The Building Blocks: Creating Lasting Impressions
When brands are born into their existence, knowing how to provide value is so important in creating lasting impressions on customers.
I started a new brand identity project this month. Projects like these require working closely with the client – understanding their brand, the direction, and the visions they have. Most times it requires digging deep in conversations with the client to really learn how I can help them build out a brand that creates a lasting impression on their customers and target audience.Three of the most impactful points I strive to establish discussion around are:1. Purpose. What’s the “why” behind the brand?2. Discovering the angle. How are you original and how will you stay authentic?3. Emotion appeals. How do we tell your story?
Purpose. Finding Your “Why”
Figure out what your purpose is, your core values, and your beliefs because this will be the way you create and retain connections. Your purpose is the reason why your brand exists, beyond any financial gain, and when you discover what your “why” is, the emotional connection you create with your customers becomes deeper. But the key here is to be authentic in your purpose and that leads us into the next major point.
Be Original, Stay Authentic
Find your angle and develop an image and voice that’s entirely your own. Customers and clients are looking for genuine experiences that make them feel something, make them feel good, and your authenticity should be the heart of your brand. Being authentic means being direct, being open, and being honest and this means creating transparent experiences that allow your customers to trust you and believe in the product or service they’re opting into. A great way to achieve this is through storytelling.
Emotion Appeals. Tell Your Story
We’re wired to tell stories and have a natural urge to connect with others. Storytelling leads in to the power of the imagination. It maintains attention and increases understanding with your audience. When you turn to storytelling, you activate sensory parts of the brain that influence emotion, influence meaning, and influence purpose. Simply put, stories are extremely engaging and allow customers to feel a part of your story. If a customer first trusts you, the human, they’ll be more inclined to trust your brand. Here, you’ll be able to maximize your impact.
With uncovering the answers to these three points, together we’re able to create a solid foundation, better understand the positioning, and design a well thought-out blueprint for the direction of the brand.