On Branding

Branding is the art of working out what you stand for and finding ways to show it consistently.

It means noticing what you care about, what you do without thinking, and the way you approach your work that no one else can quite copy.

One way to think about this is to imagine your brand as a person you know well. Instead of listing services or skills, you’d talk about their quirks, values and the qualities that make them irreplaceable.

A lot of the time, the qualities that set you apart are so familiar that you stop seeing them. Many founders overlook the unique attributes woven into their brands. But these are often the reasons people pick you. They’re what makes your work feel alive, instead of like a company trying too hard to impress someone.

Putting this into practice doesn’t have to be complicated. You can start by writing down a few words that describe how you want people to feel when they find you. Then pick colours that reinforce that feeling and choose images that reflect your values or the mood you want to set.

Think of Apple. Everything they do – clean design, plain language, spacious layouts – reinforces a feeling of clarity and ease. It tells you their products are simple to use and beautifully made. They don’t have to say it outright; it shows up everywhere.

If you can get clear on what makes you shine and let that guide how you present yourself to the world, you will have created a brand that connects.

Written by Sophie Boulderstone, Inkie