Today I am finishing up my series on the make up of a brand. If you’ve missed the first two posts, catch up on them here:

Part 1: Brand Elements
Part 2: Brand Identity

For part 3, I’ll be talking about the Brand Experience.

Specifically, a brand experience is a brand’s action perceived by a person and is determined by a number of brand experiences over a period of time including one or more touch-points.

A touch-point can be anything from a sensation, feeling or a behavioral response to any brand-related stimuli – identity, packaging, communications and environments. So, the next time you purchase something from iTunes, talk to customer service at your local bank or walk into an Apple store, each experience will solidify an already growing perception, wither conscious or unconscious, of it’s perceived value.

We build our knowledge through interaction. This helps us to form an opinion that will help us to understand our experience with it. Everything about how a company does business constantly reinforces this perceived value. The smallest details and most subtle points can have incredible effects on the overall experience.

Creating a long-standing connection to your business’s brand experience is crucial and can be defined by the solutions you offer, who they are best suited for, and what your brand will feel like in the lives of your client’s. Getting off on the wrong foot can steer the remainder of a client’s experience the wrong way, forcing you to spend the rest of the time doing damage control.

Determine your value, declare a solution, then build the experience you want your business to be, not represent. Begin with why – what prompted you to open up shop. Then look at what experience you want your customers to come away with – what does your business look like, feel like, smell like, taste like? – these are your touch-points.

Clarity should be the focus of our approach. You have the ability to make powerful strides towards a better brand experience with

// A defined aesthetic
Is it consistent around one single idea or message?

// Thoughtful attention to detail
Is your workflow organized?

// Knowledge of your strengths and weaknesses
Are you a micro-manager or can you delegate tasks to people who may be better at them then you?

// Managing client expectations
Do you under promise yet over deliver?

// Marketing to your ideal client and creating advocates out of them
Do your client’s respect your time and talents?

// Delivering quality services and goods
Do your products/ services warrant the prices you charge?

JLM is currently booking branding projects for 2012. Get started TODAY!


Last week I started The Make Up Of A Brand Series, deconstructing the Wikipedia definition for a brand: any feature that identifies one seller’s goods or services different from those of other sellers.

All to often, the word brand or branding is used in the wrong manner (more on what a brand is, coming soon!), and confused with a brand identity. In the second part of this series, we will talk about brand identity.

The brand identity is any visual aspect that forms a part of the overall brand. It can be:

  1. A Logo (the symbol or icon that represents the entire identity and brand)
  2. A Color Palette or Scheme (the color palette contains all of the colors used in a project.. the color scheme is the intention for which the colors will be used)
  3. Any Graphics or Patterns (used to create style and appeal)
  4. Stationery (business cards, letterhead, personal note cards, envelopes, etc.)
  5. Marketing Materials (newsletters, website, blog, product look book, etc)
  6. Products & Packaging (products that you sell and the packaging in which you deliver it in)
  7. Apparel Design (t-shirts, uniforms, etc)
  8. A Slogan or Saying (a messages that is conveyed through direct (t-shirt) or indirect (commercial) modes of communication)
  9. A Character (a company mascot – ie.. the Geico gecko)
  10. Images (any image that represents a company brand – ie.. fashion adds or a photographer’s post processing style)

Three of my favorite brand identities that need no naming!

all images found on Pinterest

When sitting down with your designer to develop your brand identity, here are some things to think about:

// Does it reflect the personality and values of your business?

// Does it create value for your work?

// Does it speak to multiple audiences – including current customers, potential customers and those naysayer’s?

// Do the graphics or patterns chosen support the impression you wish to give of your potential client?

// Is it consistent around one single idea or message?

Hope this helps you when you sit down to define the brand identity of your business!





People often choose a product based on its perceived value, not its actual value – so, before diving into the process of creating a brand for yourself, it’s important to clearly understand each component that goes into the make up of a brand.

Defined by Wikipedia, a brand is any feature that identifies one seller’s goods or services different from those of other sellers.

These components can be broken down into three categories, brand elements and brand identity – making up the visual appearance of a brand + the brand experience – a less tangible means of communication, but equally important.


Can be the name used to identify the company or the visual mark that identifies the brand… in
other words, the name + logo or icon.

Some companies choose to do just a font treatment. Others, after years of a consistent brand message, drop the name all together.

When sitting down with your designer to dream up your company logo, here are some things to think about:

// Will you elect to have a logo/icon + your business name or just use your business name?

// What type treatment or font will you choose?

// Is the logo created easily recognizable?

// Is it simple enough to be scaled to fit a multitude of media?

// Is it relevant to your industry?

// Will it withstand the test of time?