When you have an inkling you want to rebrand your business, it might start to make you feel unconfident to show up and share what you do with the world. Or perhaps it’s the other way round. You’re feeling unconfident and you’ve realised you need to shake things up with a rebrand.
A rebrand isn’t the absolute be all and end all. There are many ways to gain confidence (like working with a brand strategist, self-confidence or business coach, or getting help in any area of your business that feels sticky).
It is true however, that a new brand identity will help you to raise your vibration and bring some new energy into your business and build momentum.
You brand for the future; the ‘you’ that’s a couple of steps ahead. This helps you to shift energy and meet the vibration of this new season in your business and get you moving towards it.
It’s important to note that a brand identity on its own won’t bring you more clients, customers, and recognition. You and your actions combined with your wonderful new brand identity – that’s what’s going to move you forwards.
You need to be fully behind your new branding and so there are certain steps to take to make sure that it speaks of your soul and really represents what you do and the impact you want to have on the world.
When you’re fully behind your new branding you’re going to feel more confident to share everything you’re doing with the world.
It helps to go back to basics and make sure you understand what your brand identity and all the moving parts within it need to do.
Once you have a handle on the purpose of each moving part you can review and assess what you already have through a new lens. Ask yourself if each part is functioning as it should be.
This first puzzle piece is one I find my clients have sometimes missed in the past. Having knowledge of what each item is supposed to do means you’ll know when your branding or rebranding efforts are on track. It also means that your efforts are going to be cost and time effective.
Creating a brand identity really is simply telling your brand story through typography, imagery, illustration (if that’s needed), and colour.
If we’re talking about your brand as a whole, you’re telling the story through your words and actions too.
Storytelling with visual branding isn’t linear. Think of it as “Telling a story with layering”. Layering up different elements in your brand to build up a technicolour picture.
When you’re thinking about all the layers in your branding rather than simply the logo and maybe the flat block colours, that’s when you start to build a brand identity that feels technicolour, evocative, exciting.
I have a 20 minute video for you all about demystifying what branding is and what the purpose of each part of the identity is. It’s the first of 5 videos in my branding mini course, The Rebrand Roadmap.
You can sign up to my online course cabin The Tree House to watch this first video for free!
Click the video below to go to the Course page.
“Thank you so much for sharing your knowledge and insight in such a clear, simple to understand and accessible way. It was exactly what I was looking for. A framework to get me started, and a few insider tips too. I will be dipping in and out of it again and again over the next few months I think as I start thinking more in depth about my rebrand. I just wanted to let you know how happy I am with it.” – Lauren Clegg Jewellery
“I have been working on a logo after watching and working through the Rebrand Roadmap. It was so so good – thank you Meg! I got so much out of it, useful information, tips and tricks. I have really enjoyed the whole process.” – Kathryn Goddard Photography
Been wondering how to create a soulful brand identity for your business? In this post I’ll talk about the simple, key principal I’ve uncovered that helps me to do this for my clients.
There’s something I’ve been trying to articulate. A feeling about what is at the heart of all the work I try to put out there for my clients, but I’ve not been sure how to put it into words.
Have you ever felt like that? There’s something you understand and embody, but you don’t quite have the words to describe it and explain it to others?
Then, I saw someone talk about art practices for painting and drawing as part of a personal course I’m taking. It finally clicked into place.
You see – what I’ve been trying to articulate is really at the heart of everything that people create. No matter if it is art, music, a piece of writing, cooking, dance, film-making, architecture…a brand identity.
The creator wants the viewer/listener/reader/taster to feel something. And we are always looking for things that make US feel something too. Things that make use feel something stand out to us.
But what exactly is it that we want to feel? What makes a piece of Art, music etc either good or…forgettable? I’d argue it’s whether there is a sense of aliveness in the piece.
Whether ‘the thing’ makes us feel alive. Whether we can see the aliveness in it. Whether we can feel the aliveness of the author or artist. By alive what I mean is that it feels like it has heart and soul. It isn’t bland.
So, how do we make what we create feel alive?
Here’s that key principle:
It’s through contrasts and differences. Subtlety mixed with boldness. Lightness and dark.
This is what I already bang on about with branding, but I’ve only just connected the dots back to why it works.
Annoyingly, if you’ve ever worked with a client or employer on any kind of design or artwork and they’ve said ‘Can you just make it pop?’ (or something to that effect) this is what they mean. It needs more contrast, more differences. It doesn’t feel alive yet.
As a person, part of what makes you so wonderful and interesting is your unique mix of personality contrasts, contradictions, and differences. This is your aliveness, your soul.
When you add contrasts and differences into your brand identity, you’re infusing your brand with heart and soul too.
Building a sense of aliveness into your brand identity through contrasts and differences can work in many ways. It’s important to note that it really is about subtlety mixed with boldness, because when you have too much ‘middle’, things can begin to feel muddy, rather than clear and alive.
Here are some ways to begin thinking about this. you don’t need to harness each way of creating contrast, there are no hard and fast rules. We’re talking about how things feel here…so feel it.
Choose your own adventure.
In your colour palette, you can quite literally choose two or three main brand colours that are opposite each other on the colour wheel.
Colours and the way they interact with each other, what they mean, and how they make us feel is so fascinating to me. I have a lesson all about it in the Rebrand Roadmap.
The complimentary and triadic opposite colours here create a bold contrast, so you need to make sure you have subtlety elsewhere.
For example in my main branding for Lemon & Birch, I use a bright blue, pink, and yellow. This is roughly speaking a triadic palette, and so you’ll see less bold contrasts in other areas such as the fonts I’m using. Apart from differences in size, the fonts I use are simple, clear, and easy to read.
If you were to use an analogue (sometimes called a harmonious) palette, these colours have less contrast between each other, and so it would be important to create bold contrasts in other areas of your branding.
It’s always about balancing boldness with subtlety.
This is something the photographers amongst us are already masters of. Balancing light and shadow, and framing a photograph so that there is ’empty’ space balanced with ‘filled’ space.
There are some really bold contrasts that can be created in an image when you know how to capture them. My client Caro comes to mind when I think of light and shadow play in photography.
You can also create a sense of spaciousness with your brand photography, but couple that with perhaps a detail rich illustrated logo, and you have a beautiful, balanced contrast.
Inversely, if you have busy floral photography for example, keep your logo and even your colour palette on the minimal, chilled-out side.
The typefaces you choose for your brand identity are a lovely way to bring in more contrast. You can use one type of font for headings and another type for body text.
You’ll probably instinctively be able to tell which fonts contrast with each other; but here’s some quick examples:
I hope that discovering this principle has opened up a new way of thinking about branding for you. One where the rules are less constrictive and it’s more about creating lightness and darkness.
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