Earlier this month, we took a look at the process of rebranding. From idea and concept to development and execution, we walked you through the undertaking step-by-step, using our own recent rebrand for guidance.
Now, let’s dive a little deeper into the intersection of branding and marketing, again using Carlisle & Co. as our example.
For Carlisle & Co., we wanted an elevated and timeless look that included the new name as well as new colors and fonts, new logo, and new patterns and illustrations. We also designed a completely new website in-house (to learn more about our website design and development services, click here!).
So what motivated our branding update? To us, the A Silver Lining brand and website was starting to feel stale. It didn’t speak to the services we provide or the expertise of our team. It didn’t inspire us anymore, so how could we expect it to inspire our visitors?
As we mentioned in our last blog post, a Pinterest board is an important part of the branding process. It allows you to visually share your likes and wants for your new brand. This step is particularly helpful if your design package includes illustrations, which are a great way to add a whimsical touch to your branding while also speaking to your company.
For instance, Carlisle & Co.’s illustrations showcase our collaborative, personal approach with our clients. Thanks to drawings of a phone, a clock, and a desk, our clients immediately know that we’re both accessible and available when it comes to their digital marketing needs. Combined with the perfect green (inspired by malachite stone) and a simple but sophisticated font stack, we couldn’t be happier with the end result.
Now, you have the perfect branding…but how can you use it?
As you incorporate your branding into your marketing, think of your brand as a system. It includes a main logo mark, a secondary logo mark, a monogram in both circular and square options as well as a font stack and color palette. If you need suggestions for use or even design help, don’t hesitate to ask! After all, it’s important that your brand looks pretty when it’s out in the world. Ultimately, you want your branding and marketing to work hand-in-hand.
After a branding update, website design and development is often the next step. After all, your online home creates a first impression for many future customers or clients. At Carlisle & Co., we work closely with KM Studio to ensure that all of the elements of your brand kit are utilized to their fullest potential.
We’ve worked together on a number of brands and websites, and it’s always such a collaborative experience and seamless process. Let’s take a quick look at some brands and websites that we’ve completed together:
- The Hunt (stay tuned – a refresh is launching soon!)
- Tessa’s Table
- Pine & Palm Kitchen
- BASH
- BACH Travels (pictured above)
Your branding can also be added to your social media platforms, newsletters, and email signature. We’ll often ask clients for websites, social media accounts, and email newsletters that inspire them. That’ll give our team a sense for how you hope to see your new branding and allow us to represent you well.
When it comes to print materials, the options are endless! If you’re hosting a launch party, add your logo to napkins, balloons, or stickers. For merchandise for your team or clients, consider tumblers, notebooks, canvas bags, or pens. Of course, you can also use it on postcards or flyers for an upcoming event or product launch.
To close, here are two of our favorite tips for your branding and marketing.
First, a fun way to add a timely element to your new branding and marketing is with seasonal updates to your logo. You can use the same fonts and same colors but incorporate a new illustration (like a leopard on a sled for winter!). Or you can add a soft pink as an accent color to your green and blue color palette for a touch of spring.
And our biggest tip for both digital and print design? Let it breathe! Don’t squeeze everything in. It’s important to include white space so your brand can truly stand out without overwhelming the viewer.
Whether it’s a refresh, rebrand, or new website design and development, we want your company to shine! Reach out to Carlisle & Co. today with all your digital marketing needs.
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