A brand might seem like a small thing – just a logo or some colors – but it can actually make or break a business.
The truth is, every business has a brand – even if it wasn’t set up intentionally. Whether it’s planned or not, your brand will have an impact on your customers. So don’t leave it to chance.
In this post, I’ll help you understand exactly what makes a good brand and how you can create one that works for your business.
What Is A Brand
So, what exactly is a brand? Think of it like this: when you see the Starbucks logo, you immediately think of that cozy vibe, the smell of coffee, and maybe even the feeling of being in a comfy spot with your favorite drink. That’s the brand at work – it’s everything that shapes how people feel about a business. It’s not just the logo or the colors; it’s the experience, the values, and the emotions tied to it.
Just like how Apple makes you think sleek, modern, and high-quality, your brand does the same for your business. It’s the story you tell and how you want people to feel when they interact with you, whether online or in person. Your brand is the personality of your business.
What does a brand consist of
The “look & feel” elements of a brand:
- Logo – Think of Nike. Their simple swoosh logo is instantly recognizable. The logo has become a symbol of athleticism, performance, and style. Every time you see it, you know exactly what the brand stands for.
- Colors – Here Coca-Cola is a great example. Their bright red color makes you think of energy, happiness, and refreshment. The color is a huge part of their brand identity. You’d recognize it even without the logo.
- Font (typography) – Think Disney vs Vans. Disney’s got that rounded, playful font that screams “fun” and “magic.” Totally the opposite of Vans, which uses a bold, simple font that says “cool” and “laid-back.” Now, imagine if they swapped. I’m sure teenagers would totally be into Vans sneakers with a big, round, cutesy font. See? That’s the power of typography.
- Voice & tone – Chanel’s tone is sophisticated and super formal – as it should be for a high-end brand. Imagine Chanel using an informal tone like “Yo, check out our new bags – they’re lit!” I could imagine their brand manager getting fired.
There are other elements to a brand’s look & feel – even smell or texture can be used to send the right message to the customers.
The “personality” elements of a brand:
There are some elements of a brand that go beyond what you see.
- Customer service – Every Zappos customer knows there is no risk when buying from them. Their customer service is so good it became part of their personality.
- Values & Mission – I’m sure you’ve heard about Patagonia’s commitment to sustainability. Their values, and not only their product, attract a huge customer base.
- Brand Story – Dove’s story is all about promoting natural beauty and self-confidence, which help build trust among their female customers.
Why A Brand Is Important
Girl, you already know why a brand is important. Because you already have a brand. Think about it – the way you dress, the way you speak, even the perfume you wear – that’s your brand.
And just like any business, people treat you and remember you differently based on your personal “brand.” Whether you want it or not, you’re constantly judging others based on their brand, too.
For example, if you see someone walking around in a torn t-shirt and messy hair, you might trust them a little less. But if you spot a well-dressed woman, you’re probably going to give her a bit more attention, right? (Don’t lie, we all do it.) And imagine your friend Anna, who never leaves the house without that bright green bag – you’d recognize her from miles away. That’s her brand shining through.
Business brands work the same way. The logo, the colors, the tone, the vibe – it’s all part of how your brand shows up in the world. And when done right, it makes people trust you, remember you, and even feel connected to what you stand for.
So, yes – just like you have a personal brand, your business needs one, too. Even if your business is tiny. Or rather – especially if your business is tiny. You don’t have the luxury of blending in with the crowd, so your brand is what’s going to help you stand out.
Behind the Scenes: How I Built My Brand
Okay, so now, to build on the theory, let me tell you how I created my brand.
I started with the name
My intention was to bring some empowerment into the conversation about women starting businesses. The name (and the whole business idea) came to life when I stumbled upon yet another Instagram post saying that the only way to make money is to go viral.
I wanted to write a comment sharing my honest opinion about this BS. But, you know, if I did that, I’d come off like a total you-know-what.
But then I figured, why not embrace it?
And then – for the first time in my entire career I typed in the name into the search bar and – the domain was free! Must have been destiny.
And that’s how I became the Business B*. Because it’s important to brand yourself. (The Office fans will know what I mean).
Then I chose a color
I knew I wanted to attract women – you, girls, are my audience, and I wanted to choose a color that clearly sends that message. So I needed a warm color.
I hate orange, and I wasn’t going to start my business with those emotions in my heart. Pink was my first option, but I thought it wasn’t professional enough for what I was going for. And it doesn’t really fit my personality (my personal personality ;)). My next option was red. It’s bold, but I didn’t want to come off too aggressive. I needed something that felt personal, but still a little serious.
So, I went with purple. It’s warm, inviting, and gives off a calm yet confident vibe. It’s perfect for what I want to say with my brand – it’s approachable but not too “in your face.” Plus, it just feels right for attracting women without being over-the-top.
And finally, I made the logo
Let’s talk about the logo. I didn’t want to spend forever designing it – I needed something practical, something that worked without overthinking it. So I decided to simply use a font. No need for images or icons.
I wanted the logo to feel both professional and a little bit extra – you know, a mix of business with just the right amount of b**y ;). So, I went with two fonts. The first one’s simple and easy to read – that’s for the business side of things. Then I added a big, curvy “B” to give it that special touch and make it recognizable.
It’s clean, it’s bold, and it has that little bit of attitude I was going for.
That’s it for now
A name, color, and logo – that’s plenty to start with. The brand story, vision, and even things like fonts will take shape over time. I had bigger things to focus on first. For now, I was happy with what I had.
I feel comfortable with this brand. I like it. It sends a clear message, it’s easy to understand, and it feels right for me. And that, my friend, is a pretty great start.
And now, off to you! Time to start thinking about your own brand.
From Idea to Icon: How To Build Your Brand
Come up with some name ideas
Your brand name can be literally anything. It could be your own name, something that screams what you do (like “The Messy Cook”), or something totally random—think “Blue Cat” or “Little Raindrop Media.” You could even mash up words and create something unique, like “Fitnesse” or go with something completely made up, like “Salali.” You can even mix languages (for example “Precioso Garden”). There are no rules!
No, wait, there actually are some rules. Your name should be easy to spell and pronounce—because if people can’t say it, they definitely won’t remember it. And ideally, it should be easy to remember. You don’t want potential customers struggling to recall your name like it’s their WiFi password. Keep it simple, catchy, and something that sticks.
Check if the domain is free
When setting up a brand, I always recommend checking if the domain name is available. Even if you’re not planning to launch a website right away, grab that domain ASAP. It doesn’t cost much, but it’s like reserving your spot in the online world.
If you don’t know what I’m talking about take a look at this post – how to buy a domain.
Plus, if the .com domain is available, it’s usually a good sign that you’re not stepping on any trademarks—because trust me, businesses reserve their domains immediately.
And imagine this: you’ve built a loyal customer base on Amazon or social media, and when they finally search for your website… they end up somewhere completely different. Awkward, right? Just get the domain.
Don’t be surprised if the name you were hoping to get is already taken. It’s so difficult to find a free domain nowadays. Just come up with another idea and keep trying, it’s part of the process.
Make sure you LOVE it
And most importantly—just make sure you love it. I once got so frustrated searching for an available domain that I just settled for something I didn’t really love. I mean, I don’t hate it, but you know… there’s always that little itch.
And, of course—typical—that business actually took off. Every few months, I get the urge to change it, but it’s already established, and the thought of all the work involved makes me drop the idea immediately.
So yeah, take your time. Make sure you really love your brand name because it’s going to be your baby. And you don’t want to look at it in a few years like “What was I even thinking?”
Do the secret trick
Here’s a little secret trick I use every time I start a brand. It’s the “quote search” trick. When you search for something in Google with quote marks around it, like this: “what you search for,” it searches for the exact match.
So, the trick is to search for your new brand name with quote marks around it. This way, you can check if other businesses are already using the name, or if there’s something you definitely don’t want to be associated with.
If not many results come up—congratulations! You’ve hit the jackpot. Your brand name is super unique.
Do I need to register a trademark?
Honestly, I wouldn’t stress about it. All the big names are already taken, and it’s pretty unlikely that anyone’s going to steal your name.
I wouldn’t worry about trademarking unless your business really starts to take off and you’re becoming an internationally recognizable brand. For now, you’ve got more important things to focus on, girl.
Choose your colors
When choosing colors for your brand, think about the emotion you want to convey. Colors aren’t just pretty—they actually influence how people feel. There’s a reason why tech companies usually go for blue, and food companies go for red. There are even studies about what colors match which emotions – it’s called color psychology.
But here’s the thing: pick a color you actually like. Why? Because you’re going to be looking at it a lot. You’ll see it on your website, social media, marketing materials—basically everywhere. So, make sure it’s a color you’re happy with.
You don’t have to stick to just one color, either. You can create a whole color palette. And if you’re not sure where to start, websites like Coolors let you browse through different color schemes and find combinations that work together.
Check and save your colors
Now, here’s a pro tip: your main color (or one of them) should look good on both light and dark backgrounds. Having one color for dark and one for light backgrounds is fine too. But, for example, having just yellow as your only brand color? Probably not the best idea—it can be hard to see on white backgrounds.
Once you find a color you like, grab its hex color code. It’s that “# + 6 numbers/letters” code that you will normally see when choosing a color in any program. (For example #ff0000 means red).
You can then paste this code into tools like Canva for your logo or WordPress for your website to make sure the exact color is used everywhere.
Design your logo
Designing a logo doesn’t have to be complicated at all. If you’re not a graphic design pro (trust me, I’m not either), just start with fonts and colors.
One of the easiest tools to use for designing a logo is Canva. It has a free trial, so you don’t even need to pay anything to get started. You can easily input your brand name, try out different fonts, and play around with colors. It’s super user-friendly and quick. I designed all my logos like this.
Export your logo
Once you’re done designing your logo, don’t forget to export it! You’ll need your logo in different sizes and formats.
For your website, the typical logo dimensions are 250 x 150 px. But it’s also a good idea to export a square version (for social media profiles, for example).
Here’s how to resize it in Canva:
- Click on your design.
- Go to the top right corner and click “Resize.”
- Enter the dimensions you need (like 250 x 150 px for your website or a square for social media).
- Hit “Resize” and Canva will adjust it for you.
You can also export different versions with various background colors, but always export one with a transparent background. This is super important if you want your logo to look clean on different backgrounds.
To export with a transparent background:
- After you’re happy with your design, click the “Download” button in the top right corner.
- Select PNG (not JPG!).
- Check the box that says “Transparent background”.
- Click Download, and you’re good to go!
Now your logo is ready.
Oh, and your brand is too!
Don’t forget to use it
Your brand will keep evolving over time. You’ll experiment with different styles of communication, think about your brand values, and tweak things as you go. That’s totally normal.
For now, what you need to do is use your brand everywhere and consistently. Stick to your colors. Don’t change them. Put your logo on your website, your posts, your email signature—basically everywhere you can.
Good branding is like free marketing, so make sure you’re putting it to work for you. The more consistent you are, the more recognizable your brand will become. So, go ahead and show off that brand like it’s your best accessory—because it is!
Love,
The Business B.
