Finding Fresh Brand Perspective

When your brand feels tired and you’re thinking it needs a refresh, take a look outside. Before you dive in and start picking apart every little detail about your own brand, get curious about a few others. Take some time to find both perspective and inspiration.   

Here’s a little exercise that should help:  

Think about a brand you admire. A brand in which you believe. A brand you trust.  

A car brand 

A shoe brand 

A whiskey or a lawn mower or a luggage brand.  

A spa or investment firm brand. 

A coffee shop or yoga studio brand. 

Identify two or three brands and ask these questions about each. 

“What emotions immediately come to mind when I think of this brand?”  

Take note.  

Then, “How do I feel when I use this brand?”  

And, “How do I think others perceive me when I use this brand?”  

Take note.  

Now step back, assess the branding elements. What appeals to you about the logo, the look/feel, and other design attributes? Are there elements that don’t work or feel incongruent with the brand?  

Take note.  

How does this brand position itself in the marketplace? Who is their target audience? What are they actually selling? How do they price themselves compared to the competition?  

Take note.  

Finally, ask yourself, “How does this brand inspire my vision for the brand experience and positioning of my own company?”  

Think about that.  

Take a few minutes to write down three action words or practices that you might apply to your brand.  

Brands, ultimately, offer us experiences and we look for different emotional prompts from different brands. The exercise helps explore the psychology of branding. Looking at your brand from the emotional lens of your target audience can provide distinguishable, if subtle, nuances to brand development. 

“Quality” is a typically desirable attribute we seek from a brand, however, how we define quality in a brand experience can vary greatly. For example, the type of quality I want from an experience with my investment firm might be quite distinct from the type of quality I desire from a spa experience or a pair of shoes.  

Assuming that you want to provide a quality product or experience, get curious about what “quality” means to your client within the context of your brand experience. Investigate how a client experiences quality with your brand and consider how you can demonstratively deliver quality to them.   

Looking to build or strengthen your brand experience? I can help…let’s talk.