By Ericka Saurit
What branding really is (and the key elements you must define before you even think about your logo, color palette, or typography!).
Last month, we talked about clarity. About saying less, more clearly, so your audience doesn’t have to work (or even think too hard!) to understand you and what you can do for them.
This month, we’re tackling a common trap that trips up even the most seasoned design pros: confusing your visual identity with your brand.
Because let’s be clear:
Your brand is not your logo.
It’s not your color palette, your font pairing, or that clever little wordmark you paid good money for.
Those things are important…but they come last, not first.
Before the visuals, before the packaging, before you even think about typography, you need to know what your brand stands for.
Branding isn’t what it looks like.
It’s what it means.
That’s the real difference between a brand that connects, and one that just looks good.
You can have the most stunning website in the world, but if your brand doesn’t communicate clearly and emotionally to the people it’s meant to serve, it won’t convert. It won’t resonate. It won’t last.
And if you’re currently working on your brand identity, or planning to soon, here’s what you need to define first:
Here’s how to build your brand from the inside out:
Define your position.
What’s the specific space you want to own in the mind of your ideal client? Not just “I design modern interiors”, but” I help busy professionals create calm, intuitive homes that support how they actually live”.
Your brand should answer this, clearly and simply: Why you? Why now? Why does it matter?
Clarify your point of view.
What do you believe about your work that not everyone would agree with? What hill are you willing to die on? (We’ll dig deeper into this next month!)
A strong POV is what makes your brand sticky. It’s what turns browsers into believers. People don’t just want pretty, they want perspective.
Know your people.
You can’t and won’t be able to build a brand that’s for everyone. Why? Because you’re not generic. And your clients aren’t, either. Define your ideal audience clearly and emotionally. What are they tired of? What do they dream of? What’s the deeper need your work fulfills? What do you stand against in this industry? How does this align with what your clients believe too?
When you define these elements before you invest in your visuals, everything else gets easier. Your copy flows. Your design direction is cohesive. Your audience knows what you stand for.
Because remember: your logo might get their attention.
But your message is what keeps it.
And the meaning behind your brand?
That’s what makes it unforgettable.
Next month, we’ll build on this foundation by talking about one of the most overlooked brand assets of all…your point of view. Because the truth is, you don’t need a louder voice at all, you just need a clearer one.
See you then.
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