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From Pretty to Powerful: The Real Value of Branding Beyond Design

When you think of branding, what comes to mind? For many people, including me for many years, it’s the visuals – the logo, the color scheme, the typography, the site. And while these things are certainly important, they are just the tip of the iceberg when it comes to creating a strong brand.

First and foremost, branding is about perception. It’s how your clients and potential clients perceive you and your company. So while the graphics might be eye-catching, they don’t create perceptions or reputations. These things will either be happenstance or they can be built intentionally. The choice is yours. 

As a solopreneur building a strong brand, you need to consider all the different aspects that contribute to how people perceive you. This includes the psychological aspects, such as your values and personality, as well as the verbal aspects, such as how you communicate with your audience. All of these things work together to create a holistic brand experience for your clients who must be imagined early and considered every step of the way. 

One important thing to keep in mind is consistency. All of your branding efforts – whether it’s your website, social media channels, or even the way you answer the phone – should be consistent in tone and design plus relay the same message. This helps to build trust with your audience and reinforces your brand identity. You must personify your brand, and be sure that it stays consistently on brand always. 

Another thing to consider is your target audience. Nah, you must do more than consider them, you must get to know them intimately. Who are you trying to reach? What are their needs and pain points? I spoke in detail about doing this in a previous article. Your branding should appeal directly to your target audience and speak to their needs. This helps to create a strong emotional connection between your brand and your clients.

To wrap this up, branding is so much more than just the graphics. It’s about creating a consistent, emotional connection with your audience through a variety of different elements. By focusing on all the different aspects that contribute to your brand perception, you can create a strong, lasting impression that helps to build trust and loyalty with your clients.

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