Updated: Apr 17
THIS IS THE YEAR OF TEXTURE! Yes, that's right, we call it and we believe that this year not just from us, but texture is going to play a big role in what we see this year. Who wants to be stuck with just solid colors all the time? Not only will we see it this year, but we will understand who we are as brands better, by identifying our texture! So answer this question.
What Texture Are You?
It's an interesting question, isn't it? More importantly, what texture is your brand? That is the question to ask yourself this year. Texture is more than just what you can see, but it is what you can feel. How does your brand make people feel? Well, when our creative team started having this discussion right before the new year in our creative space, this question took our creative mind way further than we thought! Amongst all of us, we got some fun and surprising answers.. but before we reveal what our textures are, why don't you think about the question and answer yourself?!
What texture is your brand?
When thinking about this, also think about the most common brand textures that many people may not consider. Now there are many brand textures, but we've decided on these 7 that we see most often. Also, if you see your brand below, which you most likely will... don't worry! There are advantages and disadvantages, strengths and weaknesses to every brand, but with the right resources, you can strengthen anything.
Here are 7 Common Brand Textures:
1. The Leather Brand
ADVANTAGES: A great benefit of leather is that it has amazing grain variation that is visible, meaning you can always see their brand origins and what they're made out of in everything they do, these brands always tend to be very authentic. Some other benefits of leather brands are that they can be long-lasting (good leather ages well and lasts), repairable, and of course beautiful.
DISADVANTAGES: Brands who have leather as their brand textures are either really tough or soft and they're not as versatile to shape and transform as other brands, meaning there are very stubborn and find it very hard to change and take branding suggestions and advice. (We have dealt with this many times and trust me it was never fun!!) These brands if not taking care of right, with the right branding nutrients can become irrelevant. (We will get into Brand and Creative Health very soon! There is a right way to build your brand. Look out for that!) Anyway, if not given the right nutrients these types of brands can falter and fade away if they are exposed to direct sunlight(ie.. the spotlight) for prolonged periods of time. Sometimes brands don't know how to handle that pressure and they can get consumed by likes and comments that they forget their purpose.
2. The Sequins Brand
ADVANTAGES: Here are some strengths that we want to highlight for you about sequins! They are truly unapologetic about their brand. They can versatile and can connect to a creative and versatile audience if they clean up and simplify their brand message and personality! ...and of course their vibrance and flash are never easy to forget, and always remembered!
DISADVANTAGES: As you would imagine, sequins brands are vibrant, colorful, and loud! These brands are fun, but they can also, be very stuck in their ways. This translates into them not wanting to take on a fresher and simplified brand presentation, all because they're afraid to lose their originality. Her's the thing, working with us, you never will! Authenticity and Originality are what we require when collaborating with our clients. It won't be real or last without it, but we also know that sometimes the audience that you want and the audience that you are actually called to are not the same. So sometimes there needs to be a balanced compromise, between who you are and how you want to translate that. You never want your audience to be confused or overwhelmed with you are and what you do, but you always want them to understand.
3. The Satin Brand
ADVANTAGES: Satin has always been beautiful, but it’s also resilient and durable. Brands like these can last a long time and they always offer their clients and audience a luxurious experience. One more strength about satin brands…they are wrinkle-resistant! No matter what obstacle they face, you will never see it, because they are a little bit more structured and organized than your regular creative brand, but they have a protocol, and they stick by it. That’s you will pay big money for their service, their presentation is authentic and worth it!
DISADVANTAGES: Satin Brands, just like their namesakes also happen to snag easily and they can be a little difficult to work with. If you’re thinking about partnering up or collaborating with them, you might want to rethink that. As much as they have some great customer service and they offer top-notch experience, they’re not so big on sharing space.
4.The Burlap Brand
ADVANTAGES: These brands tend to be very breathable. They are new brands so they're not so bogged down with branding experience and they are open and free to try new things. Burlap also happens to be moisture resistant, even though they may try to imitate other brands, it doesn't negate their need to protect the brand they do have. So they're very picky and are fidgety about not letting in anything that would contaminate 'their vision'.
DISADVANTAGES: Tough, coarse, and holey...that's not a word, but you know what we mean. These brands are usually just starting out and they may not have as much experience. So, they have holes in their brand identity and business operations. These brands typically don't even have a solid brand personality yet, so they're very plain or trying to imitate other brands they see and compare themselves to.
5. The Lace Brand
ADVANTAGES: Lace brands are also lightweight and transparent. They always give a mysterious but elegant artistic experience. Moreover, as stated before they are mature and sexy. These brands if done right could be the big, exclusive, and luxurious brands that we all know and pay money for! Lace brands can make you feel light, comfortable, and stable; these brands can give you confidence.
DISADVANTAGES: Lace, Lace, Lace it's so mature and sexy! However, a downside is that is a very thin material. Meaning that brands that don't have thick skin usually don't last long, because they're not prepared for the harsh reality of brand building. Brands like these tend to have an exciting starting point, but before they even get to the middle they are looking to bow out and quit. The daily amount of energy, passion, and work that has to go into a brand wears them out.
6. The Wood Brand
No secrets here, if you’re trying to figure out which brand is Chance 436 look no further than the wood brand. The strength of the wood lies in its strength, durability, and authenticity. Unlike the other textures, wood is a natural element and it’s not mixed with any other chemical element to keep it preserved and strong. Needless to say, these brands are authentic themselves and they require and encourage them from their clients and audience! We don’t appreciate the fake or the unoriginal and we value and build concepts and brands that will last. Like wood, these brands are built to last the usual storms that would normally take-out others!
Wood Brands have to be preserved and kept in certain creative environments or they will eventually start to rot. Things like bugs and bacteria (parasites and distractions) are the kind of things that like to suck the life, energy, and creativity from these brands, so it’s always important to protect not just the brand the creativity and mental space that fuels the brand! Another weakness, sad to say but it’s durability. Yes, I know it’s a strength, but if not protected and used right you’ll find that your strength can become your weakness. When your strong, sometimes people can take advantage of that strength ad try to wear it out.
FYI, we make sure our texture is seen and felt throughout everything we do, for instance, or business cards are actually made out of Ash Tree Wood! How intentional is that?! Not only do potential clients get a chance to see something different, but they get to experience just a little piece of our brand right where they are by feeling the authenticity of our card and it’s natural elements! They’ll know exactly what they’re getting by working with us!
7. The Denim Brand
Denim is also...VERSATILE! Who doesn't wear their denim with everything?! You don't have to be stiff and boring, denim has now upgraded to stretchier, thinner, and colorful options. These brand types are versatile and multifaceted, they usually have one main brand and they gradually create sister brands or multiple services from their mother brand. These brands are mogul companies. Trust me you know these brands! Denim is also strong and dependable, these brands last long and you can always depend on their consistency. Lastly, denim brands provide us comfort. These types of brands last long, not because they just do, but because they have found what people want and they know how to give them what they need.
Here at Chance 436 Design Studios, we love denim! So we really don't have a negative thing to say about it other than, being a brand that is stiff and boring will never do you any favors, and that's on period.
Well, that was fun! Now that you have gone over these 7 Common Brand Textures, have you found your brand or even yourself? Do you not see your brand texture up here?
Well, if you know it then let us know and we can give you a breakdown of your texture’s advantages and disadvantages! Name your texture! Let us know in the comments if this has helped you.
Talk to you later creatives!!
P.S. Want to see the rest of our reactions to some interesting brand textures? Catch the slideshow below and click here for your gift from us! Now you can take this information anywhere you go and do a little brand evaluation with your team!