Many businesses see their brand as something which needs to be completed at the start of their business journey - they hire someone to create a logo, throw it onto their products or services and then continue on with the rest of their venture. But this is simply not sufficient. If you want to be memorable, recognisable, and form a long-lasting connection with your consumers, then you need to pay attention to the brand of your business. It should be more than just a beautiful visual identity. It should also represent the personality and soul that is at the core of your company.

So where do you begin?

People don’t buy what you do, they buy why you do it.  First you need to figure out your brand purpose. Beyond making money, what human element led you to start your business? Who are you serving, how are you helping them, and why are you helping them?

Then ask yourself, If your business was a person, what would they be like? What would their personality be? How would they spend their weekends? What do they do for fun? These are the things that make up the soul of your business, and it’s exactly that which attracts your target customers and connects with them on a human level.

How does your brand identity tie into all this?

It’s important to remember that your visual brand identity is the first thing your target audience is going to pay attention to. And it’s no shocker that we all have a shorter attention span these days thanks to being bombarded with imagery and video content thanks to our phone addictions. People will decide with their eyes whether you’re worth their attention before they even listen to what you have to say. That’s why it’s important to have a professional brand designer that will be able to understand your target consumer, your business’ values and incorporate these elements together into one clear visual identity that is relatable and attractive.

How do I know if my brand identity is working for me?

Simply ask yourself the following 2 questions:

1. Is your brand personality clear from your visual identity? Is it immediately obvious that you are playful, serious, friendly, warm, romantic, etc.?  
2. Is this brand personality relatable and attractive to your target audience?

If you answered no to either of these questions then it may be time to invest in a professional brand designer.

What will a professional do that I can’t do myself?

Of course, the obvious part of the answer is, you’ll get a more aesthetically pleasing design when you invest in a professional rather than DIY-ing your logo. But more importantly your identity will be functional. When you work with a professional brand designer they will develop a brand strategy based on your target audience. From this strategy, and from the mission and values that you wish your business to convey, they will then create your brand identity - aka the soul of your business.

Brand designers take into account things that you likely have not considered or are educated in, such as colour psychology, typography, logo variations for different formats. They will make educated decisions that are based on strategy, and create one of a kind designs that can’t be replicated. They will also be aware of your competition, and ensure that your branding will stand out from the crowd. As well as all of this, they are going to be able to express the SOUL of your business in a way you just cannot do by yourself.

If you’re still not sure if your branding is working to your advantage, sign up for my newsletter below for branding tips, or book in a free consultation call and I’ll give you a brand identity audit, no strings attached!

MARCH 29, 2022