Being consistent throughout your brand is a lot of work. But it does pay off over time. When you create a consistent look, you take the guesswork out of what you show the world. It makes it easier for your audience to recognize you. And you don’t have to reinvent the wheel everytime you need to
Your brand is made up of your professional brand, your social brand, and your personal brand. So in essence, all the places where people interact with you and your business need to show a “united front.”
The best way to show that united front is by having a consistent visual brand.
When it comes to business, there’s many sales and marketing tactics that will help you grow and reach your goals. But before all that comes into play, I think there’s one thing that’ll be key in growing your business:
A consistent brand image.
Think of it this way:
Your brand image is the
As a business owner, “branding” is one of many concepts you get to hear about a lot. However, I think there might be some confusion between “rebranding” and “refreshing your brand.”
Many times over the years I’ve heard business owners say they’re “rebranding their business” when they were, in fact, in the process of updating their visual identity.
Here’s an example:
A family-owned business has grown to the point that they need to buy a building; they’ve just purchased a couple of new delivery vans and they’re hiring more staff.
Since they’re making all those major changes, the owners have decided to
- Update the logo they’ve had for 15 years, which is looking outdated and cluttered.
- Their salespeople have persuaded them to (finally!) update the website.
- Their niece has just joined the company as their social media manager, so their Facebook page and Instagram accounts
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:
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.
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” =&5=&
The past 8 weeks have been a weird, challenging time as the world paused for the pandemic. We’ve all had to get used to a whole new way of doing…everything. So many businesses have been struck hard. Many are still trying to figure out how they’ll keep going. And some have made shifts that have