The What & Why of Branding

What is branding?

If you type that question into Google's search engine, there's a good chance you'll get some lofty, vague answers. For example:

• "It's about saying you are who you say you are."  (Wait, what?)
• "Branding is defining a distinctive set of characteristics and crafting stories across a variety of mediums that communicate and contextualize those characteristics in vague and immersive ways." (Simple English, please.)
• "Branding is uncovering a human truth and then creating something that speaks to that truth." (What does that even mean?)

Although some people try to get deep and philosophical on the meaning of the term "brand", the definition doesn't have to be so complicated. A business's brand is their identity. Branding provides customers with an experience through visual communication (logo, design, marketing materials, website) and subliminal messaging (mission statement, atmosphere, customer service). 

But you know this already. For example:

It's Monday morning. Your boss scheduled an early morning staff meeting at the office, so you decide that one less hour of sleep is a good excuse for a grande 2-pump nonfat vanilla latte. When you enter store, you're greeted by the sounds and smells of coffee brewing and that friendly young man in a green apron who always remembers your signature beverage. He smiles at you while he writes your name on a white paper cup, and you use your iPhone app to pay. A minute later your name is called, you slip your full cup in a brown cardboard sleeve, and you're out the door with plenty of time left to get to your meeting.

You probably picked up on the popular coffee chain I was referencing, but notice that I never mentioned the name once. The Starbucks brand is successful because they provide customers with distinct associations, both visually and subliminally. Green aprons, custom beverages, friendly staff, white paper cups, brown cardboard sleeves. They even have their own special names for drink sizes. Their brand is much more than just a logo; it's an experience. 

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Why is branding important?

The benefits of branding are numerous. While I could go on for hours answering this question, I'll spare you the time and touch on the most important ones.

1. Memorability - If customers can't remember your business, they won't return to it. A cohesive brand identity provides your customers with a memorable experience that will differentiate your business from its competitors. 
2. User loyalty - When people have a positive experience with a memorable brand, they're more likely to be repeat customers. 
3. Consistency - A brand provides a framework to maintain consistency across all facets of a business. It ties together your business cards, website, product packaging, Facebook cover image, even your email signature.
4. Credibility - A successful brand establishes credibility by showing concern for the well-being of their customers. This can be mirrored and displayed in showing concern for all of the visual and non-visual details of your business. 
5. Familiarity - Branding has an effect on a business's non-customers, too. People who have encountered your business on social media, advertisements, and other outlets are more likely to recommend you to others, even if they haven't experienced your business firsthand.
6. Personality - A brand adds personality to your business by giving it a consistent set of traits. For example, the personality of the Levi's brand is rough, tough, outdoorsy, and athletic while the personality of the Downy brand is soft, family-oriented, and cheerful.
7. Quality - Your brand is always sending a message to your potential customers, whether you realize it or not. A thoughtful, well-designed brand gives off a message of quality and intent. But a pieced-together, inconsistent brand could be sending people the message that you haven't put much thought into the details.
8. Clarity - A potential customer's attention span is low, and you don't have long to catch a buyer's eye. A successful brand gives people a concise, accurate definition of your business in a short amount of time.
9. Visibility - Colors, logos, font-choices, patterns, and other distinctive visual elements of a brand give customers images to associate with your business. You can picture the logos and colors of successful brands without thinking twice: Coca Cola, Apple, McDonalds, to name a few.
10. Stability - When your logo, marketing materials, and online presence is ever-changing, chances are your business is, too. A consistent, cohesive brand reflects stability. 

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Are you in need of a rebrand?

A strong brand allows you to build an intentional, successful business by attracting the clients you want. Investing in great design will separate you from competitors, create a professional visual presence, and maintain consistency across all platforms of your business. Branding is much more than a logo; each and every detail should be distinctly you. 

In order to have a cohesive brand, I believe it's important to work through both the visual aspects of your brand as well as the non-visual. As a designer, I have the education and experience to provide you with a visual representation of your business and help you work through streamlining every detail. And as a business owner, I understand and appreciate the time and heart you've poured into your business. Let's reflect your hard work through a beautiful, meaningful brand.

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For more details on pricing and the Elle & Company branding process, click here.

Are you interested in working together? Visit the contact page. I can't wait to hear from you!

How to Start a Blog: Growing Readership

So you've found your niche, created quality content, and put into practice all the tips for forming a loyal audience. Your blog is up and running, and now you're looking to reach more people and expand your readership. 

While an increase in traffic isn't the goal of every blogger, it might be important to those of you who are looking to make money blogging through sponsorships or if your blog is tied into your small business. An increase in viewers often leads to an increase in sales, and I understand firsthand the need to reach as many potential customers as possible. 

A huge increase in blog readers doesn't usually happen overnight, but there are several things I've found helpful for speeding up the process. Today I'm sharing 5 tips that have allowed me to double my blog readership in the past month. If you implement these tips, I'm certain that your blog traffic will grow quickly, too. 

1. Consistency

This has been one of the most important tips for growing my readership. People return to blogs when they know what to expect from them; it gives them something to look forward to. Maintaining consistency also demonstrates to your followers that you take this blogging business seriously (and if you take it seriously, they are more likely to take it seriously, too). 

This could take the form of maintaining a blog schedule, posting regularly (even if it's once a month, once a week, or once a day), keeping up with a blog series, or regularly responding to comments.

2. Creativity

Think about your favorite blogs. What is it about them that keeps you coming back time and time again? If I had to guess, those blogs are your favorite because they have something unique to offer. How can you keep your readers in suspense and get them asking "what's next?" Like I said, people will return to your blog if you give them interesting content to look forward to. Get creative! Think through the things that set you apart from other blogs out there.

Here are some creative stand-outs from my list of favorite blogs:

• Young House Love - I get so excited when they post new home projects, and I'm always wondering what they're up to next.
• Chloe Fleury - She may not post daily, but when she does, it blows me away. How does she do all of that with paper?!
• Wit & Whistle - You never know what to expect from Amanda. Her witty cards and paper goods make me happily uncomfortable every time. 

Another perk to exercising creativity: viewers are more likely to share your content on Pinterest, Facebook, and other social media outlets if it's unlike anything else they've seen before. 

3. Character

Meet Erin. She's a successful lifestyle blogger who would be the first to tell you that her life is average. She doesn't hold a college degree, she doesn't have children, she doesn't have a cute shop or a creative trade, and she doesn't own an extravagant house. So what keeps readers coming back? She has this charming, witty way of sharing about her "mediocre" life (her words, not mine!). People love following along with her because they never know what she's going to say next. She packs so much of her character into each and every post, which makes it a joy for readers to get to know her.

Infuse your personality into your blog. You don't have to be over the top or slightly sarcastic like Erin, but viewers are more likely to connect with the person behind the blog when they feel like they know them. Consider adding more of your personality into your writing style, tone of voice, photography, design, or social media posts.

4. Community

Networking has been the most beneficial, rewarding aspect of blogging for me.  I realized how much I had to learn about the blogging world when I launched Elle & Company this past January, so I reached out to successful bloggers and business owners that I admired. It was a little intimidating at first, but I was pleasantly surprised by all of the positive responses I received. People were more than willing to try out my products and write reviews, participate in giveaways, and share helpful tips. Not only did I gain followers from being featured on their blog, but I gained friends who I now partner with regularly. 

Put yourself out there and contact other people in this industry. If you have great content, services, and/or products, people are usually more than willing to partner with you. Are you a shop owner? Consider offering a giveaway on another blogger's site. Are you a lifestyle blogger? Reach out to another lifestyle blogger and start a series or linkup together. The options are endless. (For more ideas, read this great article on 8 tips for achieving online networking bliss.)

Building relationships with other people in this industry will provide countless opportunities for your blog to grow and boost your credibility.

5. Consideration

Before I write every post, I ask myself one simple question. What is my purpose for sharing this? It's important to have a goal in mind when I'm sharing content, and I'm certain that this thoughtful consideration has been a key factor in increased blog traffic. Here is a look at why I post what I post:

Monday's Letters - This blog series maintains consistency on my blog, gives my readers a glimpse at my character/personality, and (hopefully) provides people with a smile or two. These not-so-design-oriented posts switch things up a bit around here and no two letters are ever the same.

Weekly Truth - These weekly phone backgrounds offer encouragement, showcase my design style, and they are free for my readers. Another advantage that I didn't originally consider: these wallpapers act as a "walking advertisement" for Elle & Company. Creativity, consistency, and a little bit of character.

Coffee Dates - Friday morning Q&As are a great way for me to build community on my blog. They give my readers an opportunity to follow other encouraging ladies, and they bring people to my site that might not have heard of Elle & Company before. Consistency, creativity, community, and character.

Your motives don't have to be elaborate or detailed, but it's obvious when a blogger has purpose behind what they're posting. Consider what you're putting out there and how it will benefit your readers.

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Read other posts in this series:

How to Start a Blog: Creating a Loyal Audience

It's easy to overlook your audience when 99% of blog work happens alone behind a computer screen. In blogging, your readers aren't right there in front you; you don't get to see their reactions and responses firsthand. But they're there. Even if you're new to blogging, they'll be there soon. 

Your audience should be affected by your blog, and your blog should be affected by your audience. After all, isn't that why you're blogging in the first place? Today's post is all about identifying and engaging your viewers to create a loyal blog audience. 

Identifying your audience

1. Look at yourself.

Chances are, your readers have a lot in common with you. Bloggers write about things that interest them, so looking at yourself is a great place to begin when you're finding your reader demographic. How old are you? What season of life are you in? What is your career path? What are your interests? You get the gist. If you were trying to market a business to yourself as a potential customer, how would you identify yourself?

2. Who do you want to read your blog?

Take some time to think about what your ideal readers would be interested in. What would they respond to? How old are they? Are they still in school or already on a career path? Are they creative? 

3. Who is currently reading your blog?

If you're brand new to blogging, you can skip this step. But if you already have a reader base, spend some time identifying your current readers and what they're all about. You may already have a good impression of who they are through feedback on your blog or social media. If not, try offering a reader survey to gather data.

Do you notice stark differences between your current readers and your ideal readers? This could be the perfect time for you to change things up and post something that your ideal readers would love. This may seem counter-productive, but sometimes you have to lose a few followers in order for your blog to grow over time. It's like that saying, "you have to take one step back in order to take two steps forward." 

Knowing who your readers are is important, and caring about their interests is always something you should strive to understand if you want to connect with them. 

Engaging your audience

The number of blogs out there continues to grow. A great way for setting your blog apart is by allowing your readers to interact with you. Make them feel like they are a part of your blog, too! Interaction creates a sense of community, community creates loyalty, and loyal readers are fundamental to the success of your blog. 

In their blog class, A Beautiful Mess had some great tips on how to get your readers involved in your blog:

Host a Q&A session

I love getting to know the ladies behind the blogs I follow. Start a Q&A and let your readers ask you questions. I did this in last week's Coffee Date, and I was so surprised by the questions that my readers asked me! Not only were they fun to answer, but they gave me an opportunity to connect with ladies who follow along with me.

Host a giveaway

Everyone loves free stuff. Giveaways are a great way to say "thank you" to your audience and they engage readers who don't always comment on your blog. 

Ask for help

One of the most important things I've learned through blogging is that you don't have to have all of the answers. You don't have to be an expert in the field you're blogging in; we all need help sometimes. Ask your readers for feedback or advice - you might be surprised by the amount of feedback you receive.

Offer free content

Like I said before, everyone loves free stuff. That's what blogs are! Find ways to give readers more of what they love. They will appreciate you going the extra mile to provide resources for them.

Here's another tip that has helped me: Take some time to respond to blog post comments. Readers have taken the time to write you a note, so let them know that you appreciate their feedback and keep the conversation going by responding to them. 

Identifying and engaging your audience is one of the most important aspects of blogging. Keep your readers in mind as you're posting. After all, they're the reason you're blogging in the first place!

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Seasoned bloggers: What are some ideas you've found helpful for engaging your audience? New bloggers: What questions about identifying and engaging readers did I leave unanswered? 

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Read other posts in this series:

How to Start a Blog: Creating Quality Content

The secret to success in blogging? Content. You can have the prettiest blog on the internet but it all amounts to nothing if you don't have anything to offer. Providing worthwhile content for your readers will keep them coming back to your blog time and time again. 

Today's post is all about creating a content plan that inspires you, gives you room to grow, and most importantly, provides value to your readers. 

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What not to do

Let's walk through some habits that might be holding you back from producing worthwhile content. I learned a lot of these lessons the hard way so if you're currently doing one of these, don't be discouraged! 

Mistake #1:  Fly by the seat of your pants

I posted sporadically when I first started blogging. There was no pressure to create new material, so if I didn't have anything to write about I would simply skip a day or two.

But when I committed to blogging daily, it became a little more difficult to come up with ideas. I would wake up, realize I didn't have anything planned, and scramble to throw something together for the sake of posting. And the next day it would happen all over again. I wasn't putting adequate thought and intention in my posts, and inevitably my content suffered. Being unprepared left me with posts that I didn't enjoy writing and material my visitors didn't enjoy reading.

So I started to blog smarter by planning out my posts. The saying "a little planning goes a long way" couldn't be more true. It felt strange saving posts for later, but creating a blog schedule gave me control and saved me stress. More importantly, it provided my readers with better content. 

Mistake #2:  Get too wrapped up in a schedule

It didn't take long for the pendulum to swing hard in the other direction. I got so wrapped up in my blog schedule and my weekly blog series' that I never deviated from the list. I was achieving my goal of posting daily, but there was something missing. The blog got boring fast.

I've learned that the cure for "blog boredom" is staying actively inspired, which I'll talk more about in a minute. Just because you have blog series in place doesn't mean you're done. If you aren't growing and enjoying your posts, what's the point? 

Mistake #3:  Do what everyone else is doing

This is by far the greatest hindrance to creating quality content. With so many great bloggers out there, it's easy to be inspired. But if your blog is too heavily influenced by other blogs, you're going to run into trouble. A photocopy is never as sharp as an original. Don't be an imitation; stand out from the crowd by coming up with ideas and content that is distinctly and uniquely you. 

Related Post: 4 Tips for Finding & Embracing Your Design Style

This Blog Calendar printable is available for unlimited use in the Elle & Company Library!

Creating a Content Plan

Now that we've combatted some common mistakes, let's get to work on your content plan! Take time to work through these exercises and fill out these questions - this is a pivotal step in the success of your blog.

1. Brainstorm the content you want to write about.

If you read last week's post, you've probably noticed that I'm a big fan of brainstorming ideas. Use your "areas of interest" list (last week's homework) and spend some uninterrupted time creating broad categories that you would like to cover on your blog. Once you have those listed, create subcategories under each one. Get every topic on there, big and small.

If you're like me, this step will start a whirlwind of ideas. I've found that my best content is created when I'm inspired and excited about a topic. 

2. List the content you don't want to write about.

This is just as important as #1. There are several things that I'm interested in and passionate about that I choose not to include on the blog. Some don't go along with my mission statement, some are just too personal, and some I'd like to keep as hobbies without the added pressure of using them as blog material. There's something to be said about setting boundaries up front and knowing what you aren't interested in writing about. 

3. Set your expectations.

How often do you plan on posting? Twice a day? Three times a week? Once a month? Keep in mind that there is no standard; no one else is setting these expectations. Consistency is good for both you and your readers, so choose a schedule that works best for you.

4. Start a series.

It's often helpful to start a series of posts to share weekly or monthly. These features provide consistency for your readers and give them something to return for, but they also provide you with material to blog about. Plan the series that you want to blog and decide how often you plan on posting them. Keep in mind that you can always reevaluate these features and make adjustments every few months. 

Examples of blog series: Monday's Letters, Weekly Truth & Coffee Dates

5. Keep a few backup posts on hand.

Sometimes things don't always go as planned, and that's okay. Keep one or two easy backup posts on hand in case one of your blog posts falls through or requires more time to complete. If you get through the month without having to use them, you have a few bonus posts to double up on!

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A few questions to keep in mind

Is your content plan attainable?

I'm guilty of getting a little over-ambitious when I'm writing out my schedule. If you're like me, this question is one that you may need to ask yourself often.

Identify which posts will be more time-consuming and space them out throughout the month. Throw some "easy" posts in the mix that won't require as much time and effort to lighten up your load.

Are you excited about your planned content?

Creating a blog calendar should be helpful, not stressful. If you're feeling overwhelmed by your content plan, you may want to reconsider your post frequency and switch things up a little. You're bound to come across a post that takes a little more brain power and effort, but preparing for your posts should never be daunting. Make it a priority to stay inspired and beat blogging boredom by choosing posts that excite you.

Do you see any fluffy posts?

Fluffy posts are filler posts that don't serve any greater purpose. These posts may even be popular with your readers, but they won't make you successful in the long run. Why waste your time putting fluff out there when you could be providing people with useful content? If you see fluffy posts, mark through them on your blog calendar and replace them with something worthwhile.

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If you've followed these steps, I guarantee you'll be left with an inspiring, quality content plan. And if you have any questions along the way, feel free to reach out to me! Like I said - I love brainstorming, and I love encouraging other bloggers even more. 

Read other posts in this series:

How to Start a Blog: Finding Your Niche

One of the best things about blogging is that the opportunities are endless. This young blogging industry has only continued to grow in the past few years because it is exploding with opportunity. Bloggers all over the place are speaking at conferences, writing books, leaving their day jobs to blog full time - there is no limit in sight! 

Anyone has the ability to start a blog, and many people are jumping in headfirst to this fun blogging world. But because there is so much opportunity out there, it can be overwhelming to know where to start and how to set yourself apart.

Today I'm giving you tips on how to find your niche. It's important that the purpose behind your blog is something that you're truly passionate about and something you can build upon. After all, the purpose behind your blog is the foundation for each decision you'll make about it from here on out. I'll also share ways that you can experiment and take your unique idea to the next level. 

Discover areas of interest

1. List all of your areas of interest down on paper

Yes, all of them. Even if you're 100% certain that you would never blog about it, write it down anyway. What do you like to do in your spare time? What makes you happy? What are some hidden talents that people would never know about you? What have you won awards for? What topics interest you? What are your favorite colors, bands, hobbies? What are your favorite blogs and what topics interest you?

Keep in mind that no one else will see this list, so there's no reason to be cautious in what you write down. When I did this activity a few months ago, my list contained everything from my hidden talent of rapping to teaching dance aerobics. Even funnier? I actually rapped in a post a few weeks ago and it was a hit! You never know what you'll be inspired by, so get it all on there.

2. Once you have your list, go through and highlight topics that you might consider blogging about

Look for any common denominators and take notice of popular categories. For example, you may have 24 items that are food-related and 2 items that are design-related. This exercise is a good indicator of how many ideas you will have for certain subjects right off the bat and may reveal what could set you apart from everyone else.

Even if you're already a blogger, this exercise is a great way to brainstorm for new ideas. It's easy to get burnt out and stuck in an inspiration rut, but sitting down and listing out your interests might get your gears turning and remind you of why you started blogging in the first place. 

Be open-minded

It's easy to create a quick list of topics and jump to conclusions about the blog you want to create, but I would encourage you to take it slow and explore your options. Mapping out a plan for your blog is a very good thing, but don't let it hinder your creativity. It's important to keep an open mind. Allow yourself some time to experiment and discover what you're passionate about. 

In my blogging experience, I put way too much thought into what other people would want to read and not enough thought into what I would enjoy posting. You'll quickly burn out if you don't enjoy what you're posting, and you won't know what you enjoy posting if you don't give yourself room to experiment. 

When you're writing about things that you're passionate about, it's easy to keep coming up with new ideas. I actually keep a small notebook on my desk and one in my purse to jot down ideas throughout my day - they just keep coming! If you love what you do, you're going to be encouraged to learn more, test things out, and share your passion with other people. 

Your niche and your purpose should excite you, so give yourself the opportunity to test out ideas. You won't be able to create something successful and sustainable without this experimental phase.

Side note. Finding something that you're passionate about will also help you stand out from the rest. New bloggers have a tendency to chase after topics that everyone else is already blogging about, but don't buy into it! Separate yourself by posting things that you enjoy, that you're an expert in, and that you can maintain. 

Identify your strengths

Passion is good. But passion and talent is fantastic. Knowing your strengths and playing them up will make your blog content stronger and more original. 

Identify your strengths by thinking back on major accomplishments and activities that you've kept up with over the past 5+ years. Again, it might be helpful to list them out. See if there are any trends or patterns. Do you work well in a team or do you thrive working solo? Are you self-motivated or do you need an incentive to stay on task? Do you excel in academics or are you more artsy and free-spirited? All of these things are important to consider as you figure out what your blog will look like. 

It might be difficult for you to evaluate yourself, so consider asking those who are close to you. Oftentimes friends and family know you best and will be honest with you, so ask around and see what strengths others might see in you.

Taking a hard look at yourself is difficult, so don't be discouraged by this section. You have everything you need to begin a successful blog. You have talents and gifts that are specific to you and will make your blog unique. There is no one else quite like you and you have something different to offer. Play to your strengths in a way that only you can!

Narrow it down

This is where your areas of interest, your passions, and your strengths culminate. Choosing a focus and narrowing it down will help you tie everything together. Here are some helpful ways to fine-tune it all:

1. Choose a category

Even if you write on several different subjects, you should pinpoint one primary category for your blog. This can be intimidating and it might feel like you're putting yourself in a box, but choosing a category doesn't limit your content. It creates a sense of focus and priority.

2. Write a mission statement

Summarizing your purpose into a few sentences will force you to simplify your focus and quickly communicate who you are to potential new readers and acquaintances. 

3. Develop your blog's tone of voice

Every blog has a personality, and it doesn't just happen - it's intentional. What do you want the vibe of your blog to be? Witty? Encouraging? Sarcastic? Helpful? I love this quote from one of my favorite bloggers, Elsie of A Beautiful Mess:

"A blog with a strong mood can transport you just like a good story or a beautiful movie. It's a peek into someone else's life, perspective, or creative process. I love when a blog has a strong ethos, even (maybe especially) when it's different from what we do on A Beautiful Mess. It's fun to be transported."

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Finding your niche is the most important step in starting a blog. Your purpose is the foundation for every decision you make and every post you write, and each person who visits your blog will be affected by it. So spend some time thoughtfully mapping it out. I can't wait to hear what you come up with!