6 questions to ask yourself before you DIY your branding
In my downloadable freebie “Branding 101: What it is, what it isn’t and why you need it” I talk a lot about how branding is so much more than just a logo, a website or the way you talk to your audience. I say that it’s an ever-evolving and changing process — and a brand will only grow bigger, better and stronger with time. Branding isn’t just a collection of material things, either. It’s the experience someone has when they come into contact with your identity.
You need to know who you (as a business owner) are, what your business stands for, who your audience is, what you want to deliver to them (service/product-wise and experience-wise) and how you plan to stand out from the crowd. You should know these things first, before you even begin to develop the look and feel of the brand. Once values, strategy and messaging are in place, visuals can follow. Being a designer, this is sometimes still hard for me to grasp. I’m all about the type, colors and imagery — but I know that other things have to come first, to enhance the experiences that “my favorite things” provide people.
When you know that you’re ready to start figuring out your branding, how you want it to make your clients feel, what you want to say and what you want everything to look like, here are (6) important questions that you need to ask yourself:
1) What style of logo do you see yourself using on all of your materials?
2) What colors, fonts and imagery best represent the look and feel of your business?
3) How do you plan to stand out from your competition? What do you offer that is different from anyone else?
4) Are you selling services or products? Will you run your business entirely online, need a physical storefront or a mix of both? Will you be able to maintain an online shop?
5) What emotional experience do you want a customer to have when they come into contact with parts of your brand, think about buying from you and after they do?
6) Who is your dream customer and what is the best way to reach them? Are they on Facebook, Instagram, Twitter, all over the world or right next door in your hometown?
As I mention in my free guide, everyone is at different stages and budgets. It’s perfectly okay to design social media graphics in Canva, customize a free website template and write your own content. You might think that you don’t have the money at the moment to hire someone. But, remember, having a designer handle your branding will help you grow your business and gain customers quicker when you really look the part. It’s just as important to invest in it, as it is any other aspect of your business. You might be able to temporarily fix a leak under your sink, but if you’re not a professional plumber, you’re going to spend more money down the road fixing it again later, rather than having it done right the first time. The same principle applies to visually appearing professional and making a good impression on your clients — do it immediately.
Once you have decided that you want to DIY a few things, hire a professional for the rest or hire a professional for all of it, it might be good to reference my free guide and keep it handy near your desk. Branding is one of the biggest secrets to a business attracting followers and paying clients — and achieving overall success!