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Ep 7
Episode 717th June 2022 • Remarkable Branding • Amin Ahmed & Heather Murphy
00:00:00 00:06:12

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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.

Transcripts

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Hey Heather, how's it going today?

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Great, Amin.

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How are you?

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I'm really good.

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

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So am I, there's nothing.

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I love more than seeing wonderful people succeed.

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Absolutely.

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

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

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clients that we recently worked with.

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Yeah.

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

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fundamentals of branding into building our brands ourselves.

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

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

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

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

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

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

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DNA through your branding elements.

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

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

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

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And so her business was called boreal health.

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

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carnivorous trees with pine needles.

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

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some of the spirit of the forest.

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

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she liked really clean design.

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

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her, where she really liked vintage art.

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And she has a bit of a sense of humor.

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

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

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

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her website, it also feels like her.

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Or everything feels really honest across social media.

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

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

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

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making our brands feel like the owner.

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

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

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bit of a, a luxurious vibe about her.

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

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actually alluded back to the needles.

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

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of injections that she does.

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So, I think overall the brand was very successful.

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I think that it's beautiful.

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

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

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Wouldn't you agree Amin?

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Absolutely.

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

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

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

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

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

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

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

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

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way in person as we do with our brands.

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

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What are your thoughts on that.

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

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

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

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

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

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rude and it just isn't congruent.

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

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

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

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

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Yeah.

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

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that is it wasn't just a logo.

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

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

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lower price or just go to a designer.

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

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

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spirit, the mission of her business.

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

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

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

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And so it creates this really cohesive vibe.

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

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as I'm very submerged that it right.

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

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

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

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

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

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giving everything that you want.

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

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trying to create an overarching story.

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

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a production designer would do.

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

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

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

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

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

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Yeah.

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That makes a lot of sense.

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

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about how good branding reduces stress.

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

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

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