The RAVYN Blog

Developing a successful brand isn’t easy. 

For most business owners, branding is simply a logo and *maybe* a good color palette. Many business owners and entrepreneurs neglect to consider the core of branding. 

So, what is branding?

The Merriam-Webster dictionary defines branding as: 

• The promotion of a product or service by identifying it with a particular brand.

A brand is a public image, reputation, or identity conceived of as something to be marketed or promoted. Branding is about strategy: it’s the shaping of an identity or reputation in someone’s mind. It encompasses mission, values, voice, and vision to create an emotional connection to its audience. 

To grow your brand successfully, you need to build it on seven key principles: 

1. The Perception
2. The Strategy
3. The Position
4. The Message
5. The Influence
6. The Cohesion
7. The Direction

When combined, these principles guide your decision-making process. It dictates how your brand should look and feel when presented to your market. 

Let’s get into the seven pillars of branding.

#1 Innate Perception Over Logos

A brand requires innate perception. The vision behind the movement, the idea behind the brand. Everything about your brand should align: from concept to messaging to color and typography. 

While we want to think that having a unified color scheme and the same font pairing throughout every content we create *is* the brand. It’s more about messaging and correct communication. How we do that depends on the systems we build.

#2 Strategy Precedes Aesthetics

If you want a brand that stands out, if you want to be remembered, then you need to know what you want to be remembered for. 

That requires strategic thinking. 

Apple isn’t remembered only for its logo. It’s a feeling, it’s the desire to be perceived a certain way. Apple is remembered because it created a story behind its messaging. We know their founder, the products they sell, and who they are because we remember how they make us feel. 

We ask ourselves: what emotional territory do we occupy? How do we make people feel? What’s the message that we want to send across? Then we create strategically around that.

#3 The Foundation is in the Positioning

Understand the value you bring to the table. 

It’s as simple as knowing who you are, defining your philosophy, and identifying your purpose. Communicate that, and your brand will stand the test of time, even as trends come and go. 

Our identity isn’t in the thing we do, but rather, the way we position ourselves. Careful positioning requires a mind that understands how important it is to lay that groundwork. Once we have it, we’ll never lose sight of who we are.

#4 Messaging Drives the Visual Decisions

People can only see what you want them to see, and they can hear more than what you communicate. A strong brand understands that messaging and tone drive visual direction. 

A word can mean many different things, but what you want it to mean may not always be perceived that way. If you want to sound hopeful, it must be paired with the right tone, impact, and visual cues. 

Understanding the message we want to send will clarify how we want to present ourselves when we put ourselves out there.

#5 Influential Brands Influence Behavior

You can’t create a movement if no one’s willing to move. So, how do you get someone to ACT when you put yourself out there? 

Big brands understand how people think: they study psychology, understand emotions, and connect words, shapes, text, and illustrations to tap into the subconscious minds of those around them.

To build a brand that influences culture, we think about the message we want to send and how we send it. We don’t use digital or print systems to ‘sell’ a product. We use our platform to convey a narrative—to power an idea we want people to buy into.

#6 Longevity Requires Cohesion

A brand can evolve without losing its identity if unity becomes its foundation. Get it right the first time, and you won’t have to second-guess every step you take. 

To do it, understand that consistency and alignment are the sacred focal points of your vision. If you know your mission, you can do anything by understanding your vision.

#7 Define Your Direction

Build a roadmap; follow it. It’s as simple as that. 

Before you can execute, you need to know what you’re doing, and that’s where direction comes in. A map is a helpful tool to use in areas where navigation seems impossible.

Starting the Journey

Each brand is built on seven key principles: perception, strategy, positioning, messaging, influence, cohesion, and direction. Miss one of these and your business will fail to attract the right market. 

For your business to work for you, your brand needs to adhere to these seven pillars. Whether you’re a small business owner or you want to develop your personal brand, understanding the core of your brand and implementing a strategy to make it work is important. 

If you’re still struggling to build your brand, you can add your name to my waitlist for the launch of the Brand Engineering Pinkprint. 

Start with Phase One – Essence and capture the essentials (and the seven pillars) for the foundation of a successful brand.

I’m giving away my RAVYN Branding Workbook that sets you up for a successful, purpose-driven business. It’s got all the things you need to ensure that your business is *almost* ready for launch.