Building a Strong Brand: Essential Insights for Service-Based Businesses

Most Valuable Lesson or Insight:

The most valuable lesson from this conversation is that branding is not about perfection from the start, but about consistency, clarity, and creating a cohesive experience for your clients. Both speakers emphasize that you don’t need a perfect logo or a fully developed brand identity to begin. Instead, focus on creating a professional-looking, clear brand that reflects your values and communicates effectively with your audience. Over time, you can refine and evolve your brand as your business grows and you better understand your clients' needs.

Top 5 "Between the Lines" Lessons:

1. Start simple and evolve: You don’t need a fully polished brand from day one. Start with basic elements like a simple logo, color palette, and font, and refine as you grow.

2. Consistency is key: Ensure that all touchpoints (website, emails, contracts, etc.) reflect a cohesive brand experience. This builds trust and professionalism.

3. Client experience matters more than aesthetics: While design is important, the overall experience you provide to your clients—through clear communication, onboarding, and offboarding—is what truly sets you apart.

4. Your brand is a living entity: Branding is not static. It should evolve as your business grows, your audience changes, and your services adapt.

5. Invest in professional help when ready: While DIY tools like Canva are great for starting out, working with a professional designer can elevate your brand when the time is right.

5 Actionable Steps:

1. Create a simple, professional-looking brand: Start with a basic logo, color palette, and font that reflect your values. Use tools like Canva or consult a designer for guidance.

2. Build a one-page website or landing page: Ensure it’s clear, easy to navigate, and includes essential information like your services, contact details, and a call-to-action (e.g., book a call).

3. Focus on brand touchpoints: Brand all client-facing materials, including emails, contracts, proposals, and onboarding/offboarding packets, to create a cohesive experience.

4. Set clear expectations with clients: Use automated emails and templates to communicate professionally and efficiently, ensuring clients know what to expect at every stage.

5. Plan for rebranding: As your business grows, revisit your brand within the first year or two to refine and align it with your evolving goals and audience.

Transcript:

Host:
This week's Business Chats! Today, we're going to be talking with Lorena. She's actually a brand designer from Argentina, so she's technically my competition, but not really. Hey, Lorena! You're here. And I say "not really" not because she's not my competition, but just because there's plenty of clients for everyone around.

So, we're going to be talking about the basics every single brand needs to be able to provide a great experience for their clients online and offline. I wish I could send you the invitation. My God, is it happening? Are you joining? I'm scared. Oh my God, you're here! That’s a miracle. I love this so much. It usually takes me like five minutes to let people in. Oh, okay, that's great. Hey, yay! Hi, how are you?

Lorena:
Good!

Host:
I'm so happy to see you again. So, for everyone who doesn't know, we actually met online. I don't even remember when, probably last year. Yeah, we sort of started to follow each other. I don't know how or why, but we just started talking online and basically became online friends. And then, just a couple of weeks ago, we had a conference here in Valencia, and Lorena came, and we met. Yay! It was great.

Lorena:
It was great. I had a great time.

Host:
Yeah, it was so much fun. I'm so sad that I missed the second day of the conference, but well, some things happen. We need to do another live to talk about that because I'm still a little bit traumatized by everything that happened.

Lorena:
Yeah, a little bit.

Host:
But you know, you live, you learn. So today, we're going to be talking about the brand basics that every single service provider needs to have for their business. And I feel like it's a very long list. We're going to try to sum it up as much as we can, but it's definitely a tricky one. So, yeah, let's start from the beginning. What do you think is the first thing that every single brand service provider needs for their brand?

Lorena:
Yeah, for their website. I'm already like, "Of course, the website." Um, I would say, throughout the years working with clients, I realized that what I thought was really important when I first started isn't actually that important. So, I feel like I always had the idea that having the logo was like, "You have to have a logo. It's like you have the name, and you have the logo, and that's how you start your business." And I feel like right now, I'm like, "You don't need that. Just start."

And I feel like now, seeing people like, "I made my logo on Canva," or "I made my logo with AI," it's like, you're just wasting time. I feel like what you really need is to have a very professional-looking, clear brand from the start that just looks like you can get clients. You know what I mean?

Host:
I couldn't agree more. I feel like a lot of people just waste a lot of time and money. I've had people come in asking me to make their professional-looking brand from the get-go, and it's like, "It's not what you need right now, sweetie. You need to get started." Because I'm going to ask you a bunch of questions about your audience and how you communicate with them, and you don't have them yet. So, just get something going. Get started.

I feel like consistency in the beginning is more important than having it look a certain way or using certain colors or having the logo be whatever. You can rebrand in the future. Just try not to rebrand too late into the future because then, if you have business cards or t-shirts or whatever it is that you're using to promote your business, let's say you get a car and then you have the whole car printed with your brand, then you're stuck with it.

So, maybe within the first year or year and a half, you should go to a professional designer for a rebrand, but maybe not from zero.

Lorena:
A little parenthesis here, I'm just freaking out and looking at myself in the little screen because I noticed I actually activated a filter.

Host:
I should too, honestly.

Lorena:
Yeah, I have no idea how to take it off. I never do this. I don't know how I did that, but well, whatever.

Host:
We're... thank you. It's all blurry now, but it's fine. I'll be okay.

Okay, so, definitely a sort of basic logo, you would say, right?

Lorena:
I feel like a color palette that sort of reflects your brand values. Yeah, but like, whatever you find on Canva is fine to get started. It will change.

Host:
Hopefully, yeah.

Lorena:
Yeah, sometimes I'm like, "You don't even need... maybe just choose a font that you like or have a designer help you with that." What I do sometimes is just offer consultations, and we see what the brand needs. Sometimes, just a font with the name can act as a logo until you're ready to actually work on it. And a color palette that you like that reflects, like you said, your values, your audience, a little bit. Just trying to figure that out, but then it will change in a few months, so why stress so much?

Host:
Also, what I'm realizing as we're talking about that is, it's easy for us to say, "Yeah, color palette that relates to your values," because we know how to actually translate that into that other thing. But yeah, as you said, I think if you have a trusted designer in your contacts, you can just reach out. I also do brand audits for free, so you can just DM me and be like, "Hey, what am I doing wrong?" And I'll be like, "Okay, maybe you can improve this or that."

Also, lately, I've had a few clients coming to me for VIP days, and just like, "I need to tweak my brand a little bit." So, we come in and do those adjustments, like the colors and stuff, and then it looks way better than the beginning. But it's like, "Okay, I see what you were trying to do. Yeah, let me take it to the next level without going crazy with the budget." And then you can just take it from there yourself with your VA or whatever you're using.

I feel like a lot of people also put all of that pressure into their VAs, and VAs are not trained in graphic design. And if they're doing it and they're doing their best, like, bless them, but it is good to have a little bit of support. And maybe, like you said, half a day with a designer can literally change how your business looks and feels.

Lorena:
Absolutely.

Host:
So, what do you think is the second most important thing that a brand needs to have?

Lorena:
Okay, I would say a website or somewhere where people can book your stuff. And yes, that's where we also come in. I don't think it needs to be the website of the century, but just a simple, even one-page or landing page, whatever, where you can easily see your services and book a call or directly book the service. Something simple and clear.

Host:
100%. Yeah, definitely. Even if it's just one landing page for your main service, even if it's just the link page that you have on Instagram, just brand it and make sure that, even whatever it is that you're going to decide, don't decide on it because you think that's what you need. Decide on it because you put yourself in your client's shoes and you're wondering, "Okay, if I were my ideal client, what would they need to know from me?"

Maybe they need a little bio to know who I am because they've never met me before. Maybe they need a button to send me an email or to call me or whatever is your first point of contact. And then, maybe if you're offering free information, free stuff, free lead magnets, whatever, you can have something to include there. Like, whatever it is that you're offering, you need to share that information in the most efficient way.

And that is just one landing page or just the links page on Instagram. Yeah, to get started, that's fine. In the future, you can just create a more extensive website, something more complex. But for now, if you're just beginning, listen, a one-page is what is important.

The other day, I had a discovery call with someone who was like, "Okay, but why do I need a website?" I'm like, "Why did you call me if you didn't know that you needed a website?" But besides that, I think people don't realize that a website is selling for them 24/7 online.

Lorena:
Yes, absolutely. Like, you might post on Instagram once a day, but your website is there constantly giving information to your clients. And that's how it looks and how... if the website is, even if it's just one page, it needs to have the right flow for your clients to be able to get the information they need.

Host:
Yeah, that's also something I always talk about. Like, the way that you structure even your header, everything, it's like you need to make sure that it's clear and that you make people go to wherever it is that you want them to go first. So, if you're trying to sell, like, I don't know, this service, put a button that's big and in bold colors to that service or to book a call with you. Like, whatever it is that you want them to do, instead of giving them so many options, they will not choose any of them. They will get overwhelmed, and they will leave.

Lorena:
Yeah, I feel like they need to think about it as if you go to the supermarket. How the supermarket is laid out is strategic. It's not random. You come in with certain items that maybe are not frozen items, for example, and the frozen foods are usually closer to the register because you just grab it and then go to pay. And then, at the register, you have the snacks and the things that you're craving last minute, and you're like, "Yeah, I'll just get this without even thinking."

So, it's the same for your website. You need to think about that process that you're guiding that client through and give them options as soon as they land on your website. Then, maybe they're craving some chocolate snacks or something, and so you just give them the option to just tap that "buy" button or "book a call" or whatever it is. And then, if they need to just navigate it a little bit more, you need to guide them through the process so they really can get to the final register and book a call with you or whatever.

Host:
Yeah, I mean, it needs to be strategic. By the way, on the website, please, I'm begging you guys, whoever is watching this, do not add your social media on the top.

Lorena:
Yeah, it breaks my heart every time I see it. It's like, you made all of this effort on social media to bring them to your website, and now the first thing that you're doing when they are on your website is to ask them out the door. Especially on mobile, it's like, just don't put that there.

Host:
Yeah, just try to hold on to them on your website and maybe guide them to your newsletter or something else.

Lorena:
Absolutely.

Host:
I think that's definitely number two on the list. That's absolutely a priority. What else do you think is important for a brand to have in the first maybe two years of business?

Lorena:
Yes, yeah, at this point, I feel like maybe you're a little bit more advanced. I would say this is like what I preach: the brand touchpoints. That is, to me, the most important thing. I don't care what logo you have, what colors you have. I literally don't care if they're sitting in your document in a PDF, and you're not putting that as a whole experience. To me, that's the most important thing.

Like, let's say someone has a shop. If I'm walking down the street and I see your store, I have to have the same experience there as if I'm finding you on Google. I feel like that's where sometimes we get it wrong. It's like we put a lot of energy into maybe our socials or our website, and then all the other stuff just goes to the back burner.

Host:
One-on-one connection that you have with those clients, right? Because if someone found your Instagram and they loved your content, and they're like, "Oh, what you're saying actually resonates with what I need. I'm going to get in touch with you," and they go to your link in your bio and they touch the little "contact me" button, and they send you a form, then what? Then, I mean, are you responding, or are you like, "I don't know, maybe it takes you five days"?

Lorena:
Yeah, exactly. It looks like crap.

Host:
Sorry, well, that's very important. I mean, I feel like you need to think about your clients. I know it sounds a little bit annoying to set so many expectations, but that's what is important when it comes to building a client relationship. And I sometimes fail on that too because I have so many other things to do that sometimes it's passed me by that I need to reply to this email.

So, what I've done is, if someone sends me a contact form, like, "I want to work with you," an email with my signature that has my picture and my brand colors and all of my stuff is sent automatically, and it's like, "Hey, I'll reply in the next 48 business hours. Thank you so much for reaching out." So, they already know that you have it, and then you will reply in 48 hours.

And then, touchpoints can really vary depending on what it is that you do, what services you offer, what kind of clients you have.

Lorena:
Yes.

Host:
So, what do you think are the main touchpoints that you really should think about branding?

Lorena:
I would say contracts, email templates. Those are like the big ones. That's at least what I have. It's like all emails are branded, all emails that I know I'm going to be sending. Contracts, any welcome packets that you may have, or offboarding packets. I feel like that's also really important. It's like a nice little touch to be like, "Here's your branded email, and also this welcome packet that looks incredible."

Host:
Even if you don't work in anything design-related, I feel like it's a nice touch for the client to feel like, "Oh, okay, this is like a professional service."

Lorena:
Right.

Host:
And just use those opportunities to establish and set more expectations. So, if someone reaches out to you and they book a call, they get the email confirming the call with the link to the actual meeting, blah blah blah, and then you have another automated email to remind them of the call one hour before. Maybe. And then you have the proposal if you are a service provider.

After the meeting, they're probably going to ask you, "Okay, how much is this? What can you include in that?" I usually recommend talking about pricing on that discovery call just to make sure that everyone is on the same page or around the same page. But yeah, a proposal. I mean, even if you're just using a Canva one-page slide, whatever, a proposal is important.

And when we talk about touchpoints, don't think like it's too many things that you cannot do. You can find templates for this on Canva and get it on your brand. And then, when you have a designer come in and work on your actual brand, you can actually do the whole thing.

Lorena:
Exactly. But just make sure that one of the things is not different than the other. So, if you're using, I don't know, blue for your social media and blue for your proposal, why is your contract bright pink? And if you're using a script font in the beginning—which I hate, by the way—but if you're using a font in the beginning, why is the rest of your things in Times New Roman?

Host:
Yes, I know. Cohesion is the main thing. More than anything, I truly don't care what you choose. Just choose it everywhere.

Lorena:
Exactly. Just maybe commit to something for three months, and then you can test it out. See if people can actually read that font that you chose. And if not, well, maybe change it. Maybe consult with us to change it for something more readable.

Host:
That's something that I always talk about too. Branding is not forever. I feel like a lot of people are like, "Okay, I'm starting a business. I'm investing in this now so that I don't have to think about it ever again." I don't see it that way. And I know that we have other people in this industry that think that way, but to me, it's always moving, always evolving. Especially for people that offer services, it's very important to evolve with our branding.

So, yeah, I would say don't think about it too hard, especially at the beginning, because in a few months, you will want to change it. I can assure you of that.

Lorena:
Definitely. It's not that complicated. I mean, you need to get to know your audience, and you need to get to know your services. Maybe the service that you're offering in the beginning is not going to work. Maybe you need to adjust to something else. So, just give yourself time to tweak.

Host:
That's like getting married after a first date. Like, "No, maybe test it out a little bit and then decide what you're going to do." But yeah, just please be consistent. Proposal, contract, that's the main thing. Invoices. And then, what you mentioned that I really love that not everyone thinks about is onboarding and offboarding packages.

Lorena:
Yeah, they are a game-changer.

Host:
I'm working right now on my offboarding packages because I feel like they're great for communicating nicely to the client, like, "Okay, this is it. The service is complete."

Lorena:
Yeah, I didn't have them before. Now I'm like, "They're really, really useful."

Host:
Absolutely. I usually include in my offboarding the link to the client portal so if they forget that they have a client portal where they have their final files and their links and all of their information, they have it there again. They have, like, "What else can I help you with?" Just so they know I'm here. Maybe they didn't even think about hiring me for something else.

Lorena:
Exactly. So, it's a great way of just closing that project and making sure that everyone is on the same page.

Host:
I love that. I think those three are definitely my top three basics that a brand needs to have for their business. Do you think there's anything else that we're missing?

Lorena:
In terms of branding, I don't know. I feel like we're going to get into systems or more complicated things.

Host:
We're not going to do that right now.

Lorena:
No, definitely. Those are the main ones. And also, thinking ahead, just seeing your brand as this all-encompassing experience and not just, "Okay, I need to have this welcome packet or offboarding packet, and that's it." It's like, "No, just think about the experience that you're giving to your clients." And I feel like the touchpoints and everything will come from that.

Host:
Absolutely. It's a whole process that takes a long time to polish. And if you have any questions, you can just reach out to us. By the way, how can people reach out to you?

Lorena:
Oh, they can reach out to me here on Instagram at Cosmic Creative Studio. And if not, on my website, you can book a call super easy and fast.

Host:
And if you need a designer to work with and you don't want to work with me because you don't like me and you like Lorena more, I'll send you her. It's perfectly fine.

Lorena:
Perfect. Amazing.

Host:
Lorena, thank you so much for joining me today.

Lorena:
Thank you for inviting me. This was great.

Host:
Of course. We need to do the conference one.

Lorena:
Yes, by the way, let's do that.

Host:
Let's do that. Yeah, let's schedule it.

Lorena:
Bye! Have a great day.

Host:
Thank you. Bye!