As individuals, there are certain things that make us unique. It might be in the way we walk, the way we speak, the way we think, our principles, and our beliefs. All these things packed in one person is your identity. It’s what makes me Terrie, and it’s what makes you YOU! Your identity sets you apart from everyone else!
The same can be said about a brand. A strong brand identity is something that every business owner should try to achieve in order to execute an impactful brand presence and build a business that stays for a looong time!
So how can you build a strong business identity? Well, here are some of the basics that YOU should know as a business owner in the wedding industry!
Have you ever read a novel or watched a movie (or series) and found a really memorable character that you can relate to the most? It mostly happens when we get to know their backstories. We sometimes find ourselves attached to them. We may personify their characteristics in our daily lives and often, it’s completely unintentional!
That’s just us being human. We are wired to be compelled by stories! So, as a brand, you are definitely not exempt from building your own story! If you choose not to, that is simply an opportunity gone to waste!
Why Having a Brand Story is Necessary
It is helpful in creating campaigns
Having a brand story can greatly benefit your marketing strategy. You simply cannot move forward and create effective campaigns if you do not set the foundation of your brand, which is its story.
When creating your marketing campaigns, your story can help you set clearer goals and enhance the way you’re connecting to your audience.
It Helps Make You Relatable to Your Audience
Speaking of connecting, it can be hard to build lasting business-client relationships if your brand fails to establish a humanistic approach to connecting with clients. That is something I personally give my utmost best to attain in every stage of transaction I make and I have been loving it!
But how about those who are simply trudging through your website? How can you connect with them? That’s when your brand story comes in. Share it in your “About Us” section, draw 3 points (at most) and emphasize them in your ads. You can also share some personal stories with your social media captions. Just remember that the goal is to be as relatable and human as you can be to your target clientele.
How to Create a Brand Story
If it seems a little overwhelming, let me assure you that it is absolutely something that you will enjoy doing!
You can start by answering a few basic questions. What pushed you to build your business? What are the difficulties that you want to solve with the help of your business? What are some practice/s that is/are unique to your brand? Those are usually enough to get you started, but of course, as the creative that you are, you can definitely go above and beyond!
Here are a few things to consider when building your brand story:
1. Base it on your customers’ experience
You might have had a few clients you have worked with before. Gather some testimonies and see what things they have to say about their experience with you. You can also conduct some quick surveys!
2. Create a persona for your brand
Much like any other novel, a story needs a main character. This could be you or you can create a client avatar that reflects your ideal client.
3. Make it simple and memorable
It is great to share a lot about your brand but overloading your audience with information has the tendency to make you forgettable instead. Ironic, right? To create a story with a strong impact, take out a few (3 at most) important points about your brand and focus on that!
4. Include some challenges
Think of some obstacles that your ideal clients face (or refer to the survey you conducted) and emphasize how your products or services can help them solve these challenges!
Your logo is an absolute ESSENTIAL in building your brand identity. A representation of what your brand stands for is what it is. It is YOUR mark of ownership packed with symbolisms that reflect your brand. It is basically the summation of everything about your business!
The different types of logos
Your logo is something that will be seen across all your channels — from your website, social media pages, emails, and even print materials, it is going to be everywhere! So make sure your logo doesn’t only look good but also easy to remember!
For wedding creatives like us, we serve clients who need bridal services. Make your logo give your ideal clients that impression! Let it be known you’re an ambassador of romance in just one look!
To help you create your own, here’s a list of the different types of logos that many businesses use:
Although your logo design is entirely up to you, it is important to note that it should be aesthetically on-trend and the colors should be carefully thought out! Which leads us to the next item on our list!
Believe it or not, colors have a significant contribution in making a client choose your brand! To quote an article posted by Digital Synopsis, “When buying a product, 93% of buyers focus on its visual appearance. 84.7% of buyers claim that color is the primary draw card.” Amazing, right??
This is why it is very important to choose a palette that isn’t just harmonious but is also effective in sending the right message to your audience! With that said, it is important to Consider the psychological effects your colors can make!
Establishing a brand voice is a definite must if you want to practice consistency. Your brand voice is the personality of your brand. It helps you set the tone for how you want your audience to perceive you. This can be reflected in your logos, colors, typography, and etc., but ultimately, the tone in the way you communicate with your audience is also a part of it.
Think of it this way. If your brand is a person, how will they interact with the people around them? How do they dress? Are they quirky? Maybe they’re calm and relaxed? Perhaps they embody elegance and they speak in a graceful manner. This should be determined from the get-go to ensure there is consistency in the way your brand presents itself across all platforms.
Photography & Graphics
Tailored branding photos vs stock photos
This is my favorite part! As a wedding and brand photographer, I will never get tired of saying how important it is to have brand-consistent photographs on your website and channels!
If you do not have your own gallery yet, stock photos can help, but chances are, another business might have used that photo elsewhere. Another thing about stock photos is that it can be hard to find one that ticks all the boxes.
It is always better to have tailored images to increase your authenticity. Besides, you can add personal touches to your photos and you can definitely use them when creating your graphics! No need to stress over where to find stock photos that actually fit your color palette!
Creating eye-catching graphics
Nowadays, it has become easier for small businesses to create graphics using amazing templates from software apps! But it is best to create a personalized template exclusive to your brand.
If you’re wondering about which kinds of social media formats should have their own templates, allow me to list them down for you!
- Instagram stories
- Square post (for your Instagram and Facebook feed)
- Sales and Promos
- Pinterest pins
Of course, be sure to ONLY use your brand-approved colors and fonts to ensure consistency in your posts!
A style guide is essentially a rulebook that you should create in order to guide your partners and teams on how to properly use your brand logos, palettes, typography, etc. This is to ensure that consistency is practiced by everyone involved in your business.
This is especially handy when you’re working with different teams or you’re hiring professionals for a certain project or a period of time. What should be included in your style guide, you ask? Basically everything listed above from your brand story to your graphic templates! Of course, you have the freedom to omit anything or add more if you deem it necessary!
Once you’ve covered all the basics of building a strong brand identity, you are pretty much ready to present your brand to your audience! Just remember to always remain consistent and refer back to your style guide if you need some reviewing!
I know it may seem like hard work! And it is! But it is also important to establish a strong foundation from the beginning for your business to increase your chances of going far and beyond!