Color Connection
How personal should I get in business?
This is the question I ask a lot of myself as well as when working with smaller businesses. Visually branding your business takes a lot of thought. It can make you question how much of 'me' I should put out there.
There is a natural inclination to want to collaborate with and do work with someone you already know, but the truth is that you have to hustle and “put yourself out there” to maintain a steady flow of work. While revealing part of your personal self in a business context may make you feel vulnerable, doing it in a discreet way adds more depth to your brand identity, to your brand story.
Working with a branding designer can help draw your story out and visually represent it in a way you feel comfortable sharing. I worked with Tom Silk to add a brand visual to his marketing consulting company. There are many elements to this design (which I will highlight later), but for now I want to focus on color and how color can be a subtle yet powerful part of your brand identity. In our process of creating his icon it wasn't until near the end of our conversations that we circled back to "what if we try" using a lighter sky blue color? Tom is English and lives in the UK. In his youth he received a scholarship that brought him to the University of North Carolina at Chapel Hill to study. The people he met and the connections he made influenced his early career, and his experience shaped him into the global marketing expert he is today. Making yourself open to the path that got you to where you are today, through something as subtle as a bit of color, adds the perfect humanness to your brand logo. A company's logo is always going to be more memorable if there is a story behind it. Those who want to do business with others will create a stronger connection with them if they share a bit of their personal story, even if it isn’t overtly apparent.
You or your company's logo are a means of creating a stronger connection, a fun talking point for others to get to know you and your company's values and mission.
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