How to build a strong brand
Updated: Jul 29
As soon as someone comes across your Instagram, your website, your blog, they’re immediately making decisions on whether or not to trust you based on their expectations, even if they don’t know how to explain it.
They’ll ask themselves: “Does this look like a business I can trust with my money? My time? My personal information?
And the first thing they’re going to see is how your brand shows up.
Here’s what they want to see:
Consistency.
They want to see that your brand shows up the same everywhere, whether online or offline. If your website is has one font with a neutral color palette but your Instagram posts have bright colors and text all over the place, you start to decrease trust. Inconsistency communicates to them that you may not know what you’re doing, even if you’re an excellent business owner behind the scenes.
The goal is for your brand to be recognized, not perfect. Don’t change your branding every time you see someone else doing something or every time you have a new idea, just because you’re trying to make it perfect. Stick to a few colors and fonts and use them consistently everywhere your brand shows up, so when people look at your brand they start to associate that look and feel with your business.
Intentionality.
When you know who you want to serve and why, it shows. Knowing your ideal clients gravitate towards simplicity helps you know that just because you like bright colors, doesn’t mean it’s the right choice for your business.
Your focus should always be on what is going to best serve the client first. Then you can bring in your own personality.
Representation.
If you sell products for thick, curly hair, show images of those people in the spaces where your brand shows up. Otherwise your ideal audience is going to think, “This must not be for me,” and move onto the next company that does.
Your imagery should both connect to the feeling you’re trying to convey with your brand and reflect who they are and who they want to be. You’re not selling a product or service; you’re selling the idea of who that person can become when they use it.
Quality.
When you get an ad in the mail for a lawn service and they misspell basic words, you don’t imagine they’re going to do an excellent job on your lawn. You may have excellent service, but if what your audience sees is disconnected from that, you’re confusing them, and they’ll move on.
Make sure everything you write is spelled correctly. Check that all the links on your website work and go where you want them to go. Taking care of the small details can seem trivial, but when the small mistakes add up, they slowly chip away at your credibility.
Choosing to focus on the details adds up to an overall look and client experience that is as polished and professional as the work you do.
If you already have a clear idea of who you’re serving but are unsure if the decisions you’re making are properly communicating that, then investing in a rebrand can bring to life what’s been living in your head.
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