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Build the Brand: An Expert’s Advice on Crafting Visual Identity

By Carlee Murray

Content Manager, Her Product Lab



So, you’ve broken through the product ideation phase, outlined your roadmap, and are ready to go to market. Now what? Before you launch, it’s vital to develop a strategy to ensure your product stands out from the competition.


Simply put, it’s branding time! We spoke to Emily Nhaissi, Her Product Lab Coach and cofounder of award-winning global branding and digital agency Craft & Root, to find out what questions we should be asking ourselves when designing our brand’s identity.


"Our philosophy is that design is where strategy and creativity meet, so it is important to develop a visual identity that is both beautiful and drives conversion." - Emily Nhaissi, Craft & Root co-founder

What motivated you to start your own company? How did you come up with the name?


EN: My partner and I started this company because we were both feeling unfulfilled with our jobs at the time. We wanted to wake up every morning and feel like we could use the most productive hours of our day working on something we felt passionately about. Our philosophy is that design is where strategy and creativity meet, so it is important to develop a visual identity that is both beautiful and drives conversion. With that in mind, the name of our company focuses on two things: Craft, creating something with care and attention to detail, which is something we felt was missing in this increasingly fast-paced culture focused on mass production of low-quality products. And Root, grounding your vision for your brand within the realities of your chosen marketplace, which includes knowing your audience and strategically appealing to them.


What does “branding” mean? How should we be thinking about our product's brand?


EN: The goal of every company is to appeal to the hearts and minds of their customer, turning them into lifelong fans by eliciting a positive, emotional connection with the brand for the long haul. This is also known as brand loyalty. When first starting out, or taking your game to the next level, there are certain questions you have to ask yourself: Why is my product or service important? What do I represent? What is my target audience looking for? What is my competition doing? This will ultimately steer you in a direction that will help you create a visual presentation of your brand identity that reinforces its narrative essence.


"You may have a great concept, but if you don't know how to properly communicate what your unique value proposition is, your company will fall flat." - Emily Nhaissi, Craft & Root co-founder

What interested you in being a coach with Her Launch Lab’s virtual incubator program?


EN: Presentation is EVERYTHING when it comes to the success or failure of your company. You may have a great concept, but if you don't know how to properly communicate what your unique value proposition is, your company will fall flat. I want to help strengthen women entrepreneurs so that they can make the male to female ratio of success more even.

My partner and I started out with a real leap of faith. We didn't have a mentor or someone guiding us along this journey. I think (and the research suggests) that nearly 50% of women dream of opening their own businesses, but only 12% think it’s a realistic goal. An even smaller margin of those women end up starting their own companies. It is now up to us to come together as a community, build each other up, and increase these numbers.


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Interested in learning more about all things product? Check out our Her Product Lab summit in March 2021. Can’t wait that long? Join our weekly Friday learning sessions where we talk to amazing female leaders in product.

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