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  • Education
  • January 18, 2022
You see, a brand is so much more than what you see. Today, I want to discuss the intangible elements, not the things you can see but the things you can feel and why they are so valuable for business.  
Brand Strategist

The secret sauce behind a brands success

What differentiates a memorable brand to a forgettable one? You can stop reading here if you trust and believe – it’s branding.

Need more convincing? Oh, alright then, keep reading…

 

 

Let’s quickly reiterate that a logo does not make a brand. When a business engages with a brand strategist and designer to get them to develop a visual identity (logo, icon, submark) there is a tremendous amount of research and strategy that goes into the creation of the elements. The logo files are one tangible asset of a brand, some other tangible elements are the colour use, website, app, product, typography. These all become a part of a brand.

You see, a brand is so much more than what you see. Today, I want to discuss the intangible elements, not the things you can see but the things you can feel and why they are so valuable for business.  

 

Intangible branding effects can be:

Social status

Why luxury brands can have such a luxury price tag and seen as investment pieces that will only increase in value over the years.

Feeling of belonging

When a brands audience are a group of like-minded people, it creates community which helps supports each other and brings intangible value.

Shared values

When you choose to put your money behind brands that are giving back and choosing, for example: sustainability over fast fashion.

Sense of nostalgia

Why brands such as Johnsons & Johnsons continue to dominate. New parents trust and know this well established brand that was used by their parents.

 

A unique offering is important, but there has been many successful businesses that become leaders by offering a product already on the market. Think of the candle label Diptyque, they sell candles which isn’t a new product, nor a unique concept. You can pick up a similar quality candle at the same price point in a lot of places, so why does Diptyque have such a cult following? Why do people choose to buy from them? Why do people hold onto the empty vessels and store their makeup brushes in them?

It’s the branding.

Sure, Diptyque started their luxury perfume label back in 1961 in Paris but they started somewhere and have worked on building their brand and have kept it current and competitive over the decade. I really love this insight into their famous candle label, take a look at that here.

 

 

 

Seven Tips to Understand and Embody Your Brand’s Values

 

  1. How do you want your audience to feel when they find your brand? Does your brand wish to embody sophistication, creativity, professionalism, sincerity or something else?
  2. Get to know your customers. Find out what motivates your customers, what ticks them off, where they shop etc. Get to know them and see how your brand will help them.  
  3. Remember the ‘why’. Why you started your business, why you felt compelled to create something for yourself. Your history is important for your audience who want to buy from a brand they feel they know.
  4. Work on your values. Shared values is a major contributor to buyer motivation. People now more than ever are so aware of environmental impact of their consumer choices and will choose one that cares about giving back over others. 
  5. Be current. Listen to your audience and grow with them as they surely will evolve. What works today won’t work in ten years time so it is imperative to check in and make sure you are keeping up.  
  6. Don’t focus on the metrics. It’s easy to get lost in the analytics but it’s more important than ever to build an actual connection with your audience in an authentic, natural way. Focus on creating genuine conversations with your audience. 
  7. Work on your tone. Your brands language can make or break the effectiveness of your marketing message. Developing the way you speak to your audience is critical.

 

 

 

Investing and continual improvement on every touch point your customers have with your business will develop intangible value for a strong brand.

Read more tips here on how to create a memorable brand here.

PreviousCase Study ZIMMER.
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Introducing 🥁🥁🥁⁠ ⁠ VIAND FARE CATERIN Introducing 🥁🥁🥁⁠
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VIAND FARE CATERING⁠
ꜱᴇʀᴠɪᴄᴇꜱ: ʙʀᴀɴᴅ ɴᴀᴍᴇ ꜱᴛʀᴀᴛᴇɢʏ + ɪᴅᴇɴᴛɪᴛʏ⁠
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The brief required a sophisticated, timeless and established design. To be a reflection of their premium offering and service. ⁠
The colour palette is a carefully curated to embody a contemporary brand with a sense of longevity. Grounded neutrals and classic complimentary hues help achieve this.⁠
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I wanted the typography to look and feel professional, mature and authoritative - with a clear attention-grabbing hierarchy using clear serif logotype paired with a simple extended sans serif type. These fonts were mindfully chosen to ensure they can be used across applications. ⁠
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The menu which is both editable for the client and easily sent either digitally or printed professionally to be available during events. ⁠
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𝘍𝘦𝘦𝘥𝘣𝘢𝘤𝘬 𝘴𝘯𝘪𝘱𝘱𝘦𝘵 :⁠
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"The main logo ... looks established and very much within our guidelines. 𝗜 𝗳𝗲𝗲𝗹 𝗯𝗼𝘂𝗴𝗶𝗲 𝗷𝘂𝘀𝘁 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝘁 𝗶𝘁. This will certainly relate to our high end customers."⁠
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Want to know more about how I can help your business? Head to the link in my bio which will take you to my website!⁠
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#calledtobecreative⁠
#websitedesign⁠
#designinspirations⁠
#graphicdesignstudio⁠
#brandingdesigner⁠
#brandingstrategy⁠
#brandstorytelling⁠
#creativebusinessowner⁠
#entrepreneurher⁠
#brandstylist⁠
#thoughtleadership⁠
#aspiringentrepreneur⁠
#businessofdesign⁠
#contentmarketer⁠
#mycuratedvibe⁠
#brandingtips⁠
#designperfumes⁠
#graphicdesignagency⁠
#typedesigner⁠
#beautybranding⁠
#wordpressdesigner⁠
#webcontent⁠
#freelancetofreedom⁠
#creativeeducation⁠
#businesstipsforcreatives⁠
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"Who would ever say no to work? ⁠ ⁠ After a fe "Who would ever say no to work? ⁠
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After a few years, you realise you don't want to do that job and want to work with that person."⁠
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This is just a snippet of the genuinely fun and easy conversation I had with Michael on his podcast - Coffee With Creators. ⁠
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We spoke for another hour after we stopped recording, what a guy! You may know @michsoledesign for his sweet office set up but he is so much for than that. A fellow designer with a common interest in nurturing lasting relationships. We had a bunch in common and even though technology wasn't on our side with a painful delay and internet outages he has done a very creative edit and it's a joy to listen to. ⁠
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I got so much from this chat and I would love to hear what you think of it too, if you want to watch the video recording on YouTube go to the link in my bio where you will find a direct link. ⁠
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✌️ @coffeewithcreators #coffeewithcreators #podcastchats #creativepodcasts #podcastshows #podcastforcreatives #entrepreneurmindset #inspirationalconversations #mycreativebizz #creativelifehappylife #thegramgang ⁠
Each stage is crucial to your project. ⁠ ⁠ To Each stage is crucial to your project. ⁠
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To me, I don’t just value my customers. I make it my mission to ensure you get the best service and outcome, 👏 every 👏 single 👏 time. ⁠
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And to ensure this is consistent, and you can bank on your outcomes? ⁠
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I have processes in place that roll out in three stages. ⁠
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I've finely tuned these stages for a smooth journey for both of us, one that is all laid out step-by-step to minimise stress for a smooth-sailing design project. ⁠
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I don’t take your trust for granted. ⁠
I make sure I deliver for you every time. ⁠
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Are you ready to kick off a new venture? If so, let’s connect so I can support you through it.⁠
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#beyourownboss #businesstips ⁠
#branddesign #brandingcoach #businesssuccess #communityovercompetition #createdtocreate #creativeentrepreneur #creativeentrepreneurs #creativeladydirectoryddesigner #creativelife #creativelifehappylife #creativepreneur #creativityfound #doitfortheprocess #entrepreneur #inspiredaily #livecreatively #mycreativebiz #postitfortheaesthetic #productivity #selfdevelopment #smallbusinesslove #smallbusinessmarketing #successtip #thegramgang #womeninbusiness #womensupportingwomen #wordsofwisdom #workfromhome
'Life is just so busy.' 'When I have a spare seco 'Life is just so busy.'

'When I have a spare second, I just want to sleep.'

'There aren't enough hours in the day.'

'I am not working towards any goals, I haven't had the time to set any.'

⏸ Have you had these thoughts before? 

If so, this is for you - learn 4 ways to carve out time with an over-demanding schedule. 

1️⃣ Schedule it in 🗓
Take a look at what needs to be done today? Maybe you have a to-do list or maybe you just know what needs to be done. Are you doing anything for you today?

Add something just for you, it doesn't have to take long - it could be a 15 minute walk. Move it to the top of your list and make an effort to do this for yourself.

2️⃣ Take your time 😮‍💨

'Their urgency is not your emergency' 
I freakin' LOVE this saying and it's front of mind when I get emails with the subject line 'URGENT' when after reading it, is not really urgent at all. 

Now, to be clear, I reply to all and I don't leave my clients high and dry; it's just that I am getting better at not getting churned up inside by these emails. 

I reply professionally with: 
"I've got this email, I will be able to help you with this ___on my time___."

3️⃣ Set boundaries 📃

If you know my content at all, you will know that boundaries are my jam. I love setting them, creating an 'ideal day' in my mind and then creating working hours, creating hours and meeting/social hours to be able to achieve it. 

The trick with boundaries is sticking to them. 
Saying 'no' get's easier with practise. 

4️⃣ Stop the scroll 📱

Do you know what your daily screen time average is? If you don't jump onto your phones settings and check it out. 
Warning: It may scare you. 

I am averaging 4 hours a day on my phone. 🧐 I really shouldn't complain about not having enough time, huh? 
It really is just me not prioritising my time effectively. 

If you don't have any willpower when it comes to not picking up your phone a gazillion times a day, set limits (hello boundaries, again!) and block apps.

Over to you.

I want to know your daily average? Don't be scared - comment below and what tip you might try and implement to carve out some more time.
So privileged to be a guest on Not Just About Copy So privileged to be a guest on Not Just About Copy with host @emmamcmillancopy to chat about brand and design - from colour theory to intuitive design and how the digital landscape has changed. ⁠
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In this episode of @notjustaboutcopy we talk about:⁠
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〰️ How motherhood became the catalyst to develop something just for ME⁠
〰️ When two businesses and two kids became too much - and what I did about it⁠
〰️ How I deal with feedback without taking it personally ⁠
〰️ Why beautiful design also needs to convert⁠
〰️ The unexpected benefits for business owners of investing in quality branding and design⁠
〰️ The realities of small business life and why I am such an advocate of boundaries, and⁠
〰️ How a solid strategy helps me write content for my business even when it feels challenging.⁠
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I loved this conversation with Emma, please take a listen and if you like it please leave a review on iTunes so other can find and learn from the podcast too.⁠
You can find the link in my bio 🔗
Do I feel like showing up here on socials everyday Do I feel like showing up here on socials everyday? NOPE.⁠ 😑

Am I confident all the time? ⁠
HAHHAA, definitely NOT!⁠ 👎

Do you know what I immediately thought when I saw this photo? ⁠
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I thought I looked so old, tired, my hair looks dry, what pose is that? How vain I am to take this type of photo? My lips are thin and wrinkly, I look cross eyed!⁠ 
*insert more awful things here*
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So, if I don't like the photo - then why am I posting it? ⁠
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Because I am choosing to see it through another lens.

My best friend took this photo and I know she was loving the natural light, the angles and yeah, the outfit is rad. 🔥⁠ The photo is beautiful, I am judgemental.
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We are all our worst enemies and we need to get out of our own way.⁠

📷 @hayneshayley 
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#wordsofwisdom #inspiredaily #livecreatively #branddesign #creativeentrepreneur #doitfortheprocess #mycreativebiz #selfdevelopment #successtip #communityovercompetition #creativeladydirectoryddesigner #womanentrepreneur #postitfortheaesthetic #brandingcoach #creativelifehappylife #creativepreneur #smallbusinessmarketing #womeninbusiness #creativityfound #creativelife #smallbusinesslove #productivity #workfromhome #womensupportingwomen #contentcreator #businesssuccess #thegramgang #createdtocreate
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  • Squires Way, North Wollongong NSW 2500
  • jade@thebrainchild.com.au

I ACKNOWLEDGE THE DHARAWAL PEOPLE AS THE TRADITIONAL CUSTODIANS OF THE LAND ON WHICH I LIVE, WORK & CREATE. I ACKNOWLEDGE ELDERS PAST, PRESENT AND EMERGING.

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