The way we think about branding is that it’s the identity of a specific brand. In a modern world, it is something that your business just must have to compete in the market. Sometimes business owners think of it as an expense. I am here to clear the doubts and officially say: that brand design is an investment and it converts. I know it because I witnessed it. Believe it or not, it was an eye-opening experience for me.

The story of branding

I was working with this incredible conscious wellness spa brand. We created an aligned brand identity and website together. I have invested a lot of time, effort, and talent into this project. It was a genuine labor of love. Partially being an analyst in my leadership style, I enjoy and excel at building thoughtful brand strategy. It is the foundation of everything. My client and I spent quite a bit together peeling off the delicious layers of her brand, uncovering what lies at the heart. Proper brand building, if you ask me, not just logo design. At the end of our collaboration, my client received her deliverables, including brand guidelines. Needless to say, strategy was its cornerstone.

Brand guidelines are an official document that details every aspect of how a brand should look visually and feel on the inside. It also includes a brand’s mission, vision, values, and positioning statement. Basically, everything the brand stands for. My client was on the lookout for a content creation and social media agency. She contacted very reputable local creatives, who came to her office for a meeting. My client also asked me to come and meet with them. She wanted me to introduce the brand. The meeting was very inspiring, to be honest. I enjoyed talking about the brand and the meaning behind its visual identity while presenting brand guidelines. My client and the agency ended up collaborating.

The story of impact

The most exciting thing happened after that. I met one of the creatives from this agency for coffee. We talked about everything business and possible future collaboration. She told me a very validating thing: as it turned out, my presentation convinced them to work with my client, as they were on the edge before that. I know how aligned branding affects the audience. It is all about feelings in the end. Yet, I was still impressed. Imagine now, if branding has such an effect on stakeholders and contractors, what can it do to convert customers and investors? 

This is a story of how meaningful brand identity can influence the audience. It’s a story of messaging and inspiration, clarity and intention, brand building and communication. I am certain that with the aligned identity, businesses have more room for growth. They have better opportunities to reach, attract, and inspire their audience. They also have a clear strategy to stay consistent and trustworthy. 

Brand identity is not what a business absolutely must have to compete in the market. It’s a choice to take it to the next level, show up unapologetically, and confidently charge its worth.