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Don’t worry if you’re not sure what a Lookbook is—it’s not complicated, even if it’s an unfamiliar word. A Lookbook is basically a series of design rules that dictate the exact style of your Brand. The point is so that anybody who works on the visual design of your brand identity knows exactly what they’re doing and how they’re going to do it, whether they code your site or do your logo design. With a Lookbook, you’re going to achieve absolute design consistency, which is exactly what you want.
The key reason why you’re going to need a Lookbook is design consistency. Visual Branding is built from a number of key components:
colors, fonts, logo design, shapes, and brand emotions. The point of your Visual Branding is to create an audience experience, and you want that audience experience to be consistent. So, let’s explore what that means.
One example we’ll come back to time...
This next block in our brand-building guide is on Brand Emotions. As we’ll get into later, we recommend that you instil your brand with three key emotions which you’re going to use to define your customer’s experience. Without you defining them, the customer or user is going to define them on their own—you’ll have lost control of your own branding, which is never good.
So what we’re going to help you build today is an emotional bond with your Audience. We’re going to use an example of a visionary that we’ll return to consistently in this series, Walt Disney. Walt knew his ideal guest, his ideal movie-goer, and he knew what he wanted to make them feel. That was the metric of his success.
In the next few sections, we’ll discuss what brand emotions are, and give some examples too. We’ll also cover why exactly they’re important, how Walt used them, and what we can learn from that.
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