The dos and don’ts of business branding (from a brand designer).

Just like in life, every single person you meet is having a different experience, has a different view on the world. They have their own set of learned experiences that inform their daily lives. While that can be a scary thought, it's also so empowering to know that your brand, what you create and the story you tell is uniquely yours!

We design unique, intentional brands grounded in strategy that tell your story. We don't create cookie-cutter brand identities that lose their sparkle after a year. We tell visual stories through the brands we create. We've been around the block creating visual identities for all types of businesses, so here are our top do's and don't's of branding that apply to every business, everywhere.

Don't: Copy your competitors

Do: Stay in your lane, figure out your niche and steer clear of industry competition and trends

Success doesn't come from copying what everyone is doing. Trends are trends for a reason. Your competition is your competition for a reason. Even if you're both selling the same product or selling a similar service, figure out what it is about you that will add value to your audience. Find out why your audience come to you and no one else. What's your 'secret sauce'? What is it about your business that is so incredibly, uniquely you that no one can replicate?

Need a helping hand? Our signature service, The Brand Soulmate, does a deep dive into the psyche of your audience, the nitty gritty of your business and identifies your gap in the market. Brand strategy will help you define what is so special about you. Fancy finding out? Find out more. [link to services guide form]

Don't: Use Canva logos, DIY your branding or use one logo for everything

Do: Invest in a strategic, intentional brand strategy and identity, that will broaden your brand suite for maximum awareness and usability

Not to burst your bubble, but Canva logos are actually copyright Canva. You're technically using graphics and logos that you haven't paid for and therefore don't have the rights to use! DIYing your brand is ok if you're starting out, don't have the budget or aren't looking to invest in a professional brand - and that's ok!

However, if you're looking to level up, target your ideal audience and understand your gap in the market, DIYing or using one logo for everything is doing your business no favours. This type of approach can come across as unprofessional and doesn't inspire confidence in your audience, making them want to buy from you!

Don't: Get caught up in personal preference

Do: Make brand decisions based on your unique story and always consider how it will impact your audience

Your business is your baby. It takes time, energy and money, and it's hard to let a designer translate everything you are into a visual brand. But, you should always be careful about your own bias'. We all have them! Be conscious and self-aware of the personal preferences you're bringing into your design, brand, tone of voice, marketing etc! Instead, you should make those decisions from your audience's POV. Put yourself in their shoes, what is it they want to see, read, hear, watch?

Don't: Speak to everyone and anyone!

Do: Know your ideal audience and speak to a single person

It's the old saying, when you speak to everyone, you speak to no one. So don't make the mistake of selling a niche product to anyone who will listen. It will dilute your brand message, will increase your marketing efforts and will just take more time all round to get any traction on your product/service.

Know the person you're talking to on a deeper level. This person represents your ideal audience. The more targeted you are in your messaging, the more you'll notice a difference in uptake, response and engagement.

Being a business owner can be difficult, and sometimes it's hard to know if you're making the right decision. We know brands and we know businesses. Imagine being confident in how you show up in front of your brand, being empowered to make bold decisions and imagine being financially independent to live the life you've only dreamt about. Let's work together — can't wait to hear from you!