Branding Basics I: Your Visual Appearance
I want to talk about what branding is and the importance of it. There are some gurus on the internet trying to downplay the role of branding and any persons that tell you that branding is not important DOES NOT care about the sustainability, profitability, or longevity of your business.
Every major brand began with BRAND DEVELOPMENT that moved into BRAND MANAGEMENT.
Branding is an ONGOING process.
So, let's begin with the definition of branding. Many people associate it with just being aesthetics and they only relate it to the visual components of a business like the logo, the color palette, the fonts, the design, etc.
However, branding begins there but it does not end there.
After you initially develop the "brand" of your business, you have to move into something called "Brand Management". So, if we wanted to define the word "branding", we have to consider that it is bigger and ongoing than the visual aesthetics.
My definition of branding is that it is the culmination of your visual appearance plus your customers experience plus your product/service deliverance.Over the next couple of days, I am going to speak to the three components of my branding definition. Today, let's focus on the VISUAL APPEARANCE component.
Visual Appearance
Visual appearance is all about the aesthetics and the design. This includes the logo, the color palette, the fonts, the packaging, your social media templates, your brochures, and any other print and/or digital assets you design for your brand. Also, this includes the way YOU and your team/employees who represent your brand shows up. The brand's appearance must always be strategic. Your brand should have a theme.
Just like you have a theme for a party you would throw for kids or some special occasion, your brand's theme should reflect the message you are trying to convey to your target audience. So, before you launch, you need to be clear about who you are called to, the language your audience speaks to develop your brand messaging, and if what you offer as a product or service solves a pain point in their life. Then you can discover your brand archetype and begin brand development from that vantage point. For example, my brand is for bold and sophisticated emerging Kingdom women entrepreneurs. I provide kingdom entrepreneurship coaching, brand strategy, development, & design as well as Mindset Coaching. I am an anomaly in the market that loves design, loves systems, and have the grace to see and speak prophetically into women's lives. I started adding the words "bold and sophisticated" to my brand language because that is who I am and the type of design style I create. It took me a long while to understand that this was my "signature style" for my life. I love bold colors. I love to break the mold and break the rules. I love to disrupt systems. So, I chose two colors that you rarely see together - Cyan and Brick Red with a goldish yellow and grey color palette. When you browse my site, you will see bold and sophisticated women of all races who are entrepreneurs. I want to work with women who are bold and sophisticated and also want to break the rules and rise up in their uniqueness. Matter of fact, if you been following me for a while, I am the Brand Archetype of the 'Creator'.
Take my Brand Archetype Discovery Quiz to learn more.
I hope this blog blessed your life.
Share your thoughts in the comments below.
- Quiana J. Speaks
Are you ready to talk through your Brand Archetype with me? I want to invite you to a :60 Brand Strategy session if you want help with this. In this Brand Strategy Sesh, we will discuss your Brand Archetype and the next steps you should take towards developing your brand. Hope to see you on the other side.
Interested? Click HERE to book your :60 Brand Strategy Sesh today.
