crafting brands
Master artisans spend years learning and perfecting their craft. Knowing the ins and outs, which details are the most important, and the techniques to achieve a successful piece help the craftsman make the work look easy.
Successful brands require a master artisan who knows which avenues are appropriate for the brand, where the emphasis needs to be, and how to use color, fonts, and imagery to build an emotional attachment. This comes from understanding the audience.
Crafting a brand is a complex and ongoing process beyond just designing a logo. It is working with emotions, messaging, and focusing on the challenge the company resolves. The intense craftsmanship that goes into building robust, recognizable brands will touch all areas of the business inside and outside its doors. The part of the brand that the audience recognizes is the visuals: the logo, advertisements, website, and even the service or product. The emotional message expressed in these visuals and the direct interaction with the brand create emotional connections for the audience.
A proper brand strategy builds the framework to guide customer interactions, determine the products and services that come forth, and convey the brand’s overall message. It will also determine the best ways to communicate the brand message.
Creativity is where craftsmanship needs to be strong. It is not just creating the message but delivering it in a way that speaks specifically to the audience and finds them in their corner of the world. Using color, shape, fonts, imagery, and copy, a whole personality can be designed so the audience feels comfortable and welcoming toward the message.
Consistency and formatting are crucial to building brand recognition. Repeating certain elements consistently creates the recognition for the brand to be at the top of mind when the need arises. It also helps build loyalty when paired with a reliable product or service.
Content, design, and experiences all play a role in creating a strong brand voice that responds to market challenges, industry standards, and the political climate. Crafting a brand requires the constant attention of a detailed craftsman.
Once an initial brand is crafted, the finishing touches continue. Brands are living entities that need a constant artisan to guide and nurture that audience communication. So many things affect that connection beyond visual trends. Being conscious of social trends, new technology, political views, and changes in sister industries keeps a brand relevant.
A good artisan can evaluate all these things and have a good feel for what is relevant to the brand and what may take away from the brand. As an audience goes through different life stages, artisans make brand adjustments to remain an asset in their lifestyle.
Without proper branding, a business is in the shadows, typically experiencing stagnation or slow growth. No matter what stage a company is in, a good branding artisan can create more emotion and audience loyalty.
