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  • Writer's pictureJeanette Johnson

The Step-By-Step Journey to Establishing Your Brand

A positive first impression makes a world of difference for your brand and your business.

Your business identity sets the tone for your relationships with customers. Customers decide where they stand in relation to your products or services based on their first impression of you. Make sure your brand aligns with how you want your customer to view your work. You’ll need to do a little legwork before we embark on our Branding Journey (and by legwork, I don’t mean squats and deadlifts; I mean Google and self-reflection).

Coffee cup with the word "begin" imprinted on it.

Think of what you like about other brands. Is it their colors, font, writing style, advertisements, logo, or style of photography? These questions help you think critically about what your own brand, logo, photography, typography, and advertisements might look like. These are the questions that'll help inspire you.

Focus on the three "I"s: Idea, Intent, and Implementation. These are the three main points I hone in on while working with my clients’ Branding Journeys.

Let's break them down. For simplicity’s sake, we’ll focus on logo development.


Most people have a general idea of what they want their logo to look or feel like. Some common terms I hear are “clean," “professional,” and “relatable.” These are good starting points. Every business owner wants to appear clean, professional, and relatable.

But what else can we focus on to make you stand out? What items or service do you sell? Are there some fun associations we can make between those items and your business name? Iconography is highly impactful. Is there a way to incorporate some sort of simple visual?

Woman writing sticky notes to organize ideas.

Thoughts like these, mixed with the right design, can make your company look “clever,” “innovative,” and "thoughtful." Great additions to the original three we started with!

What we’re looking for in the “Idea” stage is how you want your business to feel.

Ask yourself these questions:

  • What colors do you want for your business? Bright yellow might be your favorite color, but is it appropriate for your business? Maybe, maybe not.

  • What is the tone of voice you want for your company? Your tone is reflected in your advertisements, social media posts, and news releases. It can also significantly impact what your business logo looks like.


You know your business better than I do. But what truly sets you apart? Instead of reaching for canned responses such as "value" and “quality,” think deeply about your product. How should your customers feel about what you provide?

The “Intent” stage focuses on how others should view you and your business.

Some further questions:

  • What is the story of your business? Everyone has a different beginning. Yours could set you apart from the crowd.

  • How do you distinguish yourself from competitors? What services do you provide that others do not?

  • What emotion do you want your audience to feel? If you could pick an emotion that people would feel when they think about you and your business, what would it be? Customer testimonials are a great resource. What do your current customers say about you?


Now, let’s focus on how to proceed with the concepts developed during the “Idea” and “Intent” stages.

Unfailing consistency is the best way to reinforce the logo you've worked so hard to craft.

What is the best way to show your logo to the world? Ensure that all of your printed items, like business cards and brochures, match your website and social channels.

Unfailing consistency is the best way to reinforce the logo you've worked so hard to craft. And the questions you’ve already answered have given you an excellent start to fleshing out the rest of your brand.

I know these are a lot of questions, but they’re important:

  • What type of projects will you use your logo for? Think about all the ways you’ll use your logo—signage, stationery, pens, hats, uniforms and sponsorships are just a few possibilities.

  • What are the next steps you want to take with your logo to develop a full brand? Start thinking about other channels you can use as exposure for your business—website, social media, sponsorships, etc. These things take work to set up correctly, and they play a major role in long-term gains.

Scrabble tiles spelling out the words refine, pause, observe, consider, and repeat.

Now that you’ve looked at the critical aspects behind your logo, and possibly your entire business, consider reaching out to me. My expertise can help you start building (or rebuilding) a successful brand. Consistency is key when it comes to branding. Don’t let something you’ve worked so hard for slip between the cracks of your daily tasks. Don't forget you want to keep a positive impression of your business.

Working together, we will build a brand guide for your company that is simple, easy-to-follow, and able to yield a measurable return on investment in the form of recognition and lead generation.

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There are three things you need to think of when developing your brand. 
  • IDEA
Why are these three things so important? Learn more about the three "I"s at this blog post:
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