About Kathryn Joachim: Kathryn Joachim is a brand designer and strategist for creative professionals. While she loves playing with great typefaces and creating timeless logos, what she’s really passionate about is helping artists grow confident and heartfelt businesses that are profitable and purposeful. She’s been delighted to work with clients of all sizes in her career as a graphic designer — from award-winning creatives to New York Times bestselling authors. She lives in Louisville, Kentucky.

In this episode, Jamie, Heather, and Kathryn discuss:

• Building your business’s first impression through branding.
• Branding with visuals, voice, and experience that create connection and reputation.
• To make a brand successful you must first determine what is successful for your business.
• Hierarchy and design, call to action, avatars, and keyword word banks.

Key Takeaways:

• Your brand is who you are as a business and how people remember you.
• Color improves brand recognition by 80%.
• Your presentation changes how your work is perceived.
• Create a Pinterest visual board of materials that appeal to the ideal client or work that you want to do more of.

Pinning prompts:

• Pick the outfits that your dream client "lives in –" from clothing to accessories, colors, textures, and brands.
• Gather images of items that feel like your brand in the context of the office and even moments from your personal home (or your vision for those). This could be the inspiration you pulled when designing or dreaming of your home or office space.
• Gather more defining details about your ideal client. Pull in places your ideal client would love and that feels on-brand for your company — This could include Airbnbs, hotels, restaurants, coffee shops, boutiques, apartments, mansions, or vacations home — whatever is relevant to the spaces your ideal client lives in or loves to be in. Additionally, feel free to pull in any of the following: the candle brands, shoes, cocktails, bags your ideal client would be obsessed with.
• Gather your most defining work or images of the type of work you strive to be doing, including images that show the detail, style, price point, texture, and emotion that is characteristic of the type of work you want to be known for.

"Branding is so much more than just a logo." — Kathryn Joachim

Resource Links Mentioned: https://www.tdc.org/competitions/typeface-design-winners-2020/

https://www.monotype.com/resources/expertise/2019-type-champions

Connect with Kathryn Joachim:

Facebook: https://www.facebook.com/cremebrands
Website: https://cremebrands.com
Instagram: https://www.instagram.com/cremebrands/

Connect with The Union Podcast:

Website: https://theunionpodcast.com/
Instagram: https://www.instagram.com/unionpodcast/?hl=en
Show: https://theunionpodcast.com/our-podcast/

Connect with Jamie:

YouTube: https://www.youtube.com/channel/UCdAcY6YGgF-RgGYXTsOENbA
Website: https://jwcoordination.com/
Instagram: https://www.instagram.com/jwcoordination/?hl=en
Facebook: https://www.facebook.com/JWCoordination/

Connect with Heather:

Website: https://theweddinghacker.com/
Facebook: https://www.facebook.com/weddinghacker
Instagram: https://www.instagram.com/weddinghackerexpo
Pinterest: https://www.pinterest.com/theweddinghacker/

Show notes by Podcastologist: Kristen Braun

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.