One of the biggest misconceptions I see people have when it comes to branding is thinking that because they’ve created a logo and picked their colours, they have a brand. In today’s blog, I want to clear up what exactly your brand all encompasses so you know what you should really be focusing on (before you even start thinking about your visual identity!)

So here’s what you should have in place before you dive into logo building and colour picking:

1. Mission

Your mission statement defines the present state or purpose of an organization. It answers the questions what it does, who it does it for, and how it does what it does (Psychology Today). Having a clear mission statement is important to establish early on, because it helps to determine the direction of your biz and will inform your strategy.

2. Vision

Your vision statement goes right along with your mission statement! Rather than focusing on your purpose today, (like your mission), your vision statement focuses on where you want to be in the future. It’s important you have a vision – you can’t get where you’re going if you don’t know where you want to go.

3. Values

Your values play an integral role in your brand. In fact, they’re really the core of it. They go along with your mission and vision and help to define how you and your team act. They act as your north star and guide you to where you want to be. Getting super clear on what your values are and making sure you connect with them on a deep level will not only guide your brand, it will help you stand out from the crowd.

4. Brand story

Your brand story is how you make people feel. Whether you think you have created a narrative or not – it exists. It’s everything you do, each element of your business or brand, from the colours and texture of your packaging and business cards, to the staff you hire. This is all part of your brand story – so every element should reflect the truth about your brand back to your audience. If you need some help in developing your own brand story, check out my mini-course Write Your Brand Story, that’s on special for only $27. I’ll take you step-by-step through the process of writing a unique brand story so you’ll have exactly what you need to begin building a stand-out brand.

5. Personality/voice

Yes, your brand has a personality – and when you think of your brand as a person with a distinct personality, it becomes easier for consumers to connect with your brand on an emotional level. While it may seem simple, the best way to stand out in a crowded market is to lead with your personality. I’ve created a FREE brand personality checklist that will teach you the exact steps you need to take to build a strong brand personality so you can resonate with your ideal clients.

6. Unique selling proposition (USP)

Your USP is how your business, product or service is different from that of your competition. It identifies what makes your business the better choice and why your target clients should choose you over the competition (The Balance). Remember, if you aren’t clear on why your ideal clients should choose to work with you over someone else, they aren’t going to be either.

7. Clear features versus benefits

Customers care less about what your product can do (the feature) and more what it can do for them (the benefit). It’s super important to learn how to differentiate between the two, so your ideal clients will know why they should actually care.

Once you have all these in place, you can THEN think about your brand identity: your logo, font and colour palette.

I know building a brand can seem like a lot of work, but I promise it is SO worth it. Even if you think you haven’t been actively building a brand – a brand is still being built, because it really comes down to how your customers perceive you. Your brand is the most important asset you have.

Need help building your brand? I have a few different options to get you started. I’ve just launched my Brand Foundation Bootcamp that will go through all these elements (and a lot more) so you can build a brand in 30 days that you’re completely in love with that will have your dreamy clients flocking to you.

I also offer 1-on-1 support that will provide you personalized support, guidance, and accountability to get you to exactly where you want to be. Book a free brand clarity action plan call so we can discuss your goals and how I can help support you. 🙂


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