The definition of a brand is: a product or service that has a unique & immediately recognizable identity that distinguishes itself from others in its industry
To develop a business that is instantly recognizable, there should be strategy in place to be seen as more than just a logo.
Think of the big businesses you know: Amazon, Starbucks, Walmart, Nike. Every one of these names carries with it more than just a logo. You instantaneously think of different personalities, messages, and promises associated with quality. But how did they get there?
It didn’t happen on accident. Each one of these businesses was built with a particular message & clientele in mind, and their branding was built entirely to support these ideas.
So without ado, I introduce you to: The Brand Umbrella.
I cannot possibly cover the entire brand umbrella in a single blog post. You would be reading forever. Today is a minor overview, and later I hope to go in-depth into each of these aspects of the Brand Umbrella and provide helpful tools to help you as a small business owner build them on your own.
When I work with clients, I send them a lengthy survey that is quite intimidating. My response is always this: “I had to keep coming back to it. You really had me thinking about my business in a way I hadn’t before.”
Small business owners are specialists in their offerings. Translating those offerings into an entire brand identity takes a little thinking outside of the box. When you decide to develop your own brand identity, or are ready to hire someone to do it for you, here are some highlights to keep in mind. And if your designer does not ask you questions about these things, run the other way! To truly create a branding design, these are a must-know.
Values
Brand Values are a company’s core beliefs that guide how they interact with customers, employees, and the community. As a small business owner, you get to decide what these markers are. Most small business owners take pride in providing exceptional service to customers, service that makes their customers feel as though they are purchasing from a friend or a community member. However, if you are in a business where you don’t interact with clients, maybe your highlighted values are in how quickly you can provide a product. However your business stands, it is important that your business structure reflects these beliefs in every aspect. And those values will inform how your visual identity is built.
Message
Brand Messaging is the way a brand communicates its values, personality, and promise to its target audience. A segment of a brand’s message is often it’s tagline or mission statement. This is an easy way to take what a brand’s message is, and wrap it up in a short, easily understood manner.
Voice
Brand voice is the unique personality that your brand presents to the world. A brand’s values will be delivered within their message in their brand voice. See how this is all layering? If you are opening a care facility, your brand voice may geared to be friendly, reassuring, with a touch of seriousness to elevate trustworthiness. However, if you are opening a petting zoo, you might have a more cheerful voice to enhance the excitement of interacting with animals. Just for a teaser, this is an example of “How Are You”:
“Hello! How are you feeling today? We’re here to make sure you’re comfortable, supported, and surrounded by care every step of the way.”
“Hey there, friend! How’s your day going? Ready to meet some furry pals and make some unforgettable memories?”
Vision
A brand vision is a brand’s concept of its future. Tied very closely with a brands values and mission statement, it’s a goal of what the business wants to achieve. A brand’s vision gives you a sense of direction, and answers the question, “why does this brand exist?” Having a brand vision differentiates you from competitors. While you may have a similar mission to a competitor, the vision of how you will achieve that mission can be an excellent tool to set you apart from them.
Quality
The quality of the products or services you provide is tightly knit with your brand identity. Do you provide solutions that are a temporary fix, or shaped to be a long-lasting solution? This is how consumers would describe the tangible aspects of your services or products.
Visuals
All of the above needs to be considered in order to create Brand Visuals. Without being informed of a brand’s values, message, voice, vision, and quality, it is impossible to create effective visuals that communicate these ideas. Your brand visuals are the logo you have on your website, the packaging that you create, the types of imagery you choose to promote your products, and the stationary you send professional mail with. All of these elements need to be in alignment to create effective brand strategy.
I intend to take a deep dive into each of these elements individually. I would love to hear from you- which element of the brand umbrella would you like to learn about more first?
Thoughtful and insightful. ❤️❤️