Branding 101
“Branding” is a hot word right now, and I'm seeing it applied all over the place to describe a variety of different things.
Depending on who you are talking to branding can mean:
How do I brand myself
How to brand your website
How to create a brand through photography
How to create a brand through awareness
For example, when I say “branding” I’m usually talking about the voice you use when writing blog posts, the types of things you share on social media, the general feel of your website, and the experience your customers get from working with you:
If you are selling high-end products and your website feels clunky and out of date, then what you say you do and what is actually being presented doesn’t match.
If your social media is filled with cute baby animals and inspirational quotes about being a better person, but your business is selling furniture, then you aren’t necessarily providing your customers with a good representation of who you are as a business (unless you’ve managed to corner the market on baby-animal loving, self-improvement types who buy furniture).
If you tell people you are the friendliest place in town, but your staff is surly and unhelpful, then you are setting the wrong expectation and your reputation will suffer.
I’m a marketing person, so when I talk about branding, I’m talking about it from an overall marketing perspective.
If you look at branding as “how the world sees you”, you’ll see it can pertain to almost anything in your business. Which can be overwhelming at first, but also valuable for finding ways to make your overall brand stronger because lots of little things add up.
Branding and graphics
Take a look at this Target ad, for example.
You know Target, right? The red and white bulls-eye? Watch the video and look for all the ways they are incorporating their colors and circles. Notice how there are no hard edges? Everything has a rounded feel to it. Would that ad be as effective and as immediately identifiable as “Target” if it was filled with hard-edged blue and orange rectangles? Or if every time you saw a Target ad, the colors and fonts were different?
Or, if you feel like getting a little nostalgic, take a look at how 25 brand logos have evolved over time. The next time you see an ad for one of those companies, notice how the colors and fonts generally remain similar across all platforms.
Branding and Business Cards
Business cards are the workhorses of marketing. Almost everyone needs them, and they do their job admirably. But today’s business cards can go beyond name, address, and phone number.
My first set of business cards came from Vista Print. I wasn't quite sure what I needed, but I knew I needed business cards. So I found a design I liked, entered my information, and received a box of business cards. I didn't love them, but who loves business cards?
About six months ago, I realized I'd grown, my business had grown, and my business cards weren't going to work for me anymore. So I went with Moo because I'd heard amazing things about their quality and service.
I adore my business cards now. They are fun, eye-catching, and represent how I approach my work (with humor and fun). And that "Yay!" sticker actually comes on the box of Moo cards.
I have seven different designs on the back of my business cards. I could have had 12 individual designs, but I decided to only use the ones that spoke to me.
The little orange monster and the quote "That's why we're here - to make a dent in the universe" is what made me fall in love with this set. Why? Well, first, I believe that. Second, I'm a huge Doctor Who fan, and that sounds like something Ten would say.
Branding and photography
For many modern online entrepreneurs, our faces and personalities become a part of our brand. This can be uncomfortable, and forces many of us out of our comfort zone. But it is also important to remember that as humans we connect with faces, and seeing a friendly face can immediately build trust.
While it can be free or extremely inexpensive to have a friend or family member take some quick photos with their smart phone or basic camera, investing in good quality head shots is important if creating trust and connection is part of your business. People want to purchase from people they trust, and a clear, inviting photo shouldn’t be overlooked.
Professional head shots used to be limited to boring photos against a plain backdrop, but that isn’t the case any longer. Today, head shots can be done indoors or outdoors, and against a variety of backdrops.
Your Brand and Change
One thing you may have noticed that has come up over and over in this post is evolution. Your brand and your focus will likely change. That is completely OK and normal. Those first business cards, websites, and elevator pitches are just the beginning.
You'll change direction. You'll grow into some things and outgrow others. You'll discover a new path that is even more exciting than the last.
Have fun with it!
