defining the “you” vs. “your brand”
When you are running a business solo, it can be hard to separate what is the personal side of you from the business side of you. I often see people wondering about having one Instagram account vs. separate personal and business accounts. Or, they ask for feedback on a logo that doesn’t “feel like me” yet.
It can be hard to draw the line between what is “you” and what is “your brand,” especially when you are the sole business owner and your work is your passion. This is often most evident when trying to design a brand identity for your business. It’s tough because you want your own personality and values to shine through, but your brand may not be as multi-faceted as your own self may be.
So, how do you make that distinction? The top thing to remember is that your business is only a part of who you are. You may be a mom, a yoga lover, a baker, a human rights advocate, and a business owner — but your business is not all those things. You may love bright whites and neutrals, but that may not be what attracts your ideal business audience. Wanting to have a brand identity that feels like “you” is reasonable, but not to the extent of it representing your whole self.
A few things to consider:
Define and understand your target market. This will really help you hone in on who your brand needs to speak to. For example, if you are starting a new subscription box service for men’s products, having a logo and brand that is your favorite shade of pink and watercolor florals is simply not going to translate to your audience, even if it really feels like “you.” If you like a modern and sleek aesthetic, that is an element that is more broad that you can bring to your brand.
It can also help when considering what to post on social media, for example. You may feel strongly about cat videos, but will your audience care about them? Keep that check front of mind when making brand decisions, or think of how you can tie it to something your people do care about.
Develop a strong brand identity. This will help you in those moments when you feel wishy-washy about what direction to take in your design, your packaging, or whatever you are working on in your business. Taking your strong mark, your color palette, your fonts and consistently incorporating them into what you do makes decisions simple.
You might feel tempted to use a new favorite color combination that you love in your latest blog post, but your brand guidelines will reel you in. It will also help you avoid trends or doing something simply because you see it and like it. It’s great to try lots of things in your personal endeavors and explore what your style is, but your business should stay solid and consistent.
Know your business’s values. Part of what makes us want to connect our personal side with our business side is that we want it to feel real and authentic (overused word, I know). When you know what your business stands for and what you want to deliver to your customers, it will help you feel connected on a personal level. For example, if your business is about community, quality service, and problem solving, let those shine through in all the brand visuals you create.
While your business is part of who you are, it needs to be its own entity. You are what makes your business unlike any other, but let it develop its own personality. Making decisions about your brand visuals will become much clearer and easier!