Consistency: How Knowing Who You Are Helps You Build a Better Business

So you’ve built your business, you’ve had a few clients, your friends + family keep asking you what it is you’re up to and you’ve locked down your social media account handles. But something feels off.

Maybe you’re lacking consistency. Maybe you’re even lacking the motivation to get consistent. Maybe you’re just not seeing how all of these other small businesses have built such authority and loyalty with their customer base.

Maybe you think branding can help. Our answer is: definitely—branding will help.

Many who do choose to clean up or start a brand all DIY style, end up lacking the professionalism that comes from a trained visual communication specialist.

Major misconceptions about branding have permeated society and the minds of small business owners and entrepreneurs.

Misconception #1: “It’s just a logo. I can do that myself.”
Misconception #2: “It’s only for large companies, I’m just a freelancer.” 
Misconception #3: “I’m not selling a product.” 
Misconception #4: “My business isn’t big enough for branding yet.”

So what is branding?

Entrepreneur Magazine defines branding as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.”

While that’s definitely true, branding encompasses so much more than that. Branding is how you set yourself apart from competition, how you distinguish yourself in a saturated industry and how you build loyalty with your existing customers.

Branding is NOT flashy design, trendy graphics or a complicated marketing plan. It’s the real and tangible foundation of your business’s identity,  your business’s voice, and the platform to connect with your customer base.

Branding is authentic and scalable. AND consumers can tell when it’s not.

So why do you need it?

There’s no question that your brand is going to evolve over the course of your business, but imagine your brand as the way you dress to prepare for an interview.

You may be new to the industry and have never interviewed for it before, but you’re not going to show up without putting on a nice outfit and bringing a clean résumé. Your business, though it may be new (or it could be established!), shouldn’t be wearing pajamas to a customer meeting.

It’s not too late to begin but it’s also never to early to start.

BrandingCatherine Blakemore