Before we start, lemme just step down off this podium. I’m not an expert on branding. (Clearly, or I probably wouldn’t write a post like this…)
I value branding A TON and have learned so much about it in the past few years especially. This post is not meant to diminish branding, branding experts, or the importance of a solid brand.
What I’m passing along is a few lessons I’ve learned through the branding process.
I know what you’re doing….
It’s the same thing I did when starting Cambrya Writes.
You’re stalling. Big time. You want everything just so. All systems in place. All processes thought out perfectly. Website neat and tidy with a bow on it. THEN you’ll get your business rolling. THEN you’ll start to advertise what you offer to the world. THEN…..
I. Get. That.
But the fact remains. You’re stalling.
Branding matters. It’s the way your business grabs the attention of the world (because let’s face it, that’s today’s marketing community).
BUT. Branding can only matter so long as it helps your business. It’s meant to elevate your name. It should carry your message in a neat little package.
If branding is what your business is getting hung up on, then you are giving it too much power…for now.
When to Brand your Business
Notice I didn’t say “‘If’ you should brand your business”? 👆
Branding is too powerful a tool to ignore and neglect. But the timing is different for every business. So this isn’t a cookie-cutter answer. (Which is okay, because I’m rarely for cookie-cutter solutions anyway.)
For me, I found myself wanting to make my website, logo, colors, etc. all perfect before making my website public. Want to know when I would have launched if I’d stuck with that strategy? …Never.
Guys. I’m going to say this once: You don’t have a business if you don’t have clients/customers.
It’s that simple. So if you are waiting to apply to jobs, advertise to potential clients, or offer your services to others, all for the sake of an incomplete brand, then you don’t yet have a business.
Now, some people are much more organized and have much more time and money to throw at a startup than I did. If that’s you, and you know exactly what you want and how you want to brand your business, then the answer is: do it, and do it now. You’ll be that much further ahead.
But…please tell me I can’t be the only one. If you find yourself (like I did), letting branding be the thing that holds you back from trying to land clients, then STOP. My answer to you is this: start putting your energy toward client hunting and actually working for your business, and then give yourself a deadline to come back and reevaluate your brand. (See below where we talk about what’s more important than visual branding when starting up.)
“The secret to getting ahead is getting started.”
— POSSIBLY MARK TWAIN…BUT MOSTLY ANONYMOUS
To Logo…or not to Logo
This is where our heads usually go first when we think branding. That’s because the logo is largely what takes up real estate in the brains of your clients and potential clients.
Getting this right is a biggie. But not so much that you can’t start without it.
Give yourself time to get acquainted with your business…your clients…your niche. The more you know what you and your community are about, the better informed you’ll be when it comes time to settle on a logo.
Again, setting a deadline can be super helpful. Until then, pay close attention to the things that shape your business.
- What visuals define you?
- Are you defined largely by your geography?
- Do clients associate you with a particular niche more than other services you offer?
- How is your business viewed in your community?
- Are you locally-based or more regional/global?
- What is the personality of your business as a whole?
Color Palettes
Here’s another big one I’ve learned along the way. Certain colors evoke certain emotions. That matters a ton in branding.
You want to make sure you get this right. And it’s way harder to re-brand than it is to just get it right the first time. Because of that, sitting on this one for a bit isn’t a bad idea.
That deadline we talked about? It could help you here too. In the meantime, take special note of things like:
- What’s the mood and vibe your business portrays to your community?
- What kind of people do you tend to serve?
- What are the values of your client base?
- What services or goods do you offer?
- What is the personality of your business as a whole?
Your Voice IS your Brand
“It’s what’s on the inside that truly matters.”
I wear dresses. I wear tights. I wear sweats, gym shorts, sneakers, heels (ok, I don’t really wear heels), jeans, skirts…you get the idea. The person that is me comes packaged a little differently from day to day. And usually it usually doesn’t bother anyone. (Although I did get some questions from my 4-year-old fashionista when I started wearing my husband’s sweats around the house.)
But I’d be willing to bet if my personality went through as dramatic and frequent changes as my wardrobe, there’d be questions.
I realize this analogy isn’t perfect, but it does serve as a good reminder that what’s on the inside of your brand matters as much or more than what’s on the outside.
↠↠ And of course, here, I’m talking about your brand’s voice. ↞↞
The voice of your brand is something you want to nail from the beginning. And the good news? That’s completely do-able! Right away.
Through well thought out content and copywriting, your brand can establish itself as trustworthy and reliable right from the start. Using a consistent voice and speaking directly to your ideal client in everything that you write, your business will start to build its own brand…even if you don’t have a logo or color palette.
Branding is so Much More Than the Mood Board
And that’s what I’m trying to get at when I say “How NOT to get hung up on branding.”
You have enough to get your business’ brand off the ground if you simply know who you are and who you serve. Eventually you will want to establish a brand beyond your voice, but you and your voice are enough to build trust as the foundation of your business’ brand.
Next post, we’ll talk specifically about how you can clearly define your business’ voice, therefore getting your brand off to a solid start. For now, just give yourself a deadline (down the road) to reevaluate your brand. And in the meantime, truly commit to getting to know your business and community…inside and out.
