Episode 4: Building Your Brand From Vision to Reality

In this episode, we delved into the importance of conducting a thorough marketing audit for your business. We discussed the critical role of humanizing your brand, the importance of analyzing your sales data, and the power of understanding your target audience.

Remember, this audit is an ongoing process. It's not a one-time event, but rather a continuous cycle of analysis, improvement, and growth.

I encourage you to take some time to reflect on your own business and begin your own marketing audit.

Here's the blog post version of the provided script, with improved flow, readability, and some added details:

Building Your Brand: A Deep Dive from The Nouveau Podcast

Welcome back to The Nouveau Podcast! Today, we're diving deep into a topic that's absolutely essential for any successful business: branding.

A Personal Branding Journey

Before we delve into the technicalities, let me share a bit of my own branding journey with you.

You see, when I first started Sweet Baton Rouge® in 2010, my legal business name was "Football Tees." I was simply looking to create a fun gameday t-shirt – something with a "Football" graphic and a paw print, followed by another design with a fleur-de-lis.

I graduated with a Marketing degree, but I didn't fully utilize those learnings in the early days. I created the Sweet Baton Rouge® t-shirt in 2011-2012, yet for the next 5-7 years, my business name remained a jumble of variations: Football Tees, Shop Football Tees, SFT, Southern Football T-Shirts.

Looking back, I realize I didn't truly understand my brand identity. I didn't know who my customer was, what they valued, what brands they loved, beyond their general interest in LSU sporting events and Louisiana culture. So, we created a lot of designs around those themes, which we still do.

The Importance of Self-Reflection

I'm sharing this with you because you may be in a similar situation, just starting out and trying to define your brand. When I began my auditing process, I started to build out these details in a simple way to gain a clearer picture.

Circling back to the multiple names, I eventually changed the name one final time, to Sweet Baton Rouge®. And let me tell you, I always ask myself why I waited so long! The branding we did for Sweet Baton Rouge® around 2017-2018, I was happy with the designs, but something still felt off.

Then, in 2022, my husband and I opened a restaurant Library Wine & Provisions. He hired X Design, a Marketing Firm, to create the branding. Watching that process unfold was an eye-opener for me. For the first time, I experienced the power of a thorough branding presentation and brainstorming session. I loved the process so much that in 2023, I decided to do the same for Sweet Baton Rouge®.

Key Branding Lessons Learned:

• Go with your gut: Don't settle for something that doesn't feel authentic to you.

• Understand your customer: Who are they? What are their values? What brands do they admire?

• Embrace the process: Branding takes time and effort. Don't rush it.

• Find inspiration from other brands: Research brands you admire and analyze what makes them successful.

Building the Sweet Baton Rouge® Brand:

I wanted an authentic brand, something that felt long-lasting. Some of my favorite brands include Vineyard Vines, Southern Shirt Co., Southern Proper, Draper James, and Southern Marsh. I wanted a refresh on our colors. The Sweet Baton Rouge® color palette is deeply rooted in the colors of Baton Rouge itself. The palette features rich, vibrant purples, subtle lavender tones, and a touch of sparkling gold. These colors also complement neutral grays and whites beautifully.

The Role of Visual Identity:

The largest design element that's present in the Sweet Baton Rouge® brand is Petey the Pelican. He is the face of the brand and, like the main logo, has multiple variations: the SBR legacy mark, the close-up, the full-body filled mark, and the full-body outlined mark. The second, cropped version is primarily used in the company's main logos; however, all variations are perfect to use throughout the brand.

Beyond Aesthetics: The Importance of Consistency

Branding is more than just a logo or a slogan. It's the unique identity that sets you apart from the competition and creates an emotional connection with your customers.

Think about it: what comes to mind when you hear the names Southern Marsh, Raising Canes, MIMOSA Handcrafted, or even your favorite local coffee shop, like City Roots Coffee Bar? You likely have a specific image, feeling, or even a taste associated with those brands. That's the power of strong branding.

Consistency is Key

You need to consistently communicate your brand message across all platforms, from your social media to your website to your customer interactions. Remember our discussion on auditing your business? That valuable information about your target audience, your sales data, and your brand story should be reflected across all your marketing channels.

Authenticity is Paramount

Authenticity is key. Your brand should genuinely reflect your values, your passions, and your personality. Share your story, be transparent, and connect with your audience on a human level.

Share Your Journey:

Share behind-the-scenes content: Give your audience a glimpse into your world. Write blog posts from your perspective: Share your thoughts, your experiences, and your unique insights. What you know is super important, even if you think it's not. Open up your phone and start videoing or photographing your day-to-day life, then share it with the world.

Building a Strong Foundation

Remember, branding is about more than just driving sales. It's about building a long-term relationship with your customers, nurturing their loyalty, and creating an unforgettable experience.

Let's recap:

• Define your purpose and understand your target audience.

• Craft a compelling mission statement.

• Develop a strong visual identity.

• Maintain consistency across all platforms.

• Be authentic and share your story.

• Build relationships with your customers.

Remember, building a strong brand takes time and effort. Focus on building a solid foundation and gradually refining your brand as you grow.

I hope this episode has provided you with valuable insights into the importance of branding and how to create a brand that truly resonates with your audience.

What are your thoughts? Share your biggest takeaways in the comments below!