Branding for Beginners: How to Get Started

Often times branding is considered a color palette and logo– and it is, but it’s also so much more.

Branding is the heart, soul and spirit of a business in visual form. It invites viewers into a story and allows them to feel something they can connect with.

While branding can be complicated, I would love to break down the basics so you can get started with a brand for your business, because it’s just that important!

Branding isn’t just deliverables, it’s an experience. Think of Southwest or Starbucks or Coca Cola. While these brands are selling a product/service, these brands invite viewers into an experience and the viewers feel something when they interact. These brands have served customers with a consistent experience for years and decades which has built trust over time thus resulting in a die-hard fan base.

So how does one go a brand experience to building a dedicated fan base?

It all begins with setting a firm foundation. So let’s begin there, at the roots, so-to-speak.

If you want to build a brand that stands the test of time, check out the Rebrand with RuthAnn podcast

In these conversational episodes I talk about how to sustain growth as you navigate changes and pivots in your business by interviewing industry experts, sharing BTS of the rebranding journey for my own clients, and more. Tune in!

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1. Identify your values

With every branding project, I begin by giving my clients an in-depth questionnaire. Because the first thing you need to do, is find out what your deepest values and goals are for your business.

The questionnaire I provide for my clients is chaulk full of deep-dive questions to find out the values of the business, the goals, the target market, style preferences, etc.

Identifying the core values are so important because your values will guide all your other decisions, such as how you show up, how you market, how you network, etc. The sooner you get clear on what is most important to you the sooner you move forward with everything else.

For example, honesty is a key value for me. So, with that value in mind, I keep communication open with my clients to maintain that we are on the same page. We begin each project over a face-to-face discovery call (most of the time this is through Zoom), and throughout the rest of the project I keep honest communication as a priority I encourage my clients to be honest in their feedback and with their ideas.

Doing this keeps our collaboration productive and enjoyable. My clients often say they feel heard and understood which is such a win for me because that’s exactly what I want them to feel!

TAKEAWAY:

If you’re starting out and want to begin your business with a solid brand, ask yourself these key questions about your target market, your service, and your values.

• Who do I serve best? Who do I want to serve?

• What do I do best? How can I use this information to market myself differently, and stand out?

• Which values are most important to me?

2. Choose simple visuals & professional imagery

One of the best aspects of branding is that your business will look cohesive. Meaning across all platforms and social media, your online presence will look uniform and professional thus building trust.

Here are the most important visual elements of branding:

LOGO

A logo identifies your business quickly and professionally. While it’s great to have a logo it’s also one of those things you can change down the line as your business grows or if you change your business name.

I think of it like this: a logo is a movie trailer and the brand is the movie. While the logo is apart of the brand, it isn’t everything. It’s just a taste.

So while it’s important to have a logo, it’s ok if you decide to change it later on.

TAKE ACTION:

Don’t get stuck on the logo. If you’re creating your own, go for versatility and simplicity. When in doubt, simple is best.

COLOR PALETTE

Finding colors is one of the most fun and difficult things to do. Especially when you want your colors to appeal to a lot of people and you want your colors to not be overwhelming. Think about focusing on 2 or 3 colors and using others to compliment them. Take a look at this post to find out if the colors you’re using will attract your ideal client.

TAKE ACTION:

If you find yourself going back and forth between colors, choose something neutral and go from there. Use one or two accent colors that are distinctive, but keep it simple and clean. You can always change your color palette later on.

PHOTOS

The photos you use to represent your business are just as important as having a logo and color palette.

The photos you share can be one of the quickest ways to either set you up to be professional, or make you look inexperienced.

TAKE ACTION:

I have several recommendations for how to go about getting great photos:

1. Hire a photographer

I recommend EVERYONE hire a professional photographer for at least your headshots starting out. Headshots are typically a little more inexpensive and they set a really great first impression to potential clients and customers. While asking a friend to take your photos with your iPhone is a step in the right direction, having a photographer who knows angles and lighting is priceless!

2. Purchase a photo subscription

There are so many amazing businesses that offer photo subscriptions. The reason I love this is that you can get a variety of styled, professional photos and they all look cohesive cause they’re done by the same photographer. Here are some photo subscriptions I recommend:

Hautestock
MOYO Studio
Wellness Stock Shop
Social Squares

You can also purchase some awesome photo bundles from Creative Market.

3. DIY

If you’re into taking your own photos, This post explains the key ingredients you can implement that will give you excellent DIY photos but basically it comes down to using natural light, and editing your photos with a photo-editing app, such as Snapseed or PicTapGo.

3. Share on social media

A big part of extending your brand is through social media. Whether you’re on Facebook, Instagram, Twitter, or YouTube you want to keep the look, feel and vibe of your presence cohesive. Notice I said “feel” and “vibe”. This comes through in how you share about yourself, how you talk to your audience, the language you use, and how you interact.

So, what should you share? If you’re just starting your health coaching business, share what your own journey in health and wellness also share the tips and tricks you’ve learned along the way. People want to engage in a story, so share your story. Be the expert and people will come back to learn more from you. Whatever your industry is, whatever your niche is, share your knowledge and expertise and be confident.

Be yourself, be different, and own your expertise. Even if you’re new to your business, share what you know with honesty, generosity, and always with an attitude to help others.

TAKE ACTION:

It’s important you don’t get overwhelmed by how many platforms you’re on. Start with just 1–2 social media platforms and get comfortable with those and start growing your audience. Remember, social media is meant to be social so get to know the people who are following you, follow people who you want to learn from, and interact.

4. Where to start with your website

Your website is one of the most important aspects of your business because it’s your online hub for where people can find out about you, your business, learn about your services, and hire you. Nowadays it’s like your digital business card, so having it looking professional is really important.

When you’re starting out, having a website is very important to direct people to your home base, showcase your product, and have a place to collect information from potential clients. If you’re looking to grow your newsletter list, create a valuable op-in so people will download your freebie and get on your list.

TAKE ACTION:

If you’re building your own site, I recommend Squarespace, hands down. It’s intuitive, professional and you can easily make changes. In this podcast episode I go in depth about the many benefits of using this platform and why I believe it’s the best for solopreneurs and small teams.

Website templates are also a great option if you’re looking more into the DIY route - check out my template shop for gorgeous website templates designed with strategy for coaches and service pros But if you’re serious about gaining traction and not wasting time figuring out SEO and website strategy, I recommend hiring a web designer. I offer website design as a single service, if you’re interested, let’s connect!

And if you already HAVE a website but it’s not converting, I have a few ideas for you:

If you want an expert set of eyes on your website, I offer the Brand + Website Assessment where I review your site and give you my very best copy and design tips to make your site a money-making machine.

And if you want to download my opt-in: 3 Website Fixes for Six Figure Growth, you can grab that here.

5. Allow time to build your brand

Finally, know that building a brand takes time. This is vital to your success. When you start a business, even if you have everything lined up, it will take time for your audience to get to know you and trust you and become loyal fans.

So be patient and don’t worry if you’re feeling behind or like everyone is moving on faster than you. Take one step forward every single day and you’ll get to where you want to go!

Tell me, which part of the branding process seems difficult or out of reach?

Is there any part of branding that’s still unclear or needs explaining?

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Want to brand your business but don’t have the time (or the desire) to start the process?

I offer a start-to-finish, done-for-you branding experience that covers all your bases and one that gets you set up online in a matter of months. Check out the services to learn more and fill out an inquiry form to get started!

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