You’re just starting out or are well on your way with your brand or (small) business. You’ve decided on your name, know the services or products you’re selling and why you’re doing what you’re doing. But the clients aren’t running to you for your creative products or services or your expertise.
That’s where branding comes in.
For clients to come knocking at your door, they need to know who they’re doing business with. They’re more likely to go into business with someone who has the same values as them and an aesthetic that speaks to them.
Your brand, branding and brand message has to speak to your potential clients.
It’s definitely a process to create a brand strategy, brand visuals and content that supports your brand but well worth the investment. Not convinced yet? Check out the 5 reasons why branding is important for creative entrepreneurs below:
Shows who you are
Branding is what ties everything about your brand together to show, through visuals, tone of voice and consistent message, who your brand is and the value that your brand provides.
The colors you use, the fonts, textures and your logo all create a visual experience that attract the right client. Your tone of voice and message will swoop your clients off their feet because you’re exactly pinpointing their problems and giving them solutions so they can catch some zzz’s instead of lying awake at night.
It’s important before you start designing, or have your branding designed for you, to know who your brand is, who your dream client is and what problem your products or services solve.
• What are the three words that describe your brand best?
• Who do I want to help with my services or/and products? Describe your client persona in vivid details!
• What type of problem can I solve for them? What’s something that keeps my client up at night?
First impressions is what make or break you. Yes, what a client sees first may not give the whole picture of your brand or (small) business but it’s the moment your dream client will decide to work with you or not.
Taking the time to create your brand experience, thinking of who your dream client is and what the problem is that you solve, should also include thinking about all the touch points your dream client comes in contact with.
This can be your Instagram page, a product you sell at a local shop or your website. And they all need to be on board with your overall branding. Not only do you want to design an identity — your logo for example — but you also want to think about other collateral design elements: social media templates, business cards, packaging, a special landing page, advertising, etc.
You need to extend your brand over the touch points so you will make a good first impression whenever a dream client comes into contact with your brand. Because everyone likes to make a good first impression, right?
“You need to extend your brand over the touch points so you will make a good first impression whenever a dream client comes into contact with your brand.”
When your brand, branding and brand message are all aligned, your brand also becomes more trustworthy.
Think about it.
If you pick up a product or look for a service, how the brand presents itself has a huge impact on whether you want to go into business with them. Not only am I attracted to brands that are stylish looking, their values and views need to be in line with my own. And I know I’m not the only one.
That’s why a consistent visual representation is not only important to reach your dream client, being consistent in the message you send out into the world about what you can do for them is important to bring in new clients.
A dream client goes on Instagram and sees your post, clicks through to your website and later on gets targeted on Facebook. You want them to be able to recognize that all these touch points are them interacting with your brand. You want your brand to become top of mind when they’re in need of your product or services.
You want to be recognized.
That’s why branding is important for creative entrepreneurs. Once again, consistency is key. For example, for my personal account that was connected to my blog TheChicItalian I always use the same filter & themes — really purply and dark photos and post pictures about my style, career, coffee and cat — and people always recognize my grams instantly.
“Once again, consistency is key.”
Standing out in the crowd
But the main reason why you want to invest in an uniquely designed brand design is to stand out from the crowd!
At the end of the day, the person behind your creative brand is what makes your business unique but if you don’t want to drown in the sea of creative entrepreneurs, a distinctive brand design can differentiate you from other creative entrepreneurs. It’s a visualization of who you are and what your brand can do for your dream client. It’ll help making a decision a lot easier to make.
Branding is important for creative entrepreneurs
Yes, it’s an investment for your brand financially but it’s also a big investment in your success. It’ll create more opportunities, brand awareness and, in the end, brand loyalty. So invest a little more in creating your brand strategy, design and think about the opportunities a consistent content strategy can create to take your creative brand or (small) business to the next level.