An iconic red background with a polar bear.

A bold red bullseye.

Golden arches.

I didn’t name any brands, but I bet you know exactly who I’m talking about. That’s the power of a great brand identity.

I often hear from practitioners that they hate sharing their website or social media handles because it doesn’t feel like them, so I invited Melody, a graphic designer, onto the newsletter to talk about how to create a visual identity (even if you don’t have a giant budget).

If something is in (parentheses and italics), it’s added in by me! 😊

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🗣 Rachel: Melody, I’m excited to dive into branding and design! What’s the #1 mistake you see solopreneurs make when it comes to brand identity or design?

🎨Melody: Being CONSISTENT in how you visually present yourself and your message. Consistency in your visual identity fosters credibility with your audience. When you’re inconsistent with your fonts, your colors, your image style… you subconsciously ask your clients to doubt what you’re saying.

Think of those major brands you love and are loyal to. If one day they show up online in a way that’s completely uncharacteristic of themselves and what you’re used to seeing from them, you’ll feel disconnected from the brand and question if it’s even them.

(Speaking of this…Target, one of the brands from above, was recently a hot topic because someone made a video showing a teal, white, and brown store that doesn’t match their classic red and wondered if they were rebranding!)

You want your unique story to be strong and memorable. Visually, you’re reinforcing that message. Even if you don’t have a professional brand design yet, be consistent in what you’re doing now.

🗣 Rachel: If you were to start your business from scratch, what would be your top 3 branding priorities?

🎨Melody:

• Develop your brand’s unique story (your consistent message)
• Define your ideal client/customer
• Create a temporary logo and color palette (visuals always FOLLOW foundation)

If you’re just starting out, don’t worry about investing in something big and permanent (yet). You’re in the ever-evolving developmental phase of your business, and simply need to achieve consistency and clarity as you build. Developing a strong message that reaches your dreamy audience is KEY.

Then, grab some (temporary) visuals that communicate your message well. Start paying for Canva, find yourself some solid templates, and DIY your logo with a consistent color palette.

A few months (or sometimes years) down the road, you’ll feel the growing pains of your business and will realize you’re ready for that strong, consistent, purposeful brand design that’s going to make a big impact with your ideal audience, that’ll look and feel like you, and that’ll LAST.

🗣 Rachel: A big reason small businesses don’t invest in branding/design is because there are already so many initial start-up costs associated with business. What are your thoughts on this? Is there a “right” or “better” time to invest in these things?

🎨Melody: There are some businesses that need brand design right out of the gates and need to consider it in their initial start-up cost. These businesses are usually brick-and-mortar businesses that are going to invest heavily in signage and materials that would cost them more to re-print in the future. And honestly, their brand visuals are pivotal to their success right out of the gate.

But for most small businesses (especially service-based businesses), brand design can be as simple as a templated logo or Canva design at the start. You should invest larger amounts of money in a timeless brand design when you have clarity about your business. And often that clarity doesn’t happen until you’ve been in the thick of it with your business for a while (at least a year). You’ll have time to interact with your audience, refine your offerings, polish your brand’s messaging, and develop a vision for your brand’s visual identity.  

It also gives you time to put some marketing money aside and SAVE for that investment.

🗣 Rachel: At a super high level, how do you create a brand that feels like you?

🎨Melody: Ask yourself what makes you different.

This could be professional, but it also can (and should) be personal! Even if it feels a little random, find that edge you have in your brand.

Let’s use my brand as an example. Finicky Fox.  

I’ve been told by my clients that I’m particular (or finicky, in a good way!).

I love refining designs to perfection, and obsessing over little details in design that bring it to another level.

And I love foxes. Foxes at first felt unrelated to anything… but then I looked into the meaning of the fox (in its particularly clever ways), and figured out how to tie it into my brand. Recently, I met with a new client, and she literally booked a call with me because she loves foxes, too! (Love this! It’s often the smallest things that can foster connection)

Give yourself a short list of adjectives that describe you and your brand, and use it as a litmus test for everything you create and publish to your audience. And then, let that feed into your visuals and your designs.

🗣 Rachel: What’s your favorite way you’ve seen clients unveil or launch their new brand or design?

🎨Melody: A party! Even if it’s a party with just yourself. 😀 I’ve had clients order t-shirts, balloons, and drinkware with their logo and brand colors, and invite everyone over to celebrate! (Hello networking event!) And then I’ve seen clients post throughout the day on social media, sharing via stories how they’re celebrating (custom cookies, a morning client meeting, a re-launch of their offers). It’s an exciting excuse to talk about yourself and what you do. Make it fun!

🗣 Rachel: Now for the fun questions! What’s your favorite place in the world and why?

🎨Melody: My husband’s family has a cabin on a lake up in northern Wisconsin (on the Wisconsin/Michigan border). Ever since visiting our first year of marriage, I’ve said it’s my favorite place in the whole world! There’s nothing like that serene lake, cozy cottage, and beautiful northwoods forest. It’s where we go to decompress, reconnect, and rest.

🗣 Rachel: What’s the most adventurous thing you’ve ever done or would like to do?

🎨Melody: Definitely selling our home in Colorado to travel full time in an RV with my family! That being said, we have yet to travel to Canada or Alaska. So that’s an adventure I’d love our RV to take us to next! (Also, is there any way to RV internationally? Because…)

🗣 Rachel: If you could switch lives with any fictional character for a day, who would it be and what would you do?

🎨Melody:  Elizabeth Bennet. I would frolic around the beautiful countryside of Hertfordshire, England, writing, drinking tea, and feeling overall lovely and mildly persecuted. And then I’d go makeout with Mr. Darcy. (🤣🤣🤣)

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Melody has over 13 years of graphic design experience, and 10 years of specifically working with small businesses and creating for them visual identities with purpose. Finicky Fox Design is the design studio founded by Melody, aimed at helping small businesses achieve visual harmony through branding, logos, print materials, social media designs, and website design.

Working 100% remotely from her traveling RV, she helps small businesses and non-profits all over the country. Melody loves God, mothering her sweet children, adventuring, and homesteading.

Rumor has it the way to her heart is through french toast and foxes. 🦊