Rethinking Branding: Beyond Logos and Colors

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In the crowded marketplace of today, where every brand is vying for attention, it is easy to get lost in the sea of logos, fonts, and color schemes. While these elements are crucial for creating consistency and recognition, there's a deeper layer to branding that often goes unnoticed but is equally important: the pillars of your brand.

These pillars are not just about aesthetics; they're about storytelling, about the unique aspects that make your brand truly yours. It's time to think about branding in a whole new way, focusing on what makes you stand out beyond the visual elements.

Developing Your Brand Pillars: The Superpowers of You

Your brand pillars are essentially the "superpowers" that differentiate your brand from others. They are the core aspects of your identity and values that resonate with your audience on a personal level. How do you uncover these superpowers? Here are some guiding questions to help you delve deeper into what makes your brand uniquely you:

  • Who is your audience for your business? Understanding your audience is the first step in crafting a brand that speaks directly to them.
  • What do you enjoy doing in your spare time? Your passions can be a great source of inspiration for your brand's identity.
  • What are you better at than most people? This question helps you identify your strengths and how they can be leveraged in your branding.
  • When going on social media, what do you gravitate towards watching the most? Your interests on social media can reveal a lot about what you value and enjoy, which can be reflected in your brand.
  • Do you have any family or pets that you can talk about or showcase on social media? Personal stories and connections make your brand more relatable and human.
  • What hobbies do you have that you spend a lot of time doing? Hobbies can be a rich source of inspiration and a way to connect with your audience on a personal level.
  • Is there anything special about the city/town/location you live in that others would be interested in knowing more about? Local charm can be a unique aspect of your brand identity.
  • If you could only talk about one thing for the rest of your life, what would that be? This question helps you pinpoint your true passion, which can be a central pillar of your brand.
  • When it comes to your job, what aspect of it do you feel you are amazing at? Highlighting your expertise can set you apart in your field.
  • What are your principles/values in life, and how do you lead by them? Your values are the foundation of your brand and should be reflected in every aspect of it.

Uncovering the Tying Factors

As you think through these questions, patterns will start to emerge. These patterns are the essence of your brand's identity, the things that make you "YOU." Whether it's a passion for antiquing, a love for tacos, or a life dedicated to coaching baseball, these unique interests and values are what will set your brand apart in a crowded marketplace.

Bringing Your Brand to Life

Once you've identified your brand pillars, you'll find that the other elements like colors, fonts, and logos begin to fall into place more naturally. These visual elements should complement and reflect your brand's core identity, creating a cohesive and authentic brand experience.

For instance, if one of your pillars is your love for homesteading, your brand colors might include earthy tones that reflect nature and sustainability, while your logo could incorporate elements of farm life. Your social media content might share tips on sustainable living, personal stories from your homesteading journey, and the joys and challenges of living close to the land. Your newsletter might include recipes from the homestead.

Thriving in a Unique Brand

In a world where consumers are looking for authenticity and connection, your brand's superpowers are what make you memorable and relatable. By going beyond traditional branding elements and diving deep into the pillars of your brand, you create a unique space for yourself in the marketplace. Remember, people want to connect with you not just for what you sell but for who you are. Let your brand's superpowers shine through, and watch as your audience grows not just in numbers, but in loyalty and engagement.


About the Authors

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April and Jennifer Tucker, leaders of Copper Group Real Estate, specialize in real estate and brand design. April, a combat medic veteran with extensive real estate experience, brings integrity and expertise to her work, with over 400 closings throughout her career. She's a USA Today National Agent to Watch and has been featured twice on the cover of Omaha Real Producers magazine. Jenn, with eight years in real estate and a military spouse background, focuses on authentic connections and efficient processes. Both drive her success at Copper Real Estate Group, and she has been recognized with awards like Better Homes and Gardens Emerald Elite and Omaha Real Producers magazine Rising Star. Together, April and Jenn lead businesses to excellence with integrity and innovation.

This article originally appeared in the May 2024 issues of Omaha Real Producers.