Brand Identity Design Process

Notes on a rebrand... Last week we launched the new Bain Capital Ventures brand. A few nuggets of guidance from this and other rebrands for those embarking on a similar journey: 1) More doesn't mean merrier. Venture firms and partnership structures have a uniquely high number of stakeholders, but even at a startup the number of people who want a say in the rebrand can expand to an unmanageable level. Use the RACI (Responsible, Accountable, Consulted, Informed) rubric or something simpler like the below to determine how you will get (but not necessarily incorporate) all the feedback from your organization. Example: - Owner: Marketer - Decider: CEO, Maybe cofounding team - Input: Leadership Team, Key Board Members, Key Customers Otherwise, you'll run into problem number two, in addition to a snail's pace timeline. 2) Learn from Frankenstein. Don't build a Monster. If you accept everyone's copy and design edits, you will end up with something nonsensical at worst and drab at best. Find a way to help people feel heard, but also help them understand that there needs to be a unified vision that flows through the entire project. It can't be a little of this, little of that. 3) Avoid messaging sprawl. It hurts to do this... I know. You should still have brand tenets, but above that there needs to be a SINGLE core brand idea. This will cause pain because you will have to get rid of the 6 good ideas in favor of one great idea. That idea should make your target audience feel something -- safety, inspiration, joy, etc. It can't be purely transactional. If you don't do this, you are living in a world of pure product marketing and brand can never be a moat. 4) What's the context? Your customer will often weigh your brand vs. other options. If you build your messaging without that input, you're missing a key part of the puzzle and building in a vacuum. What brands are formidable in your space? Build a grid of their positioning and make sure yours stands out. If you choose to go head to head on brand, make sure you can out-play them in both your words and your deeds. 5) Talk about it but also be about it. Lots of brands talk. Few brands DO. How will you bring the messaging you've worked on to life? How do you show up? What decisions will you make and what will you prioritize that aligns with your positioning? Without this, your brand is just an empty vessel. -- What's your best brand building advice?

The way colors interact with each other can make or break your brand’s perception. Yet, it’s one of the most overlooked aspects of branding. Many brands fall into the trap of relying on broad, generalized meanings for colors, like red for passion or blue for trust. ↓↓↓ While these are helpful, they aren’t the FULL story. The real power lies in how colors interact with each other within a palette. For instance, vibrant red and green appeal to the holidays, but pair that same red with deeper, muted reds, and you get a luxurious vibe. Hot pink might feel fun or feminine on its own, but combine it with black, and it suddenly exudes confidence and bold energy. The interplay of hues can subtly shift how customers emotionally connect with your brand. But don’t overlook trends either! Take Pantone’s recent Color of the Year, Mocha Mousse. While it might initially seem bland, its ties to sustainability make it a valuable accent for eco-conscious brands. I used it strategically for a high-end chocolate brand, not as the main color, but as an accent. Combined with richer hues, it told a deeper story about sustainable production and high-quality craft, steering away from overused color palettes in the industry. 💡 What’s the key takeaway? Your brand is more than JUST a color. Color is one of the first forms of communication. And how those colors interact, tell a story, and connect emotionally with your audience. Look at how your hues interact across visuals, packaging, and marketing touchpoints. Subtle shifts in contrast or tone can make a big difference in how your audience connects emotionally. Always test your palette as a whole. One approach I love to use when designing brand identities comes from the principles of Joseph Albers, who studied how our brains perceive colors differently depending on their surroundings. For brands, testing how your colors interact with one another is vital. These combinations tell a story about your brand’s tone, energy, and message. Which colors are driving your brand today? Have you considered what story they are telling? #LIpostingdayJune

Up to 60% of rebrands fail. The usual cause? Chasing a new look without a real plan. I’ve studied over 200+ rebrand case studies. The winners share four traits. The failures? They almost always prioritized aesthetics over strategy. 1. Strategy before beauty Three out of four consumers remember brands by their logo. That’s why most failed rebrands start there and end there. The successful ones invest months building a strategic foundation before touching design. 2. Voice that connects Brand voice isn’t just copy. It’s your personality across every channel. Nike doesn’t just sell shoes. Their voice is empowering, motivational, slightly rebellious, and it’s consistent everywhere. Harry’s and Dollar Shave Club both sell razors. Harry’s uses refined sophistication for premium buyers. Dollar Shave Club leans into irreverent humor for cost-conscious millennials. Same product category, opposite voices. Voice comes from knowing your audience, not guessing. 3. Visual identity with purpose Visuals work only after strategy and voice are clear. Tropicana learned this in 2009. They replaced recognizable packaging with a clean, minimal design. Customers didn’t recognize it. Sales fell 20% in six weeks. Royal Mail made the same mistake in 2001. They ditched 500 years of equity for a meaningless name: Consignia. The public mocked it. Within 15 months, they reverted, wasting millions. Visual identity should strengthen your strategy, not erase your history. 4. Live the change internally first If your team doesn’t believe in the rebrand, it will never take flight. Every employee must understand and live the new direction before the public sees it. McKinsey found that change programs with strong employee buy-in are 30% more likely to succeed. Internal alignment before external launch, always. Ignore this, and you won’t just waste money. You’ll destroy trust. LESSON: A rebrand isn’t about looking different. Kia proved it in 2021. They didn’t just tweak a logo. They redefined their purpose: “Movement that Inspires” and backed it with product innovation. Revenue jumped 18% to a record $60 billion. Kia invested in transformation, not cosmetics, and hit historic growth. In an example of what not to do, Gap launched a new logo on October 6, 2010. By October 12 - just 6 days later - they reversed it. Cost: $100 million down the drain. A new look only works if it’s built on a strong foundation. When you’re clear on why your brand exists and what it stands for, the visuals have power. They signal meaning people can feel. Get the meaning right, and the look will matter. Motto®

Is Your Brand Speaking the Right Language? Here’s How to Create a Voice That Truly Resonates (Hint: It’s more than just words—it’s how you make your audience feel) In today’s market, your brand’s voice is everything. It’s not just about the tone; it’s about the emotional connection you create with your audience. But how do you craft a voice that doesn’t just sound good, but feels right? Here’s a framework to help you build a voice that speaks to your audience on a deeper level: 1. Tap Into Your Audience’s Emotions Before you can speak their language, you need to understand their feelings. What keeps them up at night? What excites them? Your voice should align with these emotions. Pro Tip: Conduct surveys, read reviews, and join conversations where your audience hangs out to uncover their emotional triggers. 2. Anchor Your Voice in Core Values Your voice should echo your brand’s core values. Are you innovative? Trustworthy? Empowering? Let these values shape every word. Try This: List your top 3-5 values and brainstorm how they translate into your brand’s tone and style. 3. Personify Your Brand Think of your brand as a person. What traits define them? Are they friendly, authoritative, witty, or compassionate? These traits will help you maintain a consistent voice. Hack: Create a brand persona that embodies these traits. Use it as a guide for all your communication. 4. Meet (and Exceed) Audience Expectations Your audience has specific expectations. Are they looking for expert advice or a more casual chat? Align your voice with these expectations without losing your brand’s unique identity. Example: If your audience values expertise, an authoritative tone might be your best bet. 5. Test, Learn, Refine Start using your voice across all channels and listen closely to the response. Watch for engagement, feedback, and shifts in perception. Remember: Your brand voice isn’t static. Be open to tweaking it as you learn more about what resonates with your audience. Creating a brand voice that emotionally connects isn’t about following a formula—it’s about knowing your audience and communicating with authenticity. Start with this framework, and you’ll be on your way to building connections that matter. Question: What’s one word that best describes your brand voice? Drop it in the comments—I’m curious to see what you come up with! ♻️ Repost this if you found it valuable—let’s help more brands find their voice!

USC Football’s creative team built the creative blueprint every brand team should be taking notes from. Here’s how you can borrow from their playbook to create a consistent, scalable, and emotionally charged design system ↓ 1️⃣ Balance Tradition with Innovation USC blends retro and modern design seamlessly. Serif fonts and gritty textures honor tradition, while graffiti-style text, collages, and cutouts keep it fresh. Cultural callback elements like stadiums and palm trees add depth and emotion. → Takeaway: Mix legacy with modern to connect with diverse audiences. 2️⃣ Modular Design Systems That Work Everywhere Each graphic is unique yet fits into a cohesive system. Reusable components like SC lockups, grids, and templates ensure consistency. The Cardinal Red and Gold palette dominates but stays balanced with neutral backgrounds. → Takeaway: Build a system where elements have the ability to evolve without losing their identity. 3️⃣ Visual Hierarchy That Drives Emotion Bold headlines like “BEAT THE IRISH” grab attention instantly. Heroic player imagery, layered textures, and smart contrast guide the viewer’s eye while adding grit and energy. → Takeaway: Tell the story first, then amplify with smart typography, imagery, and composition. --- Whether you like it or not, the creative team behind University of Southern California Football (s/o Luke Cuellar + team!) is setting the standard for visually-diverse branding. They’ve established themselves in the market with a system that meets the evolving needs for delivering content. React 👍 if this got you thinking, share your thoughts 💬, or repost 🔄 to spread the blueprint. Follow if you’d like to see more behind the top brands 🔗 #BrandDesign #CreativeWork #SportsDesign #VisualIdentity #DesignTips #USC

Most brands sound robotic with AI. The smartest companies use AI to sound more human. After analyzing hundreds of brand transformations, I've discovered that successful companies use AI strategically to amplify their authentic voice. Here are 11 ways to use AI to make your brand sound more human: 1. Voice Mining ↳ Analyze your best-performing content ↳ Extract patterns in tone and language 💡 Pro Tip: Focus on posts with highest engagement-to-view ratios, not just total numbers. 2. Competitor Analysis ↳ Study successful voices in your space ↳ Identify gaps in brand positioning 💡 Pro Tip: Look for what competitors aren't saying. That's your opportunity. 3. Audience Feedback Loop ↳ Use AI to analyze customer comments ↳ Adjust voice based on engagement 💡 Pro Tip: Pay special attention to comments that disagree as they reveal blind spots. 4. Consistency Framework ↳ Build voice guidelines with AI ↳ Create tone variations for channels 💡 Pro Tip: Create a simple "voice spectrum" from casual to formal for different situations. 5. Value Proposition Enhancement ↳ Extract key differentiators ↳ Align voice with core benefits 💡 Pro Tip: Your voice should reflect your most valuable differentiator, not just sound good. 6. Storytelling Elements ↳ Generate narrative frameworks ↳ Test different story angles 💡 Pro Tip: What problem do you uniquely solve? 7. Cultural Alignment ↳ Map brand values to voice ↳ Ensure authenticity in messaging 💡 Pro Tip: If your culture is casual, your AI outputs shouldn't be formal 8. Content Calibration ↳ A/B test different voices ↳ Measure engagement metrics 💡 Pro Tip: Test one element at a time. Changing everything at once teaches you nothing. 9. Persona Development ↳ Create detailed brand personas ↳ Map voice to target audience 💡 Pro Tip: Interview your best customers. Their language should influence your AI prompts. 10. Emotional Intelligence ↳ Analyze emotional impact ↳ Fine-tune brand empathy 💡 Pro Tip: Every post should trigger at least one strong emotion. 11. Voice Evolution System ↳ Monitor voice performance ↳ Adapt to market changes 💡 Pro Tip: Schedule monthly voice audits. Brands that don't evolve disappear. The brands winning with AI aren't chasing perfection. They're doubling down on authenticity. By using these tools strategically, you can scale content without sacrificing the human touch that builds trust and loyalty. Which of these techniques will you implement first? Share below 👇 ♻️ Repost this if someone in your network would like this. Follow Carolyn Healey for more content about AI.

Alexa lost her voice… and gave us a masterclass in branding. Behind the humor was a brilliant reminder: 👉 Your brand voice isn’t just words. It’s trust. It’s experience. It’s identity. Here are 8 lessons you can steal and apply today: 👇 1. Voice = Identity 🧠 Why: When the voice changed, everything felt off. ✅ How: Define your voice like a personality. Is it bold? Reassuring? Make it part of your brand guidelines and show up with it in every place your brand speaks. 2. Consistency Builds Trust 🧠 Why: Inconsistency confuses. Familiarity creates confidence. ✅ How: Audit every touchpoint including social, onboarding, and support. Your voice should feel seamless across them all. 3. Humor Requires Foundation 🧠 Why: Playfulness only lands if people already know who you are. ✅ How: Build recognition first. Then use contrast or surprise to elevate your brand, not confuse it. 4. Experiment, But Don’t Dilute 🧠 Why: Changing tone too much weakens identity. ✅ How: Adapt expression without losing character. Let values guide your voice even when you flex tone. 5. Empathy Makes It Human 🧠 Why: People connect with what feels human, not robotic. ✅ How: Read it aloud. Does it sound like someone who gets your audience? If not, rewrite until it does. 6. Voice Shapes Experience 🧠 Why: When the voice disappeared, so did the brand. ✅ How: Extend voice beyond marketing. Use it in product copy, help docs, support chats, and even error messages. 7. Loud ≠ Clear 🧠 Why: Grabbing attention doesn’t mean delivering value. ✅ How: Be clear, not just clever. Use your voice to communicate, not just perform. 8. Repetition Builds Recognition 🧠 Why: Familiarity breeds trust. ✅ How: Don’t fear repetition. The more consistent your voice, the more people will remember and trust you. Bottom line: 🗣️ If your brand lost its voice today… would anyone notice? 🗣️ Would they miss it? 🗣️ That’s your sign to define it and own it. What word describes your brand voice? 👇 ______________ ♻️ Repost to help others + Follow Jennelle McGrath for more like this + Video credit Amazon Alexa

Strategies to ensure your brand message remains unified across all marketing channels. Your brand message is the heart of your business. When your message is consistent across every touchpoint, from LinkedIn posts to email campaigns, it reinforces your brand identity. It ensures your audience knows exactly who you are and what you stand for. ☑️ Develop a clear brand voice: Your brand voice should be distinct and reflect your company’s values. Whether professional, casual, or inspirational, ensure it’s used consistently across all channels. Create a style guide that outlines tone, language, and key phrases to keep everyone on the same page. ☑️ Centralize your content strategy: Use a content calendar to plan and track your messaging across all platforms. This ensures that your promotions, announcements, and general content stay aligned, reducing the risk of mixed signals or contradictory messages. ☑️ Leverage cross-channel promotion: Don’t just replicate content across platforms—tailor it to fit the strengths of each one. A LinkedIn post might focus on thought leadership, while Instagram could highlight a visual aspect of the same message. This approach maximizes engagement while maintaining message unity. ☑️ Regularly audit your content: Periodically review your content across all channels to ensure it’s still aligned with your brand’s core message. This is especially important when scaling your marketing efforts or launching new campaigns. ☑️ Foster collaboration across teams: Marketing, sales, and customer service should all be singing from the same hymn sheet. Regular meetings and shared resources can help ensure that every customer interaction reflects your brand’s unified message. A unified brand message is about clarity it ensures your audience receives the same, clear message about who you are and what you offer, no matter where they encounter your brand. How are you staying consistent in your brand messaging? #contentstrategy #omnichannel #branding

The Psychology of Color: How Your Brand Speaks Before You Say a Word Did you know the colors you choose for your brand can shape how people feel about it before they even hear your message? Vision science tells us that color doesn’t just influence how we see the world—it influences how we feel about it. Here’s why this matters: Color is one of the first impressions your audience will have of your brand. It conveys emotion, sets the tone, and communicates values—all before a single word is spoken. Think about it: - Blue often conveys trust, calmness, and dependability (think banks and healthcare). - Red ignites passion, excitement, and urgency (think sports or sales). - Green suggests growth, balance, and nature (think sustainability or wellness brands). Your brain processes color faster than text or images, meaning your audience will subconsciously form opinions based on your brand’s colors almost instantly. This is where vision science meets branding strategy. But it’s more than just aesthetics—it’s about alignment. The colors you choose need to reflect your brand’s story, mission, and the emotions you want to evoke. A mismatch in color and message can lead to confusion or disconnect. For example: If your brand is about innovation and creativity, a bold, vibrant palette can emphasize that. If your goal is to build trust and credibility, softer or more neutral tones might align better. How Vision Science Works for Your Brand Color influences our mood, memory, and decisions because of how our brains are wired. It’s not just about what looks good—it’s about creating an emotional connection that resonates deeply with your audience. Action Step: Take a moment to review your brand’s colors. Are they aligned with your values and message? What emotions are they evoking in your audience? If you’re considering a rebrand or just curious about what your colors say about you, share your thoughts in the comments. Let’s dive into the science behind your brand’s first impression. #Branding #ColorPsychology #VisionScience #MarketingTips #BrandStrategy #EmotionalConnection

Crafting a Seamless Omnichannel Brand Experience in 4 Steps In the rush to be everywhere, we've forgotten the art of being present. What if the secret to omnichannel isn't about channels at all? Omnichannel marketing is about more than just being present on multiple platforms—it’s about creating a consistent experience across them. Here’s how: Unified Messaging: Your brand isn't what you say—it's what they hear. Ensure that your brand voice, tone, and message remain consistent across all platforms—from social media to email to in-store. The Art of Contextual Relevance: Don't adapt to platforms; adapt to people. Each channel is a different room in your brand's house. The decor may change, but the essence remains. Leverage the strengths of each platform while maintaining a unified strategy. Integrate Technology:  Technology should enhance humanity, not replace it. Use tools to remember, not to automate. Every interaction is a chance to prove you know your customer, not just their data. Use CRM systems and automation tools to track customer interactions across channels and personalize their experience. Customer-Centric Approach:  Stop thinking in touchpoints. Start thinking in life points. Where does your brand intersect with peoples needs, hopes, and struggles? Focus on delivering value at every touchpoint, ensuring that the customer journey is seamless, whether they’re online or offline. True brand resonance transcends platforms. It's about creating a world your customers want to be part of, regardless of where they find you. -------------------------- Consumer Journeys That  Meet People