The Real Impact of Branding: Creative Networking Session (July 23) Recap
Curated, Crafted & Clear
In the final session of our 2025 creative networking series, Erica McCary illuminated ways to craft and curate a clear and impactful brand message for anyone seeking to reach new audiences or grow their organization.
As the Creative Director and Founder of Goodlight Creative, Erica McCary, is a self proclaimed design partner for community impact. You may have seen her recent work throughout Downtown Greeley. In collaboration with local artists and designers, Erica helped create the Downtown Development Authority’s new brand aesthetic.
What is Branding?
Before delving into the heart of branding, Erica took time to dispel a few misconceptions.
“A brand is not a logo, product or a person,” Erica explains.
While visuals, services, products or individuals influence branding, a brand is ultimately bigger than those components. They can influence a brand, but branding is ultimately about perception.
“A brand is a customer’s gut feeling about a product, service or company.”
Guess The Brand
These iconic brands elicit an array of feelings and associations even without text or clearly legible logos.
When Erica asked the group what they felt or associated with the brick, participants said:
play/possibility
nostalgia
pain (There was at least one parent in the room!)
Lego
Likewise, when Erica asked folks what they associate with the bottle, they said:
smooth
timeless
classic
joy
Coca-Cola
Ultimately, this brick is just a piece of plastic and soda is really just a carbonated, sugar-water beverage (that incidentally, can also clean your toilet bowl). The associations voiced during our session come from the brand stories Lego and Coca-Cola are telling about their products and the experiences participants have had with them.
How to Build Brand Trust and Loyalty
It takes clarity and consistency to build your brand so that it engenders trust and loyalty.
Create your brand story.
Think about the value your brand offers.
What sets it apart?
What ideas, mood or feeling would you like associated with it? For example, you might identify rigorous innovation, nostalgic reflection, luxurious refinement, rejuvenating rest or exciting adventure as desirable associations.
What purpose or mission is driving your brand? What values or beliefs does your brand represent?
Is there a problem that your brand solves?
Identify your audience.
Determine who most needs or desires what you have to offer. Though your brand may serve a wide audience, zeroing in on your ideal customer will make it easier to create messaging that will resonate with the people most likely to become your brand’s avid supporters.
What lifestyles, interests or aspirations align with your brand?
Does your brand cater to a specific age, demographic or group?
Who is most likely to enthusiastically champion your brand and why?
Tell your story to them. Consistently.
Think about the aesthetic and tone best suited to your ideal customer. Then, use that aesthetic, tone, language or messaging across all of your communications to reach your ideal customer specifically. This could look like:
Using similar image treatments (cropping, filters or graphics) on all of your social media posts
Training all of your employees on your brand’s values and showing them how to embody those values in their interactions within and without the organization
Including a mystery gift in every box you pack to give your customers a specific experience when your packages are opened
A Brand Case Study: MailChimp
When Mailchimp began in 2001, it was still the early days of email marketing before digital newsletters were widely utilized.
Mailchimp’s original logo
Mailchimp’s original aesthetic
Their logo and platform was playful. However, the cartoony illustration and primary color scheme (yellow, red and blue), was also vaguely reminiscent of another curious monkey. This made the brand feel too childish and therefore less appealing to the marketing professionals who actually used their platform. So over time, Mailchimp evolved their aesthetic and the language used throughout their platform to be more tailored to marketing professionals.
MailChimp’s brand evolution
MailChimp’s new aesthetic
The illustrations, while still playful, are more artful or editorial.
A more sophisticated serif font subtly lends a sense of professionalism and expertise.
Everything on the page speaks directly to the user in the second person cultivating a sense of collaborative partnership and empowerment. “Whether you’re starting out or already have a large list, we have an option for you.”
The changes Mailchimp made to their brand led to a 60% increase in brand awareness and a $12 billon acquisition by Intuit in 2021.
“The strength of your brand is
the premium that you are
able to charge over the
lowest price alternative.”
The Impact of Strategic Branding ON Revenue
McKinsey Design Index
McKinsey Design Index
McKinsey & Company, a global management consulting firm, set out to determine the relationship between design and business outcomes by developing the McKinsey Design Index. This in-depth project analyzed financial performance and design practices across 300 businesses.
There was a 2:1 higher revenue growth for those that invested in design and branding. This held true across industries—from retail to tech to medical.
Airbnb Business Growth as a Result of Branding
AirBnB’s original name and logo
The development of AirBnB’s new messaging
These findings are evidenced by the business growth AirBnB experienced after reframing their messaging. To minimize associations with traditional Bed and Breakfasts (such as communal meals or dated furnishing), they shortened their name from AirBed&Breakfast to AirBnB. Likewise, they recentered their brand story around people, places and love. Instead of just positioning themselves as a cheaper option than a hotel, AirBnB focused on the ways that their accommodations enhance experiences and relationships.
The Results:
Bookings doubled within 12 months
Company valuation grew to $30B+ pre-IPO
Strategic Design Drives Real Growth
Your message becomes clearer
Your perceived value goes up
You gain popularity
You gain repeat clients
Take Action To Strengthen Your Brand
Complete Erica’s Brand Audit to better understand the strengths and weaknesses of your brand.
What is one thing you can do in the next 30 days to enhance the trust of your audience?
Write down three words you want people to associate with your brand. Ask for feedback to see if others are making those connections with your work.
Where could you be clear or consistent with your message?
