Your Branding is Not For You

 

Can we talk about an important aspect of branding? This may be an unpopular opinion, but it’s an important one:

Your branding is not for you.

 

At least, not necessarily.

Your branding is not for you. It is – more importantly – for your potential clients. 

The purpose behind brand design is to convey a visual message to your audience. It should appeal to your ideal client. It should, in their eyes, elevate the perceived value of your services.

If your brand design is not serving that purpose, it has lost its value. 

If you want to own a pretty piece of artwork, invest in a custom painting—not a brand design. Your logo is not just a beautiful creation for you to enjoy. It is also a tool to connect with your audience, sell your services, and build brand recognition. A brand must be designed with purpose.

Is your brand more than just a pretty logo design? Is it strategically attracting the right people? Is it repelling the people who are not a good fit? Sometimes, we need to check ourselves and make sure we’re focused on the client’s needs more than our own.

• You may be a photographer who personally loves feminine details and delicate floral illustrations… but perhaps those are a turn-off to the sleek and contemporary bride you hope to attract.
• Maybe you’re an interior designer who adores elegant script fonts… but that would feel anachronous with the mid-century modern aesthetic of your clients’ homes.
• Or maybe you’re an editor with multiple magazines: one uses flowery language to appeal to its at-home readers, while the other targets fast-paced businesswomen with punchy wording that gets to the point. Each publication will need a different logo to convey the right feeling (and neither logo will necessarily represent the editor’s own personality).

 

All I’m really saying is: think of your clients first… not your own taste. What do they want to see? What would appeal to them? What would elevate your brand and establish trust in their eyes?

 

Because the creative industry is personal in nature, your brand will probably reflect who you are—as it likely should. But in the end, your brand should not be designed to attract you. It should be designed to appeal to your future clients! In our creative sphere, I think we often forget that those two things may not always be the same.

What appeals to you may or may not directly appeal to your target audience. Be discerning. Be purposeful. Your brand design is an investment; and you should expect a return on that investment. It should help grow your business and reach your clientele.

A successful brand design must appeal to your audience, or it’s not worth the investment… and you’ll find yourself seeking a re-design in a few short months or years.

It’s a delicate balance: personal enough to reflect who you are… nuanced to appeal to your audience. Let’s be intentional about walking that fine line between the two!

 

Challenge

This week, here’s my challenge to you: take a moment to step outside your own shoes and into your ideal clients’:

• What do they feel when they see your website for the first time?
• Does this idea feel cohesive with your offerings?
• What kind of first impression does your business card make?
• If they know nothing about your business except your logo design… what would they think of your services?

 

Look (I mean really look) at your brand with a fresh perspective. Is your brand design connecting with ideal clients? If not, it might be time to re-evaluate your design!

 

If you’re not sure where to start, feel free to get in touch via the form below. I would love to strategize about your brand and discover an aesthetic that will resonate with your ideal clients. Let’s talk soon!