Branding is a key component to your business, no matter how big or small it is. Your brand is your essence captured, it’s the thing that makes you recognizable and unique.
That being said, sometimes people put too much pressure on themselves to have the perfect name, logo, and brand kit before they’ve even got started in launching their business. Remember, done is better than perfect. So don’t let your branding hold you up from getting started on the real purpose of your business.
This post will share a round up of 9 things you need to know before you create your branding. Whether you already have a presence online and are successfully selling something, or you’re just about to launch something completely new- this post will help you get clear on how your branding will further establish your vision.
What You Need To Know Before You Create Your Branding
I didn’t create branding for my personal brand for a long time. Because I found it a little cringey to lean into my own name so much. I had branding for Glow Yoga Retreats and Still Salty Escape right away. Because they were so clearly businesses that needed representing. But when it came to me as a teacher, writer and entrepreneur- I just didn’t see the point.
Needless to say, once I created my app, I felt like I needed a logo. Finally. And honestly, I wish I did it sooner. Mostly because having a brand kit helped me to streamline the way that I’m able to show up online, which helps my creative process flow with a little more ease.
So, if you’re in the same boat of feeling like branding might not be necessary for whatever it is you’re doing, just know that it’s definitely worth the investment! On that note, you can find credible freelancers on Fiverr or Upwork for a much more affordable rate than hiring a branding agency.
If you’re feeling overwhelmed in the creation process, remember that Pinterest is your best friend. There are so many great examples you can pull from there.
First things first, you need a name. Ugh, I know this is kind of the worst thing to be first. Because it can honestly be the hardest one to tackle. The good thing is that you can always press pause on this one, and keep going down the list. Sometimes, once you get clear on the other points, the name will come through more easily.
I like to brainstorm names by doing a big brain dump of every single word that I feel really captures what I’m trying to do. I also love to use a thesaurus, because- let’s be real- that’s your best friend as a wordsmith. And finally, if there’s someone that you can bounce creative ideas off of easily, then chat to them about it. Make it fun, rather than a daunting task.
It’s imperative that you know your demographic when you’re creating your branding. Of course we want to capture the essence of your business through the branding. But you also want to make sure that will actually resonate with the people you’re selling to.
Try to get as specific as possible in understanding your demographic. This might mean you even make an avatar of who you’re selling to, naming that avatar, and listing everything from their income to their interests, and everything in between.
The Way You Want People To Feel
How do you want people to feel when they interact with your brand? When you think about how you want people to feel, it’s important to not only cater to the people who are buying from you, but also the people who stumble upon your social media pages, or walk into your store.
Ultimately, you’re hoping to create a feeling that prompts people to buy something at some point. So think about how you want to do that based on your avatar or general demographic.
The colors you choose are so important when you’re creating your branding. Of course we want these colors to be representative of your business, and be aligned with what you’re doing and selling. However, these colors also need to be relatable to the people buying from you.
Think about your demographic when you’re choosing your colors to understand if they’d wear those colors, if they’d be attracted to those colors, or repelled by them. You’re using the colors to tap into how you want your avatar to feel, so make sure you’re not only choosing your favorite color without rhyme or reason.
The font you choose for your branding is also very important. I know that looking at fonts can get a little overwhelming, because there’s so many options out there. So just start with if you want the letters to be all uppercase, all lowercase, or a blend of both. This alone can narrow down your options a ton.
Pinterest is a great resource when you’re deciding on your branding fonts, because you’re able to look at brand kits with examples of all of their fonts and how they look together.
Make sure to choose fonts that are memorable while still being legible.
Your logo will be a cumulation of your fonts, colors, brand feel, demographic, and (of course) your business’s name. Think about how you can tie that up into one graphic that’s both simple, but also recognizable in its uniqueness.
Typically, you’ll get to have 2 – 3 revisions on your logo when you work with a designer. They’ll meet with you to hear all about your brand, then they’ll create a first draft based on that meeting. From there, you can fine tune and revise it together.
Check Out Your Inspiration And Competitors
There’s a really fine line between being inspired by someone, and flat out copying them. There’s also a fine line between getting inspired, and falling into the comparison trap.
When it comes to branding, it’s helpful to identify your competitors, mostly because they’re likely to have an overlapping demographic with you, and this can tell you about your selling audience. However, it doesn’t mean you have to do it how they do it in order to be successful on your own.
It’s vital that you show up as yourself with your own unique vision and voice in whatever business you’re doing. This should also come across in your branding, as well.
How Branding Will Look Across The Board
When you’re starting to get a clearer understanding of your logo, colors, and fonts, I want you to think about how it will look everywhere.
Even if you’re not in the clothing industry, who’s to say you might not have some sort of merch one day. Visualize your branding on clothes, bags, hats, etc. The same goes for your online presence, imagine how your branding will look on social media, on your website, on your newsletters, and maybe your courses.
You want to make sure you create something that will look good on all things and platforms, as this allows your brand and business to evolve a bit more seamlessly.
Rebranding Is Possible
I know you’ve poured a ton of time and attention into the details so far in creating your branding, but also just know that rebranding is possible. I say this because sometimes it relieves some of the pressure for it to be perfect right off the bat.
While you shouldn’t necessarily just slap any ‘ole logo onto something because you know that rebranding is possible, just know that you don’t ever have to be piegon-holed into something that you hate within your business. Change and growth are inevitable.
Allow For Space To Grow
Your business will inevitably expand and evolve overtime. As an entrepreneur, it’s your job to be open, flexible, and curious alongside those changes to ensure the success of your business. Your branding is a representation of your business, which means it, too, will shift overtime.
I’m not saying you need a new logo and name every year, because that would create inconsistency and confusion with your target audience. What I am saying is that you need to have enough breathing room with the aesthetic of your business that it can change alongside your demographic.
You’re ready to create a kick ass brand for yourself.
I can’t wait to see how it looks! Share your brand in the comments below.