Four Keys to Creating a Cohesive Brand

Post By: Tiffany Tolliver of The EmmaRose Agency

The Guest Blogging Series: While Natalie is recovering from surgery, her friends have offered to share with you their incredible content. Learn more about the author of this post at the end and be sure to leave some love.

 

Okay, so you’re probably ready for me to jump right into the content, right?! Of course you are! But first I need to lay the foundation. Like anything sustainable, there is almost always a strong set of outlines given,. Think about your favorite cupcakes..a little off topic but humor me for a moment. You couldn’t just dive right into making those delicious Funfetti, buttercream, calorie-latent pillows of heaven if you didn’t first gather the ingredients, then carefully read and follow the directions.

Whether or not you’re rolling up your sleeves and creating your brand presence on your own or you’ve hired a professional, consistently thinking about how your brand is perceived in the minds of your target audience is extremely important. At The EmmaRose Agency, we focus mainly on creating/enhancing the visual perception of our clients but to say that we start and stop at “making things pretty” is certainly not the case. Ultimately creating a powerful face for your brand can have a direct impact on how well your business is perceived by your audience. A cohesive brand presence isn’t just about creating pretty mood boards and complimentary color palettes, it is the impact that the attention to visual detail translates into your customer minds. Cohesiveness creates trust. Trust translates into loyal customers.

How can you create a cohesive presence that will build trust and develop a group of loyal customers that will go out and spread the word about your amazing business? I’m glad you asked. You must remember the Four P’s: Purpose, Palette, Photography, and Platform.

(1) Purpose

The driving force behind creating amazing visuals that will have your ideal clients completely in awe with you, begins with your definition of why you are in business. Did you know that 1 in 3 businesses fail within their first year? It is my belief that this statistic is alarmingly high because business owners do not take the time to define their purpose; their sole motivation behind bringing their passion into the world. Only once you’ve set your intentions here…the visual cohesion can begin.

This is by no means an “easy” task, that’s why I created The Brand Passion Guide to help creatives like you to get clear on the areas that make your brand tick. Click here to download your copy of the guide.

(2) Palette

This is what you’ve been waiting for. The fun part! Your color palette is by far the most critical part of your brand’s visual presence, it is what helps tie everything together in the name of co. This is not new information by any means. But what you may not have thought of is “Why do I need 4-5 colors to translate across my brand?” Again, I’m so glad you asked (you’re questions are so on point by the way!) and the short answer is because in this visually driven world, photography matters! Below is an example of a mood board, designed for one of my current branding clients. As you can see, I’ve focused on several colors and arranged complimentary photos to support the overall aesthetic. But listen, there are NO rules here – have fun and play around with different looks that fit the overall feel of your brand and who you are targeting. Remember: You’re not building a brand where you are the main customer so be sure to focus on what your audience would like to see.

(3) Photography

If you ask me, photography is the reason my brand has elevated in the past year. There is something magical about tying together a beautiful color palette and telling a story with out words. Think about it..that’s exactly what a photo is. The heart and soul of a beautiful narrative. Take a look at the photos below. Do they make you feel as if you are in my kitchen or living room having a great conversation over a double shot caramel macchiato?!

 

Photo Credit: Ashleigh Bing Photography | @ashleighbing

Be sure to spend time researching a photographer within your budget and who has worked with small business owners, preferably in your field, for the best results. Oh, and how could I forget to mention that location + wardrobe matter… a lot! Hiring a professional photographer and showing up with a three-day old top knot and sweatpants, is a waste of time – unless your business is a society for topknot and comfy clothes, which in that case, Sign Me Up!

(4) Platforms

The secret to all of this. Building a brand…attracting an audience, the art of storytelling. Is telling that story across the right platforms? Think about this: How many times have you as a consumer,  been attracted to a product and/or service solely based on the the consistency of how it looks? Ladies…be honest! 🙂 There are by far, hundreds if not thousands of brands competing for the attention of your potential clients at any given time. So why would they choose you? This decision is mostly based on whether or not they can immediately identify with a brand + find room for it in their lifestyle. Allow the cohesion of your brand speak for itself. Across your website, social media accounts and overall messaging.

If you’ve made it here, CONGRATS! It’s an accomplishment getting through blogs these days with our fast-paced lives getting in the way. The truth is, is that there’s no way I could give you all the information needed to transform your brand in just a few paragraphs. If you are looking to learn more, follow my crazy design-filled days and get a bit of inspiration – feel free to come on over to Instagram. That’s where it all goes down. The good the bad and the branding in between!

Tiff

About Me: Tiffany is the Owner and Creative Director of The EmmaRose Agency. The EmmaRose Agency, a luxury boutique branding firm based in Washington, D.C., focuses on visual storytelling for creative entrepreneurs and influencers. The Agency has worked with women in business across the country, designing and building brands of all sizes and specializes in stylish visual balance, through clean and classic web designs that are paired with breathtaking photography. For her, branding goes far beyond a logo or business card; it is all about creating an experience. Branding is the careful consideration of the promise you’ve dedicated to provide to your customer.
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Photo Credit: Ashleigh Bing Photography | @ashleighbing