KYC – Know Your Client, Be Yourself, Choose a Simple Business Name, and Designing Your Logo!
We’ve all heard the saying, ‘don’t put the cart before the horse’, right? This simply means, when there is an order to things, it’s much easier to follow it.
You can buy a car before you learn to drive. Yes. But, would you purchase prescription glasses before having your eyes tested? Not likely.
When it comes to branding and designing your business, it doesn’t make much sense to design the logo until you’ve gone through the branding process, or until you at least know who your audience is, know what they need and therefore know what they will be attracted to.
You also need to be really clear on the image you want to put out there. That being said, I think that if you are your business… if you are the person that your future ideal clients will love working with, then you must be authentic!!
If you try to come across as a ‘Boss Babe B*tch’, and that isn’t who you really are… the people who find you will disappear because they will quickly discover that you are who you seem to be. The same thing is true if your image online is one of sweetness… flowers, lace and ruffles and then you open your mouth and your very favourite word is ‘F#ck’.
There is absolutely nothing wrong with being sweet, or a baller… your so-called tribe will love you for who you are and how you can help them!
“Naming Your Business”
When trying to decide on a business name, start with a brain-dump (or brainstorm with friends) and start searching sites like GoDaddy for domain names.
If you are a Solopreneur like a Coach, Website Designer, Virtual Assistant, etc, I always recommend the first thing you do is try to buy your name. If it’s available in .com and other iterations of that, snatch it up. Even if you don’t use it right away, buy it because you wouldn’t want anyone else to purchase it!
If it’s not available, ask yourself what is the one or two keywords you use to describe your business.
For example, I am a clarity coach. So, I might buy JenSheaClarityCoach(.)com or ClarityCoachingbyJenShea(.)com.
If you are your brand, then get your name in there!!
Another thing to keep in mind is whether or not your business is going to be global or only local (brick & mortar). If you are a locally-only based business then it cannot hurt to use the name of your city or community in the title. For example, ‘Ottawa Nails by Jen’.
If there is any chance you might work with clients outside your community, then I would not recommend using identifiers that only make sense in your area/town/state-province. An example of this might be someone who lives in Texas, might be tempted put a cowboy hat in their logo, however that might dissuade people who don’t identify with cowboys/girls. (unless of course if you are a cowgirl and your business is about training people how to rope a steer).
“Creating Your Visual Identity”
Your logo is the very first thing people will see, that identifies your business…
I like to try to follow the K.I.S. theory when helping clients develop their logo.
KIS = Keep It Simple
Your logo doesn’t need to be intricate. It simply needs to be something unique that identifies who you are. Gone are the days when they were detailed cartoon images of people or things. The most popular logos now are often wordmark logos. A combination of 1-2 fonts with your business name or your name. You can add your tag-line after. You might even choose a small graphic symbol that represents your business, but only if it makes sense.
For example, if you are a heart-centred entrepreneur you may like a hand-drawn heart around your name… or if you a fitness instructor, perhaps a simple dumbbell. It is really important to make sure that the graphic image does not confuse your potential client’s. If I’m looking to work with a business development coach, then would an image of a dreamcatcher make sense? I’d say only if I am trying to attract clients who relate to dreamcatchers, but I would definitely look as though I am targeting a very specific market.
Now, if a dreamcatcher is something you truly relate to, then you can have your logo designer draw one for you and you can sprinkle in with your copy or with your logo. However, I wouldn’t recommend you use it in your logo if you are looking to attract corporate business women.
This is why knowing your client, who they are… what their needs are and what they would be attracted to is just as important in your visual branding as it is in your copy!
Doing all of this the right way is incredibly important to developing and designing a business that works for you.
There is much more to developing your brand, but the point is that your visual brand needs to be a reflection of who you are, what you do, and who you serve. You need to build your brand story all the way through in order to ensure you have the best chance at success, from the start!! (get my brand guide & workbook here)
I love talking all things branding, so if you’d like to have a chat, you can reach me by booking a call or simply using the contact form at the bottom of this page and send me a message!
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