Jen A. Miller Consulting

Tag: branding

3 super simple tips to find your authentic brand voice

How do I find my brand voice? Am I just being a copycat of other people’s styles I admire?

Who has ever found themselves asking these questions?

I can fess up to saying that I have. In fact, I can remember one particular instance when these questions were screaming inside my head. So, before we go any further, I’d like to share a quick story.

Marie Forleo is one of the women I most admire. I love watching her videos on Marie TV and tune into any podcast interview where she’s the guest. All of that to say, Marie’s voice is in my head… a lot.

When I first started the Toast Meets Jam Youtube channel, I created a series of videos tackling the most popular questions I was hearing from this community. I titled of the videos “How to Create a Business & a Life that You Love”. It wasn’t long before someone called me out for copying Marie. “Create a Business & a Life that You Love” is her signature saying.

Ugh. Are you SERIOUS?? I had borrowed her brand voice without even realizing it.

Imitation might be the highest form of flattery but it wasn’t what I’d wanted to do in this case. I was trying to find my own voice, not copy someone else.

Now here’s the thing, finding the Toast Meets Jam voice wasn’t something that happened overnight. In fact, it’s still something I am working on. But through this process I have figured out a few tips that have made the process easier. Today I want to share three of those with you:

Tip 1: Think of your brand as a person

Every brand has a personality and that personality influences how your brand communicates. So, try thinking of your brand has a person. If you knew her what would she be like? What words would you use to describe her? Is she curious? Does she have a certain Southern charm or New York confidence? Remember those Mac vs. PC commercials? They are a prime example of differing brand personalities at play.

Next, think about what kind of relationship you want your brand to have with your customers and followers. Do you want them to see your brand as a friend? The kind who makes them laugh? Fills them with inspiration? Always tells them the hard truth? Or do you want your customers to see your brand more as a mentor or teacher?

(Tip: If you haven’t yet read this post, now would be a good time)

The answers to these questions will help you figure out the best tone to use when writing for your brand. If you want to be a friend, your tone will be more conversational. Likewise, if you want to establish yourself as the expert change your tone would be more formal.

As you’re going through this process, I want you to go ahead and write down all the words that come to mind. Once you have them all on paper, go back through and pick out the 5 words that best describe your brand’s personality. These will serve as the pillar words which will guide your brand voice. For instance your words might be something like: fun, friendly, charming, curious, and good natured.

I’ve also found that it can be helpful to create a “this, not that” list. For instance, my brand voice is fun but not immature. Make sense?

Tip 2: Read your writing out loud

This is a simple but effective trick. After you’ve written copy for your brand, read it out loud. How does it sound? Natural or forced?

When you’re writing for your brand, it should sound in line with how you would talk to your followers and customers if you met them at a party.

If you want a great example to reference, pop on over to Melyssa Griffin’s blog. I love her writing style. When you read her writing, you actually feel like she’s having a conversation with you. Just take a look at this example will ya?

Now take a look at your writing. Would you really use all of those big fancy words? Or, do you need to think about putting away the Thesaurus and getting more human!

Tip 3: Coin signature words or sayings

Girlboss wasn’t a word we used until Sophia Amorusa made it so. “Badass” wasn’t being thrown around until Jen Sincero came along. And, “As if” will always remind us of Cher from Clueless.

Each of these is an example of a signature word. They become associated with a brand and embody its personality. The Girlboss brand voice for instance is strong, feminist, and unabashed. When you hear the word, these are the traits that come to mind.

As you’re writing for your brand, think about what words or sayings you can own. These can truly be a powerful way to bring your brand voice to life.

Over to you…

Alrighty, those are my 3 top tips for finding your authentic brand voice. What tips do you have to share?

A toast to you,

Jen

June 5, 2017
20 Branding Examples to Inspire your Brand

This post will give you a simple roadmap plus loads of branding examples to help you nail your branding

You’ve heard that great branding is important for your business. In fact, you’ve probably heard it from me. But what does great branding look like and how do you know if you’ve nailed it? If you’re not a designer yourself, figuring this out can sometimes feel out of your league. How are you supposed to know what to do?

I get it. I’m not a designer either.

What I do know is that there are a few core elements that make up any great brand design. Knowing what these are and what role they play is your first step. From there, the best thing to do is look around. There are some brands out there that are really rocking in certain areas. We can look at what they’re doing and learn how to apply their best practices to our businesses.

To help you figure out how to nail your branding, I’ve put together a list of 4 essential elements you need to consider. To top it off, I’m giving you 5 examples of brands that are masters in each of the areas. So, here you have it, a simple roadmap to great branding and 20 examples to guide you.

Color

Color plays an incredibly important role in your branding. In fact, 85% of consumers cite color as the number one reason they buy a particular product (source). When selecting our brand colors we need to consider the different emotions and characteristics associated with them. Blue, for instance, is often associated with feelings of trust and security while red tends to be associated with power and passion. The colors you choose should give your customers a feel for your personality and the way you want your brand to make them feel.

Color also plays a helpful role in making our brands recognizable and memorable. One study reported that color increased brand recognition by as much as 80% (Source). The key is to pick a signature color that really stands out.

Here are 5 brands who have mastered the technique:

DRYBAR

Drybar has three primary brand colors: white, grey, and yellow. It’s the yellow that is their signature. In fact, they’ve given it a name: buttercup.

THE HONEST COMPANY

The Honest Company uses a bright color palette that is attractive to its target audience of moms. And, their signature blue creates a sense of trust and reflects their brand name.

SUGARFINA

Sugarfina’s blue boxes can’t be mistaken. The color pops and makes the packaging and the brand memorable.

GLOSSIER

Glossier pink is a thing. The brand has adopted the color which appeals to their female target and also gives the brand a signature on and off the shelf.

SOULCYCLE

Like Drybar, Soulcycle has adopted a relatively simple color palette. Their use of yellow on everything from their bikes, to their logos, to their walls though is what makes the brand stand out.

Fonts/ Typography

Just like color, each font carries a unique personality. Fonts can exhibit a feeling of elegance, tradition, modernity, creativity, and even nostalgia. Many fonts even carry historic or cultural contexts that gives them a deeper level of meaning. Recall classic fonts like Times New Roman, Comic Sans, and Impact and I’m certain each will evoke a different feeling.

Your selection of fonts plays a big role in bringing out your brand’s identity. You want to make choices that reflect your personality however this should not be the only consideration. You also want to ensure your font selections are legible and flexible enough to be used consistently.

Here are 5 brands who are using typography the right way:

JENI’S SPLENDID ICE CREAMS

Jeni’s logo looks as if Jeni signed it herself and the font on her pints is reminiscent of a handwritten note. The combination gives you the feeling that the pints are personal and homemade. It’s not by chance, this is exactly what the brand wants you to feel.

THE FLEX COMPANY

Flex creates period products with the aim is to elevate the experience. Their choice of fonts does just that. The combination of clean lines and script is decidedly sophisticated.

THE JUNGALOW

Without knowing anything else about the company, you get a great sense of what The Jungalow is about just by looking at their logo. The organic textures and slightly messy font let you know that the brand is free-spirited.

SPRINKLES

Sprinkles script and sans serif font is a perfect pairing. The script gives charm and delight to the logo while the sans serif creates balance and can be used everywhere from their website to their cupcakes.

HEDLEY & BENNETT

Hedley & Bennett nails it with the emphasis on their & in their typographic logo. It turns the symbol into an icon that the brand is able to use to subtly brand their products.

Visuals

Your brand visuals are the images that you use in all of your brand materials including your website, social media, and advertising. They are a powerful tool for bringing to life your brand identity. For that reason, your visual style should reflect the same personality evoked through your choice of colors and fonts.

Beautiful visuals can also play a critical role in capturing and keeping the attention of your customers. You want to develop a unique style that connects with them and tells them something about your brand.

Take a look at how these 5 brands are using visuals to show rather than just tell their customers what they’re about:

OUTDOOR VOICES

Outdoor Voices wants you to get outside and do something with someone. For them, it’s not about performance or competition but rather recreation. This idea is embodied in their visuals which show a diverse group of people, in action, doing the things they love together.

S’WELL

S’well has a mission to rid the world of plastic water bottles. They want you to bring your S’well bottle with you wherever you go. Their visuals support the idea by showing off S’well bottles in all sorts of scenarios.

LAUREL & WOLF

Laurel & Wolf wants to make the luxury of an interior designer available to everyone. Though they’ve democratized the service they still want to maintain the high-end appeal. Their visuals help them do just that.

AWAY

Away wants you to get out and explore. Their visuals don’t just depict their product. They inspire you to take them with you on a great adventure.

SAKARA

Sakara wants to help you feel lighter and brighter. That same idea comes through loud and clear when you look at their bright, white, visual style.

Language

How you communicate with your customers is just as important as what you communicate. The right selection of colors, fonts, and visuals will fall short if not pulled together with the right message.

Your choice of words not only help bring out your brand’s personality but also establish the type of relationship you have with your customers. It can even help to build a sense of community between them.

Take a look at how these 5 brands have unified their design through an identifiable brand language:

DRAPER JAMES

Reese Witherspoon’s brand Draper James is all about honoring her Southern Heritage. The language she uses purposefully has a distinctive Southern charm that really draws out the brand’s personality.

GIRLBOSS

GirlBoss, the movement created by NastyGal founder Sophia Amoruso is all about empowering women. The language they use drives that forward with a strong feminist tone.

THE SKIMM

The Skimm wants to make it easier for you to live smarter. That’s why they deliver the facts to their audience in a language they actually understand and care about – including in a lot of pop-culture references.

BAN.DŌ

Ban.dō is a lifestyle brand that is serious about fun. It’s not hard to believe them when you see the catchy phrases they use across their products and the relatable tone they use on their website.

DARLING MAGAZINE

Darling is a media platform that wants to share the art of being a woman. Their modern manifesto makes that clear. As does the way they title the women they profile with names like The Confidant, The Dreamer, and The Explorer.

Branding Wrap Up

You don’t have to be a designer to know how to think like one. When you’re planning the branding for your business start with your colors, fonts, visuals, and language. Consider how the four will play off one another and how together they can best bring to life your brand personality. Not sure what that is? Start with this free guide and you’ll be ready to rock ‘n roll.

Which brand’s design do you admire the most? Do you have any you’d add to the list? Comment below to let me know!

A toast to you,

Jen

May 29, 2017
5 Steps That Will Make Your Brand Downright Irresistible

This post will give you a framework for building a brand you AND your customers love.

The other night I was watching a stand up special on Netflix featuring comedian Ali Wong. Have you seen it? If you have, you’ll remember that Ali keeps coming back to this punchline – I don’t want to work anymore.

I relate to Ali. This is how I feel about most things in life. I don’t want to have to think about one more thing, make one more decision, or add one more line to my to-do list.

My gut says it’s safe to assume that you can relate. We all have enough on our plates as it is.

Which, is why I want you to consider this:

Yes, That’s right. Your customers want you to be their favorite. They want you to make their lives easier by giving them one less decision to make. When they love your brand they don’t have to think about who they are going to buy from. They already know the answer.

Take these examples

When I buy groceries I already know what brand of coffee is going in my cart. When I need a card I know exactly which shop I’m heading to. And, when Mother’s Day rolled around last week there was no question who I was buying my flowers from. I have the brands that I know and love for these things. And you know what, I love them for being that for me.

So what is it that makes us love one brand over another? Take the example of my favorite coffee. Yes, I enjoy the flavor but its more than that. The real reason I love the brand is that its fair trade, local, and cool without being presumptuous. The brand’s equity (aka what it stands for) resonates with me. In turn, they’ve found a fan in me.

Last week we talked about how to really get to know your customers. Here’s where that becomes important. When you know who your customers are, what they want, and what they need you’re primed to succeed.

Now let’s talk about the 5 steps you’re going to take to make sure your brand is one that your customers can fall in love with. To help illustrate each step, I’ll provide an example for a service business – in this case, blogging. As well as an example of a product business – in this case, subscription boxes. (Don’t worry I got you ; )

Step 1: Decide & deliver on your brand fundamentals

By fundamentals, I mean the actual products/services your brand creates or provides. At the ground level, your customers should know exactly what they can expect from you. You are their favorite brand for X.

If you’re a blogger:
I want to know exactly what kinds of posts I can expect to find on your site and social media feeds. I want to know if you’re going to be my source of inspiration, advice, or education.

For example, you might decide that:
My blog shares weekly recipe posts that teach you how to make easy vegan meals on a budget.

If you sell subscription boxes:
I want to know what kinds of products the boxes include. Where can I buy them and how much do they cost? Do they cater to a certain type of person or occasion?

For example, you might decide that:
My brand ships monthly boxes with 3 – 4 beauty products selected from organic, woman-owned brands. The cost is $50/ month.

Step 2: Do things different… and better

What can you do to make your brand better than the others for your customers? How can you intersect their needs and interests? Clarify the reasons your customers should choose you over another brand. You are the only brand that does what for them?

If you’re a blogger:
Is your content more in-depth? Does it come with free downloads? Do you provide exclusive interviews? It is full of beautiful imagery? Is it guaranteed to make me laugh? What is is that makes your blog better than every other I could read?

For example your point of difference might be that:
Every recipe post includes a grocery shopping list, video tutorial, and budget breakdown. So that, cooking and eating vegan has never been easier.

If you sell subscription boxes:
Do you use special ingredients or source from local vendors? Do you support a charitable cause? Can I customize my order? Does it ship for free? Why should I choose your product over any other?

For example, your point of difference might be that:
Every subscription box comes with a card that tells the story of the women behind the brands inside. Customers can also visit your Youtube channel to see exclusive interviews with them. Additionally, you donate 10% of sales to a fund that supports women entrepreneurs.

Step 3: Evoke an emotional response

Your customers should leave every interaction with you feeling something. In fact, the way your brand makes people feel is as important as what it does for them. What emotions do you want to stir? You are the brand that makes your customers feel how?

If you’re a blogger:
Do people come to you for a dose of tough love or to feel comforted? Are you there to motivate them, be a patient teacher, or fill them with inspiration?

For example, you might determine that:
Our recipes will make our readers feel like going vegan is actually easy and affordable. We don’t make them feel bad if they aren’t vegan or weird if they are. We want our readers to feel supported and good about themselves.

If you sell subscription boxes:
When someone receives your gift box how should they react? Is it a heartfelt gesture? Does it get them ready to party? Do they feel inspired to DIY or take a moment for self-reflection?

For example you might say:
Our boxes make will help our customers feel good about what they’ve spent their money on. They will feel excited to be part of a bigger mission and empowered to champion women. They’ll feel inspired to share their stories while creating their own.

Step 4. Create a human connection

People serve different roles in our lives. We have our best friends, our teachers, our critics. How would your customers describe your brand if she were a person? What role does your brand play in their lives?

If you’re a blogger:
Is your blog the life of the party? Always optimistic? Brash? Unabashed? An advocate for others? What are the words you want people to use to describe you and/ or your blog?

For example, you might want your role to be:
Our blog is the friend that helps you be more mindful. She has graceful awareness of herself, the planet, and those around her. She’s the one you turn to when you need to feel grounded.

If you sell subscription boxes:
Is your brand a perfectionist? Charming? Is she more like your relatable best friend or your mentor? Does she push you to be better or hold your hand and walk you step by step?

For example you might want your role to be:
Our brand is the friend you call to talk about the latest product you’re obsessing over. She’s also the one you went to the Women’s March with. She embraces her soft feminine qualities as well as her feminist strength.

Step 5. Deliver a consistent brand experience

Your brand’s equity describes what you want it stands for in the hearts & minds of your customers. It’s created through consistent delivery. Meaning, everything you do should build up the qualities you’ve outlined in Steps 1 -4. This is true whether we’re talking about introducing a new product or an Instagram post. What is the experience and equity you’re delivering to your customers?

If you’re a blogger:
Is your tone of voice the same from post to post? Is that Instagram post helpful or braggy? How about that recipe, is it actually easy?

For example, your brand equity might be that:
My blog is a safe space for all people to learn about and practice being vegan.

If you sell subscription boxes:
Are you selective about the products you include? Do the women behind those brands support your mission? Is the message consistent from month to month?

For example, your brand equity might be that:
My subscription boxes empower women to support and empower one another.

So there you have it. Taking these 5 steps will help you build a brand that is just right for your customers. And, when you show up for them, they will show up for you.

Wrapping it up

To help make this process easy as can be, I created this template for you to download and complete for your brand.

The purpose of going through these 5 steps is to help you see how the different parts of your brand come together. This framework should help clarify the kind of brand you want to build. And, it should create a structure that will help you best build it.

Next week we’ll talk about how to use this framework to bring your brand personality to life through design, visuals, and language.

What questions do you have? Leave them in the comments below!

A toast to you,

Jen

May 22, 2017
The Brand Gal | An Interview with Kelsey Borlan Lee, founder of The Brand Gals

In this episode of Toast Meets Jam I get the scoop from the gal behind The Brand Gals, Kelsey Borlan Lee. We joined up at Aroma Coffee and Tea, one of Kelsey’s favorite brunch spots in Studio City. The cafe is the sister to The Alcove cafe, a spot you might be familiar with if you caught this interview. With a great outdoor patio that wraps around the restaurant, the spot is the perfect place to enjoy a sunny Sunday. Their menu runs the gamut from healthy VGF friendly fare to decadent desserts. Kelsey opted for a traditional bacon and eggs breakfast while I dug into a tofu and broccoli rice bowl. While we chowed down, she explained how The Brand Gals came to be.

More About Kelsey

Kelsey found her start in the world of brand building as a photographer. Under her company, Kelsey Rae Photography, she found a passion for helping entrepreneurs build their businesses. This passion led her to expand her services beyond photography so that she could further help her clients bring their visions to life. What started off as The Brand Gal, is now a team of talented women offering end-to-end branding packages.

Who are The Brand Gals?

The Brand Gals is a full service branding and design agency based in Los Angeles, CA. Their packages included everything from branding consultations to logo and website design, photography, social media strategy and beyond. Services also include their Snap workshop, a photography and Instagram intensive and The Bungalow a group branding class for entrepreneurs.

Check out The Brand Gals at:

Web: www.thebrandgals.com

Instagram: @thebrandgals

Facebook: https://www.facebook.com/TheBrandGals

A Toast to you and Kelsey too,

Jen

March 22, 2015