When you know the basics of how to identify your brand season, you’ll be able to create a brand identity that consistently resonates with your community and remains cohesive.
Now that you have a basic understanding of each season, it’s time to select which one your brand identifies with the most.
Sidenote: catch up on the seasons here: Spring, Summer, Fall, Winter
Why does this matter?
Identifying a season for your brand will help you create something that resonates with your community. Whether it’s through the visuals or brand voice, the season will help you stay consistent and cohesive.
Before we dive in, I put together a brand season workbook to go along with this post. In it, you’ll find the four questions below, along with an outline of each brand season.
Choosing a brand season that aligns with your brand vision and resonates with your audience is all about associating words and feelings. There are certain words that associate with each season, based on the feelings they evoke. These four questions are meant to get you thinking about the words you want associated with your brand. As you answer them, don’t think too much. It’s okay if the words repeat across each question. Just write down whatever comes to mind – we’ll evaluate after you get everything on paper.
Question one: Write out ten words that speak to your brand’s values.
Question two: Write out ten words that come to mind when you think about how you want your brand perceived.
Question three: Write out ten words that you want your ideal client to feel when they experience your brand.
Question four: Write out ten words you want your ideal client to think when they experience your brand.
Once you’ve completed the questions, go through your list of forty words and highlight any words that repeat across each question.
Then, on another piece of paper combine like-words… I.e., friendly and approachable would go together.
Up next – select your top ten. First, choose the repeating words and then evaluate which word resonates from the similar-word groupings. These are the words that you’ll use to select your brand season.
This brings us to the final step: compare your top ten against each brand season and select which one resonates the most with your words. Want an overview of each season? Download the season workbook below!
Sidenote: there is no right or wrong answer. When I first started using this theory with clients, I would agonize over picking the right season. But then I realized, this theory is a guideline. It’s not the be-all-end-all when it comes to building a brand. It’s just meant to guide you in the right direction.
Once you’ve identified your brand season, you can start to implement the guidelines into your brand by working your way down the list. From the color palette to the photography style to the font selection, start updating and working the changes into your new visual brand.
And of course, shameless plug: if you’d rather have some outside help when creating this new visual brand, I’d love to chat. You can contact me here and let’s get the conversation started!
All my best,
P.s. If you need to catch up, click here to read up on the entire series.