What Is a Brand, Anyway?

3 Things to Consider When Establishing Your Brand

Did you know that from your first post on social media, you’ve been building your brand?
It’s true! But it does your business no good if your brand is vague, confusing, or lacks a clear direction for your audience – and there’s a lot more to it than just choosing your favorite colors and a pretty font! I’ve heard it said that your brand is how your audience identifies you from all of the other noise competing for their attention. If you think about it, I’m sure you can think of your favorite influencer or creator when you just know that it’s their post, without ever seeing their name.

How can you create that kind of recognition for yourself?
Great question!

Here are 3 things to consider when establishing your brand:

1. What message do you want to convey? The primary thing to consider is what you want your audience to feel or understand when they interact with your brand. Ask yourself things like, “Who is my ideal client?” and “What makes me different?” When you clarify this intent, it will inform your choice of fonts, colors, and imagery, as well as providing a framework for what you talk about.

2. What aesthetic will resonate with my audience? When you’re crafting a brand, it is important to create an aesthetic that you enjoy… but it’s more important that you choose colors, fonts, and imagery that will attract your ideal audience. For example, darker colors generally convey a feeling of establishment, whereas a pastel color can convey a sense of whimsy. Ideally, if you’ve created an offer from your heart for an audience that you are passionate about serving, the two should fit together easily.

3. Am I being consistent? This is the make-or-break-it consideration for your brand. You can have a brand message, but if you don’t stick to it, your brand will be confusing. You can have a beautiful brand aesthetic, but if you don’t stick to it (or don’t use it correctly), then you still won’t get the instant brand recognition that you’re hoping for. Once you have the first two things established, make sure that you’re referring back to them when you create and before you post – this eliminates the decision fatigue and confusion that makes branding difficult.

Remember, people engage with people. As you’re engaging in your business, people buy from people that they know, like and trust. Define your message, establish your aesthetic, and engage with your audience consistently to build that KLT factor – but above all… do it from the heart.

Interested in how to figure out how to create your aesthetic? Grab a copy of my DIY brand guide here!

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