Brand Buzz: Branding With A Human Touch
Brand Buzz with Jaci Russo on 96.5 KPEL is now at 7:40AM every Monday, so be sure to tune in on your way to work. Here’s what we’ll cover:
In the business of branding, we’re seeing more and more clients that have a savvy understanding of what they want — especially in terms of setting a tone.
It’s interesting to have a new client sit down with us in a discovery meeting and say things like, “I want my typeface to have more energy,” or “I don’t want my new logo to feel too corporate.” In fact, that’s what many of our new clients want: a brand that doesn’t appear to make them too “business-y.” And after asking around and doing some research, we’ve learned that we’re not alone in this.
There’s an evident shift in branding to design identities and marketing pieces with a “human touch.” Everyone wants a softer logo, illustration, a hand-drawn typeface, and a casual voice in their messaging. It’s all about making the company feel as personally-crafted as possible.
For the longest time, start-ups and rebrands just wanted to look professional and legitimate, and now they’re wanting to project a personal vibe. It’s interesting to see the “bespoke” movement seep into unexpected industries. You’d expect a cookie company to ask for bright colors and copy that looks like it was written on the packaging. But now hospitals and law firms want that, too. This obviously goes hand-in-hand with the Etsyfication of the design world: making things that feel homemade. And from where we stand, embracing this approach to branding is part client demand and part industry trend.
Clients want it and we’re excited to do it.
At RUSSO, we’re definitely advocating for more “human” elements of branding. We like that businesses want to be projected as people. And to us, that’s always been the point.
BTW, our new RUSSO eBooks about “Identifying The Competition,” “Thought Leadership,” and “The Great Outdoors” are available for download now at BrandRusso.com!