Whilst writing up my application for the 2015 Australian Small Business Champion Awards, it got me rethinking and rewording my definition of my brand. Who am I? What is jenious? and how do I wish to be perceived by others as a business, service and the work that I produce.
“Brand… is the set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another…” ~ SETH GODIN
For jenious, it’s not just about me… there is an overall picture and image of what I represent that is beyond the logo and the graphics. It’s my ethos, my why! To create amazing things! To inspire! This needs to be conveyed in all that I do: my identity, the way I dress, the way I network, my website, and social media.
So, as business owners (existing or in the process of becoming) we should ask ourselves some questions:
- How do I want our brand to be viewed?
- Do we want to be seen as that crazy, approachable, lovable person who provides exceptional service and laughs?
- Do we want clients to view me/us as an insanely knowledgeable & helpful business?
- Do we want to leave the impression that we are a sought after, valuable service providers, who deserve all the trust and respect our clients put in us?
- Do we want to be seen as a one-man army or a full-scale team of tactical powerhouses?
“Your brand isn’t just about design – It is incredibly important to note that your overall brand isn’t just about your logo or the photos on your website, it’s about your message. It’s the words you use. The people who represent you. Your customer service. It’s everything that your potential clients see from the outside looking in.” ~ NICKY MCKAY
Once we have brainstormed around our core business vision, our message, then and only then can we bring that together into the visuals. The passion, the feelings, the beliefs, the perceptions, the service, your mojo… all rolled up into what everyone sees.
We need to be able to convey our message to the greater community. Be it through colour, fonts, or graphical elements: Be it BOLD, CLASSIC, EARTHY, PLAYFUL, MODERN, PROFESSIONAL, or LOW-KEY. These all need to be defined for your brand to shine and be what you want it to be and how you want to be seen.
So where do you start?
From the beginning:
- Why did you start?
- What is your brand’s motto or tagline?
- What is your brand’s mission statement or main purpose?
- How would you describe your brand’s core values?
- If your brand had human personality traits, what would they be?
If pictures help you work through this process, get old magazines out and start cutting. Get on Pinterest. See what else is out there that makes you jump, sing & dance. All these elements will help you define what your brand is… and how to show it off to the masses.