Branding strategy: 3 tips for refining your brand as a creative business owner

Your business’s branding is crucial. It provides a way for you to convey information and raise awareness of your product and services by connecting your values, brand identity, and voice with the right audience through strategic communication. It’s what makes your business recognisable amongst the many offering similar services, and it helps to build relationships. That’s why you need a branding strategy.

Design, logos, colour palettes and fonts are all elements of business branding, but there’s much more to it than aesthetics. Your brand also includes your mission, your values, and your tone of voice too, therefore, it’s important to carefully consider all of the components of your branding to ensure you reach your ideal audience. 

To learn everything you need to know about branding strategy, I recommend taking my Build Your Brand course – a short, six-part module containing everything I’ve learned about branding throughout my 20+ years as a self-employed creative business owner.

With this course, you’ll learn the four components of branding and how to write your brand statement,  and you’ll create your visual brand identity too. For £49.99, you’ll be able to access all the info you need to develop your personal branding strategy. 

For now, as a small taster, keep reading for my three top tips for refining your brand as a creative business owner.

Branding strategy: chimney breast with fireplace and mirror, chest of drawers in left alcove and desk with chair and lamp in right alcove
Image by Jemma Watts

Branding strategy: 3 tips for refining your brand as a creative business owner

1. Check your values and actions are in alignment

I’ve mentioned already that branding isn’t just about pretty visuals, it’s the message that you send out to clients and customers. So, it’s important to ensure that all products, services, communications and imagery reflect your chosen values. 

Think of your mission and your values as a thread that needs to be woven through everything you do and create within your business.

2. Ensure your aesthetic is cohesive and consistent

This is part of what makes your brand memorable. Consider your brand colours, logo, imagery, social channels, website and tone of voice; are they complementary to one another? Do they feel uniformed? And, importantly, are they reflective of your values?

Tools such as Canva are great for ensuring your colour palette and fonts run through all of your visual creations.

3. Connect with your audience

A brand is built through trust, so get interacting with prospective clients and start demonstrating your value. The goal is for your audience to view your business as reliable, honest and authentic, and you’ll manage this by leading with your brand values (as we discussed in tip 1). This approach will also help you to discover your ideal customer and weed out followers that don’t align with your message (which is a good thing!).

How, exactly, do you reach your customers? Start by considering where they spend their time online (Instagram? TikTok? Pinterest?), and start creating content and sharing your story where they’re most likely to be engaging with content already.

If you found these tips helpful, you can learn much more about branding strategy in my Build Your Brand course.


If you enjoyed this article, check out my tips for dealing with nervousness and my advice for marketing a creative business on a small budget.

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Meet Pippa

Pippa Jameson is an author, tv designer and interiors expert. The previous interior editor on several leading UK titles, Pippa has a wealth of knowledge and experience. Throughout her 25-year career, Pippa’s unique and creative approach has won her commissions for large retail brands and celebrities to deliver exciting and engaging projects. 

She’s written the curriculum for the British College of Interior Design, produced and styled shoots for well-known brands including John Lewis, H&M & Team GB/DFS, worked as an International Stylist for leading paint brands in Asia, consulted on the launch and creative direction of major retail names including George Home and Wren, and most recently, published her first book, The Sensory Home. Pippa possesses expertise unmatched in the interior industry.