“Sanya I want to know… How To Create A Brand Identity” or what the brand identity process is. I’ve finally compiled some thoughts for you, if you’re still trying to figure out this “branding” subject, because I’ve had to answer this more times than I can remember…
You have 8 seconds to make an impression and get someone’s attention before they click to something else. (Whoa 8 seconds?! ) 30% of our brains devoted to visual processing, 8% devoted to touch and only 3% devoted to hearing. This is why your visual needs to be on point.
Little bit of geeky science…
“The findings revealed human attention span has fallen from an average of 12 seconds in the year 2000 to just eight seconds today. Humans now have less of an attention span than a goldfish (nine seconds average). The decrease was seen across all age groups and genders in the study. Those in the age bracket of 18 to 34 had a 31 percent high sustained attention span compared to those age 55 and over at 35 percent. Meanwhile, males (33 percent) had a better attention span than females (31 percent). On a positive note, the researchers found the ability to multitask has significantly improved.” [ Source: Medical Daily ]
So the point I am trying to get across to you is, how important your visual impression of your business is. You may wonder how YOU can share “stories” through the images, fonts, colors, and styles you are sharing online, but trust me you can.
I get it, we all know that stories matter but maybe we’re struggling with “how” to share OUR business, service or product stories through the images we’re trying to make “Instagram worthy”.
It’s more than just making things “pretty”- telling your story about your business in a visually pleasing can truly make your brand and personality memorable, professional, … and most importantly, profitable. It’s time to post with a purpose!
Before moving forward, I’d like you to get out a pen and paper and do this quick quiz!
Brand Brain Dump Quiz:
- If you or your business were a color/colors, what would it be (pastels (muted), jewel tones(deep blue/red/greens), neon (bright), bold (primary colors), ?
- If you or your business were a shape what would it be?
- Are you or your business, fancy, classic, rugged, vintage, laid back, girly, masculine, trendy?
- If your Business were a person, would it be female or male primarily?
- What decade would your business most identify with, 30’s – 50’s, 60’s – 70’s, 80’s – 90’s or 2000’s?
Get creative and write out your answers a few times, cause they may change or vary. As you do this process you will notice an over lying trend to your answers and be able to pinpoint what it is exactly, then you can create your brand strategy (that’s coming up at the end). ** I’d love to see your answers in the comments if you’d like to share and bounce ideas together 🙂
Pictured Color Palette:
Pale Violet Red: #DF939E
Indian Red: #B86473
Dark Slate Grey: #212524
White Smoke: #EEEBEB
THE POWER OF TELLING MEANINGFUL STORIES ON OUR INSTAGRAM FEEDS…
It starts with the heart of your business. It’s not all about WHAT your selling, but who is selling and how you make people feel while you’re selling.
Understand this… We now live in the day where we all have a multitude of CHOICES and keeping your customer in mind you will do just that much less struggling to compete and survive in your market. Ask yourself “why will they choose me over another business similar to mine?” (I’m sorry to tell you… your ideal customer is NOT EVERYONE).
I can’t tell you how many times I’ve heard my clients tell me that their target market was “everyone” and then I really have to drill down deep to find out who it ACTUALLY is for them.
When we try to make everyone your customer, most consumers can’t decipher a big difference between you and your competition. You are a unique individual, just as your business is. Your ability to tell a beautiful visual story can transform the way people connect with you, your brand, your products and service.
Creating a visually pleasing brand that is your unique voice, you then humanize your brand, and give people a reason to follow you even if they don’t need your product or service! You have to create connection points with your followers beyond WHAT you do…. you want to share WHO you are.
How do you show this visually?
- Incorporate tools and elements: what are things you use daily or to do your work that you can incorporate! (ex: laptop, store, work environment)
- You in your environment: showing you at work in your office, where you create your best work, behind the scenes, traveling.
- Head Shots: beautiful, clean images of you, your team, your family, whatever you feel comfortable sharing that offers a human connection.
- Styled Stock Images: purchase styled stock images that are on brand in terms of color, aesthetic, and styling
THIS IS WHAT I CALL THE INSPIRATIONAL BRAND STORY
FOLLOWERS IMAGINE THEMSELVES BEING YOU OR WORKING WITH YOU – People like to visualize seeing themselves achieving “that body”, living in “that home”, traveling to “that location”, wearing “that outfit” (you get my drift?).
When you reframe your thought process to solving a problem, creating an experience you can get into the psyche of how it makes someone feel if they had what you are offering. Invite people into your world in a way that makes them feel at ease to have a conversation with you (you know… the know, like and trust rule?)
- Images of your product: in a setting that makes sense and/or a consumer enjoying or using said product.
- Before and Afters: this is one of the most powerful ways to share a testimonial or transformation, it paints the visual before and after.
- Elements of your offer: if you’re selling a service or a digital product, how can you showcase it in a way that makes it clear to your viewer to help them imagine the after.
- Clients: Use your client created images to showcase real-life product users that your followers can relate to.
WHAT IS A CLASSIC BRAND STORY?
A classic brand story is the things you become known for BEYOND what you do and/or create. These are touchpoint of connection that connect you to your followers regardless of if they are going to purchase from you right now.
How to visually tell brand stories
- Lifestyle shots: Images of things other than what you sell. Using different items that help create that editorial feel for you and act as serving before selling.
- Personal photos: Create connection through images of things that will draw connection with your ideal clients even if they AREN’T currently in the market for what you are selling.
- Growth photos: Photos that show your growth or change that allow people to see your journey in a new way.
- Conflict photos: Share some of the obstacles or objections boldly so that you can be the hero of your own story and allow your followers to imagine themselves as the hero of their life.
- Styled Shots: Photos that give you the chance to write more to the story or to share your heart (even if it isn’t fully aligned with the story!)
WHAT IS A BRAND STRATEGY?
As you develop a brand strategy, it helps to start at the beginning. In other words, begin by setting your business goals. Why are you creating a new brand? What do you hope to achieve by launching the new brand? Use those long-term objectives as a basis for all of your strategic branding efforts.
Once you put a good strategy or plan together for instagram branding you will be telling a story through your feed and ultimately gain followers and engagement.
The difference with facebook branding and youtube branding is that it’s not so much about the “feed” as it is about your cover image, your profile image that translates you brand well, but also directs people to the CTA (call to action) you desire them to take, to get to the next step.
Making the experience between your social platforms to your own website seamless increases their familiarity with you cause the colors, logo, designs and story are all in harmony. When people Know, Like and Trust, they buy from you again and again.
Have you been struggling or maybe wondering what is a brand identity? Subscribe to my email list to be a VIP and get first access to my up and coming Resources library that will be full of templates, printables, books and software that keep me “namaste” and more.