What Is a Brand? (And How to Get One)
Your brand is what differentiates you from other businesses, whether they’re in your industry or not. A brand is made up of a few different elements, which we’ll cover in this post.
Most business owners assume that their brand is their logo, and while a logo is part of your brand, your brand is much more than that.
Your brand is basically your business’ personality. Think of a few large brands who are in the same competitive market and compare how their packaging looks, the types of words they use in their ads, what visuals make up their commercials, and do they back up a cause.
The logo mark, fonts, and colors of your logo are reflective of your business’ outward personality while the copy is more reflective of your business’ thoughts and beliefs, its inner personality. Let’s dive in a little deeper…
Outer Personality (logo, typography, color scheme, photography)
The logo is the outward representation of your brand; it’s the outfit. People can identify a global brand based on its logo mark alone (think the Nike swoosh or the Starbucks mermaid) without needing to see the business’ name.
That’s the goal of branding, to make your business recognizable and desirable.
Let’s use my brand for example.
Business Name
Many business owners in my industry choose to brand themselves as their name. Other than Meg Brown being a super common name, I thought it was boring- which my brand is definitely not.
My target market is overwhelmed with marketing and running a business, and I want to show them that both can be approachable and even fun. I also want them to know that I’m an upbeat, enthusiastic person and that when they choose to work with me they will be working with someone who is passionate and motivating.
Therefore, the first decision I made for my brand was to name my business Miss MegaBug, my nickname. It includes my actual name, Meg, plus bug, because I drive Volkswagen bugs.
Meg + VW Bug = MegaBug
Colors + Photography
My bugs are blue and green and served as the foundation for my brand colors.
While my logo includes all of my brand colors, it’s okay if your logo doesn’t. Your palette will be utilized in your photography.
Here’s what I mean: the photographs associated with my brand are bright and utilize my base color palette. They may deviate some, but when someone sees a photograph on Instagram or an ad, they should be able to identify it as a Miss MegaBug image.
Every photo shoot I plan includes these colors, whether in the location, what I’m wearing, or the props I use.
And note that if you’re a solopreneur, you should be posting photos of yourself often.
Typography
Moving onto typography, I wanted it to attract women by having a feminine feel, which is why I went with a script font for my name.
It’s important to note that a script font is best to use on the largest type element of your logo, as scripts can be difficult to read when small. It’s why I went for a more legible font on the line that lists my services.
I have a passion for vintage typewriters, cameras, Pyrex, and other cool antiques. My first passion was also writing, which is why I chose a typewriter font for the descriptive part of my logo.
I also have a third font associated with my brand, which I use for the body text of my website and print marketing materials.
Inner Personality (the copy, or words; “brand voice”)
Your brand’s inner personality is its brand voice, which is basically how your brand communicates through written and spoken copy.
Copy is text; basically, the words on your website, social media posts, e-newsletters, print marketing materials, commercials, etc.
The best way to think of your copywriting style is to think about how you talk to your target audience.
My copywriting style/brand voice
Because I want my brand to be approachable, fun, energetic, and upbeat, my copy is more colloquial and less serious. I talk directly to the reader so I can build a connection. For example, my website’s home and about pages include the line, “I believe that you have what it takes to make your entrepreneurial dreams come true.”
Think about your brand personality and how you communicate with your clients. Are you more serious or more laid back? Is your brand more luxurious or more mainstream? Think of how you’d describe a flower. Would you use the word “smell” or “fragrance”?
Creating your Brand Guide
It’s easier to identify your brand through visual representations, so start there. All brands should have a brand guide that outlines your fonts and colors. From there you can better determine your brand’s voice.
It’s essential that your branding is consistent. Once you have your brand established, it’s super easy to design a graphic or a website as you already know what your fonts and colors are.
Knowing your brand makes it much easier and faster to do your marketing. Discover how to nail your business’ brand in online Self-Employed School. We’ll compare and contrast Ben & Jerry’s brand with Häagen-Dazs’ brand to help you identify how each business’ voice and look is unique - even if they sell the same thing!
We’ll also dive into the elements of a brand and how to choose your colors, typography, and copywriting style.
