The past seven months or so I decided to take the plunge and start a new business, an online branding school, with a former colleague and brand strategist, Marcela Villanueva. It wasn’t until we reconnected over LinkedIn after many years that we realized we had the same vision – create an online branding school for small businesses, entrepreneurs, educators and students. The thought of doing it made me both excited and a touch nervous. Excited because it’s great to be able to share our knowledge and experience with a global classroom and nervous because of the amount of work involved in setting it up while working on client projects for our own businesses. Luckily though we knew a thing or two about creating and developing brands:) After a few back and forth discussions, we began the journey.
We decided that if we were going to do this, then we would have to apply the same steps that we advise our clients when they are developing their brands. And so we started with the brand strategy, developed the brand essence, personality and brand positioning. Next, came our brand name. After many iterations and a slew of unavailable names, we changed course and approached it differently. What if the name started or ended it with a phrase or preposition instead? So after more iterations we decided on, Branding For. Our business name offered us the flexibility to expand and reach various audiences.
Next, the verbal and visual tone, or graphic elements. Right up my alley! The brand strategy inspired the tone for the visual elements. After a few concepts back and forth we decided on a color palette, typography and imagery for the home page look and feel. Since that was ultimately our primary brand touchpoint we had to make sure it conveyed the right tone. Despite a few restrictions with the web platform provider, we worked with a web developer, got our Noe Display font programmed and created the final design tweaks.
Next phase for us is the world of social media. In the meantime, I've gained a whole new appreciation for entrepreneurs. Bringing to life a vision for a business or brand is exciting, exhausting and satisfying all at the same time! Having a goal for the brand and a process to get there makes it easier.