Why your brand needs to resonate with you

One of the things I often say to clients is that I want to create a brand that resonates with them as well as their clients. That might catch them by surprise because it sounds as though I'm putting their personal preferences on the same level as good strategy and that’s not the case. What I mean is that, once we've created a brand that communicates effectively with the right audience, I also want it to feel like a genuine reflection of the person behind the business.

The first job of any brand is to connect with the people you're trying to reach. If your ideal clients don't understand what your business stands for or don't feel drawn to it, then the branding isn't doing its job. That's why every branding project I undertake begins with strategy rather than design. Before we think about colours, fonts or logos, we need to understand who we're trying to communicate with and what we'd like them to think and feel.

I need to learn about your business, but I also need to learn about you. That's why I spend so much time asking questions, digging a little deeper and really listening to your answers.

That also means I won't recommend using your favourite colour simply because it's your favourite colour. If it sends the wrong message to your audience or doesn't fit the personality of your business, then it probably isn't the right choice. Effective branding is about communication, not personal preference.

When I'm presenting branding concepts, I often encourage clients to pay attention to their first impression. That doesn't mean choosing the concept with your favourite colour or the one that looks the prettiest. It also doesn't mean you should be seeking love at first sight. It means noticing your immediate reaction before you start analysing the details. Quite often, the strongest response isn't, "I like that one." It's, "That feels like me." There's an important difference between the two.

For me, that's often the moment I know the strategy is translating into the design. Not because we've found your favourite concept, but because we've reached a solution that communicates effectively while still feeling authentic to you, the person behind the business.

By the time I'm presenting concepts, we've already done the strategic work. It's rare that there's only one possible solution. There are often several directions that could communicate equally well with your audience. That's when another consideration comes into play.

Does the brand resonate with you?

For most small business owners, the personality of the business and the personality of the owner are intrinsically linked. In fact, one of the greatest strengths a small business has is the person behind it. Unlike large organisations, where the brand can feel impersonal because it exists independently of the people behind it, you're the person representing the business every day. You're introducing yourself at networking events, meeting prospective clients, writing proposals, answering enquiries and telling the story of why your business exists. Whether you realise it or not, you're one of the biggest expressions of your brand.

That's why I often say to clients, "You're the one who has to live with it, not me."

Long after I've finished the project, you'll be the one directing people to your website, posting on social media, handing over your business card and talking about your business. You'll see your brand every single day and, if it feels like a genuine reflection of who you are and the quality of what you do, you'll represent your business with a confidence that's difficult to fake.

I see the opposite surprisingly often. When people meet me and find out what I do, they'll sometimes apologise before they hand me their business card. They're rarely apologising for their business itself. More often, they're apologising because the way they're presenting it no longer reflects the quality of what they do. That's why I also tell clients, "I want you to be proud when you hand over your business card."

Of course, it's not really about the business card. It could just as easily be your website, your LinkedIn profile or your proposal. What I really mean is that I want every part of your brand to reflect the business you've worked so hard to build, so that you never feel the need to apologise for the way it's presented.

One of the biggest advantages small businesses have over larger competitors is that they're personal. People aren't just buying a product or service, they're buying from a person. A brand that resonates with its owner doesn't create that authenticity, but it does help communicate it more clearly. When your brand feels like a natural extension of you, your personal story becomes easier to tell and your confidence in your business becomes more natural. One of your business's greatest strengths, the person behind it, is then able to shine through.

Creating a brand that resonates with your audience will always be the priority. But once you've achieved that, creating one that also resonates with you isn't simply a nice bonus. It's an important part of building a brand you'll be proud to represent every single day.