Is image everything? As the mother of an impressionable nine-year-old daughter, I wish I could say no. But when it comes to start-ups, your image is your one chance to capture a customer and convey your brand message without speaking to them.
You need to get it right.
Have you heard of Kenichi Ohmae’s 3 Cs Model for business success – customer, competitors, corporation?
Let me introduce the Oak Creatives Three Cs for Start-Up Branding Success. (Eeh, capital letter overload).
We all know that certain colours evoke specific emotions which can alter behaviour. Does a particular blue take you back to that beach from your last holiday? Is the terracotta pot outside your window a little piece of Tuscany? Does orange make you feel warm and hugged? We all have favourite colours that remind us of people and places. Get your colour right, and you can make your customers feel a certain way, ideally happy to buy from you.
For Debbie, the colour palette for Pétales de Provence needed to encapsulate the beauty of peonies, the simplicity of her products as wedding décor and throwing confetti, and the natural chic of Provence. “It had to let the simple beauty of peonies shine,” explains Debbie. “It would have been easy to over-brand in terms of colour.”
When choosing colours, you also need to consider cultural heritage. If you want to sell internationally, you need to understand the religious and cultural symbolism of colours and the message they send out about your brand.
To choose the right colours for your brand image, you need to know your customers, know your market, understand what makes you different from your competitors. Essentially, if you have read this blog post from the beginning, you’re good to go.
If you want to know more about colours and branding, this Creative Bloq article is a must-read.
Fonts are fun, and there are so many lovely fonts from which to choose. Well, the bad news is you have to choose. Fonts have personalities: bold, creative, friendly, professional, dynamic, relaxing…whatever you need to convey, there is a font that will ‘say’ it for you.
Pick the font, or font family, which best sells your brand image. When you have found the right font use it…well, everywhere. Don’t, for example, use different fonts for your website or printed marketing. If you don’t stick to one font family, your branding will look confused. And that is not a ‘C’ you want for your start-up.
You know your customers, you know your market, you know what makes your stonking start-up idea different. How can you create a creative brand to sell that?
Unless your start-up idea is branding and marketing, it might be time to call the professionals.
“I had a million ideas in my head about how I wanted my company to look,” says Debbie. “But my main priority is my flowers. Growing peonies, processing petals, packing them beautifully, that’s my expertise. I knew brand design was key for my business, and I knew I needed to work with someone I trust to get it right.”