Archives for November 2017

Small Business Branding

November 14, 2017 by ZestyBrands Leave a Comment

If you think branding is only for big companies with big budgets, you need to look closer at the definition of branding

Many small business owners I meet think they need a “logo” for their business and very few understand the nitty gritty of what a brand is, why it’s important and that their financial investment is wasted if they’ve only thought as far as logo.

Branding and healthy business go hand in hand, but for most small business owners it’s hard to implement successfully because they just don’t see how developing a brand can apply to a small business such as a physiotherapist, cafe or veterinary clinic.

If I were to replace the word “branding” with “reputation” I might get your attention. Your reputation matters, right?

Your company name, the way you answer the phone, the clarity and consistency in communication, the vibe in your office or shop, what your customers are saying about you; all of these things create an impression of your company and what it’s like to do business with you—that’s your brand.

The process of branding formalizes how you conduct and present yourself and your business on a day to day basis and it involves creating a set of standards for decision making and communication. The creation of graphics are certainly part of this process, but they have a purpose, which is to signal the reputation you wish to convey.

How does a logo fit into branding then?

A logo in its basic form is a distinctive typeface or graphic style used to represent a brand name.

Think if your logo like a suit or outfit you wear. Its purpose is to support your personality, values, character and all of the things that can’t readily be touched or seen. It draws people in to learn more…but as we know, unless there’s more behind a mans good looks, most ladies will keep on walking.

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For more info on how Zesty Brands can help your small business, drop us a note

The Zenful Brand

November 5, 2017 by ZestyBrands Leave a Comment

Mindfulness is a means to listen more deeply and guide actions through clear intention rather than emotional whims or reactive patterns.

In an era where brands are increasingly pressured into short-term thinking, careless reactions to trends, features frenzy and non-existent visions, it’s worth considering how mindfulness can help brands filter out the noise and create space for what matters.

Mindfulness encourages more intentional and purposeful action in our personal lives, but it goes for business too. From brand development to design and deciding how and when your brand will communicate, mindfulness can be applied to every area of business. Taking a zen approach to branding offers a space to breathe—to evaluate what’s in front of you and make conscious decisions.

Mindful Brand Tips

Elegance and simplicity, two of the hardest attributes to accomplish are key to achieving a Zenful brand.

Identify what’s most important and eliminate everything else.
From design to communication, refrain from adding what’s not absolutely necessary.
Breathe and reflect on your core values and goals before making decisions.
Align your brand with a meaningful purpose
Limit information just enough to pique curiosity and leave something to the imagination.
Remember that doing something isn’t always better than doing nothing.

Dude, that brand is SO Rad!

November 2, 2017 by ZestyBrands

Sometimes catching the best wave is not what makes you successful, it’s what you do on the wave you’re riding that makes the difference.

You can frantically paddle into whatever comes your way, but it’s a waste of energy and resources. To really get the epic payoff you’ve gotta play to your strengths with strategy, patience and poise.

At our Vancouver branding studio we teach brands how to maintain rhythm and purpose, observe the landscape and immerse themselves in the culture, before deciding to drop in.

Keeping steady is a radical notion

In today’s crowded market, it’s hard to find ways to stand out from the rest. Although temping to follow other brands into their wave, the world doesn’t need more of the same. If you don’t stand out, you’ll end up drowning in the sea of me-too brands.

Branding is about learning to keep your focus in a state of flux. The proverbial waters of consumerism are unpredictable and changing at all times and in order to rise to the top you must stay true to your vision.

The best brands are simple in both idea and look and they cut through the clutter by delivering a simple and consistent message. When the message is simple, it’s easy for people to understand, share and relate. Achieving simplicity is not easy, but brands who learn to harness its power will find their business just, flows.

To get simple you have to go really deep.

Branding deals with the fundamental, not the superficial and it focuses on the root problem, not the symptoms. By understanding and defining the core of your brand, we can bring you closer to your customers and further apart from the competition.

Branding is an effort to reach deep inside your audience and evoke feelings about your company. To do this, you start exploring the center of your company with Why then you move outward through the How and you end up on the outside with What.

To be epic is to be radically different

Great brands understand risk often leads to reward. Brands who are brave enough to take the wave less traveled, choose a tactic no brand has taken before and develop a purpose that is wholly their own, will have a more competitive presence, a stronger organization and seriously radical brand.