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What is your Brand Development?

Brand Development

Updated post from Dec-10-2018

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Brand development  is important. Why is this so? Because a brand is YOU. It’s your brand’s value, vision, and voice  that attracts your ideal client/customer with your  offers, either online and offline.

I have come to understand that if a business does not make sure that it’s brand online looks good, you are wasting your money on internet marketing, which also is part of brand development.

Brand Development

My marketing website has gone through a few changes in just a short time. I have changed things like added new pages, purchased a new theme to add new life to my brand.

This article contains what I have found about incorporating my personality with my site and brand development of my business for the future.

You may be interested in making some changes yourself to your blog.  Here are the steps I will be taking ( updated things I changed) and also recommending to my clients.

Website/Blog

Most businesses will already have a website. Does it really project your own personality? I don’t really believe that mine does, yet as I am writing this blog. But I updated this article.  So what can I improve on? Let’s see…

Brand Development is tricky.

You are developing a digital marketing strategy and a brand identity. Just how you go about doing this for your business, will be unique or exclusive to only you.

Your brand position will set you apart from others in your space with compelling calls to action, a structure for your services and or product offers, content topics of interest to your target market and a distribution strategy that will build awareness and relationships.

Why is this so? Because a brand is YOU first, before your business. You are an individual with many facets to your personality, and you bring these talents to your business. It’s your business’s identity (both online & offline.)

I have come to understand that if a business doesn’t ensure it’s brand online is compelling, you are wasting your money on internet marketing, which also is part of brand development.

My marketing website has gone through a few changes in just a short time. I have changed by adding new pages, purchased a new theme to add new life to my brand. This article contains what I have found about incorporating my personality with my site and brand development of my business for the future.

You may be interested in making some changes yourself to your blog. Here are the steps I will be taking ( or took ) and also recommending to my clients.

Website/Blog

Most businesses will already have a website. Does it really project your own personality? I don’t really believe that mine does, yet! So what can I improve on?

Survey of Your Site’s Components

On my “about me” page you will see that I have been online for almost a decade now. I started with sales companies and learned web design and marketing the hard way, all on my own.

My site does not indicate my background in commercial art ( in high school) or that I took a two-year horticulture course in college. These things are part of who I am. I love beautiful art, flowers, plants and adore colour! I want to show more of this on my business site.

Your Theme

While I do like my theme, it’s a paid theme by “Grace themes”. It functions very well, nice and fast too. I want to work on changing the sliders pictures. ( Now updated with no sliders, slows down speed) I found an excellent sources of Stock Images with lots of flower imagery and great colour.

You can look up “Haute Choclate”. ( Now renamed  https://hautestock.co/ ) It really says ” this is me!” Very feminine and beautiful images. I love this site. Plus a few others. Bluchic , Creative Market, Styled Stock Society,
Business Give Away, and Pexels.

I thought my site looked a bit too masculine and my target audience is women.  I want to reflect on my website, a feminine look which is geared to bloggers and women  who are interested in business.

Your Colour Palette

Having a colour palette is really essential in visual branding. Here are different meanings of colour that I want to use on my website. I have taken these three colour meanings from my Pinterest Board “Brand You First” – More on Color Palettes – A brand color palette for your blog.

Aqua

People gravitate toward your warm and confident demeanor paving the way for you as a natural communicator. You present a pulled-together vibe that attracts attention in all the right ways. Perceptive, intuitive, and sensitive you are a good judge of character and can quickly size up any situation.

Green

You dislike chaos and strive for consistency and balance. You understand that time is money. Time management is a strength because you quickly prioritize. Business savvy is bolstered by your ability to target what is most important and delegate what is not. As a result, you rarely sweat the small stuff.

Purple

Marching to the beat of your own drum and being unique makes you happy. Fitting in has never been a priority. As a result, you understand and appreciate kindred spirits who choose to zig when everyone else zags.

Fonts

I see many people online say you should use no more than three difference fonts. The darker colour in your colour palette for your body text, easier to read. Make your links a different colour so they stand out.
I also like the handwritten types of fonts, because they are very feminine looking. My preference, to show that side of my personality.

Brand Development

Visual elements like the colours you use, your fonts and graphic elements all tell a story about you. But it also includes the experience that you give to people and clients that make up your “branding”. It’s what people think of you, your reputation as well as the excellent content on your website /blog and its appearance.

Strong Branding
When you have strong branding for your business you not only stand out – among the billions of other businesses online.

You are remembered by loyal fans. That means the world to your business!

You attract the right people to your business because your messaging is on target. Using a target audience is very useful for Facebook Ads. Your brand is the difference between you and your competition. Having a strong brand gives you credibility and you are seen as the go-to person in your niche.

Strong brands use the same colours, fonts and messaging across the internet. The same personal image, templates, blog post style, and social media. All displaying your brand’s elements that are recognizable offline or online. I am in the process of unifying all my brand colours and fonts.(Now updated across all of my social media.)

Brand Development Strategies

The first thing – is Your Guide. What is Your Plan?
“Businesses that fail to plan, plan to fail.” –  I do believe this to be true.

What is your Goal for your Business?

Your Products, Affiliate Products? Offline Clients? Social Media Goals
Without having a plan, it will take you much longer to reach your goals. Choose a singular path and stick to it, and you will find the success you want! It may take longer doing it alone, join a group or learn from a coach.

What is the Purpose of Your Website/Blog?

Are you interested in getting more exposure for your business?

There are steps to take for doing this – see definition of three things, below.

Or are you keen to get more traffic for your blog?

These steps would be quite different than exposure.

Is money your main objective?

Immediate cash or a long-term investment?

A Mind Map or Blue Print with all the steps laid out for you to follow is a great exercise. Then you have your correct direction to follow either: exposure, traffic or money. Focus on only one of these at a time.

Your Objective:

I have determined my objective (or my clients’ objective) to be centered around creating More Exposure for the business.

First, you must define that as one of three things:

1. Is the Exposure for a Person, a Business or a Product? Mine is for a Business.

2. Is the Exposure Geo Targeted? Yes locally. I am a member of the Chamber of Commerce for my small town. Online with a Facebook page for my small town’s businesses.

3. Is the Exposure Short Term or Long Term based? Long term with a 5 year plan.

To Wrap Up

Once you have decided the motivation for your  based campaign (Exposure in my case) then you can move forward in creating campaigns to meet the specific objectives. The mind map or Blue Print I mentioned with steps for the campaign’s concern – exposure has  essential steps specifically geared to this type of campaign.

All of this, the digital marketing and the branding components are combined into a business plan which includes specific steps for promotion which brings growth and success for your brand development for your business.

To your business success,

Wish to chat for FREE 15 mins about your business? Please see my scheduler on my Contact page.

PS – if you enjoyed this post on brand development, please comment ( under headline)  and share.

About Kathryn Maclean http://www.facebook.com/marketingofflineonline
A certified Social Media Campaign specialist using Facebook, Twitter Pinterest, Instagram, LinkedIn

Related Posts

Branding You and Your Business

A Brand Color Palette for your Blog

Branding 7 Ways To Further Your Business Branding

5 Brand Design Graphics You Need

Kathryn Maclean-Racicot     

A Social Media Campaign Specialist using: Facebook, Twitter, Pinterest & Instagram ​
https://www.facebook.com/marketingofflineonline

Kathryn Ruth Maclean

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  1. Love the topic of branding, especially learning how different people go about creating their own unique brand. I have chosen a particularly bold color pallet and that fits with my personality as well as my theme of resilience.

    1. Hi Marquita,
      There is no one way to go about branding that is true. Each person will do it quite differently. My mood board colours are on the pastel side as these appeal to me along with the colours I mentioned in the article. Thanks for commenting.

  2. Hi Mandy,
    I really think colour has a lot to do with how people relate to your site. Fonts do make a difference. I try and make mine on the larger size so it easy easy to read. That makes a big difference on other devices as well. Thanks for your comments.

  3. Hi Kathryn,

    Wonderful article. I am also in the process of revamping my main web site, my authority site. For years I had a separate site for my therapy practice, but I was paying a monthly fee and it was a template site. I could not make changes. And then one day I saw it on my mobile phone – and that was it. I canceled it and forwarded the domain to my main site. But then I realized, I needed to add specialty pages and improve my about section and services. It is still a work in progress.
    When you talked about the colors. My DrEricaGoodstone.com site is mostly purple – individualistic. My MarketingOurPractices.com is mostly aqua blue – warm, natural communicator
    and my HealthyBabyBoomersNetwork.com is mostly green – strive for consistency and balance, very much needed to maintain health as we age.
    So I feel that my intuitive selection of colors was right on.
    I will also read your article on Fonts at PAC.
    Warmly,
    Dr. Erica

    1. Hi Dr. Erica
      Yes revamping or re-branding? Not being able to make any changes on a site is not a good thing. Most themes today are device friendly.
      Adding pages to a WordPress site is very easy, just add a page and label it in the menu. I like the colour choices for your sites,
      purple – “Marching to the beat of your own drum and being unique makes you happy. Fitting in has never been a priority. As a result, you understand and appreciate kindred spirits who choose to zig when everyone else zags.” Fits you well.
      Aqua I mentioned on Dr. Elise’s comment. Green -“You dislike chaos and strive for consistency and balance. You understand that time is money. Time management is a strength because you quickly prioritize. Business savvy is bolstered by your ability to target what is most important and delegate what is not. As a result, you rarely sweat the small stuff.” I would agree, your colour sense is right on!

  4. I like your color choices, Kathryn and it’s good that you’ve found a scheme that is distinctly you for branding, as well as suiting your target market.

    My audience is about 50/50 male/female so I don’t indulge my like of flowers, pastel pinks, blues and lilacs 🙂

    Instead I chose a mix of primary colors. I wanted a feel that was more fun looking than serious and business-like.

    With an eye on page speed I just use one font type but use different colors and sizes.

    1. Hi Sue,
      Ya I don’t think flowers and pastels would suit your audience. Primary colours are a great choice for fun images.
      I like one font type or two and page speed is very important. Thanks for your comments.

  5. Hi Kathryn,
    Nice article. I’ve posted about branding before and my guest authors have done the same. What actually caught my eye is your image. All of it goes into a mood you want to convey. What that mood is should be decided at the inception of the blog. Tweeted
    Janice

    1. Hi Janice,
      Thank you. I love the subject of branding. I am doing a re-brand soon and I am using a mood board that I am developing to suit my target audience. You are correct it should be decided at the inception of a blog or as I mentioned doing a re-brand. Thank you for the tweet!

  6. Hi Kathryn,

    Loved this post and the one that you linked to on PAC. I have tested some colors and found that my white background with a splash of orange does work better than my flowery turquoise background I used to have.

    As we grow in marketing so does the reflection of our blogs.

    -Donna

    1. Hi Donna,
      Thank you. You are right of course, as we grow so does out marketing. Colour is so individual. I once wrote an article with people being almost upset with the meanings of the colour research I found. Yikes!

  7. Hi Kathryn, Beautiful way to put it! Thank you for the clarification about brand development. A defined brand strategy identifies your target markets, consolidates and addresses their individual needs and also provides an insight into their ongoing requirements. I was recently in the logo and brand development process myself, with a leading Logo design in Sunshine coast and this post gives me great understanding to get creative business logo. Great work! Keep it up.

    1. Good day Stephany, Thanks for your comments on my Brand Development article.
      I liked that you said, “brand strategy identifies your target markets and individual needs.
      Focusing on their wants and needs and ongoing requirements.”
      PS
      As you are Australian, I hope the wildfires in Queensland have not affected you or your business.
      Thank you for your comments.

  8. Hi Kathryn,
    I think your site looks very attractive. I used to have sliders too, but did away with them for speed reasons.
    Hmm, my site is themed blue (because I’m a night-person) and purple – fitting in not my priority. Haha.
    My theme is Focus from Thrive. I think I could probably do a lot more with it but I’m afraid of undoing what I’ve already done. These things don’t come easily to me! But thanks for your tips.
    Joy Healey – Blogging After Dark

    1. Hi Joy,
      After years with the same site or even starting over with a new site, we put so much work into our sites.
      If you are afraid of messing up your site, I suggest you get some help. Someone might see what you can not
      – the old can’t see the forest for the trees syndrome. Ask for a site analysis, they are usually free or a low cost.
      PS Thanks for the heads up on the old posts URLs I thought they were caught by my plugin but must have been before I installed it. All caught up now.

  9. My colours are aqua through blue to green. I want my site to look bright and lively. I’m currently working on the projecting my own personality bit – I find that hard! Thanks for the tips.

  10. Hi Kathryn,
    The “Brand” is absolutely you. So building “You” is where the challenge comes in. This is why being more visible online counts. The more people see you, the more familiar they get, and get to know you. Everything you produce, videos, podcasts, blog posts.. created and promoted by “You”. Blogs always go through changes.. it’s never ending. So your blog will always reflect where you are…

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