Visual Branding 101 (pt. 2) - Offering Value and Defining Your Personality

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Welcome to week two of Visual Branding 101! I’m really excited to get into the meat of defining your visual brand and getting you on track to conveying who you are and what you’re about. If you’re just joining me, make sure you go back to last week’s post explaining what visual branding is and defining your audience, then come back here for part 2 of the series.

Hopefully you held on to your worksheet defining your target audience (if you’d like a super fancy version, sign up for my newsletter and I’ll send you a link to download a custom workbook), because now we’re going to build on that information to help understand what makes your ideal audience tick and start visualizing your personality.

Today’s homework starts off with a tough question; why would your audience buy your product or service? What void is it that you fill? I think that can be a really tough question if you’re an artist because your product might seem like a luxury, and not a need to be filled. But, if you go back to your target audience worksheet and your ideal customer is young religious couples who search for meaning in their lives and have a minimal aesthetic, your job of how to present your work becomes a little easier (and, ta-da!, you’re now filling a very specific need and filling a void in the market). Can you start to see how an Instagram Feed might look or what you might say if you were talking directly to that couple?

Once you understand who your audience is, what you have to offer, it’s time to move into my personal favorite part, the “how”. How do you present your individual personality visually? (As an aside, I know we all have many facets to our personalities, and sometimes it can be hard to narrow it down into one cohesive story. For example, I love gardening, Paris, my family, and simultaneously enjoy minimalism and maximalism, color, and monochrome. I love art, music, and travel. Like most people, I’m a total mashup of a million things. For the purposes of growing your business, it’s essential to focus on one story of who you are for your visual branding. But don’t worry, if we do it right, it’ll feel 100% like you and not a watered down version). Write down three of your personality traits, value, or preferences that feel most important to who you are. Now think about how those things relate to your ideal audience. Can you see the connections?

For example, my ideal audience is:

  • women age 23-38,

  • mothers

  • want to grow an artistic business.

  • They enjoy spending quality time with their family, wish to have a flexible schedule, and dream of living an artistic lifestyle (which to me means traveling, daydreaming, reading, shopping small, and growing sunflowers).

If we pivot to my personality, I’d say the top three things that define who I am are feminine, comfortable, and happy. So, it makes sense for me to share a story that conveys these things

  • My audience is women, I have a feminine aesthetic so feminine imagery makes sense for me (that one was easy)

  • My ideal audience is full of moms, I’m a mom, and being comfortable is key to successfully balancing work and play, so my imagery shouldn’t be too fussy or perfect. It should have a lived in feeling. (that one took a little more digging)

  • I’m happy and want to convey being full of life, so monochromatic or minimal probably isn’t right for me, so I’m going to share images that are full of life, laughter, and color. (Full honesty here guys, I just had a revelation about my own business. See? We all can learn something new every day!)

So take a few minutes and work through these questions and remember to connect your personality back to your ideal audience and what you offer. Don’t forget to come back next week as we dive into the storytelling aspect of visual branding! If you would like a weekly reminder to come back for more (an a link to download the Visual Branding 101 workbook, join my newsletter and you’ll get all the goodness delivered directly to your inbox).