When you talk about business, one of the first concepts that comes to your mind is “brand”.

You have heard this term before, right?

It’s a widely used term, isn’t it?


But do you actually know what “BRAND” means?

Let’s walk through this together.



YES and NO


Yes, your colour palette is PART of your brand. No, it is NOT your brand.

Brand is a complex mixture of things that identify you and your business and are able to communicate your vision, your philosophy, and your identity to your ideal client.

So, in order to brand correctly you need to know:


  • Who you are

  • Who your ideal client is


Why branding is so important?


Because if you do not brand correctly, chances are that you fail to communicate with your audience, and this results in a lower impact of your business.


What you should consider when building your own brand?



  • Who you are. Are you dynamic, cheerful, creative, efficient, serious, feminine, calm….what are your main characteristics?

  • Who is your dream client? Who are you looking for? Who do you imagine will look for you and share your ideas, your working processes, your rhythm, your vision? Let’s be honest here. If you like a feminine, calm and soft style, you won’t probably be able to talk to a strong, energetic, hyper dynamic, restless woman, because your vision won’t be attractive to them.

  • What are your goals? Yes, they are part of your brand, for sure. Because they are a part of you, of your expectations, of your dreams. And you MUST align with them because only if you build a business which is aligned to your true self, you can hope to move forward successfully.

  • Have you a clear USP in mind? What’s an USP? It’s your Unique Selling Proposition, that single mix of particularities that makes your business different from everyone’s else. You need to be different. You need to distinguish yourself from the crowd. Be it for your services, for the way you plan or offer your services, for your personal contribution, for the way you engage with your audience, for your client’s experience…be it for whatever you like it, but BE DIFFERENT.

Now that you have clarity on all the above we can move to the basics.

Do not choose your colour palette because someone suggests you to. Choose the colour palette that truly represents you and your business. And do the same with your fonts, your website, your logo, your business cards, your social media presence, your style, the language you use, your SOPs, your processes….In a word, build your business after having gained deep clarity on its identity.



We prepared a free mini-guide to help you evaluating if your business is setup for success