Branding your creative business is important! A consistent brand message and look across media channels help build reputation and recognition. What is a brand? What may come to mind is a symbol, a name, a sign or a slogan that represent a company. These symbols and sayings help to differentiate one company from another. Usually, when one thinks about a brand, a visual image comes to mind. However, branding is much more than how a company may look, the message their brand conveys is equally important.
When it comes to creative businesses…especially small independent ones, building a consistent brand image is just as vital. Have you been building your brand? What is your message? What do YOU look like? What do YOU feel like?
Good branding conveys a clear message, verifies credibility, identifies emotionally with consumers and motivates prospective clients. The ultimate goal is to create loyalty. A good place to start is with your consumer or client. In other words, who wants your product or service? Your branding should speak directly to those individuals.
Once you have identified your ideal target market and their needs, determine what about your brand sets you apart from the competition? Is it your outstanding customer service? Or perhaps it's your unique design aesthetic? Think about what you are trying to convey through your brand. What does that feel and look like?
An important component of branding that often gets overlooked by small businesses is their own behavior. In my opinion, it is a key component for creative businesses! Are you consistent? Do you meet your deadlines? Are you providing quality art work and other business services? Do you listen to the needs of your clients?
For independent contractors like myself, how I portray myself reflects directly on my brand. Think about what qualities you want your brand to depict. For example, my brand represents professionalism, ethical excellence, consistency, efficiency and quality…just to name a few. Therefore, not only do I want to behave in a manner that illustrates these characteristics in my business, I also want to be sure that everything I am doing in my social media platforms is consistent with this message. Why? Simply put…I AM my brand. So, what I do reflects on me and my business. Have a clear idea of what your business should feel like…and be consistent with that representation.
Branding is a pretty hefty topic! Today we discovered some steps to creative a consistent brand message. Next week we will look brand image. There is just too much to share for me to include it in this post. I don't feel it would serve anyone to cause overwhelm. We will discuss:
- personal branding vs. business branding
- the benefits of sharing YOU in your brand image
- how to create a consistent look across all your media channels (websites and social media platforms)
For now…I wish for you to take the time to consider the points in this post. Create your own brand message. Develop a clearer image as to what that feels like for you. As always, you can ask any questions here that you may have. I answer all of my posts personally…all of them!