When it comes to building a new business from the ground up (or rebranding an existing one) it’s important to know that if there is no proper branding in place, the business will not be nearly as successful or leveraged as it could be. Professional branding allows a business to be known for certain skills, services or products, to stand out, to be memorable, to be valued — and to be able to stick around for a long time.
Creating the brand for your business can be done in multiple ways — both visually and non-visually — and below, I’m breaking down 10 simple and quick things that you can work on now, to accomplish this.
1. Figure out who you are and what you want to do and be known for.
Before you do ANYTHING, you must establish who you are as a business owner — what you want to be an expert at, the things that you want to be known for and how you plan to stand out in a saturated market. Why should someone hire you? What do you want prospective clients to think when your business comes to mind? How do you plan to blend who you are with what you do?
2. Decide on your values.
Once you figure out who you are and the purpose that you want your business to serve, make a list of your core values. What will your business stand for? What ethics will you incorporate into what you do every single day? Very often, a client is more likely to hire you if they feel that their own values are aligned with yours. Get your business grounded and clear on the emotional impact that you want to deliver through your work, to your clients, to your communities — and beyond.
3. Write a mission statement.
Now that you’re clear on your business’s values, literally write out a mission statement, mentioning them. This can be simple — even just one sentence that breaks down (in seconds) the services that you provide or products that you offer, the goals and focuses of your business and the value that you will offer to your clients. A mission statement is important because it’s a specific declaration that will resonate with your prospective clients — and it’s also important for you and any members of your team to keep in mind as you work every single day. Always remember not only what you do, but why you do it — and for whom.
4. Find your voice.
Establish the words that you want to consistently use and the sound and tone that you want to have, whether you are writing or speaking. The voice used in your messaging on your website should match up with what you say on video or how you talk to a client. The more consistent that you are with this, the more that someone will view you as an expert.
5. Create your messaging and craft content for your blog and social media.
Now that you know the words that you want to use and the tone that you want to have, put ‘em to work! You might be DIY-ing your copywriting or hiring a professional, but either way, hammer out what you want to say on your website, in your blog, on your social media platforms, in emails, on video, during a consult — and more. Touch on your client’s pain points — show them the emotional value that you can offer, no matter what kind of service you provide. Let them know that you have what they need and you can solve their problems. Make sure that what they read on your website is the same thing that they’ll see on social media or during a meeting with you. Sound like the professional that you are!
6. Design a logo.
Now that some of the important non-tangible items are crossed off the list, let’s move onto the “pretty” stuff! Similar to copywriting, make plans to either DIY this part or work with a designer. Before the actual design of the logo, though, make sure that you create a moodboard, decide on fonts and a color palette, get some brand photos taken care of and figure out the overall style and vibes of your visual identity. The right colors and imagery, tied in with your copy, will attract the right clients. Figure out if you want a type-based logo, one that incorporates an icon or some kind of imagery, a monogram, etc. The simpler, the better! Just make it memorable and easily translatable across different mediums on-screen and off.
7. Develop a website.
Once the logo is designed, move onto the website phase! Make sure that it matches up visually with your moodboard and logo — use the same colors and fonts. You can easily customize templates through platforms like Wix and Squarespace (my preferred choice) or develop one using Wordpress. Even if you just put up a landing page temporarily or a simple site with just a few, necessary pages — that is fine. Just make sure that it’s clearly stated what you do and offer — and how you can help your prospective clients. Have a strong balance of visuals + text. List your services and products, link to social media platforms and have calls to action in multiple places. Make it easy for someone to contact you. It’s important to have a Facebook page, too, but your website is still crucial because it’s literally the online home of your business — you own it and control it. Social media channels can come and go (and with them, your followers) but your domain is yours, along with your blog and email subscribers.
8. Brand the proper social media platforms.
Once you have figured out where you’re hanging out online (AKA where your clients do) — whether it’s Facebook, Instagram, Twitter, LinkedIn, etc., make sure to brand those pages. Create and upload cover and profile photos, backgrounds and use your brand colors as much as possible — those are just a few quick and easy ways to stay consistent with your visual branding. Again, this way, when someone leaves your website and goes to your Facebook page, they will know that it’s still your business that they’re experiencing online.
9. Create templates to be used for print + digital mediums.
Now that you have the bigger components of your visual brand established — your logo, website and social media channels — design some templates that you can start using on a regular basis! If you don’t have access to Adobe Photoshop, InDesign or Illustrator, that’s OK. Use apps like Canva that already come with pre-made and ready-sized templates for all online platforms. Think of your everyday post graphics, possible Facebook ads, blog imagery, Pinterest pins and emails — which are all digital designs. Also consider print templates that you can use for your business cards, brochures, product tags, thank you cards, client questionnaires, fliers, letterheads and any kind of document imaginable. Make sure that your brand assets are on every piece of collateral that you put out into the world.
10. Establish consistency!
As I’ve been touching on throughout the last few points, you must be consistent! This means showing up in the same ways, every single day, when it comes to your voice and tone, the words that you say and write, the values that you stand for, the services or products that you offer, the ways that you work with your clients, the content that you put out and your visual designs. Someone should experience you in the same ways online and offline. Whether someone is talking to you in person, visiting your website, reading your blog, looking at a social media graphic or holding your business card in their hand, they should always know that it’s you. The more consistent that you show up in every way, the more professional and legitimate that you will look — and therefore, the more seriously that you will be taken. Your prospective clients will turn to you because you will be positioned as an expert!