A brand audit is an analysis of your brand from two views: an internal view – your team – and an audience view – your customers. The goal of this report is to find and address where these two views compete and lean into the areas where they harmonize.
The Client Audit is the feedback received from the internal view through a brief survey overviewing the brand, company goals, and current audience.
For homeowners and real estate agents alike, interior design can be a daunting feat that takes time out of their busy schedules.
Featherlane Design Co. offers interior design and staging for both commercial and residential spaces with expert strategy. Afterall, everyone deserves a beautiful space.
There is a set of brand standards currently utilized, but there is no marketing support at the present time. The internal team manages the web and social media, but there is uncertainty around social media activity. Despite the lack of support, the small team creates a well-thought-out brand that is pleasing to the eye and well-fitting to their customer base – not an easy venture.
The current – and ideal – audience is primarily made up of homeowners (working and retired), CEOs, and Chattanooga transplants looking for expert help in the interior design realm.
Working from a referral-based marketing strategy, the team has lots of room for growth. The brand is well thought out and simply well done. The audience has been set, but the marketing is where the brand is left lacking. A beautiful brand deserves to be seen and known. We will review the outsider’s perspective in the next step.
Similar to the client audit, an internal review was done by our creative director to see the brand from a customer point of view. Both online presence and social presence were reviewed in order to gauge the experience of a new and interested customer.
The brand is lovely. It’s feminine, elegant, and has a welcoming tone on the first impression. To quote my first thought directly, “It’s simply nice. It feels inviting and warm while still feeling clean and expensive. The first impression is definitely a good one.”
Photography is one of the strongest elements of the Featherlane Design Co. brand. The variety of compositions, mastery of lighting, and well-thought-out diversity of content create an environment to drive the heir of elegance home. See examples below.
If the brand were to be personified and given a voice, it would speak in a gentle and soft tone with a light and cheerful harmony. The tone would be backed by confidence, even if a bit held back.
Overall, Featherlane Design Co. appears as a lovely, friendly brand with a clear understanding of its audience’s wants and needs.
When searching for Featherlane Design Co., it is very easy to locate and a solid experience on the first click. The website makes it easily accessible and the social presence reminds the viewer of the impeccable skill of the team behind the brand.
The website is simple and aesthetically pleasing but could benefit from some user experience specifically in the menu formatting. The subpages explaining the services further are a bit sparse on information leaving the reader looking for more. Expanding this content would also create a more robust SEO allowing more viewers to find the site.
After some viewing, I realized I had skimmed over the shop section due to its placement in the menu. The shop area is simple and clean but would benefit from filtering and grouping options to increase usability.
The copy provided to explain Featherlane’s service is quick, easy, and to the point – but this is almost to a fault. The user is not able to spend much time learning about the offerings leading them to a “join now or leave” ultimatum. To combat this one or done effect, I would suggest expanding these pages, detailing processes, and providing testimonials, case studies, and other content to expand the page.
There is a mission statement buried within the homepage of the website stating “We are committed to uncovering the innate potential in people and spaces. We focus on bringing interior design approaches that will enhance your life and your home, because every house deserves to feel like home.”
This is a beautiful message well explaining the experience and purpose of this team, but there is a need for it to be proclaimed across the brand more instead of at the bottom of the home page.
Outside of the mission, no supporting taglines are consistently used in the brand. This would be an opportunity to expand the content and provide viewers with a more personal look into the personalities behind the name.
Overall, the copy is well written, but just needs a little push to the next level. Allow a bit of vulnerability, honesty, and expansion to give your viewers a reason to stay and enjoy your offerings.
There is no icon outside of the wordmark.
The wordmark is a simple and nostaligic lowercase serif that brings a soft and gentle voice to the brand. The wordmark stands well on its own and is friendly to most application formats. There are no quality issues to be found.
In combination with the soft tones, stunning photography, and skilled product offerings, the visual assets don’t need an expanded palette. Allowing the personality to speak for itself creates a calm environment perfect for the audience and brand alike.
The visuals are well done, “picture perfect”, and support the brand tone extremely well. The personality sings with warmth and femininity while showing confidence in its knowledge and skill set.
The main discrepancy with the brand content is the copy. What is there is doable to explain the services, but that is about it. The viewer is not able to learn much about the values, mission, or purpose of the brand outside of the most literal offerings.
The harmonies vs the discrepancies prove that the missing pieces will be easy to fill. The foundation of the brand is very solid, but the copy needs to be more open.
By addressing the copy and marketing tactics around the brand positioning, increasing brand awareness and potential product sales could scale quickly.
Saint Emblem specializes in story-defining branding. This means your story comes first in all aspects of your brand, including your copy. To do this most effectively, Saint Emblem would prescribe a brand-story consultation to aid your team in defining your brand’s story and discovering ways you can share it efficiently and effectively. In addition, Saint Emblem is happy to aid in your journey to expanding your copy and marketing strategy more specifically based on your timeline, budget, and goals. These options can be discussed during or after your brand-story consultation.
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A significant degree of science is behind the interaction of a building and its visitors. Distance to typography size ratios, line-of-sight placement, cognitive patterns, physical barriers, and design simplicity are just some considerations when building a functional way-finding strategy.
When navigating a space, visitors look for three keys: information, engagement, and efficiency. How each of those aspects is delivered is where the psychology behind user habits comes in. Information is always the primary focus; providing clear and concise directions to destinations and features is necessary for the user experience. However, it can quickly become a negative visit when visitors are left in limbo and frustrations grow over navigation. These experiences, both positively and negatively can have a direct impact on your brand.
Many tend to think inspiration is not a central need in non-retail spaces. We tend to believe the opposite. Retail requires quicker decisions and navigation. The visits are shorter in time, and the reasons for visits are less broad than those in an educational or municipal space. Engaging with audiences in spaces with repeat visitors and frequent functional needs is where your brand can play an important role. Your brand story and why it matters to the viewer should be prominently displayed in thought-provoking ways to capture imaginations, build offline awareness, and, ultimately brand ambassadors.
The ultimate goal of this experience is guest retention. The odds of gaining an audience and getting them to engage with you again via future visits, social media, purchasing, or referrals depend on your connection with them. Way-finding and brand implementation are great opportunities to showcase your care and concern toward your audience. There are also opportunities for interactivity via technologies beyond traditional signage. Digital signage, mobile device interactions, and social media opportunities can elevate viewer engagement.
The experience of getting from point A to point B in a building should be much like navigating a website, efficient. As we all navigate online experiences, they can quickly make the process of absorbing content or making purchasing decisions either smooth or mentally taxing. Now think about your space as if it’s a website; when visitors can get where they need to go quickly, it increases the odds of positive referrals and return visits, or they can get stonewalled. Their brand interaction with you can become harmful.
Strategies to incorporate properly placed visual triggers and clear communications along every path of a visitor’s journey can ensure their visits are efficient. When visitors feel unencumbered with their ability to navigate a space, it decreases the chances of frustrations and confusion when they ultimately reach their destination or interaction. The speed at which we all consume content in media these days is breakneck; we scroll fast, click fast, and type fast. These are the same audiences in your space; keep up with them.
Below are some insightful articles on branded environments and way-finding effects on visitor habits and psychology.
Saint Emblem seeks an insightful, diligent, and organized Marketing/Communications Strategist to generate effective promotional strategies for our clients and agency.
The Marketing/Communications Strategist is a hybrid role, also requiring proficiency in managing creative projects, campaigns, and client objectives. This individual will be task-driven, responsive, and take an assertive approach to problem-solving.
To succeed in this role, you must be able to research consumer and client metrics, translating this information to Saint Emblem branded campaigns. The Marketing/Communications Strategist is primarily an idea-generating position within a creative agency, making the ability to bring unique and tactful thought to the table key.
About the Agency:
Saint Emblem is a small team based in Chattanooga, TN, specializing in brand and marketing strategy. Our philosophy is that great brands are created with a story-first approach, understanding the client’s and audience’s mission and goals before ever putting pen to paper or pixel to screen. We push ourselves daily to deliver tactful solutions that take an extra step in the creative process, providing an elevated result our clients may not receive elsewhere.
Statement of Diversity:
Saint Emblem may be small; however, we think big in many regards. This is seen in a universal process of creative collaboration, no matter the size or theme of our clients. Our team’s creativity is best harnessed when the diversity of people and their thinking is embraced, regardless of ethnicity, sexual orientation, gender identity, religion, cultural beliefs, or physical/mental capabilities. These agency ideals are reflected in a spirit of equality, empowerment, and respect for those we work for and with.
Branding is all about fostering a connection with a message and, ultimately, the people behind it. We believe these connections can be generated or followed by minds of any background, providing a platform for all to feel welcomed.
Salary and Benefits: