Evolve your Brand ~ Lovely Evolution
What does it mean to evolve your brand? Well that's the topic of today's discussion with Marie Louise owner of Lovely Evolution a company that specialises in branding, design and Canva for SMEs, with more than 16 years’ industry experience. She’s created everything from logo design, social media templates and website design in the digital space, to
printed brochures, adverts, banners and packaging.
Once your Branding is done it's done. Right?
It's wrong to think that you do your logo once and that it's stuck in stone forever more and it doesn't change that's just not the reality. You know your business changes in theory you should be updating your business plan every so often and I think in a similar way you should review your branding.
Same with your website, that's not something that is just stays in one way and then you never do anything with it. You're constantly tinkering with the message. You're updating things and you're trying new techniques So evolving your brand is something you should look at on a regular basis.
We should look at what colours you use, what logo, what are your fonts, what's your tone of voice? There are lots of things associated with how you present yourself both in person and on these different mediums, websites, social etc. and it's good to be able to look at it and make sure that it's still relevant.
And it's something I've done in my own business. You know I haven't had it all figured from the beginning and I've evolved myself and I think it can be a really great way to go. Just start and evolve your brand over time and go with the flow because sometime life happens but you know there can be all sorts of curve balls whether it comes from your own life or outside circumstances, and it's useful to be able to shift gears or change direction, as long as it's relevant, to your business. So that's where I come in. I help with that process.
5:00m ~ Refreshing your website and your social media presence
It has been 14 months of uncertainty for the industry, many have not really been focused on promoting themselves but more looking after their couples and trying to work to get answers from the government. It means a lot has probably changed in the way we think and feel about our business and life so now is the perfect time to look at evolving your brand.
What should you focus on when it comes to evolving your brand?
Knowing your target market is really, really important because that will inform every design decision that you make. So you know choosing what colours and fonts that you use as part of your branding, it should be something that appeals to your target market. Something that could help people in business narrow that down is consider and you don't have to do this in terms of in real life, but consider what if you were only allowed to talk about one service or aspect of your business. That whether you're going out there networking or offering it to a potential client, you can only offer one thing.
Normally in the realms of showcasing what you do, there's I do this and this and this and this and you might have a whole menu of services, but for the purpose of really drilling down, I challenge you to consider what if you could only do one thing if you were known for only one thing what would that one thing be? Because all your marketing efforts, your branding and rebranding should be geared up to really, really highlight that. So it's not to say that you won't still offer those other things, and maybe there's two will key areas that you want to focus on.
The other thing to consider is and this is by no means a plug for my own services, but actually working with a professional designer, whether it's me or someone else that you know locally, really make sure that you check their portfolio that you like their style and cheaper is not always better. Not to say that going for the most expensive person is the best way either. But if you want the best results paying for an expert to do it means that you're going get that better results. So it's it comes back to what your long term goals for your businesses as well. Because yes, your considering a rebrand and maybe you'll rebrand again in the future, but you want to be thinking of this current brand as lasting you the next 5 to 10 years you don't your logo, for example, to be so trendy, but it's out date in a couple of years. But equally you want to allow for the possibility to grow and evolve you brand.
How can we use Canva with our branding?
So what I love about Canva is that you can utilise some tools within Canva that will help you be consistent. I've mentioned this already, but if you can take one key thing from this podcast and today's topic of branding is be consistent. If you can be consistent, even if it's consistently average, even if you haven't got the best branding, at least if you can be consistent with your colours, in your fonts and image style and stuff like that, it will mean that you will have that clearer message. It will look more professional. Obviously if you've got a really good brand and logo it's going to be better, but if you can at least be consistent, then you're winning at something.
In order to be consistent with colours, making sure that you set up your brand colours in the brand kit.So whether you've got the free version or the pro, you got more options in the pro version, but even in the free you can set up one colour palette with your brand colours and you can have, I think up to three colours in there. So that just means that anytime you open up and create a new design or use one of Canva templates, you'll see it there in your colours tab and then you can make sure you change the colours from that template to your brand colours.
In order to be consistent with colours, making sure that you set up your brand colours in the brand kit. So whether you've got the free version or the pro, you got more options in the pro version, but even in the free you can set up one colour palette with your brand colours and you can have, I think up to three colours in there. So that just means that anytime you open up and create a new design or use one of Canva templates, you'll see it there in your colours tab and then you can make sure you change the colours from that template to your brand colours.
Something that works really well if you're going down the DIY approach, is picking out a few templates that you really like the look of and seeing how you can adapt that to other things that you might be creating. So for example, if you're sitting down to create a promotional leaflet, that's going to be part of a postal campaign or future event think about what aspects of that could be on all of your different designed materials. So is there a particular frame you'll use for images Canva has squares and circles but maybe a pebble shaped frame fits you brand better? You know what decorative features or design styles you really like, and making sure that you're using them again in that consistent way. It doesn't have to be all cookie cutter the same but it's making sure that if someone is looking at all these different things, and sitting there with all of them in one go, that it all fits together.
25:00m Brand Guide lines saving yourself and others time
If you'd like help to Evolve your Brand Connect with Marie Louise
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