Do you feel that your marketing material isn’t matching your vision or style?
I see very often, practitioners jump into creating their pamphlets, their website, or their social media, without having a long term vision for their brand.
The first step to taking any marketing actions is to create your brand’s foundations so you have solid pillars to grow your business and attract your ideal clients.
Disclaimer: I'm not telling you what you should do, what is right or wrong, I'm just sharing with you the cycle I go through each time I create a new concept. You can experiment and see if it works for you!
Step 1: Colors
I believe that colors are very important in a business identity, and therefore, colors should be used consistently throughout the business website, social media, newsletter, and print material.
The way I choose a set of colors is intuitive, I will first create a "mood board" with pictures that match the vision of the concept, and then on a Pantone guide, I will pick a few colors that resonates with the mood board.
Don't know what to choose? Canva created 20 different color palettes for you, check out Build Your Brand: 20 Unique and Memorable Color Palettes to Inspire You.
I also invite you to check out this comprehensive tutorial: Hidden in Plain Sight: How to Choose Your Brand’s Colors.
This is my color palette for Wellnesspreneur:
Color palette for my spa business:
Ideally, by just seeing your visual communication, your audience should recognize you. Think of Tiffany’s!
☞Want to check what colors your competitor is using on his/her website? I use the Chrome extension Eye Dropper.
Step 2: Fonts
I use only 2 types of fonts on the website. For my social media, I’m a bit more playful, and I'll rotate around 2-3 fonts.
Whatever I design for my brand, I try to keep the same fonts so the marketing looks consistent and clean.
☞Want to spy on a website and know which fonts are used? I love this Chrome extension: WhatFont.
Step 3: Name
Do you want your name to be your brand’s name, or make a new name from scratch?
The advantage of using your own name is that there is very little chance that someone else will have the same exact name.
If you plan to create a name using key words such as "Lumiere Day Spa" or "Green Leaf Bodywork", make sure that it has not been registered already, at the United States Patent and Trademark Office's website (if you are considering the US market).
Sidenote: Although I did check for Wellnesspreneur and it was not registered, the USPTO replied that it was too similar to Wellpreneur- which was already trademarked, but I had a chance to appeal, and that is what I'm doing right now. But I may end up having to change the name!!
If you don't want to deal with all this, I suggest you to choose your own name, especially if you are a solopreneur and do not plan to hire staff in the future!
Step 4: Logo
You don't have to have a logo, but it is something nice to have!
If you are using your personal name, it is quite trendy to use handwriting style.
You can also have your logo designed with a symbol or an icon. For example, Thai spas love to use the bodhisattva, a tree, or a leaf.
For the logo design, I thought that the free logo maker Tailor brand was a good start to play with the idea and have a feel of what I needed, then I worked with a graphic designer for 40$ on fiverr.com.
Step 5: Usp
Your Unique Selling Proposition is the answer to:
What is it that you do, that is different from your competition?
What is it that attracted your clients to you?
This part to me is the one step that takes most time.
There is something unique about you, and what you offer, and it is hard to be objective when looking at ourselves, and pinpoint these intangible ideas.
I suggest to either survey your clients, or if you are just starting out, ask a friend or colleague, how do you come off from the other side?
USP can be displayed in all marketing material without reservations. You can consider it as your "indoctrination" motto!