I was at a networking event where a lady in the room shared with the group how much the group had helped her to grow her business and her confidence. She specifically said that the logo I’d created for her had really helped with this, which was lovely and I agree, however I also think a lot of the confidence comes from USING it, it’s provided some confidence of course it has – but using it helped her to step that little bit further forward. Having the visuals is only part of the confidence building process.

Confidence is a HUGE benefit of working on your brand. It isn’t specific to one tiny element, there is so much more that comes in around that.

I take my clients on Brand Adventures where we work on crafting a strategy that gives them clarity, then we’ll work on brand visuals that help them have more confidence and that they feel really proud to use before we map out their marketing. Those are three really important steps and you need the first two parts of that to give you Brand Bravery which is the part where you you can map out your marketing and then you can actually DO IT. It is really helpful to be able to use you brand to be able to take action and that comes from the clarity crafted inside your strategy and the confidence you gain from your visuals.

Strategy.

When you work on your brand you start with your strategy. This is really important because it helps you to understand your business better, it helps you to understand what your brand is all about, it helps you to understand what makes you different.

Your competitor analysis shows you how you are different to your competitors, you can see which parts of what you do are real strengths and real stand out points to give you an extra boost of brand strength, giving you confidence in your ability to do what you do and the value you provide to your customers.

It also helps you to highlight what really matters to you so you know when you’re asked a question related to your brand that you are ready with your thoughts around that and you can respond with the best answers that accurately represent your brand. When you put the work in, it makes it easier because you gain so much clarity.

You’ll also spend time working on who your ideal customer is which is really important because then you:

  • know who you need to speak to,
  • who you can help the most
  • how you can help them the most
  • why that person is the best person for you to help

If you know the answers to those things, if you’ve really delved into that and figured out who that person is then that gives you more confidence to be able to go out and speak to them knowing how much difference you can make in their lives, their businesses and their communities.

Your strategy also gives you direction because it’s about distilling for yourself what your brand is all about, it’s giving you this point of reference that you can look at whenever you feel stuck or whenever you need to make a decision or whenever you need to do anything in your business. It’s something that you can look at and use to help you make decisions – it’s a shortcut where you don’t have to think so hard about the answers, you know that they’re there and they’re going to guide you to do the next right thing. You’ve got your map and you’ve got that direction and that guides you when it comes to creating your visuals. It guides you when you are communicating with other people.

Figuring out what it is that matters to you, your values, your mission and all of those things that you work on in your brand strategy helps everything become more defined and it gives you more confidence in what your brand is all about because you know you’ve got it mapped out for you. It’s there in front of you and you can look at it whenever you need to.

Visuals.

Your strategy will guide you in all the different things you need to do, including your visuals. These should align with your strategy. Your visual are not separate to this. It’s worth using your strategy to create your visuals so that they work beautifully together, supporting each other. Your visuals help to communicate your strategy without words so that people can get a sense of what your business is about without having to hear you speak. All of this works together. Use your strategy to create your visuals – your logo, your colour scheme, your fonts, icons, illustrations, sub-brands, patterns and textures, photographs, copy – all of this needs to be influenced by your strategy. This will make these pieces stronger, show attention to detail, last for a long time and help you move towards your goals.

With strong visuals, your audience will recognise your brand and know what it’s all about. You’ll form an emotional connection with them through repetition of the style of visuals you are creating coupled with the aspects of your strategy which you are communicating at the same time.

Visuals that are built strategy first and will be around for many years to come give you confidence because they are connected to all of that work that you did originally. Your visuals encapsulate what you are about as a business owner which means that you’re confident that those visuals are going to do the job that you want them to do. This might be helping you to stand out and be memorable, to be seen by the people who you want to reach, to give you more credibility and become not only more known, but also trusted in your field.

Consistency.

If you are consistent with your brand visuals and your strategy that will give you confidence that you are creating something which is perfect for your brand. You can create templates to make this easy for you to do so you don’t have to think about it. These will have a consistent look and feel that ties in with your brand so that everything is easy and you’re going to be confident that you’re creating something that looks good and is going to speak to the right people. This will help you to feel like your business is more professional looking and you’re not going to be embarrassed to send people to go and look at your website or socials.

You have confidence that you’ve done the right thing because you’ve done all of the work in the first place. You put all of that effort in and you know that your brand looks professional to your audience, encompasses your values and showcases what you want to communicate to other people about your business. When you are consistent, it doesn’t matter whether someone looks at your website or Twitter, Instagram, LinkedIn etc.. they will see that your brand looks the same in all of those places.

Being consistent with your visuals gives you a boost because you know that you are doing that right, your brand is memorable and recognisable – it stands out. People are going to see it and they’re going to know it’s yours which is a huge confidence boost that a lot of business owners don’t have if they haven’t put in that work.

Communication.

If you craft a strategy, create visuals aligned with that and you are being consistent in how you push those things out – you’re using your visuals and your strategy together consistently you’re going to be able to communicate much more clearly. That’s going to give you confidence too. Clarity around your brand means that you know what you want to say, and who you want to say it to. Once you have visuals as well, it becomes even easier. You may have phrases or words which you can incorporate into your content to help build on a theme or share more of your personality.

Knowing what your brand is actually about means you have excellent ready-made answers and can also ask really good questions.

Knowing your values, who your ideal customer is, what your mission is, what your vision for your business is -all of these things together help you to show up. When you’ve worked on your strategy and you have clarity on what your business is about and when you’ve worked on your visuals and you really love them and both those things are working together that gives you confidence and then you have what I call Brand Bravery which is that thing where you know you can show up, you can talk about your business, have your photographs taken, create a video, get on a podcast – you can be visible for your business.

Showing up makes you feel more confident as well – it can be a bit scary to do that, but when you start showing up in your business – writing posts or blogs or social media content, getting on the phone to somebody, sending emails – all of these different things are examples of brand bravery that happen when you gain that clarity and that confidence and you mush them together and you discover what the next steps are. Follow those steps and you’ll have a more successful business because you are putting in the action with confidence to do it, having done the necessary work. Through taking that action, your confidence increases as you see the results come from it.

Spending that time working on your brand provides you with so much confidence to move forward, enabling you to feel like “a real business”, like you’re getting it right, like you CAN do some of the things you’ve putting off.

It does wonders for your confidence.

If you have a question that you think you would like me to cover here, let me know – or if you would like to talk to me about a brand adventure of your very own where we can work on your clarity and your confidence so that you can have brand bravery we can have a chat about that too.


Amy Purdie, The Brand Explorer takes you on an Adventure to discover what your brand is all about, helping you with your brand strategy, brand visuals and content ideas. You can join Amy’s Brand Success Club or join her in your very own Private Brand Adventure.

Amy has been enjoying designing logos, brand identities, illustration, print work and websites – since 2007 fuelled mainly by tea and chocolate.


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