One of the big, BIG mistakes a lot of people make when they’re first starting out is that they think all they need is a logo. They think if they have the logo, they’ve got their brand. But it’s just not the case. Trust me. And the difference between this is huge. In fact, it can be the difference between success and failure. Why? Well hopefully this blog, is gonna do exactly what it says on the tin, and help you to understand why you don’t need a logo, you need a brand.
First up, before we get into all the detail, I just want to say that of course, OF COURSE, you need a killer logo. However, it’s just one of the components that makes a brand, the amount of elements there are is often underestimated. Why do I say that? Well, there’s over twenty one touch points through which you can reach your audience now. That’s right, twenty one. So one logo just isn’t going to do the job is it.
SO WHAT MAKES A BRAND?
Well, I could make this a super short blog and just say EVERYTHING! But that’s not really that helpful is it. So let’s take a look at what you need to think about when you’re building your brand. Oh, and always remember, I tell this to all of my clients, that this is a journey. It’s not one job and done. It doesn’t end when you launch. You have to be in it for the long haul. You have to keep up the energy and maintain the momentum. I’ve just got a puppy (yeah, she’s adorable), and just like Coco, your brand is not just for Christmas.
#1 Your Audience
You have to know them inside and out. And everything you put out there has to grab their attention. Make them not only want to work with you, or buy from you, make them need to do it.
#2 Your Niche
You might be coming into a crowded market. Some people might be more established than you. So how do you stand out? You need to niche. You can’t please everyone, and although it doesn’t sound like it, the narrower the niche, the more business you’ll get. Trust me.
#3 Your colours
Not your favourite colour. Unless, your favourite colour is the same as your ideal client’s favourite colour. It has to grab their attention, so it has to be what they like. And colour psychology plays a massive part in branding. Get it right, and you’ll using colours that evoke the right emotions, in the right people (your ideal clients, obvs), which will grab their attention more. But until you know your colours there’s no point working on your logo.
#4 Your logo
This is exactly my point. Number 4 on the list. And number 4 four a reason. You can’t get to here without putting in the groundwork. You have to lay the foundations, then you can focus on creating that killer logo. But then, even one isn’t enough. Always make sure you consider submarks that feel part of the same family, giving you options across every touchpoint.
#5 Your website
Absolutely crucial. This is the shop window for your brand. The place where you can show what you can do, and who you’ve done it for. Now yeah, you can have Facebook pages and groups, but I would recommend every brand to have a website. And not just any site. It has to be on point, on desktop and on mobile. Think of all those clickthroughs from Instagram. You’ve got their attention, and your website HAS to make it count.
#6 Your photography
People buy from people. And the biggest advantage we have as entrepreneurs is that our clients deal directly with us. We’re not big faceless corporations. We’re personal, we want to get to know our clients, share our opinions and show off our personality. We have to put ourselves out there, get visible and be seen. And kick-ass photography is just one way to do just that.
#7 Your social strategy
There’s no doubt about it, social media is huge. Whether you use organic posts, or go down the paid route, or both, you need to have your strategy, across each channel nailed down. I mean, if you know your audience spend their time on Twitter, there’s no point focussing on Facebook, right? But more than that, and more than posting when you know your client will be online, you need to put yourself out there. Embrace the platforms. Go live on Facebook, use Insta Stories and Insta Live to get that all-important real estate at the top of EVERYONE’s feed. Show off your brand, and the face behind it. You won’t regret it, trust me.
#8 Your messaging
You’ve put all the work in. You’re ready. It’s time to launch. This is massive for every brand. Do it with a bang. Make noise. Get noticed. Use this moment to boost your momentum and get people talking about what you can do for them.
#9 Your consistency
So you’ve got the launched and you nailed it, but that’s not the end of the journey. It’s barely even started. You have to keep it up. Keep pushing, keep sharing, keep being visible. Bring it every day and stay in-line with your brand. First you need to get established, then you can evolve and scale.
Have you noticed everything has been ‘your’ so far? Well, there’s a reason for that. Because at the end of the day, you are your brand. You’re the x-factor that no-one else has. You’re the ideas, the energy and the talent. So make sure you’re right at the heart of your brand.
And that, as they say, is that. I’ve been right where you are, twice, and I’ve helped a number of super-talented ladies build their own brands, so I know how much there is to think about when you’re going through this process. But I also know the importance of the process and the journey. Done right, it can set you up to get exactly where you wanna’ be, if you’re willing to put the work in. Done wrong, you could be back in the same position just a few months later. So don’t rush it. Get it right. Get it on point and you’ll turn your brand into a launchpad to achieve exactly what you want to achieve.