It’s been a busy year for Haven Creative, as we’ve been steadily working to develop the brand campaign for the Town of Waxhaw. And while we recently unveiled a new website, logo and tagline to the public, it’s the behind the scenes work that reveals the heart and soul of a brand.
What is a brand anyway?
Simply put- a brand is more than a logo or tagline. It’s the foundation for how your business runs. It’s everything the public thinks it knows about your business based on both factual and emotional responses. A brand campaign is a visual strategy that works to shape perceptions and bring positive attributes to life.
Building a Brand
To build a brand, Haven Creative starts by asking 20 mission critical questions to assess where an organization currently is and where they hope to be with branding.
These questions are then polled with customers because your brand isn’t what you think it is, it’s what your customer thinks when they hear your name. From surveys, we look for consistent themes. Those themes become the foundation for creative development. Creative work is ultimately compiled into what we call a brand storyboard.
The storyboard is a visual representation of the brand with specific fonts, colors, and imagery to illustrate the brand in lifestyle, home décor, commercial buildings, marketing merchandising and more. All of this creates the “story” that defines the brand as a whole. Using the brand storyboard as a guide, an organization can ensure that all visual elements remain consistent.
Brand themes create a roadmap for an organization that is used along with the vision, mission and values to lay a foundation and a focus for what type of business (or community) you want to be. In the case of Waxhaw, they aim to be a community rich in Heritage, bustling with Activities and offering a sense of Well-being for all who live, work or play there. The HAW acronym evolved from these values.
Launching a Brand
Communication is key. Establishing a "Brand Implementation Plan" helps keep the message consistent both internally and externally. Prior to launching the Waxhaw brand, Haven Creative founder Jeni Bukolt presented the brand storyboard several times internally and externally to organizations like the Waxhaw Business Association and the Waxhaw-Weddington Rotary to educate the public on the Town's branding efforts.
Launching a brand is like piling sand. It's a continual effort that takes a team and it takes time. For a brand to be successful, it has to permeate out of every area of an organization.
Don't have the time to build or manage a brand? We can help.
To learn more about what Haven Creative does or to find out what we can do for your brand, contact us here.