One thing you can take for sure when it comes to the world of trade on goods and information: If you have an audience, you’re going to need a brand.
A good brand should not only allow people to remember who you are but communicate your entire essence, history, and values from your desk to theirs.
What does branding do?
Whether you’re a b-corp that specializes in sustainable packaging on a global level, or a small business that makes packaging-free soaps, without good branding you are just one voice among tens of thousands, even and especially in the whirlwind that is now the niche of clean living and green business.
When it comes to falling in love with a company, initiative, or train of thought, people want all necessary information delivered at the very first glance.
A clever brand image can deliver just as much information as a three-page mission statement.
What makes your brand stand out from the crowd?
When creating branding, here are the key facts to remember:
Memorable brands build on trust:
If a stranger gave you an unmarked bottle full of bubbly black liquid and said “Drink this. It’s good, I promise”, you’d be more than hesitant to take a swig. The Lammsbräu company’s handsome NOW chameleon looking out from a colorful label, however, instantly makes you feel at ease.
You know their values are aligned with yours and have no doubts that this is the right choice for you. brand awareness means nothing less than your target market’s positive emotions and confidence in your product. The green crowd is a wonderful audience to cater to, and within that audience, your brand message could target the nice, the edgy, the new punk, the eco-warriors, whoever you feel closest to. Your brand should be authentic and all you, that’s step one. Step two is knowing your audience, their needs, issues, fears, their passions.
You’re one of them.
Good branding play on emotions:
Think West Paw Design. Currently no. 7 on Forbe’s list of companies considered best for the environment, these guys have designed a b-corps and brand around your favorite companion. Especially when you hate people and or love your pet more than your crazy in-laws.
Of course, just having a genius idea and building a brand aorund it doesn’t guarantee longlasting success, but if you can cause people to see a piece of your visual persona and immediately think of your product then you’ve hit the memorability nail right on the head.
Good branding goes with the flow:
A successful brand has to learn to evolve with the times to stay on top, and that’s definitely true for green brands and b-corps.
Thhis area of business is evolving and expanding in leaps and bounds rather than the more common gradual shift over the years.
Keeping your brand design and message on top of things and building on them in subtle ways so that your brand becomes ever-cleaner, and easier to grasp, for your audience, that’s the art of good branding.
Think popular logos and mainstream brands: The trend towards edgy complexity in the 2000s, has turned into a movement to messages and logos becoming completely streamlined in the present day. You can never predict the change in trends, so make sure your design keeps up to date or you run the risk of your brand being left in a cloud of unfashionable dust!
The basic truth underneath these branding key factors:
If you’ve got a good product that you are confident in, that’s your key to business bliss.
Creating a memorable, trustworthy brand around that product or mission means letting others in on the secret, expanding your reach, growing your tribe of passionate followers, and, ultimately, people who believe in you and put their money where their mouth is.
Be honest with the people buying from you, whether you’re selling goods, information, or movements. Let your passion fuel your design’s inspiration and you won’t go wrong.
Want to learn more about branding?