When building an online business (or any business for that matter!) your branding is really crucial!
And your brand isn’t just a logo and a motto, it’s how you make people feel. It’s a representation of your personality + beliefs, and is ultimately why people develop trust and loyalty with businesses.
Walter Landor once said, “Products are created in the factory, but brands are created in the mind.“. How true is that?!
When people agree to buy a certain product or invest in a course, it’s very rare they will make any decisions without trusting the brand who is selling them the product.
So basically, your product can be absolutely incredible but if you’re not working to build trust, awareness, and overall recognition of your brand, your total sales will be sitting at a big fat ZERO.
So before we start expecting sales to roll in, let’s take inventory and make sure we are giving customers a reason to feel a connection to our business.
What exactly do you want people to think of when they see your logo? What experience do you want customers to have? Once we’ve established the goals and core values behind the business, developing a brand to match becomes easy.
Before even getting started with a brand, you need to nail down some basics about your business. Here are some questions that should be answered first (I used my own business as an example).
This will help guide your branding later on.
What is the main goal of my business?
To help entrepreneurs, solopreneurs and creatives build online brands and businesses.
What is my mission statement?
A mission statement is basically the undercurrent of your entire business. It should guide every decision you make. It should include what you do, why you do it and your responsibilities. Here at Mint Glow, our mission statement is: “To improve the lives of entrepreneurs by helping them find motivation and resources to start and grow an online business”.
Who are my ideal customers?
The ideal customers for my business are mainly women of working age (18-60).
Who is this customer exactly? What do they like or dislike? Paint a picture.
This woman is independent, ambitious and fairly tech savy. She is career focused and most likely between the ages of 25-45. She may be a mother and probably does not have tons of disposable income to spend on marketing and design. She is looking for high quality, visually appealing, easy to understand advice with products available at low-mid range prices.
Don’t be afraid to narrow down your focus when it comes to identifying your target audience. This can be REALLY hard for entrepreneurs to do because they want to appeal to a large audience in the hopes of grabbing at least a tiny segment of the market.
When it comes to growing a strong online business, less is more. Focus on a smaller segment of the market so you can find people who are going to be TRULY interested in your product. Don’t be afraid to hone in and narrow down your audience!!
The more clear you are with your WHO your customer is, the more likely you will be to convert leads to signups and eventually to sales
Download your own Branding Your Biz Worksheet with these questions! Once you fill it out, picking your design elements for your brand becomes a little easier.
Now that we have a the main focus of the business, it’s time to create brand identity.
From a design perspective, here are the 4 elements you need to establish to create a consistent brand across all platforms.
Probably the most notable way of developing brand recognition is by using set colors. You can look into color psychology, look around at popular colors other people are using in your niche or just pick the colors you love!
If there’s one color you really want to include, you can search for all pallets that have that color. I’ve included my old color scheme below.
If you’re using Canva for work, they’ve introduced a color pallet selection in their branding section- it helped me a TON when re-designing this website!
Not sure how to use Canva for work? I have a tutorial here.
After choosing your colors, you can decide which ones to incorporate. It’s a good idea to design a few different logos for different things. For example, the header of your website will be a more detailed logo than what you put at the bottom of a blog post.
You may also want a slightly smaller logo for your email campaigns or worksheets. Experiment with different sizes and colors but keep them all similar so your brand can become easily recognizable.
At the end of the day, your logo isn’t as important as how consistently you use it!
Fonts can also be a way to help people distinguish your brand. I chose 3 fonts I use consistently for my website + blog graphics, and I rarely stray from these.
When choosing a font (especially for web design) your main choice will be serif or sans serif. The difference between these groups of fonts is that serif is slightly more decorative and has tiny embellishments on the ends of each letter, whereas sans serif is simple without any decorative elements.
Many people choose a sans serif font for website design since it tends to appear cleaner and easier to read.
4. Overall feel
The overall feel when someone visits your website is very important and is what you’re trying to establish with your brand. Think of 4 or 5 words that you can identify with and really resonate with the brand you’re trying to create. When people visit your site, what would you like to come across? Professional? Modern? Fun? Whimsical? Girly? Clean?
This overall feel will be what guides your imagery, web design and content creation for the life of your brand. If ever you’re unsure about what direction to go, come back to these words and ask yourself if it will fit with the feel you’re trying to create.
Hopefully this will help you guys design your perfect brand! Any tips you can share about branding? Leave a comment below!