Before we start producing any creative assets, we need to take the time to understand your brand values, desired perception and brand personality. These ideas will inform the creative work to come.
What is a brand?
Put simply, your “brand” is what your prospect thinks of when he or she hears your brand name. It’s everything the public thinks it knows about your name brand offering—both factual (e.g. It comes in a robin’s-egg-blue box), and emotional (e.g. It’s romantic). Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind."
- Jerry McLaughlin , Forbes
Your brand isn't what you say it is, it's what your customers say it is.
Let's start with a quick survey to begin defining Chicago Home Tutor's brand personality.
Watch this video from Simon Sinek: Start With Why.
Now please try to describe your own business using the Golden Circle.
Now try again to write your brand bio using a different structure.
Let's jump to the topic of web design.
Review the guidelines found in the Website Reality Check. I'll be keeping these principles in mind while designing the website.
Let's talk about WealthSimple with an eye on copywriting and graphic elements.
So why should a freelancer spend money on branding?
One word: CREDIBILITY.
When you have distinctive brand assets, used consistently across your materials, it shows potential clients that you are paying attention to the details. And if you are paying attention to the details for your own brand, then they can expect you will pay attention to the details with the services you provide. Ultimately, investing in proper branding creates a presentation that will generate trust and confidence in your services. You'll just look more like you have your act together.
First of all, a brand is not a logo. The term LOGO is short for Logotype, design-speak for a trademark made from a custom-lettered word (LOGOS is Greek for WORD). The term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the trademark is a logo, symbol, monogram, emblem, or other graphic device. IBM uses a monogram, for example, while Nike uses a symbol. Both are trademarks, but neither are logos. Clear? What really matters here is that a logo, or any other kind of trademark, is not the brand itself. It's merely a symbol for it."
- Marty Neuneier, "The Brand Gap"