What is branding?
A deep-dive guide into wtf branding even is and why the heck you should care about it if you want to be an entreprenuer.
I get it- I get it. “Branding” and “brand” are some of those buzzwords floating around that even though we hear them often… they’re still a bit confusing. If you’re wanting to start your own business, then ironing out a solid understanding to the concept that is branding is crucial.
In this article, we’ll cover:
What is a brand?
What is branding?
What is a Business vs. a Brand?
The benefits of building a strong brand
Understanding Brand Identity and Brand Image
The Psychology of Branding
5 Questions every Strong Brand needs to ask themselves
What is Brand Strategy?
Creating a Memorable Brand Logo and Tagline
Brand Consistency
What is Brand Photography?
Building Brand Consistency With Content
Utilizing Social Media for Authentic Brand Building
Tips for social media branding
What is Brand Voice?
The Number One Branding Mistake I see Solopreneurs making
3 examples of successful branding
FAQ
Let’s cover the basics first!
What is a brand?
“A brand is the identity and story of a company that makes it stand out from competitors that sell similar products or services. The goal of branding is to earn space in the minds of the target audience and become their preferred option for doing business.” - Hubspot
Visually- Your logo and all visual touch points of your business. Conceptually? Your brand is how you are viewed in the eyes of your customers, your competition, and your community.
”The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand.” - Entrepreneur
In short- your brand is derived from who you are, who you want to be and who people perceive you to be.
“Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.” - Entrepreneur
What is branding?
Branding is the CREATION, the very process, of creating a distinct identity for a business in the minds of your target audience. This includes creating your visual identity design, mission statements, company values, and tone of voice. Your brand doesn’t stop there- it is also determined by the quality and uniqueness of your products, the customer service experience you provide, and even your pricing strategy. Your brand is like the soul of your business. It's the feelings, stories, and memories that people associate with what you do. Think of it as the heartbeat of your business, pulsing with authenticity and connection.
“Whether you’re an aspiring entrepreneur ready to launch your dream to the world or a seasoned founder scaling an existing business, the strength of your brand plays a critical role in your success…. Your brand is how you are viewed in the eyes of your customers, your competition, and your community. Branding decisions you make now will shape customer perceptions, determine the trajectory of your business, and guide every decision going forward. That’s why it’s important to take your time with this step.”- Shopify
All of this work should be done prior to launching your business. This is strategic work that when done correctly, builds the foundation of your business.
What is a Business vs. a Brand?
Your business and brand are kind of one in the same. However…. you might have a killer business idea, but a brand takes it to the next level. While a business focuses on what you do, a brand is all about who you are. It's your unique voice, your values, and the promise you make to your audience. Think of it as the secret ingredient that makes your business irresistible.
What is the difference between branding and marketing?
Branding is about crafting your brand's identity and building a strong connection with your audience, while marketing is all about promoting your products or services to drive sales. They're like two peas in a pod—working together to help your business thrive.
Done incorrectly, branding can make your business look sketchy AF.
This is why you should take branding seriously.
Did you know that the moment you kickstart your business, you're already stepping into the world of branding? Yup, it's true! From the very first glimpse of your packaging to that initial click on your website, bam!—a perception of your brand is formed. That's why it's crucial to set the tone from the get-go, ensuring you leave the right impression.
Here's the thing….what your customers think and say about your brand is the real deal—not just what you hope they'll think. It's all about the vibes they walk away with, based on the experiences they've had with you, whether those moments were stellar or a bit meh.
Now, nobody sets out to build a brand that's wishy-washy or, let's be real, a total flop. But if you don't take your branding game seriously and map out a strategic approach from day one, your brand might start writing its own story—one that might not align with your dreams for it.
So, here's the scoop: effective branding isn't just about slapping a logo on everything and calling it a day. It's about having a rock-solid plan in place, complete with clear brand guidelines that'll steer every decision you make, shape every interaction with your customers, and be fueled by a crystal-clear set of values and goals.
The benefits of building a strong brand
Because branding is a foundational exercise that will ultimately guide every decision you make going forward, it’s important to build this right the first time. Though, as your business naturally evolves, you may need to restructure things (which is totally ok!). Solid brand guidelines will scale with you, helping to keep your vision consistent, no matter what lies in store for your business in the coming years.
Understanding Brand Identity and Brand Image
Brand identity and brand image are two key concepts that play a crucial role in creating a lasting impression in the digital age. Brand identity refers to how you want your brand to be perceived by your target audience. It encompasses your brand values, personality, and positioning. On the other hand, brand image is how your brand is actually perceived by your audience.
To create a strong brand identity, you need to understand your target audience and what they value. What problem does your product or service solve? What emotions do you want to evoke? By answering these questions, you can align your brand identity with the needs and aspirations of your target audience.
Brand image, on the other hand, is shaped by the perception of your target audience. It's how they perceive your brand based on their interactions and experiences. To shape a positive brand image, you need to deliver on your brand promises consistently and exceed customer expectations.
Why? The aesthetics of your brand will shape customer perceptions and can determine the trajectory of your business.
The Psychology of Branding
Branding is not just about aesthetics; it's also deeply rooted in psychology. Understanding the psychology behind branding can help you create a lasting impression in the digital age. One of the key psychological principles of branding is the concept of social proof. People are more likely to trust and engage with a brand that is recommended by others. By leveraging social proof through testimonials, reviews, and user-generated content, you can build trust and credibility with your target audience.
Another psychological principle that plays a role in branding is the power of storytelling. Humans are wired to connect with stories on an emotional level. By telling a compelling brand story that resonates with your target audience, you can create a lasting impression and build a strong emotional connection.
Additionally, the use of colors, fonts, and visual elements can evoke specific emotions and influence consumer behavior. Understanding the psychology of color and design can help you create a visual identity that aligns with your brand values and resonates with your target audience.
5 Questions every Strong Brand needs to ask themselves
What is the reason behind your brand's existence?
What value do you bring to your customers' lives?
What is your unique value proposition?
What sets your brand apart from the competition?
Why should customers choose you over others?
What is Brand Strategy?
In Season 2, Episode 12, Alexis helps David with the Blouse Barn situation. She typically dresses very bohemian, but in this instance she dresses in all black and wears a “fashion pony.” She even borrowed her moms clothes because she says her own clothing “isn’t scary enough.” Her sleek appearance made Wendy think she was a Lawyer! She smiles and says, “I’m not a lawyer, but I’m glad my fashion pony is working!”
This is a classic example of how visuals affect our perceptions. When Alexis was preparing to negotiate a big money job with a “hot shot laywer” in the room… she knew she had to match the vibe to avoid getting taken less seriously and not getting Wendy the high payout she deserved.
Another example of this was when Moira and Johnny wanted to buy a used car (Season 3, Episode 3), they opted to dress in borrowed, laid-back clothing (not their usual couture luxury staples) to avoid getting charged full sticker price on a crappy car- due to assumptions of their wealth being made because of their appearances alone.
By deeply knowing the outcome they wanted to achieve and the target audience they’d be interacting with, and how that particular audience liked to be communicated with…. the characters were able to strategically manipulate the situations to their advantage.
Assumptions are made about us whether we like it or not. We do judge books by the cover. That’s why having a great cover design (great branding) is so important…. but the strategy behind the design is even more important.
A brand strategy outlines how you will position your brand in the market, communicate your brand message, and engage with your target audience. It serves as a roadmap for your branding efforts and ensures consistency and coherence across all touchpoints.
“Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally is part of your brand strategy, too.” - Entrepreneur
To build an effective brand strategy, you need to start by conducting market research and understanding your target audience. What are their needs, wants, and pain points? By gaining insights into your target audience, you can tailor your brand strategy to meet their expectations.
Next, you need to define your brand positioning. How do you want your brand to be perceived in the market? What makes you different from your competitors? By clearly articulating your brand positioning, you can create a strong foundation for your brand strategy.
Creating a Memorable Brand Logo and Tagline
One of the most visible and recognizable elements of your brand is your logo and tagline. A well-designed logo and a catchy tagline can help create a lasting impression and increase brand recognition. Your logo should be simple, unique, and easily identifiable. It should reflect your brand's personality and values.
Similarly, your tagline should be concise and memorable, and communicate your brand's value proposition. It should capture the essence of your brand and resonate with your target audience. By creating a memorable logo and tagline, you can increase brand recall and create a lasting impression in the digital age. And as Patrick puts it… it should be juuuuust pretentious enough.
Brand Consistency
Customers interact with your brand across multiple platforms and devices-which makes brand consistency crucial. Consistency helps build trust, recognition, and loyalty. Whether it's your website, social media profiles, or offline marketing materials, your brand should have a consistent look, feel, and messaging.
To implement brand consistency, you need to establish brand guidelines that outline how your brand should be presented across different platforms. These guidelines should cover everything from logo usage to color palettes, typography, and tone of voice. By following these guidelines, you can ensure that your brand is presented consistently and coherently, no matter where your customers encounter it.
Building Brand Consistency With Content
Consistency is key
Ever heard the saying, "consistency breeds trust"? Well, it's spot on, especially in the world of branding. When you consistently show up with top-notch images that vibe with your brand's look and feel, you're not just posting pretty pics—you're building a connection with your audience and reinforcing your brand as one they can rely on.
Show your face, friend
Here's a pro tip for boosting those small biz sales: let your audience see the face behind the brand. People want to know who they're investing in, so don't hide behind fancy graphics all the time. Use your brand photos strategically to give folks a glimpse into your personality and style. Make 'em think, "Yep, I wanna work with that person—they seem cool and down-to-earth!"
Spruce up your website
Newsflash: not everyone discovers you on social media. That's why it's crucial to keep your website updated with fresh photos too. Got a page that's not pulling its weight in conversions? Maybe it's time for a photo revamp. Show off what you do best, whether it's teaching, speaking, or creating—give people a visual taste of what you bring to the table.
Plan ahead for future projects
Got big plans in the pipeline? Use your brand photoshoot to tease 'em out visually. Launching a podcast? Bring along some podcasting gear to get folks hyped. Teaching people to organize their lives? Bust out your calendar and planner for some on-brand shots. Think ahead and snag pics that'll get people excited about what's coming next.
When it comes to brand imagery, mix it up! From headshots to lifestyle shots to behind-the-scenes glimpses, give your audience a well-rounded view of your brand. Having a diverse library of photos makes it easy to keep your online presence fresh, engaging, and—most importantly—sales-worthy.
What is Brand Photography?
A great way to create consistency throughout your brand is with professional brand photography. Picture this… instead of constantly having to figure out wtf you’re supposed to post, then scrambling to find a relevant selfie or slightly insta worthy pic… you just use one of the 200+ photos you took ONCE with a professional? And you look super hot in every photo? And there’s lots of outfit and location changes, so things stay fresh but consistent?! SWOON.
Let's talk about the online world for a sec—it's a visual jungle out there, with photos, videos, memes, and whatnot hitting us from every angle. But here's the deal: amidst all that noise, quality brand photography can set your business apart like nothing else. Why? Because your brand visuals aren't just pretty pictures—they're storytelling tools that shape how your audience perceives you.
If you can afford the investment, hop to it. If not, do a DIY selfie shoot to stock up on content! Taking the randomness out of your content will go a long way in staying consistent.
“What is brand consistency? Brand consistency means ensuring that the way you present your company—and what it stands for—remains the same across all your marketing channels, unifying the image and message your customers and potential customers see.”- Mail Chimp
Honestly nothing drives me more nuts that an inconsistent brand. I love creativity! I love spontaneity! But when you’re trying to truly establish your business as luxury-status, legit AF, legacy-building… having a strategic, thoughtful, consistent visual aesthetic is such an insanely important leg of the strategy.
Whether you're trading photo sessions with a friend or hiring a pro, investing in fresh brand imagery is a game-changer for your business. Take advantage of free stock libraries as well! Pexels and Unsplash are favorites- though Editorial Stock reigns supreme.
“Building brand consistency online is a gift we can use to reach more people than we would ever have the opportunity of reaching otherwise. It can help us connect with those that need our services so that we can be the best we can be—and inspire others to do the same. Plus, consistency in your brand makes it easy for people to know what to seek you out for. It encourages them to continuously return to you because they know what to expect. Regardless of what platforms or content mediums you leverage, you can find your audience and your message when you maintain that consistency.” - Simple Practice
Utilizing Social Media for Authentic Brand Building
Social media has become a powerful tool for brand building in the digital age. It allows you to connect with your target audience on a personal level, engage in real-time conversations, and build a community around your brand. By leveraging social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, you can increase brand visibility, drive engagement, and create a lasting impression.
To effectively utilize social media for brand building, you need to understand your target audience and choose the right platforms. Each social media platform has its own unique audience and features. By selecting the platforms that align with your target audience and brand values, you can maximize your brand's reach and impact.
Your aesthetics on social media are crucial. Pick a theme and stick to it. Opt for high quality images that are well lit, clear and beautiful! Hire a photographer (or DIY) and batch content with your face or your products so you always have high quality content to share
”Your target audience wants to know the humans behind the business. We buy from companies we like. We trust brands that share our values.”- Alissa Cordoba, Brand Photographer
If Moira Rose can get over her social media aversion, you can too. I promise!
“Studies show - and our clients know - that strategic brand imagery can more than double your online engagement (and that number skyrockets with video.)” - Alissa Cordoba, Brand Photographer
Tips for social media branding
Design templates for all your social media marketing to cut down on content creation time.
create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
Be consistent. This tip involves all the above and is the most important tip on this list. If you can't do this, your attempts at establishing a brand will fail.
What is Brand Voice?
This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
“Building up your brand starts with authenticity, which is key for connecting with people online. With so many options and so much content out there, we need to show up with our full selves, so we can connect with the people who need us the most.” - JAMES GUAY, LMFT
The Number One Branding Mistake I see Solopreneurs making:
Failing to Define Target Audience: the biggest mistake solopreneurs often make is failing to clearly define their target audience. Without a clear understanding of who their ideal customers are, solopreneurs may struggle to tailor their branding efforts effectively. This can result in generic messaging that fails to resonate with any specific audience segment. By identifying and understanding their target audience's demographics, interests, and pain points, solopreneurs can create more impactful branding strategies that connect with their customers on a deeper level.
3 examples of successful branding
Krystal’s brand is moody, timeless, luxurious, romantic and cinematic. She wins me over with her consistency of imagery and copywriting on her instagram. Her website is aligned with her niche and matches her classy vibes, as well.
2. Jenna Kutcher
Jenna’s warm, happy brand is successful because of it’s consistent ause of colors, typography and overall design scheme. But her copywriting is where she really takes the cake. Her target audience is also clear and she’s positioned all of her offers to meet her ICA’s needs.
3. Marie Forleo
Marie’s energetic and modern brand is successful because of the vibrant energy that oozes out of all her aesthetics. Her clean, classy logo gives off an editorial vibe that is perfect for her offerings. The clean design also allows her to get wild with her wardrobe and background visuals- which I love!
In conclusion, branding plays a crucial role in creating a lasting impression in the digital age. A strong brand helps you differentiate yourself from the competition, build trust and loyalty with your customers, and increase your visibility in a crowded marketplace. By understanding the importance of brand identity and brand image, leveraging the psychology of branding, and implementing a well-defined brand strategy, you can unleash the power of branding and connect with your target audience in a meaningful and impactful way. So, start building your brand today and leave a lasting impression in the digital age.
FAQs
1. Why is branding important for startups and small businesses?
Branding helps startups and small businesses stand out in a crowded marketplace, build trust with their audience, and create a strong foundation for growth. It's like the secret sauce that turns a good business idea into a great brand.
2. Can branding change over time?
Absolutely! Just like people grow and evolve, so do brands. Whether it's a tweak to your visual identity or a complete rebrand, it's important to stay true to your core values while keeping pace with changing market trends.
3. How often should a business revisit its branding strategy?
There's no one-size-fits-all answer to this one, but it's a good idea to revisit your branding strategy whenever there's a major shift in your business or market landscape. Stay agile, stay flexible, and don't be afraid to shake things up when needed.
4. Is digital branding different from traditional branding?
In some ways, yes! Digital branding puts a greater emphasis on online interaction, SEO, and content marketing, while traditional branding focuses more on offline media like print ads and billboards. But at the end of the day, it's all about connecting with your audience in a meaningful way—no matter the medium.
Are you an entrepreneur building your own brand? Get my free Branding Workbook to help you take your brand to the next level. This guide includes a brand audit, the top 3 mistakes I see businesses making in their branding, and steps to build your dream business.
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