Every creative entrepreneur has a superpower. A creative idea and/or a skill. This is what they put to use to make sales and do business. But in the haste of just getting their idea out there and start making money, entrepreneurs start their businesses without properly building the brand from ground up. This results in a randomly put together brand that lacks consistency, fails to resonate with the target customer and the brand voice is all over the place which further confuses the audience making them walk away.
Even though branding is something every entrepreneur needs to have in place but I would focus on creative entrepreneurs for now with an example. Let’s talk about an organic beauty brand ‘X’. With so many organic beauty brands out there, how will ‘X’ stand out and attract it’s own dedicated customers who will trust and love it?
The answer lies in brand building. Branding consists of two elements – emotional and visual. Emotional branding includes detailed brand analysis, study and market research. Based on the analysis, it becomes possible to develop highly personalized brand positioning and voice which will be used for all messaging, communication and marketing efforts of the brand. Emotional branding also paves the way for the development of a strong, unique and memorable brand identity design. While the emotional aspect of branding is intangible, it is responsible to make the target audience feel the brand. The visual aspect of branding is tangible. It is something that the target audience can see in the form of a logo, icons, colors, typography and other graphical elements. Developing a meaningful brand identity is equally important because the audience relates to what they see and over time it sticks and eventually becomes memorable.
Emotional and visual branding are mutually dependant and their combination creates unique branding for a creative brand so that it can be distinguishable from it’s competitors, stands out and speaks directly to it’s target customer. With brand clarity and direction, creative entrepreneurs never have to subject to discounting and other marketing gimmicks to make sales happen. Instead, they can focus on improving their idea, craft or skill and confidently charge the worth.
If you are stuck somewhere trying to achieve your branding goals, you can Book a complimentary step-by-step action plan to help build your brand
Best,
Ridha, Co-founder
Twelve and Twenty Eight
Twelve & Twenty Eight 