Branding basics: Building your brand
By Mirella Marie
Building a brand is one of the most important parts of business, yet also one of the most overlooked. For a brand to be sustainable, it must evolve with a business’s life cycle and meet the changing needs of its audience.
Here are five things to consider to when building your brand:
- Vision
A strong brand starts with a vision. If you’re unsure what yours is, ask yourself the following:
- Who do you want to serve?
- What are your brand’s values?
- What is your “why”? (Meaning, why do you do what you do?)
Once you identify these points and present them in a clear way people can understand, you’ll start attracting an audience that shares those values and relates to your “why.”
- Credibility
It’s natural that people will wonder if you can really deliver what you say you can, so having a quality designed brand identity and website is the first step to instilling trust in your audience. Testimonials, case studies (where applicable), and high-quality photos of your work will also help alleviate doubt, convey professionalism, and establish your expertise. Credibility by association is another way to positively shape people’s perceptions of your brand, so make an effort to align your business with leaders in your industry (and others) and people who are smarter than you.
- Authenticity
There is no shortage of pretenders on the Internet, which is why being authentic is so important. While many businesses might have a tightly curated Instagram feed, people want to see what goes on behind the scenes because it’s more relatable. For example, showing sketches of your latest design will give people a look into your creative process instead of just the final product. Being true to yourself, knowing your brand, and injecting your personality into it will help you stand out in your competitive industry and attract people who resonate with you.
- Visibility
Your brand needs to be visible in order for people to recognise it. Positioning your brand in front of the right people in the right places at the right times will keep your brand front of mind and help it become memorable. For example, if there’s an event your audience will be attending, find a way to promote your brand to them through that event. The more it is seen, the more likely people are to remember you when they need the products or services you offer. Never give people time to forget about you.
- Consistency
As with anything, consistency is key to achieving results, and your brand is no different. Being consistent shows that you’re reliable; in turn, people will know what to expect when dealing with you. For example, having the same imagery across all your communications will encourage trust and brand recognition. If you’re consistent with when and how you communicate, your brand will grow sustainably.
Remember, your brand is one of your business’s most valuable assets and building it is an ongoing process that takes time, work, commitment, and passion to be successful.
Mirella Marie is the owner and creative director of Vertigo, a Melbourne-based graphic design studio specialising in brand identity and design. She is also a contributor for Women of Graphic Design, a project examining the work of female designers around the world. Join her on Instagram at @studiovertigo.
My Advice: Growth tips for Instagram
By Andrea McArthur
Three prolific Instagrammers share their tried and tested tips for growing your brand on Instagram…
Petrina Turner, Designer. Stylist. Maker. Dreamer. Do-er. Petrina Turner Design www.petrinaturnerdesign.com.au // Instagram @petrinaturnerdesign // Followers 21.7k
I don’t think it’s any secret amongst those who know me that I love Instagram. As a designer, stylist and maker I am definitely a visual person and Instagram is the perfect medium for me to use as a visual diary to capture inspiration and beauty on a daily basis. And if you really look there is beauty everywhere.
My biggest piece of advice to anyone wanting to grow their network on Instagram is to be authentic. I post about the things that speak to me, and share the things I love. I never really set out to build a profile on Instagram, I just wanted to capture the beauty and my following happened quite organically. As a small business owner I found it a place of incredible inspiration, a place where at any time of the day or night I was connecting with like minds and creative souls. And my tribe grew… and grew… and grew.
I don’t really use it as a marketing tool by design. I think that by sharing what I see, and how I see it, it gives people an insight into how I work and my style. I really love my work as a designer so of course I am often sharing my work, or snippets of it. So I guess in that sense my Instagram account is an extension of my portfolio. I think what I’m really doing is taking people on my journey with me, and that resonates.
And I like the interaction with people that Instagram gives me. More than the number of followers what has really been the greatest gift from Instagram are the genuine connections I have made through it. It has led to inspiration, collaboration, PR and most importantly wonderful friendships. I try as much as possible to respond to the comments left on my images. With the amount I sometimes get I don’t always manage to respond to every single one, but I can assure you that I read and appreciate them all.
So find your true voice and share it. People will listen if it comes from your heart.
Jessica Viscarde, Creative Director Eclectic Creative www.eclecticcreative.com.au // Instagram @jess_eclecticcreative// Followers 17.7k
Tell your story I have always treated instagram as a visual diary and a story-telling tool that has documented my own work and a means of engaging with other likeminded individuals. I really believe that there is a market out there for absolutely anything and everything; you just need to find your people. And you find your people by simply just being yourself. Instagram is a powerful platform for reflecting your style, establishing your unique identity and showing off your creative flair. Everyone has a story that needs to be shared as we all have something to offer and can all learn something from it, so make sure you tell your own story through your visuals.
I started my own hashtag #pocketofmyhome long before anyone was really using them as a means of creating communities or connecting with others. I wanted a place where people could go and celebrate their own homes, not just the ones found in glossy magazines. I wanted to celebrate real homes with personality and create a little space for everyone to go and share their home pictures. Without much promotion at all or having to annoy people with too many competition spam, #pocketofmyhome now boasts close to 25K images from users all over the world! I love hearing that people have connected and become friends through the tag – what a fabulous community!
Be consistent Consistency is the magical, glittery goodness that in my opinion binds everything together and creates a visually stimulating and effective instagram. Consistency can come from using a similar theme/filter or colour way through your imagery, only sharing images from a particular genre (such as travel, interiors, food etc) or working out a mixture of everything but delivered in a consistent way, maybe posting time or your written style.
Consistency gives your followers a feeling of familiarity and builds trust and assures them the style of imagery they will see when they scroll down to your feed. My imagery is all mine, created by myself and our contributors and includes behind the scenes shots, images of my own home and even features my little rescue cat, Peg… as I want to tell my story and part of that is I love cats!
Quality + crediting Instagram is visual so make sure your images are of excellent quality so people actually want to see them and like them. This means no pixelation or blurred images, no selfies in the bathroom or toilet and if you are using apps to edit or reframe your images, pay the extra couple of bucks to have their ads or text removed! I also prefer to share my own work so my followers can get an authentic sense of the work I can create and deliver and who I see whom I collaborate with… In the rare occasion I regram an image, I make sure I credit where credit is due. Make sure you mention the account, not just tag them in (as so many people don’t see the tags) and ensure the credit/mention is in the first line of your message. And don’t forget to credit the photographers, they always get missed out. Just do the right thing and share the love… correctly!
Engage with your followers Lastly, engage with your followers, talk to them, and get to know them, let them get to know you. You’d be surprised whom you meet on instagram and can connect with. I have an amazing amount of support and have spoken with so many gorgeous people all just doing their own thing. Many of my collaborations have come from connections made on instagram so talk to people; you never know where it may lead.
Madeleine Dore, Founder and editor of Extraordinary Routines www.extraordinaryroutines.com // Instagram @extraordinary_routines // Followers 6,953
The nature of my interview project Extraordinary Routines has allowed my Instagram network to grow quite quickly. While a complete bonus, it’s helped to have interviewees with large followings share snippets of the interview and praise the project on their profile.
That said, people are discerning and won’t necessarily follow you on Instagram simply because someone has shared your work. You need to capture their attention when they click through to your profile – make it is as easy as possible for them to identify what you are about, and determine if your aesthetic is for them. From the beginning, I tried to keep the overall look of my feed consistent, quirky, and colourful. My profile description and icon clearly communicate my focus on creative’s routines, a topic that seems to create intrigue. Some Instagrammers who do this well include @oakandink, @chiliphilly and @socalitybarbie.
For me, the offline network I have grown through Instagram has been more fulfilling than seeing the number of followers grow. I was recently out to dinner and I looked at the friendly faces at the table and realised I had met them all through Instagram. I’ve made some beautiful friendships, and it’s as simple as telling people you admire their work, and once you have built some rapport, suggest coffee or brunch. I’ve even nabbed some dates that way! But romance aside, my favourite social media tip is to be social!
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Thank you ladies for providing your tried and tested tips for growing your brand on Instagram. Title image by Eclectic Creative (@jess_eclecticcreative) from Instagram.
Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as an Art Director and Freelance Designer based in Brisbane. Design is her true love and she goes weak at the knees over strategic branding. You’ll find her sharing on Instagram @andyjanemc.
My Advice: Adding Value
By Andrea McArthur
How to define value and add value to your product or creative service for customers and clients.
It's a big question but one that can create a spark! I've always found that clients and customers are always happiest when they have their expectations met and exceeded. For me (being in design) it's really important to fulfil and exceed clients expectations it's what can set me apart from other designers.
Small business tweaks can pay off! It's the small details which manifest as your brand which show your worth. Showing that you care about your brand, your service and your presentation are all important details. When you strive for excellence - clients will see the additional value in your business.
But the best and truest form of value-add that I've seen in practice is showing that you understand your client's business and their needs. Clients are open to receiving recommendations. By going a step further and exploring tailored options you will blow their mind, add value and possibly have more work. Creative solutions show value and keeps clients coming back for more!
Diana Scully, Principal (Interior) Designer www.spacesbydiana.com.au // Blog www.spacesandplacesblog.com
Working in a service based industry, adding value to what I offer comes down to my relationships with clients and therefore can be different for each project I work on. For me, its about understanding what's important to my client, then going the extra mile to deliver it. This may seem obvious, but for me, it about supporting my client through the process in a way that best suits their needs.
For potential new clients I have set up a lifestyle blog Spaces and Places where I discuss topics of interests relating to interior design. Sometimes its about understanding how certain pieces of furniture can work in your home, where to go shopping or breaking down the process of design so that readers understand how to apply the idea into their own home. I've even set up a Handbook page which has a list of showrooms and stores I usually visit for client projects! I hope that by sharing my knowledge and experiences with the community, they receive a benefit from my services, even before they have engaged me.
Without a doubt, adding value to my business means improving customer service, as I've learnt, people are predominately emotional beings when it comes to their home. They are greatly impacted by warmth, friendliness, being helpful and supportive. This may sound simple, but to me, this is a crucial aspect of adding value when you work in a service based industry. A positive attitude and level of enthusiasm towards a project is what can distinguish your service from the next, especially if you're working in an industry where there's plenty of competition! I find that offering to manage aspects of the project like collect/return samples, process orders or make myself contactable, even after hours, are just a few little ways I can make the process more convenient and rewarding for my client.
Steph Parsons and Micaela Cleave, Two of a Kind Events
www.two-ofakind.com // Instagram @two_ofakindevents
As we are still a young business (only a year and a half old) we are constantly asking ourselves how we can define the value we offer to our clients. As cliched as it sounds, so far it really has been a process of finding what works for us through a lot of trial and error. Event styling itself is sometimes a hard concept to define, with our clients often expecting a concrete product for their money.
Recently we have introduced a clear step-by-step process for each of our service pathways which our clients receive when they book with us. This acts as a reference point for them to see which stage of the event design process we are up to at any given time. We've found this to be really helpful with managing a client's expectations and ultimately allowing us to exceed those expectations.
We also think it's really important to be our authentic selves in all aspects of our business. This of course impacts the relationships we form with our clients, and is something that we can offer them that no one else can. We are our product, and staying true to that has allowed us to connect with like minded people who have ended up becoming friends along the way.
{Image by Geelong Advertiser}
Andrea Finch, Graphic Designer & Virtual Assistant
www.andreafinch.com.au // Twitter @andreafinch_
I'm great at delivering exactly what I promise, when I promise. My clients are always impressed with what I have to offer. But I can do more by going the extra mile.
Here are three things that I do to add value that you might also find helpful.
Creativity. When I'm designing a logo for a client, I go the extra mile and also save it out at the right size for their profile picture for their Facebook business page. This might seem little but it creates a big impact on the client. I try to be creative and think of something small that I can include to delight my clients.
Professional Advice. As a supplier, I have the chance to offer a professional perspective on a clients’ business. My advice can help take them to the next critical step in growing their business (winner!). Professional advice could play a huge role in highlighting issues a client may not have yet considered, and if that input can help them reach big results, then the added value will be appreciated.
Communication. I’m a strong believer that you can’t do business without communication. It is the key ingredient to running a successful business. Ensuring I keep clients up to date with where I am at with their project (even if they don’t ask) is not only good work ethic but it tends to give me brownie points when you’re keeping them in the loop.
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Thanks ladies for opening up and explaining some of your processes that work to add value in your creative businesses.
Andrea McArthur (www.andyjane.com) has a passion for all things visual and works as an Art Director and Designer for the Brisbane Festival. Design is her true love and she goes weak at the knees over strategic branding. You’ll find her sharing on Instagram @andyjanemc.