Venue Rx Podcast: Helping Small Businesses Find Their Brand Magic
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This week I sat down with Jonathan Aymin on the Venue Rx podcast to discuss all things branding. We covered how I began my business, and the importance of color psychology, fonts, and marketing strategies specific to your brand.
I was born an entrepreneur and think of myself as very right-brained AND left-brained. I love the pretty aesthetic but also how strategy informs those decisions. As I observed other small businesses, I noticed that they were incredible in their craft... but they were terrible at showing their expertise to potential clients. I have a degree in visual communications, so to me, why have the pretty if it doesn’t have meaning/purpose alongside it? I started branding small businesses in college and quickly realized this was something I had a lot of passion for.
I was asked to brand a wedding in 2008, handling the color palettes, logo, implementation & experience. I realized this industry needed what I had been teaching. Since then, I have dedicated my career to helping event professionals across the world be able to do their work at a level that fulfills them; and more importantly, work that attracts and magnetizes the clients they want to work with.
Fortune 500 companies use techniques like colors, fonts, and marketing strategies that we as small businesses have free access to use as well if we have the knowledge of how to implement them. That’s really my passion, being able to share strategies and techniques that are going to help event industry professionals be able to position themselves to stand out and show their uniqueness compared to their competitors. That might be their website, socials, client experience, interactions, or ways that they’re being discussed in their communities.
My simple color theory guide is a free PDF that I created to help people understand the power of what color can bring to a business. 90% of snap judgments of a brand are based on color alone. There’s a reason that banks use the color blue, and reasoning behind the color of things that we eat at the grocery store. The way that our brains perceive color is powerful. Choosing a color or series of colors that work for your logo or your brand toolbox is essential. Small businesses should have two primary colors and maybe two accent colors. That’s going to help create familiarity in people’s brains when they’ve seen your business over and over again. They might remember the color before they remember your business or your brand name. When we see the colors in Google, or when we see Coca-Cola’s red, we can identify those colors based on the brand without ever seeing the name. As small business owners, we’re also able to do that with our brand colors.
Marketing should not be stressful. When you know who you are and you know what colors to use, you’re able to move forward with confidence. All you need to do is use colors and fonts that are actually working for you and then maintain consistency.