How to Build a Brand for Your Business
Simple Steps to Help You Create a Standout Identity
Let’s face it—there’s a lot of noise out there. So how do you make your business actually stand out? That’s where branding comes in.
A solid brand identity helps you connect with people, build trust, and create a business that people remember (and keep coming back to).
Know who you’re talking to – Get clear on who your audience is and what matters to them.
Find your voice – How would your brand talk if it were a person? Keep it real and consistent.
Make it visual – Your logo, colors, and fonts should all feel like they belong to the same family.
Use real images – Authentic photos beat stock photos any day.
Stay consistent online – From your website to social media, your brand should feel the same everywhere.
Keep evolving – Pay attention to trends and feedback, and adjust when needed.
Why Branding Actually Matters
Your brand isn’t just your logo or your font. It’s the feeling people get when they interact with your business. It’s the story you tell, how you show up online, and the vibe customers associate with you.
Whether you’re just getting started or refreshing what you already have, branding is what turns one-time buyers into long-time fans.
This guide breaks down the basics—from finding your voice to choosing colors that reflect your style—so you can start building a brand that feels real, clear, and true to you.
Know Your People
The first step in branding? Figuring out who you’re talking to. The more you understand your ideal customer, the easier it is to create content and messaging that feels spot-on.
Go beyond age and gender. Ask yourself:
Where do they hang out?
Do they prefer Whole Foods or mom-and-pop spots?
Are they working a 9–5 or juggling freelance gigs?
Do they have kids?
How would they describe themselves?
The more details you gather, the better your brand will speak to them.
Find Your Brand Voice
Your brand voice is just how you “talk” to your audience—through words, tone, and personality. Should it sound friendly? Professional? Quirky? Funny?
The goal is to sound like you, but also like someone your ideal customer would vibe with. Figure out what fits—and just as importantly, what doesn’t.
A few things to think about:
Do you use humor?
Is it witty, sarcastic, or more like dad jokes?
Are you laid-back or polished and formal?
Once your voice is nailed down, it becomes way easier to write captions, emails, or anything else that sounds consistent and on-brand.
Consistency with a Logo and Brand Guide
Your visuals (logo, fonts, colors, etc.) are the first thing people notice—and they say a lot before you even say a word. Your brand’s look should reflect its personality.
Think of your logo as your digital handshake. And your colors? They’re surprisingly powerful.
Here’s what different colors tend to signal:
Blue – Trust, calm, professionalism
Red – Energy, urgency, boldness
Green – Health, growth, eco-conscious
Yellow – Cheerful, friendly, optimistic
Hot tip: Don’t just choose your favorite colors. Pick shades that feel right for your brand and your audience.
And when it comes to fonts…
Serif (e.g., Garamond): Traditional, classic
Sans-serif (e.g., Lato, Montserrat): Clean, modern
Script (e.g., Pacifico): Elegant, playful (use sparingly!)
Display (e.g., Bebas Neue): Bold, punchy (great for headers)
Stick to one main font and a secondary one that complements it, and your brand will look way more professional without being over-designed.
Keep It Consistent Everywhere
Your website, social accounts, emails—all of it should feel like it’s coming from the same voice and visual style. That consistency builds recognition and trust.
Here’s a fun example:
Think about dance studios. A lot of them still use logos from 2008, often with a leaping dancer silhouette. Sound familiar? It’s not bad, just…forgettable.
Stand out by bringing personality into your design choices instead of repeating what everyone else is doing.
Ok that’s a bit cheeky, but check out our article about how to revamp your dance studio’s brand.
Start Your Branding
Journey Today!
Branding builds trust and loyalty with your customers and differentiates you from your competitors. Take the guesswork out of your brand image and follow our free guide to get started.
Includes: brand voice, fonts, colors, visual treatments and more!
Connect with Your Customers Using Brand Photography
Photos are a huge part of your branding. Real, relatable images connect more than perfectly posed stock shots.
Sure, you can sprinkle in some well-chosen stock pics, but don’t let them be the star. People want to see the human side of your business.
Show off:
Behind-the-scenes moments
Your workspace or team
Products in action
Yourself being, well, you
Preparing for a Brand Shoot
If you’re scheduling a brand shoot, don’t wing it. A little prep makes a big difference.
Start by:
Knowing the message you want to send
Picking colors, outfits, and props that match your vibe
Creating a simple shot list so you don’t miss anything
Sending inspo to your photographer so you’re aligned
Also, don’t skip the basics: neat hair, tidy backgrounds, consistent lighting—it all adds up to a polished look that still feels natural.
Keep It Fresh
Your brand isn’t something you “finish”—it’s something you keep checking in on. Trends shift, your audience evolves, and your business grows. That’s normal.
Do a brand check-up at least once a year. Ask yourself:
Does this still reflect who we are?
Is our audience connecting with it?
Are there pieces missing or areas we could improve?
Sometimes you’ll just need small tweaks. Other times, it might be time for a full refresh. Either way—don’t ignore it. Your brand is your reputation.
Check out this rebrand project we did for Feel the Beat, bringing energy to their updated business.
✨ Cast Your Brand’s Spell
Think of branding like storytelling. You’re inviting people into your world and giving them reasons to care.
So be intentional. Be bold. And be ready to evolve.
As Nike’s founder once said, “Play by the rules, but be ferocious.”
And if it ever feels like too much to handle? That’s totally okay. You can bring in designers, copywriters, or marketers to help you bring your brand to life while you focus on doing what you love.
Check out this article if you’re not convinced.
Final Tips to Keep in Mind
Your brand is more than just pretty colors and logos. It’s the full experience—how people feel when they see, hear, and interact with your business. When you stay true to who you are, show up consistently, and make real connections, that’s when the magic happens.
A few reminders as you grow:
Keep it consistent – Make sure everything from your Instagram to your website feels like “you.”
Stay flexible – Trends shift, and your audience evolves. Be open to change while holding on to your core.
Tell your story – People connect with people. Don’t be afraid to share the why behind what you do.
Branding takes work, but done right, it builds something that lasts—and something people actually care about.
Book a free consultation if you need help planning your marketing!
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