Building a Functional and Intentional Brand
Coming in hot! 🔥 The 2nd release in Moxie’s “Build A Thriving Business” series is here. Because building a brand for your business is so much more than logo design and font selections.
Consider Apple….
Apple’s brand represents innovation, premium quality, and simplicity. It focuses on user-friendly, beautifully designed products that integrate seamlessly with everyday life. Apple is known for its creativity, privacy, and cutting-edge technology, positioning itself as a leader in empowering individuals through intuitive, high-end products.
Crazy how emotion evoking a half eaten piece of fruit has become. Wild, right?
Apple may be the crown jewel of intentional branding. But you can get there too! These tools can help you know where to start, and evolve with intentionality.
When building a brand:
1. Know Your Why
Before anything else, ask yourself: Why does my business exist? Your brand’s purpose goes beyond the product or service you offer. It’s the "why" that fuels your work and speaks to your audience. Knowing this will set the tone for everything from your messaging to your customer interactions.
👉 Pro Tip: Write your mission statement like you're chatting with a friend. It should be clear, personal, and reflect your genuine passion.
2. Understand Your Audience
You can't build a brand without knowing who you’re building it for. Take time to really understand your target market—their needs, challenges, and desires. By honing in on your audience, you can create a brand that resonates on a deeper level and drives long-term loyalty.
👉 Pro Tip: Create customer personas. Give them names, stories, and think about their daily lives. You'll thank yourself later when your messaging speaks directly to them.
3. Create Consistent Messaging
Consistency is key! Whether it's on your website, social media, or in-person, your brand voice and tone should be unified. Is your brand fun and casual, or more formal and authoritative? Every piece of content, post, or ad should speak the same language, and reflect that voice across all platforms.
👉 Pro Tip: Keep a “brand cheat sheet” with your tone, values, and personality traits to stay consistent across all communications.
4. Visual Identity Matters
People see before they read. Your brand’s visual identity—colors, fonts, logo—sets the stage for what people will feel when they interact with you. Choose visuals that reflect your brand’s personality and make sure they're consistent everywhere—your website, social channels, and business cards.
👉 Pro Tip: Don’t pick colors just because they’re trendy. Research color psychology to see what tones best represent your brand’s mission.
Just for fun: Here is an overview of Moxie’s brand color psychology to help you get the picture….
Green: Symbolizes growth and tranquility. It’s often associated with balance and stability.
Pink: Represents compassion, nurturing, and playfulness. It evokes feelings of warmth and affection, often used by brands to convey a sense of approachability.
Yellow: Signifies optimism, cheerfulness, and energy. It grabs attention and stimulates mental activity, making it a great color for brands aiming to evoke positivity and excitement
5. Evolve as You Grow
Your brand doesn’t have to stay static. As your business grows, it’s natural for your brand to evolve. Stay flexible and allow room for updates in messaging, visuals, and even your mission as your audience and market change.
👉 Pro Tip: Plan a “brand check-in” every year. Look at what’s working, what isn’t, and tweak things to keep everything fresh and relevant.
Final Thoughts…
Building a brand isn’t a one-time task—it’s an ongoing journey that grows with your business. When done with intention, your brand becomes more than just a business asset; it becomes your story, your promise, and your connection to your audience.
