Running a small creative business is a lot of work (I can relate!), and one of the most important things you need to get right is your branding — otherwise you may be spinning your wheels and wondering why your business isn’t growing faster. Your branding is how you present your business to the world, and it’s what makes you stand out from your competitors. But beautiful colors and fonts mean basically nothing without a strong brand strategy to guide them, and this can have far-reaching effects. So, here are some ways to know for sure that your current branding is effective:
If people remember your business name and what you do, that’s a good sign that your branding is working. Your branding should be memorable, and it should connect your values with the values that your ideal clients deeply hold. If people are able to recall your business name or logo, or a strong value that you hold, that’s a clear indication that your branding is making an impact.
You should identify and deeply understand your ideal clients, in order to create a brand that resonates with them. If you’re getting inquiries from people who are generally a good fit for your services, that’s a sign that your branding is resonating with the right people, and they can see the value in what you do.
Your website and social media profiles are the face of your business online, and if they’re getting traffic, that’s a good sign that your branding is successful. Your branding should be consistent across all of your online platforms, and it should be visually appealing and easy to navigate. If people are visiting your website or social media profiles and engaging with your content, that’s another indication that your brand’s message and visuals are resonating.
Positive feedback from clients and potential clients is a great sign that your branding is successful. If people are complimenting your logo, website, or social media profiles, that’s a clear indication that your branding is making an impact. But beyond that, you want to see comments like, “This is exactly what I’ve been looking for!” or, “So excited to work with you!” or “Thank you for posting this!”, and you’ll know that you’re creating tangible value for your clients online.
Ultimately, the success of your branding should be measured by whether or not you’re meeting your business goals. If your branding is helping you attract more clients, increase your rates/sales, and grow your business, that’s a clear indication that it’s working. Your branding should be aligned with your business goals, and it should help you achieve them over time. This is especially where brand strategy comes in – it serves as the foundation for your branding, and directly connects to your business goals.
If you’re looking through this list and wondering if (or how) your brand identity could be improved, let’s talk about it! I know it’s hard to do allll the things when you’re working in your business, and sometimes you need another person to take a fresh look, and give you some clarity on your brand and what’s so special about it. If this is you, then take a look at my brand and web design services, and let’s get started on a strategic design transformation that will help you grow your business and attract your ideal clients.
Rose Benedict Design is a brand and web design studio based in Columbus, Ohio, devoted to crafting beautiful, strategic brands for creatives and service providers.
©ROSE BENEDICT DESIGN