Branding Goes Beyond Having a Logo and Why Clarity is Key!

First and foremost, I think it’s friggin’ awesome that you stopped to read this. And if you’re building a brand, keep reading and know that you’re not alone in this journey. Deciding to embark on an entrepreneurial journey isn’t an easy undertaking. In fact, the road to small business success is not a straight shot. Over 50% of small businesses fail in the first year and 95% fail within the first five years, according to the U.S. Small Business Administration.

You may have read that title and said to yourself “duh, I know that.” It’s because you know that branding goes much further than the symbol or visual representation of a company, person, or product. I’m obsessed with the storytelling magic of branding, but even before the story begins there needs to be clarity.

Brand clarity is the most important step in brand creation. You can’t know where you’re going unless you set up a strong foundation first. If you’re not quite sure how to reach brand clarity, or what it is even supposed to accomplish, then this article is just for you.

So how do you start getting crystal clear on your brand? I find that beginning with purpose helps create (or unearth) clarity.

Enter Ikigai.

Iki wha?!

Ikigai comes from the Japanese words Iki (to live) and Gai (reason) they roughly translate to “reason for being.” Ikigai’s purpose was to create harmony in one’s life and was never intended to be used for money or professional means, but as an entrepreneur creating a brand from scratch can easily blur the personal and professional realms, which is why Ikigai is so important now more than ever.

Does the world need any more stuff? More brands offering the same products, more social media accounts pushing more content, more, more, more. Do we need to consume any more noise? Nope.

What we do need are entrepreneurs and innovators who have a unique story to tell, brands and companies rooted in purpose. We need products and services that give back, provide value, and make the world better.

Below is the Ikigai Venn diagram that illustrates where the sweet spots of passion, mission, vocation, and profession converge. Pay close attention to the overlap – that area especially, your brand’s Ikigai, helps you to create a brand that will light you up, help you gain clarity, all while fulfilling the needs of your intended audience.

I’m thankful for the time you’ve taken to read these words, I appreciate you.

You see, many people associate a brand with their company logo and that’s about it. But there’s much more to branding than simply having a logo.