Leadership in Action

You know great branding when you see it, but it’s not always easy to explain why it works, let alone create your own. Branding master Emily Brackett is the owner of Visible Logic, a premier branding consultancy, and she is here to end your branding woes. Emily discusses the three main steps to creating a successful brand, where many people get lost along the way to creating a brand, and the larger scope of what a brand entails. Learn how to approach creating a brand and what your brand should reflect to make the most lasting impact.    Takeaways: An outside branding company will not be able to come in and tell your company what its brand is. The leader of the company must take ownership of what the company’s brand is but can seek outside help to shift the brand’s perception. The idea of the brand should connect the company’s ideal customer and the traits of the company’s products and/or services. Competent business leaders will be able to comfortably discuss both of these aspects. Research shows having a “professional” seeming brand allows companies to charge higher prices, entice more clients, and attract better employees.  There are three main steps in the brand creation process: 1. Clarify your vision for the business; 2. What does your vision mean to your customers; 3. How can you make this visible. To clarify your vision, start by discussing your values, key traits, differentiators and what they bring to mind. Next look through your list for where your vision or themes may show up. It’s easier to start with just words as some people struggle or are afraid of visuals.  There is a key distinction between your brand being visible and being visual. If your brand is visible, the brand’s messaging is apparent in all interactions with the brand or company.  Many people get hung up on creating visuals (logo/photos/style) and miss out on making sure their vision is clear to customers in all of their interactions with the brand or company. When picking a color for your brand, logo, etc. it is important to consider the meanings that are associated with the color, its shade, and the other colors in the palette. These meanings are not culturally universal so be sure to do your due diligence based on the geographic, cultural, etc. market.   Links:  LinkedIn: https: //www.linkedin.com/in/emilybrackett/ Twitter: https: //twitter.com/VisibleLogic Company website: https://www.visiblelogic.com Company website: https://brandingcompass.com   Ways to Tune In: Apple Podcast - https://podcasts.apple.com/us/podcast/leadership-in-action/id1585042233 Spotify - https://open.spotify.com/show/2t4Ksk4TwmZ6MSfAHXGkJI Stitcher - https://www.stitcher.com/show/leadership-in-action Google Play - https://podcasts.google.com/feed/aHR0cHM6Ly93d3cubGVhZGVyc2hpcGluYWN0aW9uLmxpdmUvZmVlZC54bWw Amazon Music - https://music.amazon.com/podcasts/4263fd02-8c9b-495e-bd31-2e5aef21ff6b/leadership-in-action YouTube - https://youtu.be/9w-OJOnauFg