At Studio Macki, we believe that each brand possesses its own unique essence - much like a human being. Just as no two individuals are identical, your brand should have an instantly identifiable look and voice, embodying your unique vision, values and pillars. Discover below five key phases to help you unlock and align your brand’s distinctive essence.
Phase 1 - brand personality discovery
To kick off with, take a deep dive into the roots of your business and explore your brand's story. Dissect the challenges and decipher the secrets of your audience and market while also auditing your marketing platforms - are they coherent? Here are a few things to keep in mind:
Why do you do what you do?
How are you a pioneer in your field?
Consider your positioning and analyse your key competitors: who do you admire? Who’s missing the mark?
Understand your audience: their pain points, what do they care about & what makes them tick?
What does your audience think when hearing your brand name?
Where do you want to be in 5 years?
Describe your business in one word
Phase 2 - communication strategy
This next phase crystallises everything you learn from your brand personality discovery work.
Establish your brand pillars - the sturdy building blocks on which your brand stands tall: your products, services & unique selling points. For instance, a nourishing feel-good cafe could be built on pillars of goodness, change, community and balance. Then outline your brand values - the guiding principles and personality attributes that form the soul of your business. Come up with as many as you can and then shortlist six in order of importance.
Why do you do what you do? This helps to realise your purpose, which is the core of your brand, the driving force behind its inception and the unwavering belief that propels you forward.
What is your big long-term goal and vision? This is the change your brand aspires to create in the world. How can you excite people both inside and outside the brand?
How will you achieve this vision? It’s time to map out your mission - This is the strategic road map to navigate the journey towards your vision. How do you stand out from the crowd in your sector?
Once you've established the foundations, you can create an authentic and captivating brand identity, brand persona and voice. Below is an explanation of why each of these is so important to align afterwards.
Phase 3 - brand identity - more than a name and a logo, it’s a feeling
A strong visual identity leaves a lasting impression. It’s the face of your brand. One that stays with people, ignites passion and fosters loyalty. Your brand identity comprises a logotype, brand marque, typography, colour and texture palettes. When crafting your logo, strive for something bespoke, timeless, ownable and in tune with your pillars, values and brand persona.
Phase 4 - brand persona - revealing the core character of your brand
If your brand were a person, who would they be? Why? How would they uphold your principles, express their character and how would they make people feel in their company?
Your brand persona draws on your values, combined with what lies in the hearts and minds of your most valuable audience. Defining this essence helps to steer your brand communications from a human point of view, making it easier to connect with your hero customer.
Phase 5 - brand tone of voice - the art of expression through words
Your brand’s voice is not just what you say, but how you say it. It’s the unique blend of language, tone and style that sets you apart. Much like a person, it’s guided by your distinctive purpose, values, vision and mission. What you say reflects your core beliefs.
But It’s also about how you say it, shaped by your brand persona. Crafting a compelling brand voice establishes a distinct identity, forges emotional connections with your audience and sets you apart from the competition. Your character should shine through your words.
Now, armed with an authentic visual identity, with all the ‘matching luggage’ and a resonant voice, you’re ready to enter the market with a distinctive presence that is well and truly yours.
Ready to elevate your brand? Let’s talk. Book a free intro call and let’s discuss how we can collaborate.