How to create a brand rooted in purpose

Is this you? -My brand has been created out of pure intention for doing good and using my passion to make the world a better place.

Is this also you? - Despite my brand being packed full of purpose I can’t seem to bring it to life in an impactful way and confidently share it with the world.

If this is you, not to worry, this is a challenge so many entrepreneurs are faced with at the beginning and throughout their brand building journey. Your brand can have an incredible story, abundance of life and be as packed full of purpose as Mother Theressa, but if you don’t have a strong cohesive identity, that will all be lost in the sea of brands out there. Call us biased, but we think branding is the single most important asset to a brand. Simply put good design means good business.

With the necessary tools in place, your brand can influence the way people engage with your business and feel about your offering in the way that you truly desire. As a result, you will grow your business in the right direction and create the impact you dream of.

So, let’s get down to it - here are some handy tips to help you get started…

01 | BRAND DISCOVERY

Before you can really dig into your brand identity, you have to paint a clear picture of who you are? What your company represents? Who your target audience is? Consider what are your goals for the future? Start mapping these out and if you are still in doubt, our Brand Plan Workbook is a really helpful tool to get you started.

02 | SENTIMENT

Make a list of any design words that resonate with you and the way you want your brand to feel. What emotions do you want people to experience with your brand? What words would you want to be associated with your brand? If your brand was a person, what would they be like?

03 | COLOUR PALETTE

Choose a range of complementary colours that evoke the feelings you want your audience to have when engaging with your brand. When you are confident that the colours you have selected are right, ask your target audience how they make them feel. If they say the keywords from the sentiment exercise, congratulations - you are a Van Gogh in the making. If not, then not to worry, get feedback from your audience and keep refining until you have the emotive palette of your dreams. Once established, use them consistently but not all at once. Consistency is key with everything you do with your brand.

04 | BRAND IMAGERY

First, create a moodboard of imagery that depicts a consistent look and feel for your brand. Think of it as your brand vision board, what you are striving to portray with your brand. Then, create a collection of professional, consistently edited images to amplify your brand message and style. If you are not ready to invest in your own brand imagery, there are some wonderful free and cost-effective options listed below for you.

UNSPLASH
PEXEL
STOCKSY

05 | TONE OF VOICE

How do you want to sound and your audience to think when you are communicating with them? Define this language by writing a series of words that speak to the tone you are wanting to set. Again, there are a few handy exercises in our Brand Plan Workbook that will help you articulate your messaging.

06 | LOGO & TYPOGRAPHY

The world of brand is a busy one, so creating a beautiful logo and brand identity that opens hearts and wallets is essential. Draw upon and apply everything you have established in the previous steps to inform and bring to life your logo and fonts.


There we have it, a clear step by step process for creating your own branding packed full of purpose. Now it is time to share it with the world and shout it from the rooftops - confidently and consistently. Think where your audience is hanging out and share your powerful message with them there.

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