It’s common for a company or organization to develop a visual identity and call it a day. It’s easy to get excited about what it looks like, the colors, the fonts and visuals but what else is your brand trying to say? Or, what should it be saying? In today’s sensory overloaded world, your brand needs to literally come to life, especially as it comes to the four primary different types of learners: kinesthetic, reading/writing, auditory and visual. Identifying target audiences is paramount to building out a brand but what if you took it one step further by placing thoughtful consideration for all types of learners?
When you think about how your brand could and should come to life based on these four basic types of learners it actually opens up a whole new world when it comes to the creation of a brand. For example, let’s say your company is ready for a refreshed logo, think of all of the different ways your brand is experienced. In a world that is often focused on the visual, which can be exclusive, imagine the sights, sounds, words, experience and other ways your brand is brought to life through employees, customers, colleagues, ambassadors, influencers, music, sounds, service, feelings and more.
Let’s use Starbucks for an example. The visual identity is important as it confirms the right place a customer wishes to go but what happens when they walk in the door? A customer may hear music, hone in on the buzzing sound of conversation (community building), orders being called out (anticipation) and perhaps even a greeting to customers by name as they walk in the door or a personal thank you as they walk out the door (feelings of belonging). What is your customer’s brand experience when they visit you on your website? Walk in your door? Buy goods or services?
Push yourself to think beyond the visual and think comprehensively when it comes to your brand. Most importantly, think comprehensively when it comes to who you serve.