Clarity is the foundation of your business

Nurture your unique vision

Clarity about our business is something we often take for granted but I always find it interesting, when working with clients, how much of a journey and a process it actually is. It’s vital for a business to have crystal clear clarity from the outset about exactly what the business is, why it exists and who it’s for. This can be valuable to work out before you work with a designer to bring your vision to life.

Often we lack the headspace to really mine into the depths of our mission or to walk in the shoes of our ideal client/audience. At other times, we have simply been in business for so many years that we assume we know what we do and don’t spend enough time reflecting on our original ethos/ values/mission - that motivated us to start our business in the first place.

 Many of the clients I have worked with have described the process of gaining clarity as feeling like therapy, and they have become much more confident and clear about what they do as a result of going through the process with intention.

Here are some strategic questions to ask yourself before you take the next step of creating (or restyling) your brand or website. When I want to reflect creatively and tune into the big picture, I like to make a drink and sit in a quiet room where I know I will be undisturbed for at least an hour or two. Really give yourself permission to slow down and enjoy the process. Grab a journal and let’s get started:

01. Big Vision

Define your personal purpose – this will be your touchstone when things are challenging or you lose confidence:

 + Why did you set up your business?

+ What was your initial inspiration?

+ How will this business change your life?

+ How will you change other’s lives?

02. Connect with Clarity

Your brand story needs to be told with a clear and consistent message that puts the customer first. By powerfully empathising with your ideal client/audience you can create connection and talk to them directly and effectively:

 + Who is the customer/client?

+ What are their pain points?

+ How do you help/create impact?

03. Write a mission statement

Write a brief mission statement, or “Elevator Pitch” – a quick, memorable phrase that you would use to describe what you do in two minutes. It should be strategic so make sure you address:

+ Who you help

+ How you help

+ Whats the plan

+ How it works

04. Research your market

Understanding who you are selling to and researching similar businesses in the market will help you build a brand that speaks to your audience and sets you apart.

Be mindful to approach this lightly - we don’t want to feel so inspired we plaguarise others, or make comparisons that steal our joy and confidence. This is all about authenticity, which is what people are seeking and looking to connect with:

 Pick 3 similar businesses that inspire you and ask yourself:

+ How are they similar to you?

+ How are you different?

+ What are their strengths?

+ What can you do better?

+ How do they market themselves?

05. Set up your business

Set up your business legally from the start so you don’t get any nasty surprises – like finding out that your ideal domain name is taken for example:

+ Establish your business structure; freelance, limited company etc

+ Choose and register your business name

+ Secure your domain name and social media handles

06. What’s your style?

You know your business better than anyone so having a clear idea of the look and feel of your business before you work with a designer can be very helpful and efficient.

First, make a list of every bit of collateral you would like to have branded: website, business card, stationary, product tags, packaging etc

Next, gather inspiration – create a pinterest board for your business and collect visuals that inspire you for how you think the business should look and feel. Think images, colours, textures, and designs. Keep in mind your ideal client or audience as you gather inspiration and put together a moodboard that makes you feel excited about the journey ahead.

07. Inspire Confidence

If you are already in business, start to gather testimonials from clients or make a note of anywhere your business has featured – magazines, radio, guest podcast etc. People don’t just want to take your word for it so including other voices talking positively about your business will create trust and make your business more credible.

08. Invest in a brand photography shoot

A professional photography shoot unique to your brand will be one of your most worthwhile investments in creating a powerful, professional and unique brand. Beautiful images really make a website and you can also use these same images on your social media platforms to create a sense of consistency and communicate your business with flair.

Quick tip – be intentional with your photo shoot and make sure your images are “on brand”. If you haven’t embarked on a branding project yet and need the photographs first, take inspiration from your mood board and be intentional with colour (both with the clothes you wear and the setting you choose) and also be intentional with the style. Should these images feel light and airy or earthy and moody?

Now that you have established the foundation of your brand you can move forward with confidence and clarity. If you would like more advice or are interested in working together on your brand/website, please contact me: chandra@upaladesign.com