What is branding with soul?

image of Lynne Stainthorpe and question what is branding with soul? Big Idea Brand Marketing blog

What is branding with soul?

The idea of ‘soul’ in the concept of branding has been whispering to me for some time…

I don’t want to brand your soul! Instead, I want to bring the essence (or soul) of the ‘who’ of your brand into your branding.

This means that we always start the work on your brand evolution from the inside out – clarifying your brand purpose and values, and developing your distinctive brand personality – because when your brand behaves like a human, it follows that your brand could have soul. The results will include a deeper connection and affinity with your clients.


What are the core signs that show your branding has soul?

👉🏼 An emphasis on the human element in your branding

Branding with soul is about being human and putting people at the centre of what your brand does.  This means your brand creates stronger affinity with clients based on truly understanding their wants, needs and desires. So, when your brand speaks, your brand voice has empathy, and feels approachable and relatable because it aligns with the values and beliefs of your clients.

👉🏼 A willingness to dive deeper

When your brand has soul you’ll have a strong and clearly defined sense of purpose and a mission to fufil, which goes beyond making money for the sake of it. Of course, your brand is key to growing your profitable business and in addition it has qualities that resonate with the hearts and minds of your clients.

👉🏼 Always being authentic

This means your brand is genuine and true to its essence and identity. It doesn’t use gimmicks to attract customers. Clients will recognise and respond to authenticity – from your messaging to buying experiences and your visual identity.

👉🏼 Making emotional connections

A brand with soul recognises that clients want and need emotional benefits as well as functional or rational results. When your brand engages heart-to-heart with your clients it inspires trust and loyalty.

👉🏼 Consistency

Being consistent and true to the essence of your brand as it evolves and grows over time. Consistency conveys brandign with soul throughout your brand messaging, visual identity, personality and actions based on your brand purpose and values.


How could branding with soul make a difference to your business?

When your brand has soul, it’s easier to connect with clients on a deeper level, and create an strong emotional bond. The benefits for your business include:

⭐ Building Trust: Because your brand is determined to make a difference and positive impact.

⭐ Increasing Loyalty: Having strong emotional connections to your brand, gives clients reasons to choose your business repeatedly.

⭐ Being distinctive and different: So your brand stands out and attracts your clients, even when your brand products or services may be similar to competitors.

⭐ Attracting collaborators, employees and suppliers: Because people want to work for a brand that is clear on what it stands for, with a clear purpose beyond making money.

So, in summary, branding with soul may not be for every brand, yet is an approach that I’m committed to. It’s an effective approach for creating a deeper connection with clients that helps your brand to stand out, get noticed and build a foundation for growth.


Thank you for reading

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When you want some help with your brand…

I’m here! My approach is flexible and collaborative. Whether you need a brand review, some help with your brand strategy or a full rebranding project.  Here are some of the ways we can work together:

⭐ Brand Review & Refresh

⭐ Rebranding (or new branding) project

Read a few client testimonials

I’d love to discuss what could help your brand now – Click Here to Book Your Call 


Want a standout, human-centred brand?

1. Let's talk

Being human, starts with a coffee. Together we'll clarify what your brand needs, how long the work will take, and the fees...

2. Reshape your brand

Using my 3-step Brand Affinity™ process, your brand looks and feels authentic, with a distinctive identity and value-based messaging...

3. Get noticed

With your standout brand, you can increase your impact, grow your business and make a difference that matters for your clients...

Thank you for taking the time to read this blog. I hope you've enjoyed it and found it useful. I work with coaches, consultants, creatives, therapists and experts, often ex-corporate. Together we get to the heart and soul of your brand and what makes it distinctive and different, so we can communicate your 'why buy from me' effectively. You'll have a standout brand you love and your clients adore, with a brand personality and image that makes you feel proud of your work, and gives you the confidence and focus to accelerate your business growth.
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