Finding the right approach based on your business stage.
As a business owner, you know that your brand is your most important asset. It is the soul of your business! A brand is more than just a logo, a color palette, or some visual elements that play nicely together on the home page of your website. It’s how you present yourself to the world and what sets your business apart.
Building a brand with a strategic mindset involves taking the time to deeply reflect on your values, mission, and target audience. It means being thoughtful and deliberate about every aspect of your brand and defining a clear vision of where all your decisions will be headed. That’s why it’s so important for business owners to take ownership of the branding process and build a brand that is fully aligned with their vision.
For some, it might seem an overwhelming process, but the reality is that there is a solution for any stage in business. Whether you decide to take the driver’s seat and DIY your brand or be Miss Daisy and let the expert take the wheel, I fully encourage you to actively participate and be involved in the process. Active participation is a great experience to gain insights into your brand and business. After all, no one -literally, no one- knows your business better than you.
You might find yourself in one of the two main stages of business:
A. the early stages, when you’re just getting started and building your brand from the ground up, or
B. the growth stage, when you’ve already established your brand and are looking to take it to the next level to obtain better business results.
Let’s deep dive into both stages and find out how you can build an authentic brand that is fully aligned with your vision.
The Early Stages of Your Business
To some extent, you might need to DIY your brand early in your business. This can be a great way to learn about your business and get a feel for your brand’s personality and values. At this stage in business, usually, business owners cannot commit to a high level of financial investment. Still, they might find themselves with the time to do things independently. The process might seem confusing at times, but the truth is that with the right tools & resources, this can become a simple and enjoyable process.
When DIYing your brand, there are a few key things to consider:
- Define your brand’s foundation. Gain absolute clarity on your why, purpose, and values. Define a clear mission statement and focus on a vision that will help you drive all efforts in the same direction, making all brand decisions a simple process. This will help you create a cohesive and authentic brand identity.
- Create a basic visual identity, including a logo, color scheme, and typography. Keep it simple and consistent. At this stage, you don’t want to overdo it. Many free and paid resources online can help you create a cohesive brand identity. My advice is to root any decision on your brand’s foundation, not design trends or personal taste.
- Create a brand identity toolkit. Create a brief document that outlines the basic guidelines for using your brand’s visual assets, such as your logo, color scheme, and typography. Make sure to keep all of your brand’s visual assets in one place, so they are easy to access and use consistently.
The Growth Stage of Your Business
It’s essential to start thinking more strategically about your brand identity and how it should offer your brand the flexibility to expand and evolve. At this stage, business owners understand the importance of investing in hiring a professional expert and delegating the work. They find themselves with less time on their hands and value every minute they can dedicate to the things they know how to do best that drive business growth and revenue.
Here are a few key things to consider on how to take your brand to the next level:
- Conduct a brand audit: This involves reviewing all aspects of your brand, including your mission and values, visual identity, and market presence, to assess how well your brand is aligned with your business goals and resonates with your target audience.
- Find the right partnerships or experts: As your business grows, you might need additional support to bring your brand to the next level. Working with a professional designer is a great way to get the expertise and guidance you need to create a cohesive and impactful brand identity.
- Explore other ways to keep your brand and business evolving: This might involve experimenting with new marketing strategies, launching new products or services, or entering new markets. By keeping your brand and business evolving, you can stay ahead of the competition and continue to grow.
CONCLUSION
When it comes to building a successful business, investing in your brand is not just a nice-to-have; it’s a must-have. Not investing in your brand from the beginning can have many potential hidden costs that might impact your business, which can be time-consuming and expensive in the long run.
Investing in your brand is about making conscious decisions about how you present yourself to the world.
It’s about investing the right time and resources to build your brand with a strategic and intentional mindset.
My only advice, regardless of which path you are on, is to own the process! By taking control of your brand, you’re not just building a business; you’re building a legacy. You’ll be able to build trust and credibility with your customers and be on your way to creating a successful and sustainable business.
