Category: Brand Camp

(Re-) Launching Your Brand? Don’t Forget Your Fans

A likely scenario: you’ve just refreshed your brand–the strategy, logo, website, maybe even the name. You’re proud and chomping at the bit to go live with the website and blast it all over socials. Who wouldn’t? You’ve basically got a new wardrobe and MUST put it to good use, otherwise what’s the point?! 

Before you blast off, pause for a hot minute and ask yourself, “have I truly thought through the best way to tell the world, especially those closest to my business, why my brand is evolving?” 

Assuming you already have tons of fans/customers/clients who already love you for you, showing up with a facelift might be alarming or off-putting, even to your most loyal fans. Our recent Brand Camp alum, W.D. Dickinson had the foresight to think through its rebrand launch and corresponding announcement to key stakeholders.

Transparency is key

Dickinson Farm had become a brand well known for its organic produce and related farm products, but was evolving to represent its larger vision and expanded set of offerings. With a new name and refreshed brand identity, W.D. Dickinson Farm, House, and Mercantile founder, Stepheni Norton, wanted to ensure the evolved brand wouldn’t alienate its core farm customers.

Thus, prior to introducing the newly branded website and announcing to the general public on social media, we helped Stepheni craft an authentic letter to her closest partners and farm customers. The email newsletter, sent just before the website launch, accomplished a number of things: explained why the brand was changing, helped set expectations, and gave Stepheni an opportunity to connect with her beloved stakeholders, an act that was perfectly aligned with her new brand strategy. 

The takeaway – You’re going to make waves with your new brand. Think ripple effect. How will changes, especially something as significant as a rebrand, effect the varying levels of your stakeholders? Consider what to communicate, how, and when. Being crystal clear for fans/stakeholders/customers (whatever you chose to call them) is invaluable, especially today.

Setting the Vibe

Setting the right tone. Where does it fit?

Developing a brand can seem like an obscure and daunting process. It can be unclear where it starts and, especially, where it ends. Branding is really a series of stages that all lead to understanding and defining your brand. So, let’s break apart this omnipresent process of “branding” and talk about one stage of the process that is not designing a logo: setting the vibe.

We are visual people so we created this branding timeline for you based on our own branding process – Brand Camp. You see there, right after Strategy Week (always, always after strategy), and right at the beginning of Design Week, lives “setting the vibe” of your brand, also called the “mood” or “visual tone”.

So, what’s a vibe?

After the first week of Brand Camp, after we have pulled out key pillars and core concepts for your brand, you will sit down with the design and strategy team to start exploring the vibe. We use the criteria of the strategy to explore the look and feel of your brand – colors, images, fonts, illustrations. For instance, we might discover during our strategy dive that your brand needs to exude joy, hope, and optimism for young women. So, what does that look like? The obvious pink and glitter? Or is there a vibe that still tells that story, but still uniquely positions your brand?

Color and moodboards sound too hippy-dippy?

Take a look at the two images below and tell me you don’t get a different visceral reaction to each.

Both sell, virtually the same thing, geoprene wetsuits. Yet, their brands are starkly different and target very different markets. Their vibe is a representation of how they make their products, how they sell them, and maybe, even, how much they sell it for. (#pinktax, anyone)

Your vibe attracts your tribe.

Yes, your logo is important – but your brand’s vibe attracts your tribe. It turns lookers into followers. How do you understand who your tribe is, and then map out your vibe so it attracts that tribe? Well, you first need to back it up with strategy. Then, some kick-ass design can really pull it all together.

I know the perfect place to start – let’s talk about brand camp.