Today, we're going to be talking about building a brand and we're going to be giving you a case study and a success story of one of the clients that we recently worked with.

Hey Heather, how's it going today?

Great, Amin.

How are you?

I'm really good.

And I'm really excited about today's topic.

So am I, there's nothing.

I love more than seeing wonderful people succeed.

Absolutely.

Today, we're going to be talking about building a brand and we're

going to be giving you a case study and a success story of one of the

clients that we recently worked with.

Yeah.

So we're going to be talking about how we implement some of these

fundamentals of branding into building our brands ourselves.

And one of the most important things is making sure we capture the owners DNA.

And, that we are able to communicate that because as we know, it's really

important that you answer the phone and answer your emails and your eat the

language on your website and your vibe all feel like the owner of the business,

especially when you're an entrepreneur and you're just getting started.

You really want to make sure that you're able to communicate your

DNA through your branding elements.

And so when we had a client come to us and she was starting, a brand new

business in Northern Saskatchewan, I was really excited when I heard

the name of the business because I, myself am from Northern Saskatchewan.

And so her business was called boreal health.

And the boreal forests are all around prince Albert there's

carnivorous trees with pine needles.

And, so I want to make sure that we were able to capture

some of the spirit of the forest.

And then in conversations with her, it became really clear that

she liked really clean design.

She really liked a very clean aesthetic, but she also had this quirkiness about

her, where she really liked vintage art.

And she has a bit of a sense of humor.

So we wanted to bring some of that color tone in of vintage art and some

of that feeling so that when people come into our office and they meet

her and they see what she's wearing, it feels like her, or when they go to

her website, it also feels like her.

Or everything feels really honest across social media.

There's no triggers that go up because one thing that can happen in our brains

is if we see something that's disjointed, we can have a fight or flight response

when we connect with brands and we want to be able to ease some of that by

making our brands feel like the owner.

So we incorporated some of the forests, some of that vintage feel in our

color palette and also a little bit of luxury because she also has a little

bit of a, a luxurious vibe about her.

So we came up with a logo that has pine cones in it, and the pine cones

actually alluded back to the needles.

So like the needles for Botox and fillers and the different kinds

of injections that she does.

So, I think overall the brand was very successful.

I think that it's beautiful.

Easy to recognize and has some of that luxury feel without being

stuffy, which is a lot like a conversation with that client.

Wouldn't you agree Amin?

Absolutely.

I think that's wonderful that we had a chance to start from scratch with

this brand because it's a lot easier when you're starting from scratch

to get a real sense of who the owner is, what vibe he wants to represent.

But can you talk a little bit about why it's important that some of that

DNA that feel from the owner also gets transferred into the business as well.

Well, the, reason for that is because we don't want to create

those trigger responses and people, we don't want to feel inauthentic.

We want to feel genuine and we want to be able to connect to people the same

way in person as we do with our brands.

So I think it's really important that a brand carries the DNA of the owner.

What are your thoughts on that.

I think that's so, on point there, because I've experienced the opposite

many, many times before where you sign up for a new service, it might be a

new email marketing service or a new CRM and all the marketing material

before you sign up, has this maybe fun, eclectic, or a quirky vibe to it.

And as soon as you jump on the live chat for support, either stuffy or

rude and it just isn't congruent.

And so I think having that all in place, when you launch a business

is super important because that's, that's a make it a break and that's

what will bring people back to you and get them to talk about you.

And that's what really makes you remarkable isn't it.

Yeah.

And you know, I think another thing that's really important about

that is it wasn't just a logo.

You know, some people think that when they're getting a brand, they're just

paying for a logo and that they should be able to get a deal or get it for a

lower price or just go to a designer.

But a brand design is a lot different than a logo design because when

we're designing her brand, we are trying to capture her DNA, her

spirit, the mission of her business.

But we're also thinking about the different design elements that go with it.

So like the gold, the different images, the different imagery, the way

we, did some Photoshopping and made them look very artistic and crisp.

And so it creates this really cohesive vibe.

And, one thing that I wish people who don't know as much about design

as I'm very submerged that it right.

Like, I live and breathe design and art is, I wish people knew the psychological

impact that design has right from how many characters are used on a page

to the tone like having dark gray letters versus black in one brand.

For example, those are the kinds of details that our brand designer

really focuses on, where a logo designer might just be looking at,

giving everything that you want.

And a brand designer might argue with you on some of your concepts, because they're

trying to create an overarching story.

Versus just giving you everything you want, which is more of what

a production designer would do.

So it's important to distinguish when you're choosing how to design your

brand, whether you have a production designer working for you or a brand

designer, because if you want to just get everything that you want.

That's great to work with the production designer, but if you want

to create a brand, you want to make sure you're working with a strategist.

Yeah.

That makes a lot of sense.

And That ties in perfectly with our next episode, which is going to be talking

about how good branding reduces stress.

As you said, we want to make sure that it's easy for clients to understand what

you do and what you sell, but also for the employees and the owner to represent that.