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Updated: Feb 9, 2021

Where are my business owners at? One of my favorite things to do with owners is discover what their brand is. Many think that just because they have a logo, they have a brand. However, there is so much more that goes into your individual brand. Don’t get me wrong, your logo is definitely part of your brand…but that is not all of it.


Your brand is why you exist and how you connect with your customers. It’s more than just who you are…it’s how your customers feel about you.

“A brand is a person’s gut feeling about a product, service or organization.”
— Marty Neumeier

There are many components that will give a person those “gut reactions.” Think about some of the businesses we know that have a really strong brand. Apple is more than just the apple logo. Don’t get me wrong, that logo is definitely iconic…but Apple itself has developed a brand know for being sleek, innovative, and all things “i” (iPhone, iPod, iMac). Amazon is known for their customer service. They have established themselves as the leading brand when it comes to speedy delivery. It entails more then just their logo, it’s their way of doing buisness. So what’s your way of doing business? What sets you apart from your competition? What makes your company…well…YOU? Answering these questions will help you develop the first element of your brand. Your WHY.


Why do you exist? What drove you into the business you are in? If I were to ask you who your main client base was, would you be able to answer? Now I know some of you have thought about this in terms of a “mission statement” or “statement of purpose,” but finding your brand goes beyond YOU. Your brand must also communicate your “why” to your customers. Your brand should help your customer connect to your “why” before they have even heard your mission statement. Customers will draw conclusions from your brand, whether you want them to or not. Chances are, some may have overlooked your business or gone a different direction, if they didn’t connect to your brand.


That’s right, I just said it…well typed it…eye candy. The quickest way customers judge your brand is by what they see. Many things can go into your customer’s psychological decision before they ever decide to do business with you. Colors effect mood. Don’t believe me? Go check out your local McDonalds. I am not a betting girl, but dollars – to – donuts, they will have tones of yellows and oranges. Do you know why? Because yellows and oranges gives the feelings of comfort, while still emitting a lot of energy. Mcdonalds wants you to come eat and feel comfortable; but they don’t necessarily want you to stay for three hours talking with your buddies. Those colors influence that. Where as, in a local coffee shop you may notice warm and neutral tones. This tells the customer, “come on in, stay awhile.” Coloring plays a huge role, and the colors you choose for your business should be consistent. What do I mean? EVERYTHING should have a similar dynamic. Your website, business materials (like business cards and letterheads) and logo, should all have the same color and feel. Another aspect that helps with this is the font you choose. If color plays a huge role in this Eye Candy drama, font is the lead. Your choice of font will quickly define you. Can I just take a quick second and tell you, delete comic sans from your fontbook. No really, go right now. This post will be here after you do.

Second only to technological advancements, Font has the ability to date your business and your logo faster then anything else on the market.

As you are choosing your fonts be sure you choose the appropriate font for the tone you are trying to set. For logos, you specifically want to go for “timeless.” A font that had other similar fonts existing years ago, and will still be around decades later. After all, you want you business to be around for decades, don’t you? As you choose your font keep these tips in mind. Tips for choosing fonts: Do Don’t

· Use contrasting fonts (like serif and script, or serif and sanserif) 👍

· Pick fonts that coincide with your project. 👍

(Serif for official documents and a lot of text. Script for a signature

or to draw attention)

· Get font that’s too fancy or font that is hard to read 👎

· Use too many different fonts (more than 2 or 3) in any given material. 👎

Eye Candy is also the element in which your logo falls. What does your logo communicate? What colors did you use? Is it scalable? Does it look good when it is as small as a profile thumbnail for your email? Does it look just as good if you blew it up for a poster? If someone looked at your logo for ten seconds could they reproduce it easily? These are some guidelines that will make your logo eye candy for your brand.

In upcoming posts we will delve deeper in logos and into what your website may (or may not) be communicating to those who look. Till next time! XOXOXO

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