Building a strong brand identity is on every entrepreneur’s checklist, but it’s easier said than done, isn’t it?
Even for someone who had been branding businesses and personalities for over a decade, I found myself staring at the blinking cursor for too long when I first decided that I would strike out on my own. Of course, we all would have bits and pieces of knowing what makes each of our brands unique, but questioning what “identity” truly meant to us will take some time to figure out.
Through trial and error, both solicited and unsolicited advice, and more than a few enlightening experiences, we will come to the soul of what we do. Let me share what I’ve learned about building a brand that’s memorable, meaningful, and, most importantly, true to who you are.
Table of Contents
Start with Your Why: Why Do You Exist?
I believe that a brand’s why is its gleaming North Star. Knowing why you do what you do lays the foundational bricks for everything that follows.
Back in 2018, I thought my purpose for Sunroom was simply to “help clients be more confident” even in crowded markets. But as I dug deeper, I realized that I was a lot more than that.
My purpose was to help people embrace who they truly are and have their identity shown in the inner workings of their businesses. I’m here to match their intent to their purpose! My a-ha moment reshaped everything from my messaging to the way I interact with clients. It became my own North Star, and I align every choice I make with this purpose.
If you’re building a brand identity, take some time to reflect on your why. Ask yourself: Why does my brand exist? What change do I want to bring about in the world? It might sound deep, but once you find that answer, every other piece will start falling into place.
Define Your Core Values
A strong brand identity isn’t just about what you do; it’s about how you do it just as much. Your values will be the blueprint for how your brand interacts with the world.
For Sunroom, my core values are authenticity, creativity, and growth. These values shape everything from my content to the way I interact with clients, partners, and everyone else. These values are the compass that guides my brand through big and small decisions and helps me stay true to who I am.
Now, think about values that are meaningful to you—values that resonate with you on a gut level. These are principles you’ll commit to in both the good and bad times. Consistency is key to building a strong brand identity, and having defined intrinsic values keeps you grounded.
“Think about values that are meaningful to you—values that resonate with you on a gut level.
These are principles you’ll commit to in both the good and bad times.”
Belting Out a Brand Voice That Sounds Like You
People don’t connect with perfection; they connect with personality. Take note that every time you come across a social media video with narration, you are likely desensitized from polished AI-generated voices, but you’d tune in when it’s a human narrator, even if there are umms and ahhs.
Your brand voice is where that personality shines through. Early on, I struggled with finding a voice that felt right. I experimented with different styles—professional, witty, conversational—and realized that the one that resonated most was my authentic, friendly (and sometimes nerdy) tone. When I started writing like I was speaking to a friend, my audience began to feel more like a real community. They connected with me, not the curated persona I had.
Think about how you’d like to be perceived by your audience. Are you warm and down-to-earth or do you say the darnest things? Reflect on how you communicate daily and try to incorporate that into your brand. A voice that feels real will help you connect with your audience and build trust over time.
The Heart of a Strong Brand Identity: Consistency
Consistency is a game-changer, my friend. Imagine meeting someone warm and friendly one day and cold and distant the next. You’d be thrown off, right? That’s exactly how customers feel when they sense inconsistency in a brand.
Early on, I realized that being consistent wasn’t just about posting regularly—it was about showing up in the same tone, using the same visual elements, and staying true to my messaging.
For a cohesive brand all-round, keep in check that your visuals, tone, and messaging are in sync. This might mean using the same colors across all platforms, maintaining a signature style, or staying true to the same core message. When people recognize your brand at a glance, you’ve achieved consistency, and that’s where brand strength lies.
Embrace Authentic Storytelling
Your story is the beating heart of your brand. When I started sharing my story—the good, the bad, and the messy—I noticed that people began to connect with my brand on a deeper level. They didn’t just see me as a business owner; they saw me as a person with experiences and aspirations. Sharing my journey made my brand relatable and it is human to want to relate.
Authenticity is the bridge that connects you to your audience, and telling your story is one of the best ways to showcase that. Let your audience in on your “why” and share the moments that shaped your journey, from the challenges that pushed you forward to the vision you’re working toward. People remember stories better than they would stats.
“Authenticity is the bridge that connects you to your audience, and telling your story is one of the best ways to showcase that.”
Adapt and Evolve, but Stay True
Brand identity is like a plant—it needs nurturing and it grows. I have a story about why Sunroom is named as such, but that’s another story!
It’s okay for your brand to evolve as you gain clarity. When I started, my brand had a specific look and feel that reflected who I was then. As I grew, so did my brand. I added new elements, took in client feedback, refined my message, and even tweaked my visuals for both static and motion posts. Throughout these changes, I stayed true to my why and values, which meant that even though my brand evolved, it remained recognizable.
Don’t be afraid to adapt, but do so in a way that honors your growth. Growth and brand evolution are part of the journey, and as long as you remain true to yourself, your brand will continue to resonate with your community.
Visuals Matter—Part of a Bigger Brand Equation
When people think of a brand, visuals often come to mind first. Yes, visuals are indeed important. A strong logo, color scheme, and typography set the tone and make your brand memorable. But they’re just one piece of your brand puzzle.
Early on, I spent too much time obsessing over colors and fonts, thinking they’d make or break my brand. I eventually realized that while visuals make a brand memorable, they’re not what makes it meaningful.
A brand’s visuals should support the messaging and values. It’s like the packaging around your story—visuals should complement it, not overshadow it. Once you’re clear on your why, your voice, as well as your values, choose visuals that amplify those elements.
Community and Connection Are Everything
When we start something of our own—and this is especially true for creative businesses—, our work may risk being entirely self-serving. But building a strong brand identity isn’t just about creating something for yourself; it’s about creating something that resonates with others too.
Your brand should feel like a community, a place where people feel seen, understood, and valued. The most rewarding part of building my brand, Sunroom, has been the connections I’ve made with like-minded individuals who believe in what I’m doing, whether or not they are working with me in any capacity.
As you build your brand, you are also inviting your audience to be part of your journey. Engaging with them and listening to their feedback creates spaces where they can connect with you and one another. A brand identity is only strong when it feels like a shared experience, something bigger than a person or a product.
“When we start something of our own—and this is especially true for creative businesses—, our work may risk being entirely self-serving.”
Building a Brand Identity with Heart
I’d like to emphasize one thing: it’s that building a strong brand identity is about the journey and not the destination. It’s an ongoing process of refining, connecting, and staying true to what matters.
Whether you’re just starting your brand or want to strengthen an existing one, don’t be afraid to include your story, your personality, and your growth. Embrace it all. Your brand identity is a mirror of you.
A strong brand identity is built with heart; it resonates and leaves an impact. So, be intentional and create something you’re wildly proud of! After all, the strongest brands aren’t just memorable—they’re meaningful.
