Whether you’re a blogger, infopreneur, online coach, social media influencer, or even own a small shop on Etsy, there are 4 things that every brand needs to be successful. And here’s the kicker - only half of them have anything to do with visuals. That’s right, your brand is more than a logo or a visual style that you become known for.
Every modern, successful online brand is made up of 4 essential parts for continuing to attract others and potentially earn some sort of income while doing so, this is what you'll need to do the same:
1. A needed solution to a real problem
Every successful business solves a problem, and every successful brand does so as well. Think of your favorite fashion blogger or finance guru - they’re either inspiring you on topics that interest you or giving you the lowdown where you may need some guidance.
To do this with your brand, make sure you’re addressing a problem that others are interested in or require help solving them.
If people are already attracted to the content you’re putting out there, figure out what real issues you can expand on and help readers with. Then, make sure to highlight that problem - along with your solution - in your blog posts, emails, webinars, content upgrades, and more.
2. An ideal audience or niche
Now that you know what problem you’re going to focus on solving, you need to know and understand exactly who you are solving it for. Start by asking yourself these questions:
- Who needs this problem to be solved the most?
- What kind of pain/stress do people with this particular problem have?
- What life circumstances might the readers have in common?
- Knowing all this, what would be the best way to solve their problem?
Figuring out your ideal niche audience also sets the tone for your visual identity. For example, if you realize your ideal audience is for a professional woman over 40, powder pink with flowers may not be the best way to go. Determining the problem you will solve and defining your niche are a HUGE part of what’s needed before you can even start to visually brand. Once you have an ideal audience figured out, it’s time to move onto the next step.
3. Visual graphics that resonate
Now that you know the problem that you'll be solving and who you will solve it for, you’re ready to start creating a visual brand that speaks to them. In case you haven’t caught the running theme yet, creating a successful brand has as much to do with who you’re trying to reach as it has to do with you, creatively and thoughtfully.
When it comes to creating visuals, I recommend creating a simple concept for inspiration. Start off by choosing 1-3 words that you would want your brand to be known for. Then, use those words as a jumping off point for determining your brand colors and any visual elements you may want to be associated with your brand.
For example, if “empowering” is one of your words, a bold red or even deep purple may be a good way to go. Just try to stick to one main color and don’t go overboard. It’s also important to keep it simple and understated. If you’re DIYing your logo, start off by writing your brand name in a font that you like that is also easy to read. And don’t forget to keep your concept and ideal niche in mind! Again, women in their forties may not resonate with the same logos as 20-year-olds.
4. A useful and engaging website
I recommend a website for everyone because social media channels alone aren’t enough. Your social platforms should all point back to your website because that’s where they can learn more about you and even purchase what you and your brand have to offer.
Your site is one of the only things in your business that you have complete control over, so be sure to take advantage of that opportunity! To do this, make sure you have a few key things in place:
- A homepage with at least one big takeaway action for viewers to do
- An "about" page that is more about consumers and the brand, than it is about you
- Resources, blog posts, or products that showcase how you can best help them
- A place for them to sign up and join your email list
The bottom line is that you need a website to act as a home base for everything in your brand, not just for you but for others as well.
In the end, your brand is only partly made up of what people see, the rest all comes down to how you make people feel.