As much as we’d like to tell ourselves that we wouldn’t judge a book by its cover, we do. It’s normal. And really, it’s ok, because every cover says something about the book. In this post, I want you to think about what your cover looks like, and what it says about you, because right now, someone somewhere is judging you on it.

This conscious effort to control your appearance is called branding. It’s the collective effort of every aspect of an individual or business’ public image. It’s your headshot, your logo, how you dress for meetings, the message on your answering machine, your typeface… If a client can see it, it’s inherently a part of your brand, and says something about who you are.

So what makes good branding? A lot of consideration, and a little perspiration. Ultimately it comes down to recognising touch points you share with your clients, and making sure your side of every communication is instantly recognisable as you, consistently on message, and appealing to your target audience.

I won’t go into brand message (at least, not in this post), but you should already have a clear idea of your aspirations, values, history, and value proposition. Also think about personality traits - if your brand was a person, what would they be like? Keep your message and audience in mind at all times when considering your band.

You already know the old adage about first impressions, and they really do matter. The first thing a prospective client is likely to see, and the areas where you have the most control, are your headshot, and your logo. One of these will (or should!) appear next to every email you send, on every social account you operate, as well as featuring prominently your website. One of these are likely to be the first place a potential client encounters something directly from you, so your headshot or logo could well be their first impression of you and your brand.

Headshots

A good headshot is one of the most important elements of your branding. If you’re a sole trader or just developing your personal brand, you may not even require a logo, making your headshot one of the only ways someone can identify you visually.

If you’re part of a larger entity, remember you’re still represented by your staff, so the same rules still apply. Furthermore, it becomes important to have a consistent look to your headshots as part of your external identity. Internally, good headshots can help foster a team mentality - they’re almost the corporate equivalent of wearing the same football strip, and nobody wants to be that one guy who doesn’t have one, so consider welcoming every new employee with a quick photo.

The most important things a good headshot will show are:

• Your face. This sounds obvious, but it’s actually pretty important; it’s much easier to develop a rapport with a human than with a faceless organisation, so put a face to your name.

• Your personality. Your body language says a lot, as does how you dress, do your hair, etc. Consistent lighting and image treatment can keep your team on brand, but you don’t have to look like clones; let a little you shine through.

• That you care. Using an old facebook selfie for your headshot may easier than taking the time to engage a photographer, but the simple act of exhibiting an up to date headshot shows you care about how you present yourself and your employees. You don’t have to look serious, but take yourself seriously.

Logos

A logo can be the most recognisable visual element of your brand, and can pave the way to define your colours, typefaces, and overall visual identity; so it definitely shouldn’t be neglected.

It’s hard to define a “good” logo, as the quality of any design dependant on it’s intended use, and who it’s targeted at. It’s also worth noting there are many really bad logos that have become iconic over the years thanks to the strong branding and reputation of the companies they represent. Generally, if you can recognise the brand, and get a feel for what they represent, then you’re looking at an effective logo.

Important keys for an effective logo are:

• Reproducibility. As a unifying factor amongst your collateral, it’s important to think about how your logo works in different places and on different media. Consider how it works at smaller sizes, in monochrome, and on light, dark, or complex backgrounds.

• Recognisability. Beyond having a unique silhouette, colour palette and concept, consistent use is important in keeping yourself identifiable. The sizing and placement should be a consistent part of your brand style. 

• Personality. Don’t be generic. Your logo should represent you, not your industry or current trends. You also risk brand confusion if your logo is too similar to your competition.

• Variety. Not every logo will work in every scenario, so sometimes it's preferable to have two, or at least have horizontal and vertical variants to pick from. Other elements like patterns, textures, icons, etc., will also ensure you can always apply your visual identity in some way, without overusing your logo.

• Simplicity. Seriously, the biggest mistake I see amateur designers (or just those without branding experience) is producing overly complicated forms, with too many elements, shapes, and colours or textures. Think of Nike, Apple and Mercedes and ask yourself how many shapes and colours they use. For another example, check out Minimal Logos by Pedro Almeida - if you can identity the companies from such reduced interpretations, you know their branding works.

Whilst you should try to keep your headshots up to date, if you invest in a carefully considered and well designed logo, you may never need to change it. Make sure your brand identity designer is as passionate about your brand as you are, and avoid the temptation of paying less for an inexperienced graphic designer, or you may find your logo won’t meet all challenges, or stand the test of time.

Conclusion

Of course, there’s a lot more to your brand than just your headshot and logo, which I will go into in a future post. Overall, your branding allows you to shape how others perceive you, which will help you attract the clients you want, and communicate effectively when you get them. And if you’re just created a good first impression, you’re well on your way to achieving that goal.