Today, we’re going to be talking about building a brand and we’re going to be giving you a case study and a success story of one of the clients that we recently worked with.
Transcript
Hey Heather, how's it going today?
Speaker:Great, Amin.
Speaker:How are you?
Speaker:I'm really good.
Speaker:And I'm really excited about today's topic.
Speaker:So am I, there's nothing.
Speaker:I love more than seeing wonderful people succeed.
Speaker:Absolutely.
Speaker:Today, we're going to be talking about building a brand and we're
Speaker:going to be giving you a case study and a success story of one of the
Speaker:clients that we recently worked with.
Speaker:Yeah.
Speaker:So we're going to be talking about how we implement some of these
Speaker:fundamentals of branding into building our brands ourselves.
Speaker:And one of the most important things is making sure we capture the owners DNA.
Speaker:And, that we are able to communicate that because as we know, it's really
Speaker:important that you answer the phone and answer your emails and your eat the
Speaker:language on your website and your vibe all feel like the owner of the business,
Speaker:especially when you're an entrepreneur and you're just getting started.
Speaker:You really want to make sure that you're able to communicate your
Speaker:DNA through your branding elements.
Speaker:And so when we had a client come to us and she was starting, a brand new
Speaker:business in Northern Saskatchewan, I was really excited when I heard
Speaker:the name of the business because I, myself am from Northern Saskatchewan.
Speaker:And so her business was called boreal health.
Speaker:And the boreal forests are all around prince Albert there's
Speaker:carnivorous trees with pine needles.
Speaker:And, so I want to make sure that we were able to capture
Speaker:some of the spirit of the forest.
Speaker:And then in conversations with her, it became really clear that
Speaker:she liked really clean design.
Speaker:She really liked a very clean aesthetic, but she also had this quirkiness about
Speaker:her, where she really liked vintage art.
Speaker:And she has a bit of a sense of humor.
Speaker:So we wanted to bring some of that color tone in of vintage art and some
Speaker:of that feeling so that when people come into our office and they meet
Speaker:her and they see what she's wearing, it feels like her, or when they go to
Speaker:her website, it also feels like her.
Speaker:Or everything feels really honest across social media.
Speaker:There's no triggers that go up because one thing that can happen in our brains
Speaker:is if we see something that's disjointed, we can have a fight or flight response
Speaker:when we connect with brands and we want to be able to ease some of that by
Speaker:making our brands feel like the owner.
Speaker:So we incorporated some of the forests, some of that vintage feel in our
Speaker:color palette and also a little bit of luxury because she also has a little
Speaker:bit of a, a luxurious vibe about her.
Speaker:So we came up with a logo that has pine cones in it, and the pine cones
Speaker:actually alluded back to the needles.
Speaker:So like the needles for Botox and fillers and the different kinds
Speaker:of injections that she does.
Speaker:So, I think overall the brand was very successful.
Speaker:I think that it's beautiful.
Speaker:Easy to recognize and has some of that luxury feel without being
Speaker:stuffy, which is a lot like a conversation with that client.
Speaker:Wouldn't you agree Amin?
Speaker:Absolutely.
Speaker:I think that's wonderful that we had a chance to start from scratch with
Speaker:this brand because it's a lot easier when you're starting from scratch
Speaker:to get a real sense of who the owner is, what vibe he wants to represent.
Speaker:But can you talk a little bit about why it's important that some of that
Speaker:DNA that feel from the owner also gets transferred into the business as well.
Speaker:Well, the, reason for that is because we don't want to create
Speaker:those trigger responses and people, we don't want to feel inauthentic.
Speaker:We want to feel genuine and we want to be able to connect to people the same
Speaker:way in person as we do with our brands.
Speaker:So I think it's really important that a brand carries the DNA of the owner.
Speaker:What are your thoughts on that.
Speaker:I think that's so, on point there, because I've experienced the opposite
Speaker:many, many times before where you sign up for a new service, it might be a
Speaker:new email marketing service or a new CRM and all the marketing material
Speaker:before you sign up, has this maybe fun, eclectic, or a quirky vibe to it.
Speaker:And as soon as you jump on the live chat for support, either stuffy or
Speaker:rude and it just isn't congruent.
Speaker:And so I think having that all in place, when you launch a business
Speaker:is super important because that's, that's a make it a break and that's
Speaker:what will bring people back to you and get them to talk about you.
Speaker:And that's what really makes you remarkable isn't it.
Speaker:Yeah.
Speaker:And you know, I think another thing that's really important about
Speaker:that is it wasn't just a logo.
Speaker:You know, some people think that when they're getting a brand, they're just
Speaker:paying for a logo and that they should be able to get a deal or get it for a
Speaker:lower price or just go to a designer.
Speaker:But a brand design is a lot different than a logo design because when
Speaker:we're designing her brand, we are trying to capture her DNA, her
Speaker:spirit, the mission of her business.
Speaker:But we're also thinking about the different design elements that go with it.
Speaker:So like the gold, the different images, the different imagery, the way
Speaker:we, did some Photoshopping and made them look very artistic and crisp.
Speaker:And so it creates this really cohesive vibe.
Speaker:And, one thing that I wish people who don't know as much about design
Speaker:as I'm very submerged that it right.
Speaker:Like, I live and breathe design and art is, I wish people knew the psychological
Speaker:impact that design has right from how many characters are used on a page
Speaker:to the tone like having dark gray letters versus black in one brand.
Speaker:For example, those are the kinds of details that our brand designer
Speaker:really focuses on, where a logo designer might just be looking at,
Speaker:giving everything that you want.
Speaker:And a brand designer might argue with you on some of your concepts, because they're
Speaker:trying to create an overarching story.
Speaker:Versus just giving you everything you want, which is more of what
Speaker:a production designer would do.
Speaker:So it's important to distinguish when you're choosing how to design your
Speaker:brand, whether you have a production designer working for you or a brand
Speaker:designer, because if you want to just get everything that you want.
Speaker:That's great to work with the production designer, but if you want
Speaker:to create a brand, you want to make sure you're working with a strategist.
Speaker:Yeah.
Speaker:That makes a lot of sense.
Speaker:And That ties in perfectly with our next episode, which is going to be talking
Speaker:about how good branding reduces stress.
Speaker:As you said, we want to make sure that it's easy for clients to understand what
Speaker:you do and what you sell, but also for the employees and the owner to represent that.
