Clever Girl Finance: The Side Hustle Guide

CHAPTER 4Building Your Brand and Marketing Your Business

Your potential customers need to know you, like you, and trust you. Then they’ll buy from you.

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DEVELOPING THE LOOK AND FEEL OF YOUR BRAND

Branding is an incredibly important part of a business. It is essentially the look and feel of your business, and it ties directly into the way your potential customers perceive your business. This perception includes what they think about your online presence, your storefront, and the actual products and services you have to offer. And this perception is also important for building likeability and trust.

Branding is much more than just having a nice logo. So many people assume that once you have a nice logo, your branding is set, but a logo is just a small part of your overall brand. With so many businesses, products, and services competing for your potential customers’ attention, your brand can be your key differentiator among your competition.

Developing the look and feel for your brand means creating a brand identity that ties into your business vision and mission, which we discussed earlier. Your brand identity is essentially made up of various components and design elements that create the image of your business for your customer. It includes your business name, logo, color palette, and typography/fonts. These pieces can then be leveraged to convey your brand identity through your website, storefront, social media presence, product packaging, customer emails, ...