Your brand identity consists of the assets like your color palette, typography, logo, and website that help you become recognizable and memorable and also help you attract your soulmate clients.
What are the critical things to consider when designing your brand identity assets?
One exercise you can use for creating your brand identity is to create a Pinterest board that includes colors, photos, and fonts that resonate with you. Select colors, fonts, and images that reflect the feeling you want for your brand and business. This exercise tells so much intuitively about the person behind the business.
However, there are things that need to be done before creating the Pinterest board.
There are three critical factors to consider when creating your brand identity.
- Ideal clients
- You may like certain colors, but will that color palette attract the type of clients you want to work with?
- Have a complete understanding of your ideal client and their wants and needs.
- What are your goals?
- What are your goals for the current year, next year, and in 5 years?
- This helps understand your business and know what you will be launching in the short and long term.
- Design helps launch goals be successful.
- Time to evolve your brand
- If what you’ve been doing, be flexible to rebrand, pivot, or take your design in a new direction.
Next, create a Pinterest board with images that truly reflect who you are, as well as who your soulmate client is. Be sure that they are compatible.
Once the Pinterest board is created, Elizabeth looks at the board and applies intuition and strategy to determine what will be best for the client. She also researches everything she can find online and truly gets to know the person to understand them before making final decisions. Art theory is also tied in at this phase. It is a matter of combining technical knowledge with intuition and strategy when designing brand assets.
Remember, your logo is not your brand.
Also, check out the components of a personal brand.
Color psychology is important for connecting with your soulmate client
The feelings that come out of brand asset color schemes can really influence how people respond to and feel about a brand. Color psychology will influence whether people reach out to you to work with you or not. Some people are attracted to neutral and calm tones. Other people are attracted to pinks and beach vibes. You will attract very different clients if neutral, black and white, and minimalist neutral tones versus a beachy or sunset feeling.
Neutral palettes give you space to think.
More on how to find your soulmate client.
What types of people are attracted to different color palettes?
Corporate decision-makers tend to be more attracted to neutral palettes. Pink, even with black and white, will attract women. Red attracts strong, high-achieving people.
Using typography to connect with your soulmate clients
The biggest mistake people make with typography is using too many different types of fonts. Inconsistency with fonts is also a problem. Serif fonts, like Times New Roman, have a much more traditional feel. This may not feel right if you are a more edgy, forward-focused, or modern brand. If you are a more fun more relatable brand, think about a font that is softer, more rounded, and not with a hard straight edge. Script fonts are sometimes overused and must be readable. A hand-written script font is more elegant. The key is to be consistent from your website to your social media accounts to be more recognizable and memorable.
A great way to discover fonts and search font pairings. You will be able to see what looks good together and use them consistently.
Tips for logo design
Having a logo is not as important as one might think. People tend to get hung up on having a logo before having the offer to base their business on. A log is important for recognizability but it is not imperative for attracting clients. If you are an entrepreneur or coach, you should have your headshot as a profile photo, not a logo. Your logo isn’t going to build an emotional connection the way a photo of you will. The priority is to build an emotional connection with your audience.
Most entrepreneurs are trying to build a personal brand around themselves and not a huge faceless entity. Having a profile photo of yourself is more likely to build an emotional connection with you.
Elizabeth loves WordPress, but it is very technical. There are a lot of plugins and it can be overwhelming for people who are not tech-savvy. If you are doing a recipe membership, WordPress is going to be better than Kajabi.
Kajabi is more simple, but it may not be right for everyone. It is a good site for online courses and memberships. It is important to know your membership structure to determine if Kajabi is a good fit.
Listen to episode 177 for more details on building memberships.
It is important to recognize which platform is best for you.
Do it yourself versus hiring someone to create your brand assets and website
If you hire someone to do the things you aren’t skilled at or good at, you save yourself time and energy. But, if you don’t have the money to invest, you can use Canva to create designs, but it can be very overwhelming because there are so many templates. Canva is great for social media posts and other graphics. But, you need to be consistent with your branding. You want them to be cohesive.
Go to Etsy or Creative Market.com, design platforms, where you can find pre-created graphic templates. This will help you be consistent. Using these tools can be a great starting point, but they are not customized to your business.
Time is everything. If you can get your brand identity built in a month, then you have the rest of the year to build out your business.
About Elizabeth Averyanova
Elizabeth helps purpose-driven female entrepreneurs, online coaches, and service providers scale their businesses with impactful, beautiful branding and design. She helps her clients attract their own dream clients, elevate their online presence, and book out their offers while creating a lasting impact in the world. Elizabeth has helped numerous coaches and female entrepreneurs with 6-figure online coaching program launches, impactful and effective landing page creation, and behind-the-scenes business systems that free up time from daily tasks.
Learn more and connect with Elizabeth:
In addition to creating your brand identity, there are 6 things every entrepreneur needs to build a solid foundation for long-term brand and business success. Learn more by downloading the free eBook on The Purpose to Results™ Method.