The 3 C's of a Good Brand
I talk a lot about branding. I rarely use the word "logo", and even when referring to your "business" I instead use the word "brand". I see branding as something all encompassing. Your logo is just one piece, your business is the work you do, and your brand is the entire essence of what you are presenting to the world.
Forbes puts it best in this article, "What is a Brand, Anyway" when saying:
"Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.
On top of how other's are consuming and experiencing your brand, it should also give you 3 things. Those three things are:
Clarity, Confidence, and Consistency.
A good brand clears away all of the uncertainty and unnecessary decision making. Establishing your brand allows you to easily say yes to whatever falls in line with your brand, and no to what does not. A good brand simplifies all of your options. No more wondering "Should I post this Instagram photo?", or "Should I take on this client?". When faced with a decision, if it lines up with your brand aesthetic, values, and goals, then the answer is yes! If it doesn't the answer is no.
A good brand speaks directly to your ideal client, before you even say a word. A good designer will help you to uncover your aesthetic and bring it to life with just the right design elements. Once your brand is designed and established, you can show it off to the world with confidence, knowing that it is the perfect representation of you and your business. Gone is any hesitation or embarrassment when it's time to whip out a business card or share your website with someone!
A good brand should contain many various elements and pieces. It should have a set color palette and font palette, several logo variations, a mood board, and more. All of which helps you carry out consistency on your own after you and your designer part ways. With all of these pieces in place, you can then go forward and show consistency to your audience all on your own! Your website, your social media, your paper materials, etc. should match, and this consistency will help your brand become more easily recognized and reliable. No more guessing!