I’ve decided to go back to school. I know, how much more can I fit on my plate! I recently enrolled in the University of Alberta Faculty of Extension program Residential Interiors.
I decided to take this program as a bridge between my consultancy business, Cool Communications, and my husband’s painting business. I also have a natural affinity for design and fashion, so there is a little bit of fun inserted into this program for me.
When I first began the class I thought I was way out of my element. How could I possibly relate to this program and what could I bring to it? My work does not consist of drawing, planning space, choosing colours, creating a particular ambiance. Or does it?
As the class progressed I realized how much I already knew. The only difference is I apply it to a different subject, business.
The same way a designer creates a concept board for a space, we create a brand board for a company. Approaching your company like you approach a space may help to simplify your brand and allow you to ensure you achieve the experience you want for your customers.
Think of it this way:
Your brand, the way your customers perceive you, is the same as a space/room, it is made up of many layers and textures. What kind of experience do you want your customers to have when they react with your business, your space?
– What emotions do you want your company name to illicit?
– What colours best describe you and your company and how do they make your customers feel? Assign words and pictures to the colours and feelings you want to convey.
– Are your products and services related to your company goals and values?
See if your brand/company is being perceived by your customers the way you envisioned it by creating a concept board. When you are finished with this exercise keep your brand boards out and alive. They can act as a reminder and a roadmap for your company. They can also act as inspiration. Companies are like people, they evolve and change. Add and edit your boards and see if your brand is still aligned with your business. Always ask yourself: Is my message clear?