In this episode of #MakersTV I talk about the difference between your business as a brand, and your visual branding identity – which people often get mixed up.
Since the first episode, I have been talking about the core strengths of your brand (Your Product, your Customer, your Communication, your Marketing & Promotion, your Home Base/HQ, your Plan and your Logistics) and how these strengths help you create a successful business.
As a graphic designer, branding has always meant to me to be visual identity. This refers to logo, color scheme, fonts, and the things you use across your design. So not to get it mixed up with brand, your brand is not your logo but is an intangible thing. It’s more of an idea of what your business stands for, your core values, and it encompasses everything about your business.
When you’re thinking about how you want to grow your business, you have to think about a strong brand. I refer to the core strengths of your brand. What is the purpose of your product? what is the purpose of helping your customers with your product? Of course it has to solve a problem for someone. You need to communicate and build a relationship with your customers and think about every single way they experience your business through your newsletters, social media, and even face to face interactions.
When it comes to marketing and promotion, you have to do it based on the need of your customers. Your website or home base cross pollinates with your communication and this where your customers go back to. In strengthening your brand, your plan and logistics are also very important because these help you tread the direction towards where you want to go and achieving what your overarching goal is. Your systems and processes keeps you focused and organized to ensure that everything is running smoothly.
Your brand is how you want your business to show up to the world. Your business’ personality and how your customers can experience your website, your newsletter, your product descriptions, and your business in general. You need to keep it consistent in order to build trust and credibility. Because majority of the time, people buy because of their experience, your purpose, and because of you and not just your product.
This generally means visual identity like your logo, color, font, design, and your aesthetic. It is usually the first thing your customer sees or remembers. Although it is important to get this right but remember that it is just a small part of your business. Your tone and personality are usually more important than the visual identity of your business. It can make or break you.
So that’s pretty much it for brand versus branding. If you would like to get free resources on branding, you can sign up for instant access to the free resources of the Makers Collective to help you grow your business and strengthen your brand so that you can do something everyday which you are more excited about.
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