Knowing your own business in order to create aligned branding
Creating functional branding is all about the visuals, right? A complimentary colour palette, a jazzy font combination and you’re on your merry way to successful business branded bliss. Right? Well, yes... but also (and more importantly) no. There’s a lot more to it than just selecting elements that look pleasing together, and if you want branding that’s thoughtful, purpose-led and truly aligned with your business identity (jokes, who doesn’t?!), we’re going to have to dig a little deeper than surface level aesthetics. Knowing your business intimately is really what’s going to deliver you a brand that’s true to who you are and what you do, before we’ve even thought about how it actually looks.
Investing in business branding can be a huge commitment of time, energy and money, and if you’re anything like me (hello, over-thinkers), you want to be sure you’re prepared in every possible way before taking the leap. Whether it’s myself or another designer, you’re going to be asked in-depth questions about your business story, goals and values, and who you actually want to communicate this to and all of this then dictates the direction of your visual identity and branding as a whole. Sometimes these are things you’re clear about right from the very inception of your business; sometimes they evolve along the way. More often they’re a combination of the two, because running a business is nothing if not evolutionary. Either way, these elements are all integral to building strong brand foundations and ensuring you’re communicating the right message to the right people.
Compiled below is an insight into what kinds of topics you can expect to be asked about when embarking on your brand journey with me. Shared in the interest of transparency, with the goal of instilling confidence and preparation for setting us both on track for creating the thoughtful, connected, purpose-oriented visual identity of your dreams.
your story
Your brand story: who you are and how you got to this point. It may sound simple, but this is foundational gold.
What was the catalyst for starting your business?
What is your purpose - your ‘why’? The reasons that motivate you and your driving passions?
Your history and background are components in delivering you to where you are now and the more detailed and genuine the story, the more connected.
your mission and goals
What are the aims for your business: big and small, long and short-term?
Be clear about what you’re trying to achieve and how you want to go about it, and don’t be afraid to be specific.
your offerings
This might seem obvious, but what services/products do you offer?
What makes them special or unique?
How are you different/superior to your competitors?
What makes them interesting or valuable to your target market?
your values
What are the core business traits you want to communicate with your audience through your visual identity?
What ethics does your business adhere to?
What notions do you want to share with your market and form connections through?
What are your beliefs?
What adjectives would you use to describe your business?
What feeling or message do you want your visual identity to convey?
your audience
Knowing who your audience is vital when it comes to communicating effectively with them.
Who are you trying to attract - who is your dream client? Be specific: I’m talking age, gender, likes, dislikes, where they hang out, how they take their coffee. The better you know this person, the easier it will be to reach them and foster an emotional connection with them.
What are their interests, hobbies, beliefs?
What values are of importance to them?
What tone of voice do they respond to?
How do you want to make them feel when interacting with your business?
These core elements are essential pillars when it comes to developing a considered, aligned and tangible visual identity. Answering the above questions confidently and thoroughly means not only will you have a clear direction for your own business trajectory, but you’re ensuring your designer has all the details required to craft business branding that has purpose and clarity and is more than just a pretty face.