand's communication style. It includes elements like your brand voice, taglines, slogans, and key messaging points. A consistent and cohesive verbal identity reinforces your brand's personality across all touchpoints, from marketing materials to customer interactions.
Products
Whether you offer services, consultations, or physical products, these represent your solutions to fulfill your customers' needs and desires. Highlighting the unique features, benefits, and value proposition of your offerings is essential for attracting and engaging your target audience.
Visual Identity Services
Logo / Icons
Your logo is the visual cornerstone of your brand identity. A well-designed logo is memorable, versatile, and instantly recognizable, serving as a visual anchor across all your branding materials and touchpoints. Supporting your logo are icons, of visual symbols used to convey specific meanings or concepts associated with your brand. These icons complement your logo and help communicate key messages or navigate information in a clear and concise manner.
Typography
Typography refers to the style, arrangement, and appearance of text used in your branding materials. It's a powerful tool for conveying tone, personality, and hierarchy within your brand's communication.
Colors / Patterns
Colors and patterns play crucial roles in shaping the personality and perception of your brand. Consistent use of colors across your branding materials creates visual cohesion and reinforces brand identity, while patterns add depth, texture, and visual interest to your brand identity. Whether bold or subdued, geometric or organic, colors and patterns enhance brand recognition and reinforce your brand's visual language.
Photography
Photography or imagery plays a vital role in visually communicating your brand's story, values, and lifestyle. Whether through product photography, lifestyle imagery, or brand portraits, high-quality photography captures the essence of your brand and engages your audience on an emotional level.
Applications
Whether your brand exists within digital, physical, or (most times) both realms, applications refer to how your visual identity is translated and applied across various mediums and platforms. From business cards, brochures, and product packaging, to websites and social media profiles, your brand's visual elements should be adapted and optimized for each context while maintaining consistency and integrity.