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In the fast-paced world of digital marketing and entrepreneurship, creating a distinct brand identity that resonates with your target audience is crucial. Lauren Felter, the creative mind behind Felter unfiltered, joins us in this enlightening conversation to discuss the art of branding and design. With a background in marketing and design education, Lauren has honed her skills to become an expert in helping businesses establish compelling brand identities. Join us as we delve into the world of branding, design, and the strategies that can make your business stand out.
The Journey From Marketing to Entrepreneurship: Lauren's journey is a testament to the unpredictable nature of life's twists and turns. She began her career in marketing for a university admissions office while simultaneously teaching design to college students. After several years, she felt the urge to explore new horizons, leading her to corporate consulting. However, her heart was set on entrepreneurship. In 2020, she embarked on a journey to become a motivational speaker. But as fate would have it, the onset of COVID-19 altered her plans.
Lauren's pivot from motivational speaking to focusing on design was a revelation. She realized that her expertise in design could benefit business owners, freelancers, and professionals who needed to wield design effectively to achieve their goals. This realization led her to launch her design course, "Create with Confidence," aimed at empowering non-designers with the tools to excel in the world of design.
Overcoming Overwhelming Choices: Design can often be overwhelming for non-designers. Lauren emphasizes that many designers struggle to effectively communicate their expertise to beginners. It's like speaking a different language. Lauren's forte lies in bridging this communication gap and aligning design with business objectives. She believes that the key to successful design lies in understanding what a brand aims to communicate and picking design elements intentionally.
Harmony in Branding and Design: There is a symbiotic relationship between branding and design. Lauren explains that branding is how people perceive your business even before reading a single word. Colors, fonts, and shapes convey messages and emotions that influence audience impressions. She conducts an intriguing exercise where participants describe brands based solely on their color palettes, demonstrating the power of visual elements in brand communication.
To achieve branding coherence, Lauren advises defining five core words that encapsulate your brand's essence. These words guide the selection of fonts, colors, and design elements, ensuring a consistent and compelling brand identity across platforms.
Navigating the Rebranding Process: Lauren dispels the myth that rebranding requires a complete overhaul. Instead, she introduces the concept of a brand refresh, a strategic evolution of your brand's visual elements. Brands naturally evolve over time, and a well-timed adjustment can keep your image aligned with your business's growth. Whether tweaking colors, adjusting fonts, or updating the logo, gradual changes can maintain a fresh and cohesive look.
Crafting Authenticity by Balancing Personal and Professional: Lauren advises balancing personal authenticity with audience appeal. She highlights the importance of considering your audience's preferences and expectations. While personal content adds a human touch, it must resonate with the desired clientele. Authenticity can be leveraged effectively as long as it aligns with your business goals and target audience.
Design Mistakes to Avoid: Lauren addresses common design mistakes made by business owners. Two major errors are randomly selecting design elements without intention and haphazardly assembling templates from platforms like Canva. Consistency across fonts, colors, and shapes is vital to maintaining a professional brand identity. As Lauren underscores, successful design is not about perfection, but coherence and intentionality.
Effective Design for Social Media: For social media success, Lauren shares a simple yet powerful strategy. She recommends choosing three versatile templates and creating multiple versions in different color combinations. This approach ensures a consistent feed while accommodating versatility. As color plays a significant role in brand recognition, maintaining a consistent palette throughout your content fosters brand recognition and builds trust with your audience.
Designing for Emotional Impact: Lauren's insights extend to crafting social media content that resonates emotionally. She suggests leading with headlines that address your audience's pain points and desires. A compelling headline accompanied by well-designed visuals can capture attention and encourage further engagement.
Embrace Change and Evolution: Lauren's parting advice centers on embracing change and the evolution of your journey. She encourages entrepreneurs not to be afraid of pivoting if circumstances or aspirations shift. Changing one's mind is not synonymous with failure. Successful entrepreneurship involves adapting to the ever-changing landscape and finding the path that aligns with your passion and goals.
As you embark on your branding journey, remember that intentionality, authenticity, and adaptability are key ingredients for success. To work directly with her visit her website at felterunfiltered.com. You can take your free branding quiz here.
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