In a nutshell ..
A Brand is the part of you that you share with the world that connects your strengths, skills and aspirations with another persons desire to be a part of that.
I have so many thoughts about how complex this subject can seem .. to the point where I took dozens of classes and read hundreds of posts to basically come to the conclusion that it was innately inside myself when I created my first website in 2008. Of course I had been an Interior Designer for 20 years by that point (so definitely understood design) but non the less, it simply is NOT as complicated as it is purported to be.
A Brand is a representation of what you want to clothe yourself in so others recognize what you are known for. And what you are known for can be gleaned from understanding what you do best (without really even thinking about it) together with your skills (these are things you have learned and honed over time) and the reasoning why you want to bring this skill/service/product/offering into the world.
Once the basics of this are grasped, there are certain feelings that align with the vibe of your gifts. For me you can see them everywhere on my website (intentional, timeless, simplicity, beauty, connected, aspirational etc), these are words that I bring to every project I undertake. You will have words and feelings too; they will be different from mine, but just as impactful and meaningful to those that are drawn to you.
Once the ‘feeling words’ are addressed, there can then be a direction taken regarding colors, shapes, tones, moods, visuals etc that embody the feelings. A direction that makes everything feel cohesive and all pulling the same way.
This brand, if you are NOT a mega corporation, is in essence the very reflection of you. Not every part of you, but the part that connects to others with what you can light up the world.
Your brand is also your voice, how you speak and how you share your point of view. Whilst copywriters can tighten things up and perhaps make things more cohesive, only you has your voice, your outlook, your deep desire to share this ‘thing’ you want to share. So, in my opinion your voice is the one that should be taking center stage in your brand. Your words, your feelings, your outlook, not someones else trying to write ‘like you’.
Collectively your entire brand is capped off by a name, something that expresses it’s personality and with that, it would do well to have a cohesive feel with the rest of the look. It is quite likely you already have a business name, it might even be your own; the point is the look of the name needs to be in sync with the vibe of your overall brand look.
Think of Ralph Lauren, Laura Ashley, Ferrari, Channel, Picasso, Colefax & Fowler, Studio McGee, Rachel Ashwell, Marie Kondo or Magnolia, each was started with a single persons set of strengths and skills coupled with their aspiration (where they wanted to take things) which translated into a specific vision and then over time grew into a solidified Brand. As you read through the list I can bet a different visual came to mind every time, this is the power and cohesion of a brand done well.
