Many think that branding is just a logo and a tagline, but branding is a lot more than that. As defined by Entrepreneur.com, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Some of the obvious answers as to why you need branding are because you want to be recognizable and stand out from your competitors, and you want to connect with the proper audience in the right way. And those are good! However, as solopreneurs, here are some reasons why you need branding that aren't obvious:
It saves time and money.
As a creative agency, branding is necessary. It saves times for the designers that work with us because they don't have to come with a creative solution or design which can take more time and energy. Your branding is a guide map that makes it easier for designers, brand strategists, any who works with you, and even you to know what works for your audience.
Not to mention, that time is money! When working with your team or a creative agency like KDL, the more time something is projected to take, the more it costs you—even when someone is charging you on a value-based system. A great branding foundation saves everyone time and ultimately money. You invest on the front end, but it saves you a lot of time (and money) on the backend.
It gives you a starting point.
To our first point, your branding is a guide map. When you need to create a post for Instagram or write a blog post or send out an email, your branding already has your target audience (and in our case, target audience profiles or specific examples of individuals who could be within your target audience) as well as lexicon and messaging so you know who to talk to, what to say, and how to say it.
Sometimes, although we are the originators of our brand, we may not always remember what to say, how to say it, how it should look and so on. And that makes sense. With everything you have on your plate as a solopreneur, we have to wear every hat at times. Branding takes one of the hats—or even a few of them—off and makes tedious things like a social media post must easier.
It takes the focus off selling and on to something bigger.
Yes, I am HYPER aware that you need money. (I mean, you're talking to an entrepreneur.) However, if I was only focused on getting your money, I would not be able to do the work that I do for you because money would be the forefront.
Branding defines your WHY. It defines your for WHO and your HOW. It reminds you why you are doing what you're doing and who you're doing it for. (Often, the person you're doing it for will be who you needed when you were starting out.) Branding takes your visions, your ideas, your dreams and your goals and puts them into a nice package. That seems a little bit more important than selling, right?
This journey of building your own business, creating a brand, and finding financial freedom has to start with a map of your brand: your story, your archetypes, your messaging, your visuals, and your platforms. Branding ultimately defines who you are, and it will be a beacon to your audience. So make it easier on yourself, get your branding done, and get it done right.