How Understanding Humans Helps You Understand Your Brand

I recently gave a presentation about branding to a cohort of small business founders as part of a business accelerator training course. It became clear to me that one of the best ways to get them to understand how brands are structured was to relate it to human beings. This is a point of reference that we can all understand. 

Just like each of us has our own distinct features and characteristics that make us who we are, brands have unique qualities that make them what they are. Even identical twins have little distinguishing characteristics that set one apart from the other. It’s the same with brands. Being able to be unique and distinct is very important for brands because it is the reason why someone would choose your brand over the competition. 

A winning approach can be to build your brand like a person to create more clarity and connection. I encourage business owners to think about their brands like a human. You have likely heard that statement before or at the least, something similar. There is truth in this statement and it can be an effective way to understand how your brand is structured. Sometimes, we don’t think of brands as having a structure, but the reality is that they do. 

You see, brands are created by people, and for people, so it makes sense that they end up relating to people in ways that are similar to human relationships. It also makes sense, that as we go along, it makes sense that they will take on human elements.

In order to do this, I sometimes break down a brand as if it were a person. Before we dive into this together, take a moment to think about yourself as a unique individual. What makes you you?

There is not only your style, but also your substance! There are the things that are outward and obvious, and then there are the things that many don’t see, but they are very much a part of who you are. I usually begin this breakdown by separating the elements into two categories, Substance and Style. Since I like to work from the inside-out, let’s start with substance. 

SUBSTANCE

These are the things that form the psychological, emotional and intellectual foundation of your brand. They are the things that people may not immediately see or appreciate on the surface, but they very much work together to form the core of your brand’s identity. They help us connect with brands on a deeper level.

Brand Essence (Heart/Soul)  

This is what makes your brand tick, what gives it its values and compass. Every person and every brand has more to them than what’s on the outside. This is where the emotional core of your brand resides and is reflected in elements like your mission, vision and values.

Brand Story (Background) 

Your story shapes your outlook. This is the origin story as well as the ongoing narrative of your brand–how it came to be, and what it is currently being, and what it hopes to become. Every person comes from a place, physically and emotionally, and your background shapes who you are and how you show up today in the world. For brands, it is much the same. 

STYLE

These are the more perceivable, accessible qualities that are understood by the senses. They work along with the substance to communicate key ideas about your brand’s identity. They show up outwardly and are more easily connected to brands, so they are great for attraction and surface level connection. 

Brand Identity (Body/Clothes) 

We immediately recognize people by the clothes they wear. How someone dresses tells us important things about them, including how they want to be thought about, the type of work they do, how much they value appearance, etc. The way you visually adorn your brand communicates not only what your brand may represent, but how you want it to be perceived.  

Brand Personality and Voice 

Personality is one of the most important ways that we understand what a person is like. Similarly, though most people can speak, our voices are all different. This quality has to do with the words that accompany your brand’s imagery. Personality affects the relationships you have, either being a help or a hindrance. Brand Voice has to do with not just what you say, but also how you say it. 

As you think about how you understand and leverage your brand, consider how taking an inside-out, human approach to how you construct and structure your brand can help you create a brand that is holistic and well-rounded. The most memorable and meaningful brands have a well-developed sense of style and substance.

Ensuring Your Brand Has Style and Substance

Here are three ways to ensure that your brand is balanced and that it reflects both style and substance.

1. Start from the inside out. Ask yourself this key question: If my brand was a person, what would it be like – start at the soul/spirit level and build layers out around that.
2. Invest in your visual and verbal brand – putting focus on visuals and writing and making sure that they truly complement each other. The impression your messaging makes should be as strong as your design. One should not let down the other.
3. The next time you are at an event, introduce your brand to someone new as if it were a person. Take note of their impressions, especially if anything seems confusing to them.

Enthuse Creative Can Help

Enthuse Creative can help you develop a brand that takes into account style and substance and delivers a holistic, balanced approach that clients care about and connect with. Please reach out to us today for a free consultation.