Branding: Getting Started
Branding is often considered just a logo–but it’s so much more…
branding is the heart, soul and spirit of a business in visual form. it invites viewers into a story and allows them to feel something they can connect with.
Branding isn’t just deliverables, it’s an experience. Think of Sobeys or Roots or even Canadian Tire. While these brands are selling a product/service, these brands invite viewers into an experience and the viewers feel something when they interact. These brands have served customers with a consistent experience for years and decades which has built trust over time thus resulting in a die-hard fan base. So, how does one go from brand experience to building a dedicated fan base? It all begins with setting a firm foundation. Let’s begin there, at the roots, so-to-speak.
Identify your values
With every branding project, I begin by giving my clients an in-depth questionnaire. Because the first thing you need to do, is find out what your deepest values and goals are for your business. The questionnaire I provide for my clients is chalk full of deep-dive questions to find out the values of the business, the goals, the target market, style preferences, etc. Identifying the core values are so important because your values will guide all your other decisions, such as how you show up, how you market, how you network, etc. The sooner you get clear on what is most important to you the sooner you move forward with everything else.
ask key questions about your target market, your service, and your values. who do i serve best? who do i want to serve? what do i do best? how can i use this information to market myself differently in order stand out? which values are most important to me?
2. Choose simple visuals & professional imagery
One of the biggest aspects of branding is that your business look cohesive. Meaning across all platforms and social media, your online presence will look uniform and professional thus building consistnecy and thereby trust. Here are the most important visual elements of branding:
Logo - A logo identifies your business quickly and professionally. While it’s great to have a logo it’s also one of those things you can change down the line as your business grows or if you change your business name.I think of it like this: a logo is a movie trailer and the brand is the movie. While the logo is apart of the brand, it isn’t everything. It’s just a taste. So while it’s important to have a logo, it’s ok if you decide to change it later on.
don’t get too stuck on the logo. if you’re creating your own, go for versatility and simplicity. when in doubt, simple is best.
Color palette - Finding colors is one of the most fun and difficult things to do. Especially when you want your colors to appeal to a lot of people and you want your colors to not be overwhelming. Think about focusing on 2 or 3 colors and using others to compliment them. Take a look at this post to find out if the colors you’re using will attract your ideal client.
if you find yourself going back and forth between colors, choose something neutral and go from there. use one or two accent colors that are distinctive, but keep it simple and clean. you can always change your color palette later on.
Imagery - The photos you use to represent your business are just as important as having a logo and color palette. The photos you share can be one of the quickest ways to either set you up to be professional, or make you look inexperienced. Photos play such a crucial role in your branding that it’s one of the services I offer.
1. Hire a photographer I recommend EVERYONE hire a professional photographer at least for headshots when starting out. Headshots are typically a little more inexpensive and they set a really great first impression to potential clients and customers.
2. Purchase a photo subscription There are so many amazing online businesses that offer photo subscriptions. The reason I love this is that you can get a variety of styled, professional photos and they all look cohesive cause they’re done by the same photographer. Some to try - Shutterstock, Hautestock, MOYO Studio, Wellness Stock Shop, Social Squares and even free ones - Unsplash You can also purchase some awesome photo bundles from Creative Market.
3. DIY If you’re into taking your own photos, click here to learn the key basics which will give you excellent DIY photos (this post centres on food but you can apply the principles to most anything.) It all comes down to using natural light, and if needed, editing your photos with a photo-editing app.
3. Share on social media
A big part of extending your brand is through social media. Whether you’re on Facebook, Instagram, Twitter, or YouTube you want to keep the look, feel and vibe of your presence cohesive. Notice I said “feel” and “vibe”. This comes through in how you share about yourself, how you talk to your audience, the language you use, and how you interact. So, what should you share? If you’re just starting your business, share your own journey and also share the tips and tricks you’ve learned along the way. People want to engage in a story, so share your story. Be the expert and people will come back to learn more from you. Whatever your industry is, whatever your niche is, share your knowledge and expertise and be confident.Be yourself, be different, and own your expertise. Even if you’re new to your business, share what you know with honesty, generosity, and always with an attitude to help others.
it’s important you don’t get overwhelmed by how many platforms you’re on. start with just 1–2 social media platforms and get comfortable with those and start growing your audience. remember, social media is meant to be social - not stressful!
4. Where to start with your website
Your website is one of the most important aspects of your business because it’s your online hub for where people can find out about you, your business, learn about your services, and hire you. Nowadays it’s like your digital business card, so having it looking professional is really important.When you’re starting out, having a website is very important to direct people to your home base, showcase your product, and have a place to collect information from potential clients.
if you’re building your own site, i recommend squarespace, hands down. it’s intuitive, professional and you can easily make changes. make sure you’re not making these 3 mistakes.
Website templates are also a great option if you’re looking more into the DIY route. But if you’re serious about gaining traction and not wasting time figuring out SEO and website strategy, I recommend hiring a web designer.
5. Allow time to build your brand
Finally, know that building a brand takes time. This is vital to your success. When you start a business, even if you have everything lined up, it will take time for your audience to get to know you and trust you and become loyal fans. So, be patient and don’t worry if you’re feeling behind or like everyone is moving on faster than you. Take one step forward every single day and you’ll get to where you want to go!
