The art of layering is something I’ve always found fascinating and constantly strive to master, whether it’s adding one more bracelet, one more pillow, or one more word.
Fashion stylists layer clothes the way artists layer colors. They gracefully place shirts over tanks, jackets over sweaters, scarves over coats, and so on. Interior designers put their magic to work by layering rooms, usually starting with wallcolor and flooring then moving on to lighting, fabric, art, furnishings, and décor. These are beautiful processes to watch.
Rather than slips and slipcovers, though, brand stylists work with the unique qualities of a brand’s personality to develop customized layers that accurately reflect the brand’s essence. Once a brand identity is established—color palette, typeface, pattern, icon, voice, and vibe—brand stylists can create meaningful layers with packaging, marketing collateral, promotional items, signature gestures, and more.
For me, a brand without styling is like a room without flowers or lamp light or family photos. It’s like jeans and a white T-shirt without a great belt. Even worse, it’s like lips without lipstick!
Brand layering can be light or heavy depending on the brand’s purpose and audience. An easy way to evaluate a polished brand is to peel back its layers. For instance, what would your experience at your favorite spa be without the soft lighting, fruit-infused water, calming music, and cozy robes? What would your experience at your favorite store be without curated displays, well-lit dressing rooms, comfortable chairs, gracious customer service, and elegant shopping bags adorned with tissue paper and ribbon?
Layering a brand
When you’re styling your brand, consider adding layers that enhance the customer experience, such as:
- A signature gift item for prospective clients or customers when you meet for the first time, such as a book or small plant.
- An onboarding item once you’ve secured a formal agreement, such as a project journal, custom napkins or a set of coasters.
- A thank you gift for when the work is complete, such as cookies, bread or olive oil.