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Successful Branding Through Cohesion

- September 5, 2011 | by April -

{Embroidery Hoop Art by The Merriweather Council – the author of this post}

Branding isn’t just a logo or the colors you use in your imagery, buttons, packaging, and other designed elements of your business, etc… it’s the rest of the stuff you are doing also.

A good design is important, don’t get me wrong. Of course it is! You already know this! You know that when you go to a website and a trail of blinking stars follows your cursor around and some midi file starts playing and the background is blinking and neon green you aren’t likely to stay very long. But I digress…

Branding is, as April shows and tells us in her recent ARTrepreneur class, about “creating something that instantly connects everything in your creative business.”

What do others say when they talk about your business?

What kind of language are your customers using when they describe your business to someone else? Do people want to talk about your business? Are you giving them a reason to?

Now, of course, you cannot control what people are saying about your brand but you can control what you put out there – and what you put out there should be cohesive. Cohesion will make you look more organized and professional and therefore more trustworthy. Cohesion has to do with your design materials, colors and logos, but it also has to do with your personality, your story and your message.

Those things that people are saying about your brand – should be applicable not only to your product but also to your customer service, your message and the personality you portray.

Let’s take Mayi for example – Mayi’s products are adorable, girly, fun and colorful but also clean and simple (simple as in, not covered in diamonds and 22 karat gold.) Mayi’s blog is also adorable. Her banner features one of her signature characters, there are bright colors and an adorable font face. Mayi’s posts are fun and bubbly, just like her products and her branding is clean, colorful and energetic. Mayi’s brand is bouncing with personality – hers – and her products also represent these characteristics. And if I were going to tell someone about Mayi’s brand, I would absolutely be using words like these. Mayi also represents the same things over an over – part of the cohesion of her brand – her love for cupcakes and encouragement to other handmakers, just to name a couple. As April puts it – you know what you are gunna get when you hire her.

Mayi’s built a strong and cohesive brand, and her business is flourishing because of it.

I think the idea of creating cohesion is so important – and this is your business and you have the ability to spread you idea and message to any extent you’d like, just focus on doing it with consistency. Take advantage of that. The bits of personality you share with your customers and potential customers will create more interest – or as we like to call it since reading our book club book by the same name – fascination. Sharing your personality, your story and your values will give your customers some insight into who you are and where your products come from. All of this makes buying easier for a consumer.

In addition to reaching out and talking to people about what they would say about your business, look back at emails, blog comments and feedback you’ve already received. Do these comments match up with your vision? Make your brand better represent you and your message through cohesion of thought, product, design and personality.

Tricky stuff, but so so worth taking the time to think about!

About the Author: Hello! I’m Danielle, the President, Vice President, Treasurer, Secretary, Administrative Assistant and summer intern and blog updater at The Merriweather Council. I enjoy sipping iced lattes, listening to boy band music, watching crime solving TV shows and putting things in hoops. I am often covered in little bits of thread and fabric but, well, ‘I want it that way’ 😉

11 Comments · Filed Under: ARTrepreneur, Creative Business Development

Comments

  1. April says

    September 5, 2011 at 6:34 am

    I love this post Danielle! We have to think about building a brand as much more than colors, logos, and fonts. It’s about personality and intriguing your target market. It’s about people wanting to come back for more and spreading this message behind your business.

    Reply
    • Danielle says

      September 5, 2011 at 11:20 am

      I totally agree! I think my best marketing tactic is my personality and personality. I didn’t know it would be that way when I started being a goof in public, but people seem to enjoy it lol

      Reply
  2. Annemarie says

    September 5, 2011 at 8:31 am

    Great post! I’m currently in the middle of a big branding overhaul – new logo and colors already in place, I’m now working on my bio. Really tricky, but fun to do. It forces me to answer some hard questions about who I am and why I do what I do. I’m getting to know myself better in the process!

    Reply
    • April says

      September 5, 2011 at 8:46 am

      That’s really exciting Annemarie! I’m glad that you’re having fun with the process–it’s obvious to readers and customers when you enjoy it.

      Reply
    • Danielle says

      September 5, 2011 at 11:22 am

      Awesome! Glad you liked the post – good luck with your progress!!

      Reply
  3. KJ says

    September 5, 2011 at 10:16 am

    You said: “…when you go to a website and a trail of blinking stars follows your cursor around and some midi file starts playing and the background is blinking and neon green you aren’t likely to stay very long.”

    I am glad to know I am not the only one who doesn’t like those motifs. However, I have seen some really gorgeous jewelry from designer’s whose sense of artistry ended at the interface of their beautiful jewelry and their distracting websites. I keep going back to the website but have a difficult time reconciling the two.

    Reply
    • Danielle says

      September 5, 2011 at 11:22 am

      Definitely. All that glitz and noise is very 90s to me. Circa the days of Britney Spears fan pages built by 15 year olds. People get carried away with the extras sometimes, better to keep it simple.

      Reply
  4. Mayi Carles says

    September 5, 2011 at 12:22 pm

    Well said Danielle. I think you’re absolutely right. People do get carried away a bit + I’m guessing it has something to do with feeling “naked” or “empty” if they don’t have their websites (mainly sidebars) filled with unnecessary stuff. Baroque adornments are indeed a thing of the past + the more people realize that white space is indeed beautiful, the more abundance for them. Plus, when people are not distracted by Britney Spears type flashy neon signs, they are more likely to read + comment + heck BUY!

    And buying is always welcomed, isn’t it 🙂

    Reply
  5. Karen says

    October 6, 2011 at 10:48 pm

    Great post! Just in time, I’m currently in the middle of a branding process – new logo and colors already in place, I’m now working on my bio.

    Reply
  6. Rhea says

    August 19, 2012 at 5:14 pm

    Thank you for this article…I wanted to get your thoughts on a conversation I keep having with a client in the food and beverage industry. My client has a menu that looks different from the website and flyers that look different from both. I feel like all marketing collateral should look the same for brand cohesion and unity. Any thoughts on how to explain to my client the importance of branding & cohesion?

    Reply

Trackbacks

  1. One BIG Way Creative Entrepreneurs Waste Time + How to Stop | Blacksburg Belle says:
    October 26, 2011 at 4:54 am

    […] Your brand is a big freaking deal. Eventually, you want your customers to recognize your brand instantly when they see new products featured on another blog, when they receive a package in the mail, and when they see your logo somewhere other than your website. […]

    Reply

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