There’s a lot more to creating a brand for your company besides a shiny new logo. A strong brand game means that a potential client could take one look at your body of work (website, social media, portfolio, etc.), clearly understand what you offer, and recognize your work in another setting. We’re still noodling out our own branding, so we’ll be taking a big heaping of our own advice as well!
Tandem’s Four “V”s of Branding:
You have to know where you’re going with your business. And as hard as it can be to really hone in on your target audience and narrow down the products/services you’ll be offering, it’s crucial to have a rock solid vision in place. Having that vision locked in will help you have laser-like focus on the end results instead of bouncing here and there and over there and ooooh look! something shiny!
Decide what your business values. At Tandem, we value the stories of small people doing big/hard things in the world so much that we make it a priority to seek those opportunities out. Part of our branding story is to inspire others through our work, and so “inspiration” was another value that stuck with us.
They say “your vibe attracts your tribe”. We’re not sure who “they” are, but it’s true, how you come across on your website and on social media will often intersect with your potential clients’ interests and lifestyles. If you’re using a lot of flowery photos on Instagram, don’t be surprised that your client base isn’t the leather and motorcycle crowd. It’s okay if your vibe isn’t like everyone else; in fact, the truer you are to yourself, the better the fit of clients that will come your way.
Similarly, how you speak (whether spoken in real life or written online) says something about your and your brand. We found that we were often too formal and generic in the things we were posting, so we’ve been working hard at letting our actual voices shine through more. We’re passionate, weird and easy-going, and we want that to be “heard” in all aspects of our work.
Got your brand down? Need a logo next? Let’s talk.