How a Brand Theme Can Transform Your Brand
Whether you are just starting out building a brand or you are rebranding altogether, I want to share an important step to do BEFORE you even begin the design stage. I have found that identifying a brand theme is extremely helpful as a foundation to inspire the visuals around it. Once you have a brand theme, it makes the design work so much smoother and clearer!
Think of your brand theme as the roots of a tree, and your visuals and messaging as the branches. Use the brand theme to shape the branches of your brand to grow and connect to your audience in a unique and powerful way!
HERE ARE MY RECOMMENDED STEPS TO IDENTIFY YOUR BRAND THEME AND THE VISUALS THAT GROW FROM IT:
(If you haven’t yet identified your brand values, READ THIS POST first to get started.)
Start by considering your brand's story and values. Based on these, can you think of an overarching theme that captures this? (This could be a situation, a scene, or a phrase that you want your audience to experience when they interact with your brand.)
For example, The Humanista Co's brand theme is “it’s all about the journey.” This grew out of my top 3 brand values: authenticity, creativity, & freedom.
Based off that theme, what three words do you want someone to feel as soon as they get to your website or social media? (High-end, simple, clean, bold, inspirational, etc.)
For example, I want people to feel a sense of wonder, curiosity, adventure, inspiration, and freedom when they interact with The Humanista brand. I want them to feel that the world is full of possibilities, and it’s all part of our journey as human beings. I also want the brand to feel inspirational, high-end, and modern.
If your brand had a personality, how would it act? List out some characteristics to describe your brand's voice.
For example: fun, inspiring, charismatic, energetic, funny, witty, warm, quirky, compassionate, charming, intellectual, authoritative.
Once you identify your brand theme, desired emotional response, and voice, what are some visuals that come to mind to represent these things?
For example, from The Humanista’s brand theme “it’s all about the journey”— the visuals that came to mind were: wide open spaces, nature, scene from the desert, beach, panoramic views from above.