Bringing your brand to life
There seems to be a common misconception about branding spreading around the internet. So let me set the record straight. A brand isn’t just a logo, colors, and curated fonts. In fact, contrary to popular belief, a logo isn’t even a pivotal part of your business. A logo is not a prerequisite in owning a business. Read it again. One more time for good measure, you do not need a logo to build a business.
You need a brand and your brand needs a pulse.
Your brand is how your audience will know, like and trust you. It’s your emotional connection, your WOW factor, your beating heart projected out into the world.
There is already so much to learn about being an entrepreneur, so here’s the spoonful of sugar to help it all go down.
Imagine your dream house. What do you do to make this house a home?
You spend time agonizing over what colors will look best in which rooms, and how well they will go with your decor and furniture. You carefully curate each room so it best suits your fancy. Why should your brand’s visual identity be any different? It’s important that you spend time thinking about what your brand’s colors say about you and about your business. Your visual identity includes your logo, color palette, textures and typography choices. Just as the painted walls of your home set the tone for the room, your brand’s visual identity has a tone as well. Consider what color psychology teaches us about the use of certain colors and how we subconsciously react to them.
Isn’t this the most exciting part? You’re moving furniture and deciding where to to add your decor. This is when your house really starts to become home. You’re bringing it to life.
What beyond a logo and curated color scheme brings your brand to life? YOU! When you’re building a website and establishing your social media presence, you have to put holes in walls. Show your audience who you really are. Invest in brand photography and let real photos of you, your products or services tell an authentic story.
Are you the hostess with the “mostest?” How do you greet and treat your guests in your home? Imagine your new home’s front door. What does your welcome mat say? My grandpa was never a social butterfly, and didn’t much enjoy company staying past 2-3 hours. His front door mat said “Yell ding dong. Doorbell broken.” A perfect representation of his personality. Now let’s take this experience online or to your brick and mortar. Is your messaging casual or formal? How approachable are you? Is your contact form asking for everything short of a blood sample and lock of hair or is it short and sweet? This is all part of your brand. This is where you’re developing an emotional experience.
At some point that brand new, picture perfect home gets dirty. Your welcome mat, muddy with prints and paws you’ve loved on. Your house has become a home. Your brand has been given a pulse. You’ve made it human. Think about all the ways you can provide value to your neighbors, guests, friends and clients. Your home gets messy and so does your business. You’ll have moments where you just can’t get it together. How do you address those times and keep in alignment with your brand? Is your brand easily defeated? Do you just go dark and stay offline until the storm passes? Or— do you batten down the hatches and show your vulnerability?
Branding isn’t about having the picture perfect business. It’s a home for your business. It’s what you can rely on when you aren’t sure how to celebrate the good or run from the bad. Your brand is the foundation to building a community of those that know, like and SUPPORT you.
So, paint the walls, arrange your furniture, host guests, and get messy.
Entrepreneurship is quite a ride.
Color Me Kate is a boutique marketing agency committed to authentic storytelling and the application of color psychology. From branding and web design to marketing strategy and photography, my specialty is making you look good.
Schedule a free consultation with me today by emailing: firstname.lastname@example.org
Coffee or tea, either is fine by me.