Tips to Creating a Memorable Brand
BRANDING EXPERT SHARES HER TOP TIPS FOR CREATING A MEMORABLE BRAND
Creating a memorable brand is about more than just a pretty logo. As a small business owner (and oftentimes, a one-woman show), it can be tempting to just do whatever feels good. But, in order to stand out, we have to create something our customers will resonate with and remember.
One of our favorite brand strategists, Luci Nixon, recently shared her guidance for building a memorable brand on the Upleveler Show.
Luci Nixon is a branding strategist and website designer. She owns Hello Luci Creative and loves working with creative entrepreneurs, lifestyle brands, and startups who need their brand to be visually appealing. Luci has been a graphic designer for 10 years and has a background in interior design.
After being an interior designer for 6 years, she made the move to graphic design full-time right before the pandemic in March of 2020. Now she’s running a successful business and we’re thrilled that she offered to sit down with our founder, Tiffany, and share some fantastic tips about how to create a memorable brand!
Tiffany: What we’re really talking about today is whether or not your branding IS memorable enough. You can absolutely pay for a website design or logo, but how do you know if you’re getting what you really need out of that design so you can succeed? So with that in mind…
Tell me why you feel that branding should be considered more than just a logo and some fonts.
Luci: I like to think about branding as an experience, not just a logo. It’s really about how someone will interact with your business at all of its touch points, like the copywriting or how they’d meet you in person. If you have a store, it’s how your customers experience the store and interact with your brand. It’s a super emotional experience. It’s NOT just about the logo - it’s everything.
T: I love that. There’s such a psychological aspect of branding and I think people forget that. For example, we know for a fact there’s associations we make mentally to different colors. And it’s important to take things like that into consideration. So tell me what is included in a branding experience?
L: Before I even jump into designing, I like to talk to clients about their brand foundations. What is their story? Where are they coming from now? What’s their long-term vision look like? Whatever we design shouldn’t be for RIGHT now, we should think about where they want to wind up in the future. I think knowing your business and why you started is an important component.
Then we want to think about the feelings and attributes that your brand has, which will inform the design pieces. For example, if you’re a light, happy and modern business owner, your brand probably won’t look serious or old-fashioned. We then begin to put visuals to those feelings.
T: There’s SO many components of your brand depending on the kind of business you run, but really the things you just laid out are the most important items to consider first. Really think about your touch points and how people interact with those.
L: Yes, and knowing your ideal client is important, too. Don’t just think about what you like as a person, but what your ideal client will like, too.
T: Absolutely! I was going to ask you what you think is the biggest mistake business owners make in those early stages.
L: Honestly, I think it’s that: they only consider what they like. In the early stages of design, they tell me what they like - but the question becomes are you the same person as your target audience? Sometimes they are, but if the brand is completely different than you, then you really have to think about your ideal customer first.
T: I see it all the time, too. I think we can get really excited about what we’re building and want it to reflect us but we forget it has to reflect the customer instead.
So onto the next level… how do you take an “okay” brand experience and kick it up A NOTCH so that it becomes truly memorable and long-lasting?
L: When it comes to upleveling your brand, my favorite word is consistency. Make an effort to be really consistent across the board. When you have a logo and fonts, use them all the time. Photo styles, colors, all of that… once you have a style you like, keep using it. The more you use the same elements, people will recognize that it’s your business. That’s really what builds a memorable brand (of course, coupled with what you offer - your special sauce - creates that epic brand).
T: Of course! In today’s age, when you’re a one-woman show doing a lot of things yourself, it can be tempting to take some short cuts. Maybe your font isn’t available in the app you use to create Instagram story graphics, or something like that. So what do you tell your clients about being consistent but adaptable?
L: Honestly, I think that’s where templates come into play. I keep some on my phone and on my computer. Keep things simple and have it on hand so that if you’re ready to post or share something, you can easily keep it on brand. It takes a little bit of planning ahead to keep those things accessible, but it’s so worth it.
T: Yes! And I don’t know if anyone else has seen it yet but you can now save PNG files of your logo (so it’s got a clear background) and add them to your Instagram story posts, which is huge for keeping things on brand when you share them on the go. It does take some extra work, but like you said, consistency is one of the primary factors that will help you rise above. Probably worth it!
Can you share your top branding tip next? What should everyone know about branding?
L: Once you have an established design direction, stick with it. I know it can feel tempting to try something else or switch things up, but really keep with it. You can try addressing what might need to be changed after a year if you want, but don’t change it before then. And constantly ask yourself: is what I’m posting targeting who I want to work with?
From a design standpoint, make sure things are easy to read and be mindful of script fonts!
T: I totally agree! I always tell people if they’re worried they missed the mark on their branding, take the time to set up a Pinterest board and save things you like. Then look at your competitors and see if there’s something you notice that you’re missing. Maybe they all use blue - but you weren’t. Perhaps there’s something there - maybe your target audience responds well to that color palette, so let’s find a way to use that knowledge to your advantage. Plus, when you start to pin inspiration, you’ll see a theme start to emerge that you can share with a designer, like you!
L: Absolutely. And really reflect on your why and how you want people to feel. Then start thinking about adjectives that also reflect your brand. When you look at the photos you’ve pulled, do they make you feel those ways? It really helps you figure out what you’re looking for.
T: Yes! I LOVE when graphic designers will share a color palette with a few lifestyle photos on Instagram and ask what you feel when you look at them. It’s a great way to gauge if you’re getting close to what you want your brand to evoke for your clients. Seriously, go out and ask people and see if there’s alignment there.
L: It’s the super fun part of branding! You can make people feel so much just from the font choices and colors that you choose. I love it.
T: Do you have any recommendations for clients who build mood boards that are all over the place, MEANING THEY DON’T EXPRESS A COMMON THEME OR EMOTION?
L: With my design business, I don’t have my clients pin inspiration. I gather inspiration after my design session because I’ve got a feel for what they’re looking for. Then I share three different design options to see what they lean towards (though I usually have a feel for what they’re going to choose).
T: My designer does that! I’ll give her a call and ramble and she organizes what I’m trying to achieve. And when I have clients that come to me for branding but present a cluttered board that doesn’t seem cohesive, I use it as a chance to talk to them about what they are really looking for. We break down the top things I see as I look it over and start trying to find a direction. It can really open the door for conversations about what your brand is really going to become.
Before we wrap up, I have one more question. as a business owner, What is one thing that you use to streamline your business?
L: I’ve tested a lot of systems but I’m pretty committed to using ClickUp to manage my business! I love it.
T: I tried ClickUp! I loved the voice memos. I’m an Asana girl, but they are very similar. I’m all about finding what works for you and running with it! There are so many great tools out there, it’s just about finding what you need to keep your business moving. Thank you so much for your time today, Luci! We truly appreciate the insight and tips.
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