How to Identify Your Brands Energy
Did you know that 90% of the decisions we make as human beings are based on emotions?
As humans, we are emotional beings. Our feelings can influence where we go, what we do, and even who we spend our time with. Notice how some people and places fuel you, and other places can be tiring, draining, or something entirely different? It has to do with the energy that a person or place carries.
Whether you call it gut instinct, intuition, vibes, or emotions, the energy something radiates influences our decisions. For example, if a person is always making you laugh, they're always on the go and super outgoing - they have lively energy.
Energy goes beyond just people and places - brands also carry energy, and whatever energy the brand radiates can impact its customers.
With brands, you may see a meditation app with a color palette of blue, soft green, and white, and their logo is a wave - this radiates calm energy.
Just like how the energy of those around you can affect your emotions, this rings true with a company's branding. Your business has the power to impact what someone is feeling. Brands radiate energy through their color palette, marketing, language, and brand story. This energy can make their customers feel confident, happy, serious, calm, or however else they want.
A brand's energy is vital in connecting with your customers on a deeper level. However, whether you're a new or established company, you may not realize what your brand's energy is. This can be damaging because you may be missing out on another way to connect with your audience, or you may be radiating energy that doesn't fit with who you are now (which can prompt a rebrand).
Knowing your brand energy is vital. It gives you an idea of how you may be making your audience feel. Additionally, you can ensure that your advertising, branding, and the energy you radiate are aligned.
If you're curious about your brand, here are three ways to identify your brand energy!
It all comes back to the "Why"
Before we can move forward with your brand identity, ask yourself why?
Why did you start this business?
Take time to reflect on what motivates you and drives you to do this every single day. We all know that starting a business is definitely not easy! It's a lot of work, rewarding work, but work nonetheless, so why do you do it?
Identifying your "why" can help you start to center your thoughts.
It can help mute out all the noise" and truly look at the core of your brand, what it's saying, and what energy it's radiating (or at least start to figure it out!) ;)
Now that we've identified your "why," we can move on to... your audience!
Who are you Talking to?
Who the heck are you talking to? What do they believe in? What motivates them?
Sometimes we have this idea of who our audience is; we may even have a detailed target audience, but those are demographics - who are you talking to beyond the age range, the geography, the ultra-specific interests.
What do they believe in? What motivates them? What energies do they respond to?
Now, think about how you want them to feel? Do you want them to feel happy? Optimistic? Seen? Calm? Worried?
When you can answer questions like:
Who is your audience beyond numbers?
How do you want them to feel?
What motivates them?
What do they respond to?
It's much easier to identify your brand's energy and find ways to resonate with your audience.
If you have an established brand - ask yourself, does your audience respond and feel the way you want them to? If not, what is the disconnect?
Now for the colors
Ok, with your "why" and your audience in mind, what colors come to mind?
A brand's color is the first peek into a brand's energy. For example, a dating app may have the color red involved. Why does this matter?
Colors are a way to influence how your audience feels, so in this instance, the color red can make them have feelings of love and passion.
Color is likely one of the first things your customer will notice about your product or company, and it's fascinating how different colors can evoke specific feelings.
When choosing your business's color palette, you need to be really thoughtful about the colors you choose because different colors have different meanings and carry different energies.
It's so cool how different colors impact our thoughts and feelings profoundly. When developing your color palette, you can be intentional about the energy your business carries and how color can reflect that.
If you have an established brand and color palette, what does your color palette say about your company? What energy does it carry? What emotions does it evoke?
Your brand is an extension of you, but it carries its own unique energy. By identifying it, you can be more intentional with your business decisions. In addition, your brand's energy can help shape who your audience is, how you speak to them, what type of products you create, and so much more!
What does your brand's energy say about your business? Does your marketing and your brand energy align? Does your company even have a solidified brand?
We hope this post helped you start identifying your brand's energy and its impact on your audience's decisions. If you're feeling stuck or your business feels out of alignment, reach out to Blades Creative today; we've got an expert eye for branding or rebranding.