Brand Isn’t Just a Logo – It’s Who You Are

Despite what you might think, or maybe in spite of what you think, your brand is not just your logo, fonts, or color palette. Your brand is who you are.

Your brand is how people feel when they interact with your business. It’s the tone in your emails, the style of your customer service, the way you show up on social media. It’s the story you tell and the values your business lives out.

When you think about brand, consider this:

• Why are you here?
• Are you going to be fresh and fun?
• Are you buttoned up and professional?
• Do you want to be casual or formal?
• Is your business known for high-quality or cost-effective solutions?
• Who do you serve and how do you want to show up for them?

When you’re developing your brand and your image, think about how you want to show up to the world and make sure your visuals and messaging line up. When done right, your brand builds trust before the first sale ever happens.

I used to be in the accounting services space. And, we were all about brand. We wanted to be a fresh approach to accounting and not boring and old school like many of our competitors. But, we were still professional. We were bright and fun, but our brand spoke quality. Once, I was talking with a client about another provider in the same space and went to check out their website to see how their services compared. When I got to their website, I actually thought it was a joke. They are an accounting services provider, yet, their brand looked like a brand for a pre-school. They had cartoon characters, their messaging was unprofessional, and, it actually seemed like a joke to me. Maybe that’s what they were going for, but it was surprising to me to see a company in the professional services space put off an unprofessional, childlike brand. It may have been catchy, but it didn’t breed confidence in the services.

Brand is important in your business. Think about who you want to be and build your brand around it.