5 Ways to Get More Brand Love

5-steps-for-more-brand-love

 

We want more brand love – we know you do too!

In this Lab : : Note let’s talk about branding and getting authentic with it. This is the first note in a Series were we are going to be unpacking our 3 part Hearts + Minds formula a little bit and sharing some DIY tips for raising your brands E.Q (emotional intelligence).

 

hearts-minds-diagram-branding

 

However, before we dive in you may be thinking, “What is emotional intelligence or E.Q? What does it have to do with my business and why should I care?”

 

E.Q helps you guide your customers’ experience.

As business owners, the big idea we want you to know and take away about emotional intelligence is that it is the ability to use emotional information to guide other peoples’ thinking and behavior. Keyword here is guide.

 

From a business and marketing perspective, the emotional information part comes into play by knowing what problem your product or service solves and the common feelings and emotions your customer experiences in relation to that problem.

 

The guiding part comes into play by knowing what their emotions are prior to using your product or service as well as the feelings they have as a result of the transformation they experience by using your product or service. This is important whether they undergo an actual transformation such as losing weight or a perceived transformation such as feeling more confident.

 

Knowing your customer this well allows you to guide the way you share and position your brand. It also guides how you tell your brand story visually and verbally allowing you to do so in a way that feels authentic to your customer and genuinely connects with them on more of an emotional level.

 

Rocket scientists we are not!

Now this is where I pause for a short moment and say that while there IS indeed a whole science behind emotional intelligence, at ei design lab we definitely don’t claim to be scientists- E.Q., rocket or otherwise. We do however claim to be kinda geeky about the study of emotional psychology and how it affects peoples’ mindset, emotions and feelings, especially when it comes to marketing and user experience design.

 

So what is brand love?

Brand love is when your customers, audience, or tribe feels so connected to your brand that they become brand evangelists because they love it that much.

 

Whether it’s your brand story, style, messaging, products, services or all of the above that they feel a strong connection to, what’s most important is- they feel a strong connection.

 

5 ways to get more brand love.

If you’re feeling like your business could use some more brand love, the 5 steps listed below are a great starting point for making sure you’ve got the basics of visual branding covered. Here they are:

 

1. Know your target (dream) customer and know them well.

If you are trying to be anything and everything to everybody, you are always going to miss the mark for most people. You must know where you’re aiming in the market with your branding.

The best method for knowing where to aim is to study and know your target customer. Personas are a great tool you can use to help you to get to know them better. A persona is simply a fictional person that represents your target customer.

Target customers are like vision boards, unless you can clearly see your dream customer, you can’t target them. Once you have a clear picture of who they are you’re much better equipped to make a connection to them with your brand messaging and visuals.

Download our empathy map worksheet and get to work on getting to know your dream customer better right now.

 

2. Align your visual branding with your target customers expectations.

Are the visual aesthetics of your branding aligned with your target customers tastes and expectations? If you offer high-end products and services does your logo, quality of packaging and other branding items match the quality that someone who purchases on the high-end expects?

Or if your target customers are young women who love frilly feminine things, does your branding portray that aesthetic?

Your dream customer must be able to associate in some way with your visual brand. They need to be able to identify with, or at a minimum, appreciate its quality, style, aesthetic, colors and/or imagery.

For this step you may evaluate your current branding and realize you need to completely rebrand or you may just realize that you need to make only small changes. Or if you haven’t given much thought to your visual branding up to this point, we hope you at least now recognize its importance.

 

3. Clearly represent the transformation your product or service provides in your brands main visuals.

In addition to images of what you offer, also use positive pictures and images in your branding to clearly show and form a favorable picture in your target customers’ mind of the transformation they’ll receive by using your product or service. You could also think of it as images that show the “mood” of your brand.

People are visual and only becoming more so. For this reason, incorporating images like these goes a long way. It’s surprising how many people make the mistake of using imagery that shows the undesired outcome or consequences of not using your product or service, versus the positive.

If you feel it’s necessary to show the undesired outcome, always couple it with the positive, such as a before and after picture.

 

4. Use color to your advantage.

Color serves such an important role in your branding. It can portray the mood of your brand, it helps you tell your brand story more effectively and it can also help you make more sales. It’s a huge part of how your brand communicates.

I’m not going to go too deep here, color theory in and of itself could fill an entire book. However, I do want to provide you with some tips and give you some things to consider.

Color psychology. So what are your brand colors currently saying about your business and what emotions are they bringing up?

 

Here are some common associations for colors:

Blue = calming, security, peace, trust

Green = fresh, growth, money, health

Yellow = energetic, warm, happy, intellectual

Purple = royal, spiritual, wealth, ambition

Pink = feminine, sweet, compassion, playful

Red = love, power, strength, energy

Orange = courage, confidence, success, friendly

Brown = earth, outdoors, conservative, stable

Gold = valuable, luxury, traditional, prosperity

Silver = high tech, graceful, sleek, glamorous

White = pure, fresh, clean, modern

Gray = reliable, solid, security, modern

Black = protection, elegant, formal, dark

 

Color on your website and in print. Typically, use no more than 3-4 colors on your website and in printed branding and pay attention to color contrast, especially text.

As a general rule of thumb:

Select 1 main color – use it for 50-70% of the design. Suggested uses are main visuals, backgrounds, buttons and headings, etc.

Select 1 accent color – use it for 40-20% of the design. Suggested uses are main Call to Action buttons on your website and large titles in your branding.

Select 2 additional accent colors – select one light accent color and one dark accent color and use both 5-10% of the design.

One of my favorite online tools for creating color schemes is paletton.com.

 

5. Get rid of the visual clutter.

Lastly, people need places for their eyes to rest when looking at your website, a brochure, a blog post and all things visual branding. People naturally scan images as well as text, so providing visual interest and places for the eye to rest actually makes it easier on the eyes and more enjoyable to look at.

Use focal points. A focal point is an area of interest or place for your eyes to rest. This blog post uses larger headings to help you scan the text, but also to gives your eyes a place to rest before reading the paragraphs. This is just one example.

Take some time to scan your current branding and notice where your eyes go. Another fun exercise is to squint while looking at it. You should be able to tell what the most important items are even while squinting. If you find this isn’t case, what can you do to create focal points where needed?

It may be as simple as changing the color, making it bigger (or making other things smaller), or giving it more space.

Use white space. Use white space (or any color space) between elements on your website and in your visual marketing to provide visual hierarchy, group like items and also assign importance.

 

Wrap Up

I hope you enjoyed these tips for improving your visual branding. These steps are a just a small taste of part one of our Hearts + Minds process, “Authentic Branding”. The second part of our process, “Focused Content” will be the topic of our next Lab : : Note.

 

Building an audience of loyal brand lovers doesn’t happen overnight, but if you take the time to really get to know your target customer and implement some of the steps mentioned above, we promise you’re going to start to see and feel the brand love.

 

If you haven’t snagged the empathy map yet for creating your target customer persona, you can download it below.

 

Download the Empathy Map

 

Have questions or ideas you’d like to share is regards to branding? We’d love to hear your thoughts in the comments below.

2 Responses to “5 Ways to Get More Brand Love

  • Great post! Thanks for sharing and congratulations on the first post!! 🙂

    • Jodie
      2 years ago

      Thanks so much, Ariana! Now we just have to do it again, and again, and again… 🙂