3 Keys to a Successful Brand: Style
Let’s talk about BRAND KEY #2: Style.
Your brand's style begins with the end goal in mind, which is your TARGET AUDIENCE. From that vantage point, the style of your brand also known as your brand identity, is the development of the following:
Theme/Personality (look/feel of your brand)
Color Palette (Mood/Inspiration)
Typography (font pairings)
Voice (the language you use to attract)
Let’s talk about each of the following in detail.
Theme/Personality of Your Brand
I like to begin with the Brand Archetype. Carl Jung (July 26, 1875 – June 6, 1961) is one of the most influential psychiatrists of his time who developed the theory of archetypes in the context of personalities. It has been adopted by the marketplace with smart marketers & brand strategists who use this ideology successfully because it has been shaped by time, culture, & experience & yields unprecedented results.
Have you ever watched certain commercials that evoke a specific emotion? It doesn't matter what the emotion is, whether it was feeling rebellious, or compassionate, or sad, happy, or funny. The strategists behind that commercial is purposely doing psychological work on you without you being aware. Masterful branding is an art and a science. The art is in the storytelling, the brand voice, and the usage of imagery & media. The science is in the archetype that the brand was built upon.
You must use psychology to influence your potential customers behavior. This is not a bad thing. It is simply a smart strategy you can employ and it forces you to go deeper into this psychology to influence the behavior you are trying to attract. You have to understand who you want to attract and to get them to see YOU as their solution to their pain. In business, it is not truly about the product or the service, as it is more about the experience, the connection, and how they FEEL & PERCEIVE your brand which is called BRAND EQUITY. You cannot define your brand equity because it is defined by the customer.
Do they have an emotional, subconscious connection to your brand? When you answer this definitively, and you can convert your target audience into paying & loyal customers, you have MASTERED YOUR BRANDING & will be able to market effectively.
Color Palette
After you have discovered your brand archetype, everything else begins to make sense if the archetype is truly reflective of the target audience you are trying to attract. If you are a personal brand, you will most likely attract a certain type of audience who have similar traits like you. But this is not a really good moment to choose your favorite colors but to choose colors that actually appeal and mean something for your target audience. For instance, if you are the Magician archetype, they are imaginative, intuitive, & mystical. Their life is driven by information, knowledge, discovery, & transformation. Disney is an example of a Magician archetype. They use whimsical & vibrant color palettes. (see example below)
Typography
This is all about the font pairings. This is important to they archetype or the brand style as well. If we was to use the archetype example and color palette above, you wouldn’t use a gothic bold font. You would use something like below which is a script font with “legs” and a basic font:
Voice
Your brand voice should be the voice of your target audience. They should be able to engage your brand and emphatically say “THAT”S ME” and want to keeps browsing and engaging to learn more. Your brand voice is the language you use that matches the imagery you use. It must be consistent and convey properly what you want them to know. I exist for inner healing, branding women, & building up emerging and existing Kingdom women entrepreneurs, so many of my imagery will reflect women of all shades healing and doing business. My message will always be building you up with biblical truths, divine strategies, & all things branding, wealth, success, & God. Those are my core themes and I don’t deviate and neither should you. Find your voice and make sure it is authentic to the brand archetype, the color palette, the fonts, & your overall brand style.
I hope this blog blessed your life.
If you want to know your brand archetype, take the free Brand Archetype Discovery Quiz here.
Share your thoughts in the comments below.
- Quiana J. Speaks
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