We talk so much about marketing but how many times do we talk about branding?  Branding is a key element to effectively marketing your business.  The message behind your brand will determine how and where to you market your business so you can achieve results that really make a difference to your bottom line. If you don't have a consistent brand weaved throughout your business, your marketing efforts will not be as effective.  Branding is simply the techniques we use to allow consumers to connect a specific product or service with our business.  It reinforces what we are all about and helps build a relationship with consumers.  They grow to know our business by virtue of seeing our brand being applied consistently and effectively. 

Your brand often times creates that powerful first impression for people about your business.  It gives people the opportunity to make a decision.  To say, "Yes I really want to know more about this person and their business" or to say "No this really is not a good fit for me."  The message your brand sends needs to be clear and consistent and really embrace what your business is all about.  More importantly, it needs to be something that is clearly targeted and attractive to your ideal client.  The luxury high end cars do an incredible job of branding.  Their brand, what it represents and the message it conveys is clear and consistent in every way the reach out to consumers.  Who doesn't watch a Mercedes commercial and feel a tug at their heart of wanting "something more" and immediately associate their product with luxury, indulgence and premier quality. 

Your brand is your calling card to the world at large.  Make sure it conveys the message you want to send to potential clients about your business.  Think about all the ways your business reaches out and touches your potential clients.  From your business cards to your website, they all need to communicate a consistent message that your ideal client will take notice of and ultimately relate to.

As designers especially, your brand needs to be authentic.  If you try to brand your business in a way that is not a true reflection of who you are, it will only confuse potential clients and a confused mind always walks away.  Make sure you are living your brand in all you say and do.  You can't market yourself as a high-end designer and then be found routinely rummaging through the clearance aisle at Home Goods.  Walk your talk.  If you believe in the value of the products you have to offer, make sure you are specifying them not only for your clients but also in your home as well. 

A brand that is well thought out and represents your business in an authentic way will make a huge difference in the results you achieve in your marketing.  It's a given that people will form an impression of you and your business.  Make sure that impression is one that continues to build and grow your business through effective branding and marketing! 

Action Steps:

Look at all the ways you are connecting with your potential clients.  Do you see a consistent brand and message being conveyed in all those ways?  If not, it's time to step back and define what your brand is.  How do you want people to know you and what impression do you want to leave behind?  Once you are clear on that, you need to weave that brand throughout your business.  Look at your website, from your word choices, fonts to the images and your portfolio.  Make sure they represent your brand well.  Headshots especially say everything about who we are.  Make the investment in hiring a good photographer who can really capture the essence of who you are and help relay your brand through that headshot. Make sure your business cards are printed on quality cardstock.  When you're out and about, make sure how you dress and present yourself support your brand as well.  As designers, we really need to walk our talk and make sure we are truly living our brand!    

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