Branding is important. That’s nothing new. Humans are pattern recognition creatures. Since the dawn of existence – from scratching symbols in the face of a cave, to today when we regularly associate a swirly white font on red with the Coca Cola logo, or an apple with a bite taken out of it as embodying a major tech giant – branding has been around for years. Branding has been and still is used in the sale of cattle, to mark stock for ownership and delineate exclusive lineage. But today the scope of branding extends to the virtual world, too. Essentially, branding is a set of specific icons, images, design, and messaging of a product, company, or individual. So how does this relate to you and your business?
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Branding is just as important for creative and entrepreneurial endeavours as any other business. It is important to create a brand for yourself that people recognise, remember, and most importantly – trust. So how do you go about creating your own brand?
First things first. Dig deep. Branding is not just about your image. It is also about your strategy. And to create the right strategy for your business or film project you need to define your mission and your target audience first. Perhaps you have already stamped out a mission statement, worked out who you need to connect with, and what you want to communicate. If so, (and if not), read on. There are a few gems of wisdom here you might not yet have considered.
Ask yourself the question – what do you want to share with your future clients? You need to know the answer to this, as it will inform the colours you choose for your logo, and across your social media platforms. You need to create a logo and palette colour that resonates with your mission. Why? Because your choice of colour in your brand is as much a part of your message as your message itself. Every colour taps into a different emotion. And not just the colour, but also the tone of the colour. Take for example, the colour red. Different tones of red communicate different feelings. Red can be super aggressive, but another tone of red could be interpreted and experienced as gently energetic. So be careful what colour and tone of colour you choose. Oh, and for consistency, make sure you match your shade of whatever colour speaks your voice the best with a digitally recognised palette colour. This is the 6-digit code that you will use across all your platforms. (Palette colors are readily available on the internet. An example of a palette colour is Pantone code #4285F4, used by Google for its blue letters!)
So, you’ve settled on your logo and the colors you want to use for your brand. Now it’s time to integrate this with the way you engage with your target audience. This is not about which platforms you choose to use (e.g. platforms Facebook, Instagram, Twitter, YouTube, LinkedIn, etc.), it’s about ensuring that your messaging appeals to your target audience. Who are you talking to? Who is your target audience? Your message needs to be designed to appeal to this target audience and communicate the value you offer. And yes, this means having the confidence to launch your unique voice into this cosmos. You need to feel comfortable with the way you talk to people. To feel comfortable selling what you are selling – whether it be services, a film project, or products that other businesses would be better off using. Perhaps you may need to engage in a little positive self-talk to make this happen. Address what makes you special and what makes you believe in yourself. To increase your confidence there are so many tools available for free or for a small fee online e.g. coaches, yoga classes, and meditation sessions. Do whatever you need to do to find your unique voice. If all else fails, fake it until you make it! If this all sounds embarrassing that’s excellent. Sometimes we need to feel embarrassed to connect with those things that are important to us. But if it gets overwhelming, perhaps try treating your business as a 3rd person and work from this point of view to discover the unique personality of this 3rd person.
Finally, when you’re ready to put your message and your work out there decide what you want to share and don’t want to share. Keep your message consistent across your communication channels. And get ready to be successful.
And hey! If you couldn’t attend Rossscammm’s recent Mini Digital Marketing Course, don’t worry – you can sign up here to watch it all.