How a memorable theme woven throughout your branding just might give you an edge.
I named my business Absolute JEM not only because of my initials (hence the "misspelling") and because my clients are absolute gems, but also because I wanted to give my brand a theme.
I use a consistent gem theme throughout my website and marketing. You'll notice gems and sparkles sprinkled throughout my brand graphics, but I also allude to this theme in my marketing copy. For example, my tagline is "Give your brand a sparkling personality" and I design custom brands and websites that "make small businesses shine".
Having a theme is like having a framework: It helps me better conceptualize and create my services, offerings, and marketing message by giving me a metaphor that I can run with.
And the big bonus here? My hope is that when someone sees something gem related, it might just remind them of my brand.
This is what Ashlyn Writes refers to as a "Mascot Moment". It’s a memorable trait or symbol that helps you build "a brand that’s hard to mimic". An extra something-something that your audience will begin to associate with you. And "not only are these visual cues for brands, but they’re extended into the copy of the brands as well".
I know that whenever I see a Harry Potter lightning bolt, I'll forever think of Samantha Jean Photography 
And tacos make me think of Erin Dayhaw 
And anything Lily Pulitzer reminds me of Savannah Smith Photography 
And shiplap is basically synonymous with Joanna Gaines, amiright?
Having a symbol / theme / association for your brand is by no means mandatory, but it DOES help your brand stand out, stay consistent, and keeps you top of mind—even in non-business-related scenarios!
◆
