Hey Reader,

When you hear the word "Branding", what does it make you think of?

Is it clear what happens in a branding process, or does it feel a bit fluffy and vague?

If it's a bit vague in your head, don't worry, I hear this a lot.

This is why I wanted to talk about this in a bit more detail, because when you are starting a passion based business, branding is such a powerful tool to help you clarify the deeper levels of your brand.

Getting to the core of you

Essentially branding is getting to the core of YOU.

Who you are, what is important to you, who you want to serve and what the personality of your business is.

I love this step (well, I love all the steps!), because I get to ask all the questions, go deep and get into the bottom of things.

It's so much fun to discover all the layers that go into a (personal) business, and to help people see their wonderful strengths and powers.

Because let me tell you - we all need that outside view to see things clearly. Maybe some people are better at it, but I find it hard to design or write for my own business sometimes, whereas seeing others in their unique light is so easy!

Branding process

Some time ago I wrote about my step-by-step branding process, which you can read in full here, but in essence I see it as layers upon layers.

First we get to know YOU. This happens with questions, image-gathering and brainstorming, and it forms the basis for everything we do afterwards.

This is a really clarifying process for my clients because most of the time they haven't thought about their business or brand in that way. Which is OK, that's what I'm here for.

Once we have clarified the personality, I start building up the layers. First come the colors and the fonts (or the mood of the brand).

This brings the brand to life already, because the mood is so clearly visible in colors and fonts, and the combinations chosen. I will also add images to support the mood and the vision, so that it's really clear to see the style of the brand, and how it would look like "in real life."

Then we move to designing the logo.

I will usually present one concept based on the work that we have done so far, and during the iteration process we will refine the details so that everything resonates with the brand personality (and feels like YOU).

To finalize the branding process I make additional graphics where needed (think background graphics or relevant symbols), and I will also make social media templates to match the new brand.

The layered process feels intuitive, and every step takes the brand concept a little bit further. This way you as a client will also have time to see the brand come to life, to influence the direction, and to enjoy the birthing process of your new passion based business!

How long does it all take?

Sometimes clients come to me asking if we can do branding in 1-2 weeks, to which I always say - why would you want that?

To me, the discovering process takes time, also from a client.

There are so many different possible directions to take, and I find it important that the end result actually represents who you are in the best possible way.

We can make beautiful things in a day, but to make something that truly represents you, your values and your deeper ideals in the world - a little extra reflection time goes a long way.

I hope this clarifies the branding word a little bit, and the process behind it :) When you know what to expect, you'll also feel more empowered taking the decision for your own business - to outsource or DIY (both perfectly good options btw).

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I love books, so I wanted to add a section at the end about the books I have read recently, the ones I loved and would send to my friends as gifts.

Creative Confidence
Unleashing the Creative Potential Within Us All
​by Tom Kelley & David Kelley​
​I'm currently loving this book about creativity and creative confidence! It's not only for people who are in creative professions, I would say almost the opposite, because we need to remind ourselves that we are all creative! And creative solutions can be applied anywhere and everywhere, from banking to private lives.

Wishing you a lovely week!

Love,
Kaisa

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Pssst! If you forget why you're hearing from me, Kaisa Kapanen, it's probably because you bought a course from me, or signed up for a freebie on my site, www.passionkickstarter.com. If you don't want to receive emails from me anymore, you can unsubscribe whenever you'd like.