branding 101

How to Visualize your Brand Story

“Branding gives you an exceptionally effective way to broadcast who you are to your target market quickly and efficiently.” – MultiChannel News

How to Visualize Your Brand Story | Pace Creative Design Studio

In today’s ever-changing marketplace it’s more important than ever that your brand be effective at telling your story. Not only do you need a good story, you also need to tell it very clearly with cohesive colors, emotions, fonts, and other design elements. Putting everything together in one unified message is the key to branding success.

Whether you know it or not, your brand is telling the story of you and your business. Every time someone visits your website or reads your Facebook post, they are forming an opinion about who you are and deciding if they can relate to your brand. But it’s often difficult for small business owners, and even large ones, to understand and design every part of a brand story without some help.

Here are a few things to remember about the visual elements of your brand story. These can help you create a brand that is compelling and effective.

  1. Your visual brand story is a way to communicate directly with a prospect. It tells a story and should create a lasting impression. It should be authentic and should create a sense of trust in the minds of your prospects.
  2. The design of your brand should visually represent/reflect the mood and tone of your brand story. In order to have a great brand story, start with the story and add your visual branding based on that story. Too many times we want to start with logos and colors and fonts before we’ve really identified the story of our brand.
  3. Every color is tied to an emotion. You can use the psychology behind a color to help tell your brand's story. Take a look at this blog I created to help you understand color and its impact on people. Is your story emotional, energetic, happy or sad? Use colors to reflect those emotions.
  4. Your brand story’s visual elements can help in 3 ways. They make the brand relatable, memorable and engaging. The images create a simple yet highly engaging entry point for consumers, while the text of your brand story gives them the details they are curious about.

I hope these basic tips will help you create or strengthen your brand story. I geek out when I’m talking brand design and I’d love a chance to help you design a brand with one-of-a-kind visuals you can be proud of. Let’s get to talking!

How to Create Demand for your Brand

No matter how great your product or services, there is no such thing as a monopoly in today’s marketplace. There is an option for every product or service out there — usually an overwhelming number of options. So how do you get noticed and attract clients in the middle of all the noise? You might be surprised to learn that the key to success is to market your brand, not your product or service. 

How to Create Demand for Your Brand | Pace Creative Design Studio

Think about iconic brands like Coca-Cola and Nike. Does Coca-Cola tell you all the ingredients in their product or about where it’s sourced or how it’s made? Nope. Their latest tagline tells you to “Taste the Feeling” and their iconic logo is unmistakable. They’re promising an experience and feeling you have when you use their product. Does Nike talk all day long about their shoe construction or what their exercise wear is made of? No. The iconic tagline “Just Do It” is one of the most successful taglines ever created. Their “swoosh” logo implies movement and both inspire and encourage us to exercise. Even the Dollar Shave Club isn’t talking about the razor you’re buying. Their slogan “Shave Time. Shave Money.” shows they truly understand their audience and know how to speak directly to them.

How does your brand compare to these highly successful brands? You may not have the marketing budget they do, but the principles for standing out in a crowded marketplace are the same and can work for a business of any size.

  • Position your brand by narrowing your focus and staying true to who you serve. Narrowing your focus allows you to better target your ideal client.
  • Become known for who you are and create an emotion associated with your brand. Your brand should reveal the essential value you offer.
  • Create curiosity and belief in the minds of your audience that your brand offers something new—something they haven’t experienced before.
  • Differentiate how your brand looks from your competition. You can stand out by looking different and having a brand design that reflects who you are as a business.

These principles are a good place to start, but don’t confuse branding with advertising or marketing. Advertising is how and where you call attention to your brand. Marketing is actively promoting or “pushing” out a specific message. Branding is communicating your authentic values that clarify what your brand is and is not. It is “pulling” your audience in through attraction.

Is your branding attracting just the right clients to you? I know it can be difficult to figure out, so if you’re ready to strengthen your brand but don’t know where to start, then we should chat. I’m always ready to help with creative ideas, suggestions, and, of course, with custom, hand-crafted designs for you!