Your brand is not your logo.
- and it’s not your colours
- or your “mood board”
- or any of the visuals that make up your brand image.
A while back I visited a Facebook group where the big question of the day revolved around the members’ brands. One woman wrote:
my brand is all about mermaids and the sea. So teal is really important to my brand.”
I had a really hard time with that. I don’t understand how focusing on mermaids helps her clients. The way I see it, the mermaids and the sea just aren’t really part of the service she sells, but what do I know?
That statement got me on my soapbox because there’s still a ton of misconception about what a “brand” really is.
And your brand is so much more than the visual identity you create to represent it.
Think of your brand as the “big picture”:
- why do clients come to you again and again?
- what is the goal of your business?
- what problem do you solve for your clients?
I think part of the problem is that business owners get stuck on details like the colours, the fonts, or the photos from the start. They immediately go to those details, but skip the important first step:
“what does my business actually accomplish, and who do I help?”
Once you answer that, everything else should flow from that. Once you know who you help (your target market), it becomes much easier to figure out the images, colours and types of logos that will resonate with that audience and support your identity.
If you’ve been thinking that colours and specific photos are the things that make up your “brand” I challenge you to think bigger.
- Think about the contribution your business makes to your clients’ lives.
- Think about how your service has made them more productive, more effective.
- Think about how your products have brought peace of mind into their lives.
Then it will become obvious that your “mood board” or those cute images of peonies and gold scissors artfully arrayed aren’t the main attraction.
Your brand is your “big picture.”
- Your brand is the personality of your business.
- It’s the way people perceive you in the marketplace.
- It’s the thing you do that makes others’ lives easier or better.
- It’s the way people feel about your business.
- It’s the emotional connection made after people do business with you.
When it comes to your brand, please don’t sell your business short.
Yes, your logo is important. Yes, your brand image is a key first point of contact with your brand. Yes, your colours define your identity.
But keep in mind that those are the surface things, the things that help identify you. They are not what really makes your busines tick. Picking one “off-brand” image for your blog will not damage your brand.
All this “brand chatter” is enough to confuse anyone. If you’ve been thinking about your brand, and you’ve got questions, get in touch with me. I offer a no-cost, no-obligation chat so we can discuss your brand questions. I’m an email away.