As a graphic designer, it’s impossible to walk into a storefront, visit a website or see a commercial without noticing the visual elements of the brand; however, you don’t need to be in the industry to experience a brand. All consumers subconsciously seek out brands that make us feel “cooler” or “smarter” or that represent some idealized version of ourselves.
An audience can easily become distracted by badly chosen imagery, a clunky logo, or a poorly worded sales-pitch, so having a brand that is well conceived and remains consistent is a must.
However, this is only the baseline for a memorable brand experience.
The consumer wants so much more than a clean logo and perfectly lit Instagram photos; they want to feel something.
What makes a consumer’s experience with a brand meaningful?
While a glowing Apple logo and expensive espresso tend to draw me in like a moth to a flame, I know that every consumer is unique. When working with clients across a wide spectrum of businesses and target demographics, a creative professional must learn to lean into their sense of empathy to craft a meaningful brand experience.
the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another of either the past or present without having the feelings, thoughts, and experience fully communicated in an objectively explicit manner
Learning to empathize with your audience
So, you have a company. You have a logo you’re proud of. You have a mobile responsive website and a social media following… now what?
To craft a true brand experience you must first know your own identity as a company, and then understand your ideal clientele.
What do you want your audience to feel when they interact with your brand?
As a business consultant, I want my audience to sense: trust & professionalism
As a resdiential builder, I want my audience to sense: integrity & nostalgia
As a coffee shop owner, I want my audience to sense: community & craft.
Once you are comfortable with the tonal voice of your brand, you can confidently lean into your marketing efforts; knowing that every piece of your content is speaking the emotional language of your brand.
In a world of constant stimuli and information overload, making a genuine emotional connection with a consumer has never been more important.
At the Squad, we love helping our clients craft a brand experience. If you have a new concept, our creative team loves to build a brand from scratch by designing the look and feel. Our team of writers also helps you develop your ‘voice’ and tell your story in a consistent and unique tone.
Let’s tell your story, together.