How To Create A Visual Brand Identity
Once you have clarity around your brand values and have identified the 8 steps you will be taking to develop your personal brand, you can begin to look at your brand’s visual identity, meaning your logo mark, colors, patterns, typography, tone of voice and personal style.
All of these things are building blocks to build what most people perceive to be your brand at a glance. In reality, these things should be serving to AMPLIFY your core values, focus, and mission.
The reality is that everyday you are building a personal brand. It’s usually only when we start to develop one for a business that we begin to put intention and purpose behind our daily decisions to influence how the world perceives.
The truth is that all authority and celebrity is perceived.
Have you ever heard the term “internet famous” or “Youtube star”? For someone not on certain platforms, you may have no idea who someone is but for someone who is a Youtuber, a certain name may carry immediate recognition and endorsement weight for products.
It’s important to remember that your personal brand isn’t just about you. Here are the key steps to developing a captivating visual brand that converts
Research
Know your audience.
If you haven’t already done it, do this exercise in identifying your ideal clients. By gaining clarity on who you serve and how you serve them, you will save precious time trying to market to them and figure out where they are!
Know your industry.
Know what is the standard of care, service, and professionalism (or if you can get away with a huge creative license!)
Know your stuff
(If you haven’t already, follow the 8 steps and lay your core brand foundation). Don’t try to teach on something you don’t really know anything about.
2. Create a brand mood board:
You can do this with magazine cutouts or on Pinterest but the idea is to grab images, colors, patterns, typography and words that you feel represent you and brand and will also appeal to your ideal clients.
Brand Mood Board considerations:
What are words that describe how you want your audience to perceive you or how you want them to feel when working with you?
What are the colors, patterns, typography that will set you apart from the crowd while still reflecting your core brand values and brand mission? These elements can make or break a brand so take your time with these.
Consider the tone of voice you want to use: Sassy, rebellious, professional, sophistacated, no-fluff, humorous,friendly, etc
What are the personal brand style elements like, fashion choices, makeup style, products you use, foods you eat, people and pets that will make cameos etc that you plan to incorporate to help you shine?
Consider creating a guide for your colors fonts and patterns for when to use what things and where to use them. A great example is font hierarchy. Orgnaize your title fonts versus subtitle fonts versus body fonts so that you can be consistent.
Once you have a mood board you can use tools like Canva or Adobe Spark to build your brand yourself or you may consider working with a brand strategist and designer, like myself, to create your digital and print assets and deliverables.
Remember, as you grow as a business owner, your brand may pivot and shift. Frequent overhauls will lost trust with your audience, but if you have done the foundational work and your core colors, values, and tone of voice remain the same, your audience will join you in the journey.
If you need support around your brand board, feel free to download this free Visual Branding Workbook or schedule an appointment.
