My Hair’s had a rebrand! Find out how it just goes to show that done for you branding is better value than off-the-shelf.
I’ve got a gorgeous auburn shiny brown barnet now! Do you like?
My old hair was making me feel washed out and old 😟 I was even starting to be embarrassed about the state of it and avoiding mirrors. I’d not had time to visit the hairdressers to get it all done ‘properly’, because for me ‘properly done’ took 3 and a half hours. I have A LOT of hair!!!
But every time I’ve tried out an off the shelf hair dye affair, it’s all turned out a bit pants. I always miss a bit, or a lot, I run out of dye because I have a lot of hair and it always looks as if I’ve bought the cheapest hair dye is Poundstretcher I could find. This nearly always resulted in me getting another hair dye for round 2 or booking a hair appointment to get it done properly. Not a classy look.
So, not having the time or having got my arse in gear to get a hairdressers appointment I decided to try out a new type of hair dye online. This one promised to create a special for me hair dye that would take into account my multicoloured, roots down to my ears, current hair colour. It promised that my new hair dye would be created just for me by a stylist who I could contact if I needed to.
I uploaded photos of my hair (cringeworthy at this point). They didn’t laugh! And then sent me through a beautiful package of made for me Hair Dye (called Katherine’s Hair Dye – nice!) with very detailed instructions how to use it to get the exact colour I had chosen online.
What a different experience! I had special gloves, a dye brush like the ones they use at the salon, a skin protector cream, a wipe off any smears on the skin cream, shampoo and conditioner. I’d bought a special dyeing kit that included hair clips, a bowl and everything else I’d need to make this work. I can now give my online stylist feedback on the colour so she knows what to supply next time. Needless to say, I’ve subscribed so I don’t have embarrassing, urgh hair again!
And since then, I’ve been complimented on my new hair by everybody. All were very surprised that I didn’t get it done at a salon! Bingo!!!
You may be wondering why you need the full account of my hair experience. Well, apart from being able to highly recommend the company that creates this lovely hair dye (eSalon), it’s a fantastic story of why off the shelf is more of a quick fix that can go wrong and why done for you can be much better value.
Was the done for you dye more expensive than popping a hair dye from the supermarket in my basket? Yes, but not a lot. And I didn’t run out, I got the result I wanted and didn’t have to go to the salon. Yay!
Grabbing a quick logo or predesigned brand can be great to get you off the ground but it’s not going to get you the results longterm. Throwing something together in Canva for social media is fantastic when building your audience but to up your game, turn them into buying customers and keep you and your message top of mind, it just doesn’t do the job.
I love how my hair dye experience was a mixture of DIY and bespoke. I got exactly what I wanted because it was created for me and I was given the tools and information to make it work.
Every ‘done for you’ branding I create is designed with my client’s business in mind, their audience, their personality, the message they need to shout out to the world.
Every ‘done for you’ website I create is built with SEO (to make the website easy to find) designed around the problems they solve, the results they can get and the answers they can provide.
Every ‘done for you’ website I create is built to make buying simple and easy for their customers.
Every ‘done for you’ website I create is designed to appeal to their ideal customers and match the rest of their gorgeous branding.
AND every client I work with is given the tools to use their own branding and website so they can grow and create spot-on branded marketing for themselves.
Can you buy off the shelf brands and off the shelf website packages? Yes! Is it the same experience? Nope! Get started with off the shelf because getting started is the most important part of business, but don’t limit your potential. Investment in ‘done for you’ is key if you need to grow.
Don’t look like every other business out there – do yours with style
It’s not easy to be individual.
I’m not a very interesting dresser. My wardrobe is full of bland clothes, jeans, comfy trousers, plain tops and a couple of hoodies (so I won’t be allowed in Lakeside then). None of this reflects my bonkers personality. If I was to wear my character out there I’d probably be dressed in multi-coloured floaty dresses with a hint of tutu about them. Plus long socks because they are comfy. With ballet pumps because I hate wearing them without socks.
I don’t, because I’m not five, but really, because I’m just not brave enough. At least, not on the school run. So I stick to my Mummy Uniform.
But my business is another matter!As my brand has developed from staid (ish) to beautiful and magical I’ve found that it’s been closer to the real me. I find it easier to sell, to shout about, to write and to connect with people who love the five year old in me. I know I’m getting it right when my Dad looks at my latest video offering and shakes his head with the smile that says, ‘that’s my Katherine’. Well, I was dressed up as a Christmas tree! Big grin.
I love my business. It feels effortless and amazingly simple. I’m just being me and creating things I love! Am I smug? – well, maybe a bit.
I’m sure you started your business because you were passionate about what you do. It’s part of being an entrepreneur (even if you don’t really think you are one in your own head). You’ve created something that is totally yours and completely and wonderfully you. At least, it should be…
I know, we are told we need to appeal to our ideal customer, that our brand should attract the right people to buy. And that is true. But it is also really important that you don’t lose sight of who you are and your own contribution to the business. Your unique selling point may be a revolutionary way of doing things, outstanding customer service, a stand out invention that is going to change the world but without your character driving your brand there will always be a disconnect between your brand and your business.
Do you love your branding? Does it make your tummy do little flips of excitement? Do you love showing it off? Do you find it easy to create new content, sell new products and shout about your business all over social media? Yes? Great – go and make a cup of tea. No? Read on…
Here are 3 ways you can align your brand with your true, underneath it all, if you could, you would character.
Put yourself in the limelight and shine
I work with a lot of solopreneurs whose business is all tied up with their expertise but when it comes to having their face up there in lights they all want to hide in a corner. ‘What should I be doing?’ ‘What poses should I do?’ they ask me. I always tell them to show what they are best at and to show what they do.
So if you are a speaker, a communicator and a teacher then show yourself speaking. If you are a writer, show yourself writing or thinking with the tools of your trade before you. If you are a creator, show the behind the scenes you. If you sell beautiful things, show the moment you discover the perfect addition to your shop. That is the interesting stuff. Not the coiffured, suited and booted headshot we see on most websites.
Choose colours that make your heart sing
Yes, I know, your ideal customers should like them to. But you will naturally attract the right people, the people who will buy, if your brand is aligned to you.
I teach how to find your brand colours at the very start of my Online Gorgeous course as colour is such an important part of your visual brand. It can create the right mood, make an impact, attract the right people and guide people around your website. One of my gorgeous ladies took inspiration from her favourite scarf, saying she always gets complimented on it and once she’d built up her new colour palette it just felt right.
If you are stuck for inspiration hop onto Pinterest and pin pictures you love. What patterns emerge? Or visit www.colorlovers.com and explore the fantastic range of colour palettes. If it catches your eye, it’s bound to catch your customers’.
Pick images that do it for you.
We are all sick of the average, corporate looking, smiling twenty something model smiling at the camera. These pictures are everywhere and are nothing but space fillers. The images you pick to support your marketing should add to your content, or even stand on its own.
So how can you find the right sort of images? First, have a think about the character of your brand. Is it fun, quirky, elegant, traditional, playful or humorous? Jot down how it makes you feel. You’ll end up with a whole lot of adjectives that will help you to pinpoint the right images for your brand.
My key words for The Business Beautician are playful, magical, zesty, simple, colourful, straightforward, whimsical, storytelling, transformation and many many more. Then, when I move on to finding images for my marketing I will use these adjectives for the search.
So when I was on the hunt for an image to support this blog I typed into the image search, ‘dressing up play’, ‘colourful fairy clothes’, ‘magical transformation girl’. And I think this image says it all – both about me and about the blog itself. Perfect!
If you find it really difficult to find those perfect images for your brand, you can also download my free images cheatsheet so you’ve got a list of really handy and commercially useable images for your marketing. Helpful, eh?
Brand consistency gone wrong = Toto, I’ve a feeling we aren’t in Kansas anymore
Have you ever been happily scrolling through your Insta or Facebook feed, find an account you LOVE; great content, gorgeous pics and they’ve really got something that speaks to you. So, you click the link to view their website and er, wait a mo, this doesn’t look right, did I click the right thing!?! Yep, the logo is there at the top, but the feel of the website is totally different to their ad and their social account. What do you do? You peddle right on back outa there and back to scrolling.
If your branding isn’t consistent everywhere, including your website, you are at best giving your crowd mixed messages and putting up a huge barrier to them getting to know you and trust you enough to buy and, at worst, just putting them off you altogether. No brand consistency? Bye bye.
We’ve got the attention span of pre-schooler when it comes to the internet. We don’t read things properly, we scroll through looking at the pretty pictures and click the next shiny thing that catches our eye. Decisions are taken in a split second and are often unconscious. The decision to like your brand can be instantaneous. So, mix your messages at your peril! Da da Daaaaaaaaah!
Building a strong visual brand can be as complicated or as simple as you like. Just don’t trip yourself up and keep to these few simple rules to stop you shooting yourself in the foot.
1. Your logo isn’t everything
I had to put this one first, because it is the NUMBER ONE thing that business owners get wrong. They think their logo is the NUMBER ONE thing that matters in their branding. It is NOT!!!!!
A logo is one of many visual cues that identify your brand. A really well designed logo can be an asset, build recognition and communicate a core part of your brand. BUT its primary role is to identify and separate your business from all the other noise out there. A shiny new logo is just a shiny new logo, it’s only when it gets to work as part of your brand, your message, your other visuals, the way you talk, the things you sell, quality and service that your logo carries any meaning.
So, use your logo to accompany your marketing and at the top of your website. But DO NOT RELY ON IT. Making the ‘logo bigger’ will not make your message clearer.
2. Give your Colours meaning
Choosing a colour palette to communicate your message is powerful stuff. Settling on the right branding colours will:
Evoke the right feelings about your brand in your customers
Help build that brand identity so they recognise you instantly
Save you time wondering what colours to use every time you create new visuals
Just keep the same colours across all your marketing, including your website. Don’t opt for bright neon pink buttons on your website because it will ‘stand out’ and make people press it when your branding colours are earthly greens and soft greys. They might think that this product is aimed at a 7 year old girl with a barbie obsession and move on past.
3. Fonts have feelings too
I choose a couple of fonts for my clients, often one full of character that we use for big headings and conversational visuals and the other for easy to read text. Both on websites and on other marketing.
It’s amazing what we associate with different fonts, at a glance. A swirly script font can seem old fashioned or elegant or traditional. A thin serif font can seem classy and remind the reader of fashion mags. A handwritten font can seem personal and friendly. Using a plain easy read font can seem approachable and straightforward.
Choose one that says the right thing about your brand and STICK to it. You don’t want to entice a new customer over from the Gram with your fun handwritten visuals to your website full of a boring standard font that ‘just came with the theme’. They loved your quirky fun and are now faced with just a bit dull.
4. An image says a thousand words
Just don’t let them say the wrong ones!
A website full of obviously stock images is going to be a bit of a shock after your facebook feed full of selfies, energetic videos and shares that demo your love of what you do. Social media is of course the ultimate opportunity to show off your wonderful character but so is your website.
If you only have selfies then use them creatively on both platforms. If you need to use stock images, choose ones that light you up and would make sense in all your marketing – pair them with your own words and make them yours.
Don’t just add an image because you feel you have to add an image. If you don’t have one that says the right thing and ADDS to your message, then just use words. A character font and the right colours can visually communicate just as well (all those viral memes prove this point!)
5. Patterns and shapes
Don’t have background images but your page is looking plain? Choose some interesting patterns or shapes to give it some oomph. Just remember to use them in your other marketing too!
Having some accompanying patterns, backgrounds and illustrations can be a way of tying together your visuals AND will save you time hunting for another stock photo of a woman twirling on a beach.
Above all the most important thing to remember is that your website is just another marketing tool for your business. It’s not a separate entity to all the other stuff you do. It’s not just something you have to have. Play with it the way you play with your social media marketing or your videos and it will be a fantastic asset for building your brand.
Spend money on a website = invest in your business
Yes, there are loads of fan dabby dozey FREE ways you can market your business online. Networking on social media is a brilliant free resource and one of the major ways I have built my own business over the years. Emarketing can be completely free and gets you right up front and personal (ooh er) with your most interested customers. Even creating a website can be free – a simple wordpress.com website or a free Wix website won’t cost you anything to set up (as long as you don’t use your own domain name and use their free templates).
But (you knew that one was coming!), the free stuff is great … to a point. After that, you are missing out on oodles of opportunities.
Here are 5 ways that a beautifully crafted website can boost you beyond what free can do…
1 Help your crowd
My Facebook page is packed full of tips and advice in posts and videos but if I had a question it is not easy to search and find the answers there. My Instagram videos, posts and stories can be seen, but beyond a few highlights aren’t easy to explore. Youtube hosts videos but for people searching for an answer to their question, it won’t just show your stuff – you are competing for attention.
Designing a website to host all your content is a must if you want to help your crowd. A well-crafted website can guide visitors to the right information and then point them to read more, or sign up to receive more help with a freebie or newsletter, or even buy something! Once they are on your website, they are reading only your stuff – no distractions.
You can not only guide them to buy, but you are helping them find what they need. A good website developer will help you design your customer’s journey through your website.
2. Brand Consistency
This is the part that the free websites really fall down on. Using a pre-made website template means that you are shoehorning your brand into something that wasn’t designed with your business in mind.
At best it can seem disjointed or confusing to people clicking through to the site from your social media as if they have clicked through to the wrong place, at worst it can look unprofessional and put your customers off.
A specially designed for you website will make your brand shine and boost your business, not harm it. A beautifully branded website sends a clear message about the quality of your business, your products and services. A beautifully branded website will be perfectly aligned with your core message and communicate just the right things to help you serve the pants off your crowd.
3. Be discovered
Yup, the free stuff is great for being found on social media but if you don’t have a website you can’t take advantage of boosting your own Search Engine Optimisation (SEO) – you are reliant on algorithms and time-consuming networking. Since 93% of online searches start with a search engine, that is an awful lot of traffic you are missing out on.
Great SEO should be a key part of your website and there are some fantastic tools to make sure each post and page is doing its bit to get you noticed. All that content you have produced can be working away for you in the background, helping new and old customers find what they need and BUY FROM YOU!
4. Make selling easy, make upselling even easier
We are in business to sell things – whether they are physical products, services or teaching, CIC, LTD company or freelancer, we don’t just run a business for the fun of it.
There are lots of ways to sell, a simple paypal link from Facebook, Amazon, Ebay, Etsy, Infusionsoft (Keap now apparently), Teachable etc. But they will charge you commission on sales or require a hefty monthly subscription fee for the service or take people off your platform and breaking up that nice smooth journey to buy. A well-designed website can guide people to buy, all consistently branded up to give your customers confidence in your service.
5. No website is a no no
One of the first things I do when buying anything, particularly but not exclusively, online is to check out the website. If they don’t have a website or if it looks naff, then that is a HUGE turnoff. ‘Proper’ businesses are expected to have a ‘proper’ website and if you don’t then you can’t be a ‘proper’ business – at least, that is the impression we give. Don’t give that impression!
If you are just starting out or are concentrating on getting your bricks and mortar business selling then don’t panic. A little free website built with a free template can be a good way to say hello to online. Getting chatting on social media, networking and building your crowd is more important at this stage and branding up a beautifully crafted website can come later when your message is clearer and your crowd is raring to hear more from you.
For years I steered clear of selfies as something that belonged in the realm of duck faced teens posing for photo after photo to get the perfect shot to impress their duck faced friends. (What is it with duck face? Why? Is it just me?) Anyway, I had been missing out on a great deal of branding gold. But no more! Selfies are in! Selfies can boost your brand.
A selfie can boost your brand in a way that stock images or even professionally taken photos really can’t. A selfie is raw, of the moment sharing that can communicate a story, your personality, your interests and really get your audience to understand and respond to your message.
So here is some selfie love (not of the dodgy kind!!) with …
5 reasons you should be using selfies as part of your branding.
Know Like and Trust
For personal brands, where the know, trust and like factor is key, selfies are brilliant for showing the real you. The real you that rocks up to work (the desk in your bedroom) in sweats and a cosy jumper because it is freezing outside. The real you who is juggling the kids pack lunches as well as trying to plan out your next online course. The real you who they can relate to, see their own struggles, see themselves working with you.
Of course, this does require a certain amount of unfiltered selfieness, which can seem to go against the whole ‘must look professional at all times’ thing. But by mixing more formal branded photos with off the cuff selfies, you are much more likely to build strong relationships with your audience. Your character is central to your personal brand and should be celebrated – with or without makeup!
Your products in action
Selfies don’t have to be all about you. They can be equally helpful in building the brands of product based businesses. People are more likely to build relationships with brands with a face they know like and trust. Ok, so maybe your products are the queens of your business, but showing image after perfectly styled image of your product doesn’t let your customer see your product in action. Even the best photoshoot showing your product being used isn’t as socially powerful as a simple raw, ‘hey, look at this’ selfie shot.
People like to know the face behind the brand. They like to know your story or the story of your team. So get selfie-ing and share your excitement about your products, how they make you feel, how you use them, how you create them. Tell the story, it is a huge part of your brand.
Your customers’ selfies
Your brand selfies don’t have to be your selfies! Many of the larger companies are tapping into the power of social media through their customer’s selfies. Of course, the larger the company the harder it can be to put a face to a brand, although some have the enormous budget to invest in celebrity advertising or actively court celebrity or influencer endorsement. So one way they are creating a community and keeping their brand ‘real’ is to encourage their customers to share their selfies using their products.
You can start a similar conversation with your customers. Start a competition with selfies as an entry. Create a challenge that encourages social proof. Award your customers for the best selfie with your product or on site. Share selfies of yourself to communicate and interact with your audience. Encourage them to join the selfie party!
Start a story
Branding is all about creating a story about your business. Whether you are telling that story through the colours you use, or the special symbols in your logo, or even the shapes in the fonts you use, everything comes together to tell the story of your brand. Selfies can really boost the background to that story. They can add character, personality and real life to your business. They can embed your brand into your customers world.
Give people a glimpse behind the scenes – what makes your business tick, why you do what you do, the history of your brand, the everyday, show people what is happening.
Whether we like it or not, selfies are a HUGE part of how people use social media. Your brand needs to be a part of that trend and part of the conversation. A selfie could allow your brand to piggyback onto trending topics in a way that a more formal image just can’t.
A brand isn’t just a logo? So what is a brand? Have you ever played one of those board games, “Logo What am I?” or “The Logo Board Game”? Players have to guess the company or product from their pictures, packaging, flavours, advertising, characters or catchphrases. So not just the little logos then? Nope.
Do you think you could recognise brands by the colours they use or the type of advertising they employ? I bet you could. These games are for ages 12+ but I bet my 6 year old boy could give me a run for my money. (If I have to hear him whistling the annoying whistly tune from TSB banks again I may have to scream) He may not know it is for TSB or even a bank but he recognises the distinctive animated characters they use, the homely helpy slightly childish welcoming voice on the ad and, of course, the simple and annoyingly catchy whistly tune. It’s all there to build an image of helpful, local, just like you, personal service. And the little TSB logo barely features until the end.
Check one of them out (if you can bear it!) >> TSB ad
When I talk about branding, I don’t mean creating a logo. In fact, when I help my clients with their branding, the logo is often the very last thing I design. If my company didn’t have a logo, which considering how little I use it is a possibility, my brand would still be very distinctive and very recognisable.
There are sooooo many parts to a brand that are more than the little logo that might sit on the top bar of your website. And these other elements to your brand are far more important to get right too.
So what is a brand then?
I thought I’d do you a list of all the elements of your brand that can come together to create something very powerful.
The way you approach things
This is all about your ‘mission’. Ah, I do hate that word, it reminds me of long pointless corporate meetings about the company mission statement that gets published on the website and ignored by everybody in the company.
But this is your business. This is all about the passion that you bring into the business. This is your mission. This is what you love to do and the heart of your business. Keeping the real reason you set out on this journey at the centre of everything that you do, and everything that your employees do with you is key to powering up your brand.
And yes, I do have a mission and it is pinned up on my wall above my pc in coloured felt tip. It is there for ME to remember exactly why I do what I do, who I am here to help and how I want them to feel. It’s powerful stuff and informs everything I do and will do in my business. It keeps me focused, gives me energy and makes me giggle 😀
My mission is…
to use my fun, visual, imaginative design and tech super powers to empower passionate rebel entrepreneurs to move beyond stale and grow a gorgeous online business they love with confidence, pride and possibility.
… and this needs to feed through everything I put out there.
What’s in a name? Turns out quite a lot! I have an exciting project in the pipeline for The Business Beautician and I was trying to think of a good name for it. I have two options – do I choose something that does ‘what it says on the tin’ or do I make up something that I can make completely mine, like etsy, skype or google.
There’s no right answer, but the choice will effect the way I brand it in the future.
The words you use
This is one of the most important elements of branding because not only is it the way we communicate with our customers, but it can also help us to visualise what our brand needs to look like (ah yes, you knew I’d get to the visual stuff didn’t you). I have a list of Business Beautician words that perfectly sums my brand up. Here are a few of mine…. [rebel, possibility, imagination, whimsy, silly, fun, playful, effervescent, illuminating, shiny, quirky, colour]
Both my writing and my visuals draw from these words. If it ain’t silly, playful, rebellious or quirky, it ain’t getting in.
This is such an easy way to work out what your brand could look like. Jot a few down, search for similar words in the thesaurus, type them into google images or pinterest and see what pics you get.
The way you write or speak
Closely related to the word thing above (obviously) but more about the character of your writing or the way that you talk. Are you formal, nervous, corporate, funny, short and snappy, sweary, full of buzzy energy or laid back loo?
Where you communicate
Brands bounce off each other. So if you are mainly communicating through Facebook then you are a Facebook kinda business. If you are mainly communicating through LinkedIn then you are a LinkedIn kinda business. If you advertise on sports grounds then you will adopt some of the characteristics of that sort of sport.
Of course you can mix and match but to keep consistent (and consistency is key with branding) be picky about where you are.
The way you deal with customers
That sounds very customer servicey doesn’t it? But there is more to it than just how you react when handing your product over the counter or talking with clients day to day. It is the way you think about the customers in your business and where they sit in your mission (it’s that word again, sigh).
If they are just a wallet, or a sale, then that is a part of your brand. If you seek to help them feel something different, then that is a part of your brand too.
The emotions your business creates
The warm fuzzy feeling you get when John Lewis releases its new Christmas ad. The slightly rebellious, down to earth goodness you feel when you see those little knitted hats on bottles of Innocent Smoothies. The safe and cozy feeling you get when comparing Cbeebies with Nick Jr (for those of you with kids)
Creating that feeling is one of the most powerful ways to get people to buy and probably one of the hardest to achieve. It is tied up with everything that brand stands for, does, its seen to do, how it looks, how it reacts, the product itself … and I could go on and on.
But knowing what emotions you are trying to get your customers to feel is a really good step in the right direction. Asking yourself if your new marketing piece, your new ad, your new blog, your new meme makes you feel that way too is a great way to build that emotional connection with your brand.
Ah! Now we get to the visual stuff…..
There’s no getting away from it, our world is increasingly visual. We don’t read, we scan. We are surrounded by images, colours, signs all the time. Everything needs to have a visual. Social media posts needs pictures, blogs need illustrating, video is king, gotta have a website? that all needs to look beautiful. Everything needs to work together to create a consistent look, all of the time (no pressure then!!)
It is so important for your brand to stand out in all this visual noise and make an impact. This is your visual brand and it combines all those wonderful brand elements I have just listed above.
We’re back to that logo board game where you are given clues for the brand, the colours, the shapes, the characters, the catchphrases or even the packaging. Instant recognition!
Your visual brand needs to shout out who you are and what you are here to do. Take your mission and splash it around. Send it up into the sky with fireworks!
Your visual brand
This is one of the most powerful elements in your brand. Instant recognition!
McDonalds is instantly recognisable with their bright yellows and reds. Facebook owns that dull navy blue Guinness IS the black, white and gold in all of its advertising, even down to the dark filters over their videos. Orange? A mobile phone company named after its own brand colour. I can’t see a purple car without thinking of Cadburys chocolate.
But colour can effect the way we feel and judge a brand. McDonalds are now using more organic looking colours in their branding, the colour of corn, burlap sacks and rustic farm green. All to make us feel good about their food. To make us feel trust in the quality of their food. To make even the fast food burger feel more homemade, locally produced and unadulterated.
Colours are powerful things.
We are surrounded by so many signs and symbols that we are all experts in recognising fonts. So each font type comes with baggage. Past associations. Past uses. Other similar brands that have used it. Our feelings about those brands.
A swirly font may say old fashioned, traditional, romantic, Jane Austen, old books, staid Victorians A handwritten font may say light hearted, childish, girl next door, local, trustworthy, simple, easy A simple serif font (the ones with the little kicks at the top and bottom of the letters) may say classic, authoritative, quality or it may simply say old news.
Picking out a couple of fonts that say the right things about your brand and using them consistently throughout your marketing can say a whole lot more than the words you write with them.
The images you use
Not all images are equal. Get it wrong and it can really throw your branding out of whack. One of the best places to see good and bad imagery in action is on Instagram. As a primarily visual platform you can see how brands match similar sorts of images to build a picture of their brand, often without using a single word.
Use a picture that doesn’t fit and it sticks out like a sore thumb. Use a range of pictures with the same feel, the same filters, the same sorts of stories and you start to be able to build up a brand that says something, that communicates your juicy mission and lights up your business.
I’m not saying you should start to compile a tome of instructions that tell you EXACTLY how many cm your logo should be set away from the edge of a document. Noooo! That sort of thing belongs firmly in corporate land. But having a few good templates for posts, memes, web pics and printables like leaflets and postcards, can save you a BIG amount of time and stress. AND make your marketing more consistent and more recognisable.
Whether you always use a certain shape background behind your text, or a combination of your fonts aligned to the right, or your important info is always displayed in a circle. It all helps to build recognition (and save you time fiddling around with different things).
Such as illustrations, characters, twiddles and twirls.
I have a growing collection of these that I use in all my marketing. I know that adding these little graphics can turn something anonymous into something belonging to The Business Beautician. Mine are all watercolour backgrounds, watercolour patterns and splashes and, of course, my little illustrated fairy. I have a folder full of these things and it really saves me time when popping some visuals together for a post or a blog, because I know they will do the trick, I know they say the right thing about my brand and I know that it’s a quick and easy way of Business Beauticianifying (so a word!) it.
The packaging materials For those real life touchy feely moments. You want your packaging to feel like your brand. Glossy and shiny, organic and rustic, simple and clean, minimal and recyclable – it should all shout your brand mission.
Ah, it IS in there! But I view the logo as more of a stamp of approval. It is the sign off of your business name. The little confirmation that this is yours. But, in the end, it is just another tool to building up your brand character.
It will very rarely be seen on its own without the rest of your branding to back it up. It will never have to say everything your brand needs to say, which is just as well because it is only one tiny weeny ickle logo.
So give your logo a chance. Don’t lump it with the job of hefting the weight of your entire brand. Create a logo that is supported by the rest of your visual brand and it will be far better for it. Simple is best.
In all this … consistency is key
It may seem a lot to think about and no doubt that branding guide has grown to enormous proportions in your head. But keeping it all as simple as possible means that you can start to build a brand character that says all the right things all of the time with ease.
My brand guide is one side of A4. Yes really! I have my mission. My 5 colours. My 2 fonts. One example of my watercolours. One example of my little fairy. And a list of useful words to use when collecting together images.
That is it. But that saves me oodles of time every time I have to create something new. That means that all my marketing is consistent. And everything I produce now shouts my message loud and proudly.