The Two Phases of Branding

Inside Branding

When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.” Steve Jobs

I absolutely love this quote it describes exactly what I want my brand and products to represent. Although things take time and lot’s of patience, it’s still fun and enjoyable since I am doing what I love. Just recently, while searching for a friend in Linkedin, I found an article from Inge Geerdens a CEO of CVWarehouse.com and mother of three. In her article she uses the words, “If You Love Your Job, It Doesn’t Feel Like Working”. This words immediately captured my attention, I wanted to read more. I quickly noticed that I felt exactly the same way, every part of what I am doing I am enjoying even with some setbacks. I realized I am doing exactly what I love to do, my passion.

This passion and love for my brand is what I consider the inside branding of my business. It consists of all the pieces that it takes to carry out a great brand, no matter how small or big they are but that they are executed with quality and love.

Outside Branding

Previously, I mentioned a site called elance, which connects you with all kinds of freelancers from all over the world. This time I was looking for a graphic designer, or illustrator to work on the company logo and illustrations that would be part of my business branding. After getting around 20 proposals, I decided to work with Ana from Romania. I loved her portfolio and attitude towards the project. After a couple of days of emails back and forth we finally decided on the background for the logo and one illustration. Although I am dying to have this phase of branding finished, I want it to be perfect because it will represent my brand and I know it just needs a little more tweaking. In the article, Why A Good Brand Is Important to your Marketing Strategy they discuss how a brand is more than just the logo, is a connection to potential costumers. Your brand becomes the foundation for all of your marketing pieces, including logo, website, corporate identity, photographs, and video production. The Brand Gap

This phase of branding is also very important, since this is the first impression you are giving your potential customers. You want your costumers to keep wanting more when they see your brand, and this is possible when you take pride and you love every aspect of your work.

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