Many businesses think that branding starts and ends with a logo and a catchy tagline. However, there are several crucial elements that, when overlooked, can mean the difference between a brand that simply exists and one that truly resonates with customers. Building a solid brand is an intricate process that involves storytelling, emotional connection, adaptability, and an understanding of human psychology.
In this blog, we’ll explore the often-overlooked elements of branding that can make or break your business’s success. At Obsidian Atlas, we understand that it’s these finer details that give your brand a unique edge, and we’re here to help.
Many businesses jump right into designing a logo without considering the story behind their brand. But a brand story is what gives your company meaning beyond your products or services. It’s the narrative that connects emotionally with your customers, showing them why you started your business and what values drive you.
Consider Patagonia, an outdoor apparel company. Their brand story is rooted in environmental activism and sustainability, which is woven into everything they do. Customers don’t just buy their products—they buy into the company’s mission to protect the planet.
Brand archetypes help businesses express their personality in a way that is universally understood. Archetypes are based on common human experiences and help customers quickly identify what kind of company you are. For example, a “Hero” brand like Nike seeks to inspire and challenge its customers, while a “Caregiver” brand like Johnson & Johnson focuses on nurturing and protection.
Understanding your brand’s archetype allows you to create messaging and visuals that align with your audience’s expectations. It creates consistency and helps you stand out in a crowded market.
Example: If your company provides luxury travel experiences, you might embody the “Explorer” archetype, appealing to customers’ desire for adventure and discovery. Your branding should reflect this through bold imagery and messaging that evokes excitement and exploration.
Design isn’t just about looking good—it’s about how it makes people feel. Colors, shapes, and typography all play a role in evoking certain emotions. While many businesses focus on the functionality of their design, they often miss the emotional response it creates in their audience.
For instance, the use of red in branding can evoke feelings of urgency or passion, which is why many fast-food restaurants use this color to encourage impulse purchases. On the other hand, blue is often associated with trust and reliability, making it a popular choice for financial institutions and tech companies.
Example: If you’re a wellness brand, your design choices should create a sense of calm and relaxation. Soft blues, greens, and neutral tones, combined with simple, clean typography, can help evoke these emotions in your audience.
Branding isn’t static—it should evolve as your company grows. Many businesses make the mistake of sticking with the same branding for years, even when it no longer reflects their vision or the market. A successful brand is one that can adapt to changing trends, customer preferences, and new opportunities.
Think of how Starbucks has subtly evolved its logo over the years. They’ve modernized their look without losing the core elements that make their brand instantly recognizable. This adaptability has allowed them to remain relevant in a constantly changing marketplace.
Example: If you’re a tech startup, it’s essential to periodically review your brand to ensure it aligns with current market trends and your evolving business goals. This could mean refreshing your logo, updating your website, or refining your messaging.
Branding is more than just a logo and a name. It’s about crafting a story, evoking emotions, understanding your brand archetype, and ensuring your brand evolves with time. By paying attention to these often-overlooked details, you can build a brand that not only stands out but resonates with your audience in meaningful ways.
At Obsidian Atlas, we help businesses uncover these hidden aspects of branding to create memorable, lasting brands that grow with their customers. Contact us today to learn how we can elevate your brand.
All Rights Reserved. Owned by Obsidian Atlas LLC®