How to Infuse Your Brand Throughout All Aspects Of Your Business
How do you infuse your brand throughout your business?
We've asked experts in our in community - women we admire and who have so much knowledge to share - to contribute to our blog series titled Ask A Creative Founder.
This month's question lets us take a look behind the scenes of the brands of our Creative Founders: Tell us about your brand and how you infuse it throughout all aspects of your business. Any unexpected ways?
Branding is so much more than just your logo. Read on to find out more about how our Creative Founders infuse their brand throughout their businesses, from their product design to packaging!
Tell us about how you infuse your brand throughout all aspects of your business, Kelsey: A lot of my business is visual + written — so I infuse my branding design into all visuals + imagery that represents my brand, on matter how small. Social media graphics, email graphics, blog graphics, website, PDF resources, videos, promos, webinars, etc. In the same way, my business incorporates a ton of writing, and I’ve infused my personality into that space to make it approachable + relatable – and not stuffy-corporate :) This includes social media posts, blog posts, email campaigns, individual emails, website copy, product descriptions, teaching materials, etc.
Tell us about how you infuse your brand throughout all aspects of your business, Caroline: Caroline Creates is a line of modern, fun and earthy greeting cards, art prints and gift products that are what we like to call “green without all the granola.” At Caroline Creates, we value big cups of coffee, tribal patterns, modern hand lettering, big comfy sweaters and time spent in the mountains. First and foremost, you see this in all of our designs and it’s my test whenever I am working on a collection. I feel like the aesthetic of my brand can be seen everywhere, even in my packaging and shipping materials. On social media, I try to incorporate aspects of my own life experience that align with my brand in addition to my work. When I really honed in on my brand, infusing it became second nature.
Tell us about how you infuse your brand throughout all aspects of your business, Jackie: Whether it’s Sincerely, Jackie or The Everyday Mother – I am my own brand, and I realize that now. I’m the woman behind the business and it’s so important for my own values, and my personality, to be present. As a person, I am laid back, compassionate, understanding, and have a slightly inappropriate sense of humor. At the same time, I am focused, dedicated, strategic, and unwavering in my fundamental beliefs. For example, I will bend over backwards to ensure my clients are happy, but the minute I find somebody trying to take advantage of me, I’ll end the relationship immediately (or not take on the client in the first place).
Tell us about how you infuse your brand throughout all aspects of your business, Paula: As a graphic designer, I am huge on brand. I truly believe that you can look the part of a big business on the outside even if you are a one woman show. For myself, I have a design guide that I follow to make sure that I keep new packaging and marketing materials on brand. While some elements can be updated like photos or graphics, the basis of my brand stays consistent. My customers always know what they’re getting from me, and I think that is important. My brand is emphasized in my various online shops, it’s consistent when I am at in-person markets, and it is reflected in my product packaging and correspondence.
One simple way I easily play up my brand is with my packing materials. I ship most of my items in teal colored mailers, the items inside wrapped in bubble wrap and sealed with a logo sticker. When I use white, I use high quality mailers that don’t feel cheap or flimsy. I also use teal tissue for padding and have special tags for custom orders. This is an easy way to show that I care about the whole package and my image, not just what’s inside. I believe that customers notice that extra care and thought that goes into these details and will remember them when considering ordering again.
Tell us about how you infuse your brand throughout all aspects of your business, Valerie: The Lily & Val brand stands for nostalgia, whimsy, sentimentality, thoughtfulness, and the celebration of the ordinary moments of life. We infuse this philosophy throughout the business and create the visual aspects of the Lily & Val brand to portray this cozy, approachable feel. One unexpected way that we further our brand is through a blog series called “Pretty Ordinary.” This is where the Lily & Val team shares ordinary, unfiltered, everyday moments that were memorable or inspiring to them. Our hope is that this series encourages others to find beauty in the ordinary and relish in the tiny pleasures of their day.
Tell us about how you infuse your brand throughout all aspects of your business, Brittany: Finances are hard, overwhelming and generally viewed as boring by most creatives. I want to change that. I think they’re fun, extremely important and give us so much freedom in our business when we see what’s going on financially. I look forward to working with clients, talking about finances, and crunching numbers. It energizes and excites me - exactly how I want to make others feel- so we infused that into my brand. It’s fun, vibrant and colorful all the way down to hot pink calculators I give to clients and workshop students.
Tell us about how you infuse your brand throughout all aspects of your business, Kristin: Branding is one of my favorite parts that has been developed a certain style for my business - my brand's aesthetic is light and airy, paired with a modern and romantic feel to it, which is incorporated as much as possible into every aspect of my business. I think about the Grace and Serendipity mission statement with every piece I put forth, from the words used for writing whether it's for a handwritten note or a blog post, an image shared on Instagram, or a package you receive in the mail. The style of tissue paper, type of silk or satin ribbon, even the color of the box used is all in our palette and meant to stir emotions so that everything creates the same feeling when you hold anything in your hands that was designed by Grace and Serendipity. It took months of research for the perfect combination of everything we want our brand to represent but it was important to invest a lot of time into making it feel appealing and represent who we are, moreso than just having something with our logo on it. When I work with brides and business owners, I want them to feel that every single aspect of our time together will be well thought out and their designs will always come together beautifully, so it's important to me that they feel and see that within my branding from the very beginning.
Thanks so much for sharing about your brands. Next month, we'll talk about Etsy tips and hacks! In the meantime, keep up with all of our creative founders through the links above.