What's this whole “brand” thing I've heard about? I just need a logo and a color, right?
Your brand is the personality of your business. It goes beyond your logo, color palette, and fonts (which make up your visual brand) to include things like your tone, communication style, and how you want your customers to perceive you.
If you're just starting out, spend some time thinking about how you want your customers to see your business. Are you trustworthy like a best friend, or trustworthy like the President of a bank? Is your business playful or serious? Authoritative? Approachable?
Pick 3-5 words that you want customers to use when they describe your business. Then, weigh each decision against those words. If you're a buttoned-up financial planner, then a pink logo, script font and blog posts full of slang and emojis probably doesn't align. The same goes for a mommy blogger whose blog posts read more like term papers.
But I've already been in business for a while. Now what?
If you've already established your brand, spend some time talking to your customers. Ask them how they'd describe your business. (If you don't think they'd be honest with you in a one-on-one conversation, you could also do this through a short survey.)
If their answers aren't what you were hoping for, you can still create the brand that you want. You'll just need to review what you've been doing and decide what you need to change to align with your brand words.
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