“I need a website,” she tells me. I ask the usual questions. I ask what her business is, what she envisions for her website, and what functions it will need to be able to perform. And then I casually ask, “Do you have a logo?”
This conversation can now go a few different directions. Let’s take a look.
Version one: “Not yet.”
That’s okay! But we do need something to work with. It’s not that the logo is the end all, be all, but it does help us to convey your brand to your potential customers. And you don’t want to create a website only to realize you’re going with a different logo and different fonts. This will only cause a lot of extra unnecessary work to be done and redone. My suggestion is going to be to first, go back to the Elements of a Brand and make sure you have everything in place first.
Version two: “I do, but…”
In this scenario, the client might have a bit of logo shame. I do like have a logo, but I made it myself. I’m not really in love with it. I might want to change it.
I can’t tell you how many people get nervous when it comes time to actually publish their logo. It is scary, I admit it! You have to get a little vulnerable and put yourself out there. I’m here to assure you that the logo doesn’t have to be perfect. We are not going to let that stop you from success.
For as much emphasis as I seem to place on logos, this next statement might surprise you. Your logo is not going to make or break your business. It’s much less important what your logo looks like than what your brand is going to deliver. If you provide excellent products or services, your customers are going to be forgiving of the logo if it’s not a masterpiece. But we’re still going to need something to work with.
Ideally, you’ll want your logo to appeal to your customers. With that, will come the additional branding elements mentioned in this earlier post. We want a color palette that appeals to your client base and represents your brand. If you’re missing that, I’m going to direct back to a Branding Consultation Call, so we can get really clear on your Branding Board.
Your website needs to reflect your brand, and that is why we need to know exactly how you want to show up to your customers. Again, this Brand Board is an essential piece of the puzzle. Once you’ve got this in place, creating any other digitize or print marketing materials for your business is 100 times easier.
Version three: “Yes!”
In this instance, you’re ready to go, your brand messaging is in place and you’re ready to share it with the world. If this is you, then designing your website is going to the next best thing to help you get exposure and gain momentum for your small business. Knowing who you want to go to your site and what you want their experience to be once they get their will help craft an excellent customer experience.
It’s not until you have your brand elements in place that we can actually talk marketing. Marketing is the action steps that you take to build your brand. Marketing is content creation and email sequences; it’s advertising, SEO, and social media. The things you do to get exposure and gain momentum for your small business, that’s the marketing. But without branding, we have no foundation on which to build the house (brand).
If you’re looking for a place to start, let’s talk about the Building a Brand Package, so we can get really clear on your brand’s mission, vision, and values, get to know your ideal client, and make sure we’ve got your voice and messaging nailed down. (Then we’ll talk websites and all things marketing strategy.)