Brand Identity Design | The Difference Between Visuals And Strategy
Brand strategy stems from communication - ALL forms of it. Design is just one aspect of the way a brand communicates with the outside world and most importantly, it's clients.
For entrepreneurs who want to leave a lasting impression, it's important to know and understand this difference.
It's painful to me that so many people lump design into the same category as branding, as if the two are equals. Design is a little, tiny aspect of a brand's overarching story and I've seen so many designers and marketing strategists lump the two together! And on top of that, they throw the buzzword storytelling into the mix but completely disregard it's real significance and importance.
Can you tell I'm passionate about this subject? ;)
I believe strongly, and I always have, that your story is the engine behind your success. It defines your purpose, not only in a personal realm, but it defines your brand for your customers.
Without a brand story, you're just another entrepreneur clawing and scraping for your slice of glory pie. And that isn't a good look.
I'm going to let you in on a little something that I've struggled with. I love building websites. I could build them ALL day. I used to just build new ones just for the heck of it before I started taking clients and it continues to be a major part of my business...
But it's only one aspect of my client's brand, and the structure/design of their website isn't the most important thing.
YEA. I SAID IT.
Take Amy Porterfield, for example. The woman is a LEGEND. She was a successful content director for THE coach, Tony Robbins before branching out on her own and you know how she did it? It wasn't with a pretty website! Don't believe me? Take a look...
Amy Porterfield's Homepage
Guess how much money Amy made last year? Just guess.
Chances are you already know because you listen to her podcast and follow her on social media, but if you don't know, here it is:
Amy made SIX MILLION DOLLARS last year.
Yes. And with a website that looks like it hasn't been updated since before I was born.
Now, Amy had a leg up after working with Tony Robbins, but her hard work, reliability and her brand story have gotten her to where she is today. She has a loyal following on social media and is one of the most respected social media strategists out there.
Why? Because she understands what TRUE branding really is. It's not about what you or your website look like (unless you're in the health, fitness or beauty industry, of course), it's not about your logo. It's about who you are, what you stand for, and what you have to offer your customers.
Amy stands for freedom. Freedom from the 9-5, freedom from working your ass off to make someone else's dream come true. Amy represents who so many entrepreneurs want to be and her brand promise is that she's going to help you get there, just like she did.
If you're curious about brand storytelling and you want to start the process of clarifying your own brand story so that you can start getting the clients you want and the recognition you've been working for, I've created a simple e-book that will give you 3 actionable things to do TODAY to supercharge your marketing and make people pay attention to your messaging. You can get it by clicking the button below!