What’s a brand…really? Is it your fonts? Your color palette? Your frequent use of witty catchphrases? Yes, but it’s so much more than that.
When we say “brand,” we’re talking about the whole shebang. Your values that guide your brand, the voice that communicates those values, the customer or client experience that reinforces them, and the brand visuals to attract the right folks into the mix.
A brand is a beautiful culmination of all these elements, not just one or the other. And when mixed together? You have a delicious recipe for the perfect cocktail — your brand cocktail.
Which is exactly why you need to start thinking about brand elements like a cocktail… or more specifically, a martini.
Here’s what we mean.
When talking about making the perfect martini, you always add the spirits first. When talking about parts of your brand, you always start with values. (And isn’t it a tad bit ironic that we included the word spirits? That’s also a play on words — values are the heart and SOUL of your biz.)
They’re the compass for what to do when you don’t know what to do when things get whacky. But the more you lead with values, the more bulletproof your business becomes because you’re building flexibility into your business plan.
Values guide your decisions — they’re the perfect base ingredient for your brand elements cocktail.
And just like choosing between gin or vodka for your martini, what you choose is up to you. You decide what’s valuable to your brand, whatever that may be.
The next ingredient of your brand martini is the vermouth, aka your voice.
Vermouth isn’t a spirit, it’s actually a wine. And when added to your martini mix, packs a punch with a whole lot of flavor. So much so, that it wouldn’t taste the same without. It’s not what you start with, but it’s an equally integral part of the recipe.
The same goes for your brand voice.
Your voice includes your copy, the language you use both in written and spoken forms, and even the audio you choose for your Reels or TikToks. It’s how your brand speaks and interacts with current and potential clients and customers.
It’s what helps folks understand who you are and what you’re doing.
And just like vermouth… If your voice is too bitter? You may turn people away. Too weak? You may not attract people at all. Been sitting out far too long? It may need to be updated (or completely reinvented, depending on what your brand needs).
Voice is the connection between your values and every other part of the branding process, so make sure it fits you. Otherwise, you may end up with an off-balance, odd-tasting cocktail.
Ice can make all the difference in a martini. Without it, your cocktail could end up tasting flat, ruining the experience of that first to final sip.
But when you add it in? You bring out the flavors of the spirits and vermouth. It enhances the mix and creates an experience, not just a cocktail.
Your customer service and client experience are the same way. Poor experience could mean ice was left out too long, which waters down the martini, resulting in a lackluster final product. In the same way, not paying enough mind to the people you serve throughout the time you spend with them leaves you with “meh” results.
But bring out those freshly chilled ice cubes (or, putting your best foot forward and giving your people YOUR best), and you really give them the ol’ razzle-dazzle, leaving them wanting more.
Or at least, just feeling confident enough to interact with you — asking questions, collaborating on the process, etc.
You have to be intentional about the quality of the ice you put into your martini. And you have to be intentional about the experience you give your clients and customers, too.
Okay, so, we know that a “traditional” martini has olives, but lemons are just so much more fun to talk about, aren’t they? (And if you haven’t had a lemon martini with a sugar rim, you need to remedy that stat.)
The garnish is what makes your brand // aka martini visually appealing. It’s what makes you go “Wowza!” when the bartender slides your drink across the bar. It’s what makes you want to show it off on the ‘gram.
Nobody wants to photograph a plain drink in a plain glass.
And we bet you know where we’re going with this…yes indeed, your brand visuals are the same.
This is what comes to mind for most people when they think about what a brand is. It’s everything from your font choices, your color palette, logo and iconography, and even the photography you choose to incorporate onto your website or share on Instagram.
It’s what catches people’s attention, and subconsciously signals to people what your brand cocktail is all about.
Garnished with fresh fruit? You’d expect to find a sweet, summery cocktail. Topped off with a lime and salt? You’d expect a punchy margarita waiting for you.
Brand visuals are no different. The look and feel of your brand give off a vibe and helps people know what to expect. And when these visuals are appealing? You open the door to interaction and intrigue, inviting people to come learn more about who you are and what you do.
You don’t go to the bar and ask a different person to pour up each part of your martini, do you? No silly! You have one very skilled mixologist serving you a professionally crafted drink.
Why should your brand be any different? Why put the pieces together of multiple contractors who ONLY design a brand or website, create your brand voice, revamp your offer suite, OR only create a stellar customer experience?
Why not hire a brand mixologist to do it all for you, in one smooth, streamlined process?
That’s exactly what we’re here to do, doll!
We help you do it all. And do it in a way that’s aligned with your vision for your business. We also work as a united team, integrating each other’s skills and strengths to bring the best to your project.
No more juggling multiple contractors or working with agencies that just outsource work to the cheapest option. Get expert attention on all the pieces that make a brand martini Bond himself would swoon over.
Ready to see what we can do together? Give us a ring here!
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