The Grater Things Guide to Branding

Why do you think branding is important?

Aidan Turner (Founder): Branding is essential. Branding is the absolute key to creating a community. At the end of the day, the most successful businesses, in schools, organizations, are about this community, this this glue that holds everybody together. There's a lot of strong examples of brands out there who have created this, almost this design language where you can recognize their products almost instantly. And I can almost say to you: picture what this product that doesn't exist from this company would look like. And you can picture it because they have such a strong design language. The power of branding lies in what your customer and what the people in your community take away from their interactions with you. So when they go to the website, when they when they speak to you in person, I mean me talking right now, this is, this is an element of branding, right? It's me talking to my audience, to my customers, sharing myself out there, especially because my personality is really, really shown in the new branding. You know I'm very positive guy. I love having fun and making everybody's days brighter, the best I can. But it's so powerful because that is what will set your brand or business, whichever, whatever it is, apart from all the competitors. It's about building around the products, let's say, you know, or the service that you offer, right? But it's about also being consistent. Like me speaking in a way, me being up here, you know, me smiling, me being happy, relates to the brand, and it shows that energy. And if things aren't consistent, then it's all going to fall apart. So establishing that foundational brand element and knowing what direction to go into is important.

So you were talking about how branding builds a community. What would you say the Grater Things community looks like?

Aidan Turner (Founder): We want to reach people who want to enjoy their life and enjoy their journey to the fullest, people who want to laugh, and people who want to enjoy time with friends. You know, taking time to have fun and make the most of every moment. It's important to take things seriously, but you have to enjoy it. You have to extract the fun and the positivity. So I want Grater Things to be a community of positive people, of optimistic people. People who like to have fun, of people who appreciate a good joke, appreciate a good pun, and sometimes can be a little corny.  People that are bright and energetic, which is what our colors exemplify.

What advice would you give to those interested in leveling up their own branding?

Aidan Turner (Founder): Don't start with the logo. Don't start with the visuals. Start with everything behind that. You know, build around the logo. What is the meaning? What is your true meaning? And in why does the company, why does the brand exist? There has to be a purpose. Whether it's a problem that you're solving or an opportunity or value that you're bringing to the marketplace, you need to create this essence, and it needs to be very authentic and thought through. And so, you have to think of how people will perceive it. You know, when you leave the room, how will people perceive your brand? What if someone says Grater Things, and someone else asks, “What is Grater Things?” Like, oh, it's the clothing brand that's super cozy. It's super comfy, and their designs are cool, they post puns all the time. It's fun, it's playful, it's happy, it's energetic. That's what I want people to take away from the brand, and that's important to have. You know, if you say my brand is just this. Oh, they just sell that. They're just a blank company. It's almost a little shallow. And sure, you can do great selling products. You can do amazing selling services. But what's going to set you aside from your competitors, what's going to make you the best in the industry, or whatever you are tackling, whatever you are creating, is that extra power and the extra essence and that community building that really binds people together. And it's that glue that people love, that will build your brand. 

Written and edited by Bella Tabak (@bellatabak)