by Christina Dennis

Visual Identity for the DIY Mommy Business

If you’re a mom who owns a creative/handmade business you’ll know how important it is to carve out a unique identity and brand for yourself. There is a lot of competition out there, and a creative and polished “visual identity” will help you and your business stand out from the sea of others.

A visual identity is created through a logo, colours, a website, signs, business cards and more print & web media that all have a flow, belong together and say: THIS is my business! Here are important key elements to think about when creating a visual identity for your DIY Mommy business:

  1. BUSINESS NAME: I love unique business names! They can be related to your product or service, or simply be a nonsense name that’s fun to say (think “Google”!). Research your competitor’s names (and available website domain names – that’s important) and choose something that’s unique, easy to say and suits your business personality. You can go as far as trademarking your business name if you want to protect it.
  2. LOGO: A professionally designed logo is of utmost importance to create a professional appearance for your business and set a standard for the rest of your branding. If you don’t possess graphic design experience yourself, it’s a good idea to spend some money to hire a graphic artist to design a logo for you. Lots of people judge a business based on its logo – if a logo looks like it’s thrown together (or it’s non existent!), a person might conclude that your business might also be “thrown together” or inexperienced. A logo can be simple stylized text only (think about the “Walmart” or “Sears” logos) or it can include an original illustration in it as well. A big no-no when designing a logo? Don’t use clip art! Not only is it illegal, it’s not original.
  3. COLOURS: Choose colours for your visual identity that suit your product/service and that you think your target market will relate to. Keep these colours consistent throughout all of your branding – your logo, business cards, website, social media… everything! Also, be familiar with what colours can mean to people. Check out this great infographic that portrays common colour meanings.
  4. PHOTOS: There are a lot of photographers out there with a varied array of styles. Find a good photographer and keep your product/service/blog photos looking consistent. Professional photos help sell things, icky photos can turn customers away!

Once you have decided upon these four elements, the rest of your offline (business cards, brochures, labels etc.) and online (website, social media icons and graphics etc.) should follow suit. It’s really important to be very consistent with your visual identity so that people can spot your name, logo and colours from a mile away and say: “Hey! That’s so-and-so!” You’ll stand out from the crowd and establish yourself as a unique and fabulous brand!

Christina Dennis is the creator and designer behind Golly Gee Baby, a collection of unique and colourful baby clothing and accessories that are ethically manufactured.