The power of first impressions in branding cannot be overstated. Decisions to engage with a brand are often made within seconds, driven by subconscious reactions to visual stimuli.
Allow me to ramble on for a moment...
Colours can evoke specific emotions and associations: It is commonly agreed that blue often conveys trust and calm, while red can evoke excitement or urgency.
These perceptions can vary significantly though, depending on cultural context – red may signify good luck in one culture and danger in another.
Shapes can also play a critical role. For example, who really understands why rounded shapes are often perceived as more friendly and approachable, while angular shapes can be seen as more professional and authoritative?
Design choices can cater to such diverse cultural contexts and neurodivergent needs, influencing how different audiences engage with a brand. For some neurodivergent individuals, certain patterns and designs might be overwhelming (or calming), influencing their engagement with a brand.
In 2024, we all know that starting a business requires more than just a great product or service; it demands a brand that stands out in a crowded marketplace.
At Ästhetik, we've developed the Brandsthetics™ method to help businesses create these impactful and memorable brands, that connect with the right audience from day one.
Why Brandsthetics Matter
At Ästhetik Studio, we delve deep into the science of Brandsthetics™ – our proprietary study of why people are more inclined to buy from what they perceive as "aesthetically pleasing" brands.
When done right, Brandsthetics is about much more than surface appearances though; it’s an exploration into how these specific aesthetics influence that particular consumer's trust and purchasing behaviour, almost completely on a subconscious level.
Our 6-Step Process
To truly harness the power of Brandsthetics, we follow our six-step process:
Step 01: UnBrand
We begin by diving deep into the brands origin story and vision for the future, including their desired market positioning, and what makes this brand unique. This foundational step helps us uncover the core essence of the brand.
Step 02: Audentify
Next, we thoroughly research and identify the wants, needs, hopes, desires, and habits of their desired target audience. Understanding their specific motivations and preferences allows us to position the brand uniquely in their minds.
Step 03: CompetiScan
Analysing the competitive landscape is crucial. We study why consumers choose the brand's competitors, ensuring the new branding fits seamlessly within the industry, while maintaining a distinctive appeal.
Step 04: EnVision
Here, creativity meets strategy. We create vision boards for the brand, analysing how shapes, colours, and symbols can be used effectively to craft a unique Brandsthetic. This step defines a distinctive visual language for the brand that disrupts conventional expectations.
Step 05: Brandsthetic
Utilising our Brandsthetic Strategy, the fun part begins! We develop a brand’s look and feel, design new logos or brand systems, and craft messaging/ taglines and archetypes. We can also test this creative with real audiences, to help data-driven companies drive their decision forward.
Step 06: Flight
We support our clients through every step of the brand launch. From packaging launch graphics and developing brand guidelines, creating templates to strategy implementation and also our BrandVoice Seminars for executives to easily sell the story of their new brand to their stakeholders.
Applying Brandsthetics in Your Industry
Consider a tech startup looking to differentiate itself in a sea of innovation and disruption. By understanding the psychological impact of and shapes, and neurological reactions to patterns and icons, the startup can create a brand aesthetic that conveys trust and cutting-edge technology at the same time.
Similarly, a finance driven company might use certain calming, trusting colours or authoritative shapes to instil confidence and reliability. Blending culturally relevant symbols with the right aesthetics can make the brand more relatable and trustworthy to their diverse clients.
At Ästhetik, we're continuously learning and studying the neurological, psychological, and cultural aspects of design to stay ahead of trends and ensure your brand remains relevant, timeless and compelling.
Our commitment to understanding consumer behaviour drive us to create brands that not only stand out but also build long-lasting connections with their audience.
Applying Brandsthetics to your Small Business
UnBrand – Understanding Your Core:
What is the origin story of your brand?
What vision do you have for the future of your brand?
What unique attributes set your brand apart from others in the marketplace?
Audentify – Knowing Your Audience
Who is your target audience? (Consider demographics and psychographics)
What are their primary needs, hopes, desires, and habits?
Who are they currently buying from and why?
What do these brands look like? What emotions does their branding evoke?
CompetiScan – Analysing Your Competitors
Who are your main competitors in the industry?
Why do consumers choose your competitors over others?
How can your brand fit into the industry landscape while maintaining a unique appeal?
What do these brands look like? What emotions does their branding evoke?
EnVision – Crafting Your Visual Language
What emotions and associations do you want your brand to evoke through its design?
How can shapes, colours or patterns be used to convey your brand’s message effectively?
What symbols or design elements resonate with your target audience?
What personality and tone of voice resonates with your target audience? (Think about this is in detail – do they use short or long sentences, are they funny or serious, do they embody a personality or a corporation?)
Brandsthetic – Developing Your Brand Identity
Does your current logo and brand system align with your brand strategy and values?
What personality and messaging do you want your brand to communicate?
How can you ensure consistency in your brand’s look and feel across all touchpoints?
Flight – Launching and Refining Your Brand
What key elements are needed for a successful brand launch? (e.g., launch graphics, brand guidelines, social media graphics, templates, signage, etc)
How can you gather and incorporate feedback from soft launches to refine your brand?
How will you communicate your new brand story to stakeholders and customers in a way that feels natural and ownable?
Practical Reflection Questions
Origin Story: Does your brand story resonate with your audience’s values and aspirations?
Audience Research: Are you leveraging data and insights to understand what drives your audience’s purchasing decisions?
Competitive Analysis: Have you identified gaps in the market that your brand can uniquely fill?
Visual Strategy: How do your brand’s visual elements (colours, shapes, symbols) align with your brand’s message and audience expectations?
Consistency: Are all aspects of your brand (visual, verbal, experiential) consistent and aligned with your overall strategy?
Future-Proofing: How can you ensure that your brand remains relevant and adaptable to future trends and changes in consumer behavior?
Actionable Steps
Deep-Dive Session: Schedule a session to revisit and refine your brand’s core values, vision, and unique attributes.
Audience Survey: Conduct surveys or focus groups to gather detailed insights into your target audience’s preferences and behaviors.
Competitor Analysis: Regularly review and analyse competitor brands to identify opportunities for differentiation.
Vision Board Creation: Develop vision boards to visualise and iterate on your brand’s design elements and overall aesthetic.
Brand Guidelines: Create or update brand guidelines to ensure consistency across all brand touchpoints.
Feedback Loop: Establish a feedback loop with stakeholders and customers to continuously refine and improve your brand.
In Summary
For any business, getting your branding right from day one is essential. With the Brandsthetics methodology, you can create a brand that captures attention and fosters trust and loyalty. By understanding the deep-seated psychological and cultural factors that influence buying decisions, you ensure your brand is not only seen but remembered, trusted, and preferred.
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