A Brand is a living entity -- and it is enriched or undermined cumulatively over time, the product of a thousand small gestures
Your brand is everything that emcompasses your business. It’s what you do, how you do it, and where you do it. When a client or customer interacts with your brand, they get an experience that you created for them. It’s so important to know how your brand will connect with them.
There are three ways that your brand connects with your customers. Your logo, your vibe, and your language. They all work together to make your brand great.
This one is super important. As a designer, I get a full representation of the brand from my clients. They tell me what they do, how they do it, and how they communicate. This helps me represent them in the logo.
The logo is a full representation of your brand with as little detail as possible. (By detail, I mean logo itself and the context of the brand) The goal is to give them a general knowledge of what you do. Let's take Target for example or (Targét for the fancy). It’s a simple logo. Yet there is so much that is behind it. It’s a place where you can get your food, household items, and so much more. The logo represents that. One place for all your needs. Right on Target so to speak.
There are a ton of more examples of good logos (ex: Nike, LinkedIn, etc). I can go on for days. LIke I said before, a good logo is a logo that represents you fully on first glance.
Have you ever gone to a restaurant and thought, “The environment here is great” or “The customer service here is phenomenal”? That’s their vibe rubbing off on you. Your vibe should do the same. Your vibe is how YOU vibe with customers. Go ahead and meditate on that for a bit if you need to.
The vibe you give off will be a direct representation of how your customers communicate and relate emotions to you. If you have a bad vibe, (trust me, everyone has had one at some point in their lives), chances are people will not work with you. The amount of time you spend with your customer helps with that. Build a relationship with them and I assure you, the vibe will be great in your realm of business.
This is just as important as the others. The language you use to speak to your clients has to make sense. I’m not talking about Spanish, Swahili, or anything like that. I’m talking about the lingo of your field.
For instance, I’m not gonna tell my client that the bezier curves in their logo are skewed and I need to move the points around in the artboard to make them look better. I’m going to convey that in a way that makes sense to them. Technical terms in any field can be overwhelming to people who do not have the whole gist of what you’re doing. So like my high school track teacher always says, Keep it simple stupid.
This is one that I personally struggle with. I want to tell EVERYONE what I’m doing and how I’m doing it because I’m excited about doing the work and I know the fixes. I just know most of my clients do not want to hear that. They just want to see the finished product. When my clients want to see how I do it, I’ll show them. For now, I’ll just keep it to myself.
So your brand connects to people in three ways. Your logo, your vibe, and your language. Each of them can work separately, but they work much better together. With this knowledge, I challenge you to see how you improve your brand connectivity and push your clients and customers to love you even more.
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