Do you feel like you need clarity in your branding? Are you not even sure you have a brand? Have you ever really thought about it?
Don’t worry. I’ve been there and I want to help! I totally understand exactly how you’re feeling. When I first started my business I had no idea what brand positioning was. It took me years to figure out that a brand was so much more than a couple of colors and a logo. I want to help you get there faster so you can reach your business goals sooner.
That’s why I’ve gathered some of the issues I’ve encountered in my own business. Are you making any of these branding mistakes?
You try to please everyone
As a “people-pleaser,” I can totally relate to this branding mistake. It’s human nature to want everyone to like you! And it’s normal to feel like it’s a direct reflection on your self worth if someone dislikes you (noooooo!). But when it comes to branding your business, getting strong reactions is actually a sign that you’re doing it right!
Branding is about clearly communicating who you are and what you do.
It’s also about attracting the right audience (those who really want what you offer). You want people to see your brand and instantly have an understanding of what your business is all about. You also want them to get an idea of whether or not you are what they’re looking for.
You may be afraid of alienating potential customers by getting more specific with your offerings and your branding. But what it actually does is help you more clearly communicate with the people who actually resonate with you. If you’re always trying to appeal to everyone, then you’re actually going to end up watering down your brand and confusing everyone.
So don’t be afraid if your brand turns some people in the opposite direction. Like your mom used to say, “If someone doesn’t like you for who you are, why would you want to be friends with them anyway….”
Learn how to define your target audience.
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You’re constantly reinventing
Love that new watercolor font that so and so’s using? Dying to jump on the pineapple trend on Instagram?
Before you do, ask yourself if it really fits your brand.
If you’re indecisive or easily distracted by shiny objects (like me!) you might find yourself switching things up with your branding pretty often. Maybe you change the colors or theme of your website every month. Maybe you can’t decide on what your Instagram strategy is. Maybe you create different products for your Etsy shop whenever a new idea pops into your head.
This can happen when you haven’t done the work to create a legit brand for your business. When you haven’t put the work into figuring out your brand story, your target audience and how to convey that through your messaging and visual aesthetic. (p.s. I teach you how to do all of these things in my course, Brand Love!)
A key to successful branding is consistency. By developing a brand for your business, you’re working to create familiarity with build trust your audience. If you’re constantly switching things up with your visual aesthetic (or your products, or your messaging, etc) then people are bound to get a little confused or worse – get a sense that you’re unreliable and/or don’t know what you’re doing.
If you’re not sure where to start, check out Brand Love, my branding course for creative entrepreneurs! I’ll walk you through the steps you need to take to develop a consistent brand.
You think branding is just your logo
If you created a logo for your business and think you’re done with branding, think again! If you don’t have a logo and feel like that means you don’t have a brand, you might also need to rewire your thinking a bit. Branding is more than just a logo the way you are more than the outfits that you wear. The real substance of your brand comes from answering deeper questions than “do I like this logo or that one?”
Your branding should be built on a solid foundation. This can only be built by doing some work to highlight your brand values, define your target audience, think about how you want to position your business and then finally, how all of that translates into a visual aesthetic to support your business goals.
A logo is most definitely part of your brand. But it’s only one part – and the other pieces are also very important to creating the bigger picture of your brand.