WHAT ACTUALLY IS A BRAND AND WHY DO I NEED ONE?
Your branding isn't just your logo, it's so much more.
It's the key to standing out amongst your competition. The right branding is going to appeal to your perfect fit person and set you apart from everyone else.
It's going to help you get clear on your business and take your business to the next level.
It's going to give you a direction to follow in all of your marketing.
So, what actually is a brand?
Brand definition:
The promotion of a particular product or company by means of advertising and distinctive design. This includes distinctive wording or design used to identify a particular brand.
In other words:
Your branding encompases your logo and visuals, your brand voice, your messaging (what you do and how it's different, who you serve and reasons why they should trust you).
THE ELEMENTS OF YOUR BRAND
THE DESIGN
YOUR LOGO
Your logo is the main focus of your brand so it's really important you get this right. A professional logo will stand the test of time and should still be relevant as your business grows.
OTHER DESIGN ELEMENTS
To create consistency and to tie in with your logo you should have the following:
+ Your main colours
+ Graphics or main images
+ The style of your images
+ Typography
YOUR BRAND VALUES
Your values are an integral part of your brands identity. The are the beliefs that your business stands for.
Your values drive your decision making and all of your actions and should be implemented throughout every part of your brand - from communication with your audience to making decisions for your business.
When you understand your values and create your goals with these in mind, the more successful you feel.
Some examples of brand values include:
Transparency
Freedom
Simplicity
Connection
Empathy
Growth
Kindness
Consistency
Balance
Positivity
Support
Service
Leadership
Freedom
Openness
Professionalism
YOUR BRAND MESSAGING
Your brand’s message is a combination of: who you serve, what value you offer them, and how you can back up that value (through tangible proof or an intentional promise).
This messaging should be used across all of your marketing touch points and form the base of your marketing.
Add it to your website home page banner and social media bio. Refer to it regularly to keep you on track in your copy.
MESSAGING FORMULA:
(Your brand) offers (what you do and how it’s different) for (who you serve). I/we do this through a unique approach of (reasons why your ideal client should trust you).
YOUR BRAND VOICE
This is the tone you use throughout your brand messaging. From social media posts to emails to website content, every verbal touchpoint is an opportunity to incorporate your brand voice throughout.
Think of a tone and voice that would be a natural way to represent your brand to your audience.
Use the top three adjectives you would use to describe your brand, and consider what type of voice would not only represent those qualities well, but would be an organic fit.
Be sure that the voice you’re crafting is authentic, sustainable and feels comfortable to use day in and day out!
COLLATE YOUR BRAND STYLE GUIDE
Once you have defined all of your brand elements it's a great idea to collate it into a style guide that you can use as a reference point whenever you are completing any marketing for your business.
Have any questions regarding your brand? Leave a comment below or connect with me on Instagram.
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CURIOUS TO KNOW MORE?
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