03/05/2022
What's the truth about brand identities? Do I really need one?
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Look around you. Chances are, there’s a branded product in your vicinity. Personally, I'm looking at a bottle of Hawaiian Tropic sunscreen on my fireplace mantle (where it belongs). When you see a product with a distinct brand, it’s important to recognize how that curated imagery makes you feel. The tan bottle with hibiscuses on it and a palm tree aptly placed in the logo brings me to the sun, the sand, and a beachy breeze. And if we’re lucky, a piña colada.
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Your brand’s identity should not only reflect the feelings you want to evoke – it should also be relevant to your niche audience. For instance, if you’re selling delicious, greasy hamburgers, you probably shouldn’t market them to the group that’s definitely on their sixth day of a juice cleanse. That would just be cruel.
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We designed an identity for The Venue on Lake Grant, a wedding venue looking to improve their image and lead quality. The owner wanted to keep their brand elegant and rustic while making it modern and relevant, so we curated their color scheme around the natural essence of their location.
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Lots of greens and earthy neutrals with a rosy pop can evoke a sense of calm, which is exactly how you’d want to feel at your lakeside getaway wedding. The logo also includes a hand drawn sketch of their venue, keeping the imagery personal and warm.
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A common misconception about branding is that it’s only about a logo and a relevant color scheme. Sure, those things are important, but it’s about far more than what's on the surface. Dig a little deeper into what makes your business unique, and think about how that would best be portrayed through your brand.
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What do you think? Are you ready to reconsider your brand identity? Whether your business is in the beginning phases or fully established and ready to evolve, we can help!
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