PART 4
CHOOSE BRAND KEYWORDS
So much of branding has to do with communication because the visuals in every design are always communicating something to people.
That’s why it’s important to make sure that the design of your brand is saying the right things to potential clients and customers.
Choose 5 adjectives that best describe/summarize your brand. They should fit in well with your mission statement and appeal to your ideal audience.
I often find it helpful to brainstorm a bunch of relevant words on one page and then go back through and circle the big contenders. A thesaurus can be very helpful for this step, too.
These 5 words will come in handy as you make other brand decisions in the future. And because we’re often so visual when it comes to branding, I want you to take this exercise one step further by considering the following questions:
• How does your brand feel?
• What does your brand sound like?
• How does your brand taste?
• What does your brand smell like?
Do you see how these questions can make your brand feel much more like an experience?