An amazing brand identity is such an important, but sometimes overlooked, part of your business. Does it sometimes feel like you’re not connecting with your audience the way you want to? It may be because your brand isn’t aligning with your business or you haven’t even thought about your brand identity at all!
When it comes to branding, you need to think beyond your logo. Most people think branding is just your name or logo. This is one part of it, but there is so much more involved. Your brand is the experience your audience has and the feelings they get when interacting with you. Your brand is what makes you stand out in your market and connects your audience to you and what you do. A logo can’t do all of that! To start, you need a strong foundation that will help define your goals, mission, ideal clients, and what makes you unique. Building this foundation will allow you to make strategic choices about your visuals that will resonate with your audience and your business.
To create a one-of-a-kind brand you need to dig deep into the heart and soul of your business. When creating a brand, I break this down into four steps.
Step 1: Building the Foundation
Your why – why do you do what you do?
Your vision – what are your goals for your business?
Your mission – what is your business’ mission statement?
Your values – what matters to you?
Your differentiators – what sets you apart from the crowd?
Once you have established your why, vision, mission, values, and differentiators, you can begin to determine who your ideal client is.
Step 2. Refining Your Ideal Client
Your ideal clients demographics – who are they?
Your ideal clients psychographics – what are their goals, struggles, hopes?
Now that you have your ideal client in mind, you can begin to speak to them in a way that will appeal directly to them.
Step 3. Honing Your Brand Voice and Message
Brand Voice – tone and verbiage used when interacting with clients, online, in person, and in print
Brand Message – combination of who you serve and what value you offer
Now that you have established your foundation, ideal client, and brand message and voice, you can begin to craft your amazing brand identity visuals!
Step 4. Visual Identity
Collateral Marketing Materials
Now that you have created a cohesive brand identityyou will be able to attract those clients you have always dreamed of working with!