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The 7 Minute Mentor podcast by Mark Asquith

490 – How to Choose the Right Designer for Your Physical Personal Brand Identity

The 7 Minute Mentor by Mark Asquith

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Hey what's going on? Welcome to episode 490 of The 7 Minute Mentor with me, Mark Asquith. Now, today we're going to talk about how to choose the right designer for your physical, personal brand identity. This is something that I'm very, very passionate about, something that I'm actually very close to as well. You know, having been in that kind of design sphere for such a long time, I think that identity and visual appearance is huge, and it's something that I'm going to talk about in just one second. Just to kind of give you a bit of a heads up on this then, so this week we are going to talk all about visual identity. Last week we sort of defined what personal branding was. We talked about how to choose your domain name, how to choose whether or not to use your name or A.N. Other brand for your personal brand, and a couple of other things around personal branding.

This week is very much tactically focused on the actual design of your brand, okay? The actual design. So we're going to talk a lot about that. In just one second, we're going to dig into that. But before I do that, just a quick reminder that I'll be live, live, live on Friday at 4:00 p.m. UK, 11:00 a.m. Eastern, 8:00 a.m. Pacific. I'm gonna be live with my free coaching sessions. If you've got any problems in business, if you want any help defining, challenging and conquering the biggest issues that you are having, come along and you can just join this session for free. I do this every single week, and you can get all the information at excellence-expected.com/freecoaching.

Also a quick reminder that the wonderful team at AWeber are still giving you a 90 day free trial. Now look, if you're in the process of trying to escape your lifestyle prison, and you are in the process of really just trying to encapsulate your personal brand, then you need to be building an email list. You have to be building an email list, okay? And if you're not building an email list, then well, honestly you're not going to make any money online. It's that simple. You're just not going to make any money. And AWeber are giving you that functionality and that opportunity to build that email list for free for 90 days. So got and check it out at excellence-expected.com/aweber.

Okay, so a bit of a precursor to this: I've actually got a pile of different tools and resources available to you. Now if you want to build your personal brand, if you want to start to brief your designer, if you want to build out your avatar and so on and so forth, I've covered all of this stuff. So things like, okay, what's the difference between a visual brand and a brand identity, and what's the difference between branding and just creating a logo: all of this stuff, I've covered before. I've covered it here on The 7 Minute Mentor, but also go and check out PodcastSuccessAcademy.com, because I've built a lot of resources there for podcasters and aspiring podcasters, but also people looking to build a personal brand. I've built resources like how to brief your designer. We've got workshops there with Ross Davis and Kyle Wilkinson and myself, talking about this sort of stuff. So go and check it out: PodcastSuccessAcademy.com.

Now, design is important. It's the way that we interact with every single thing on the planet, from a door to a fidget spinner, from a mug to a computer. It's honestly, branding and design is everything. Choosing how your personal brand will interact with the world is vital, and thus choosing the right partner for this is probably the biggest decision you'll make in the early days of your personal brand. Now, branding is much more than just a logo, it's much more than a color scheme. It's actually messaging, it's your tone of voice. And we're going to talk about that tomorrow. We're going to talk about visual, personal branding ideas, and also dig into the tone of voice. But like I said, we've got a lot of workshops at PodcastSuccessAcademy.com for this.

What I want you to just remember is like I said, that branding is not just your logo. It's not just your color scheme or your fonts, your typefaces. It's so much more than that. And choosing a designer that understands that is absolutely critical. Now I've used so many designers in the past. I used to own a design agency, so we used to have designers there. And I actually right now for things like productivity and for some of the new products that we're bringing out, podcast websites, I use my great friend Kyle Wilkinson. If you do a Google search, Kyle Wilkinson graphic design, you're going to find him. And the reason that I'm talking to you about that is that he knows brand. And he has always taught me how to choose the right designer. Whether it's him or someone else. And the real key to this is, you need someone that understands how the branding system works. So what you're doing when you're building a brand, is you're not building just a logo, just a piece of artwork or a color scheme. And this is something I've taken directly from Kyle. What you're doing is you're building a brand system that will stand on its own, so that you could take away the logo, and people would still understand that it's you. Okay.

Look at Coca-Cola. If you take the words Coca-Cola off everything, you would know that it was still Coca-Cola. Look at any kind of brand that you resonate with, like Apple. If you take the Apple logo off any of their products, you would understand you were using an Apple product, because their brand is not just visual identity, it's actually simplistic ease of use, it's clear messaging. Okay. It's strong language, it's inspirational. Okay. To choose the right designer, you have to understand that we need to work with someone that sees that. What you can't do, in my opinion, is just choose someone off Fiverr. You can’t just choose someone off 99designs. Now, in the early days, that might be a great way to save money, but I guarantee that if you do that, you will need to rebrand again in a year's time.

That's not to say that this is a bad thing, because what a lot of people do, which I actually do wholeheartedly stand by, is that you'll get a quick logo put together to test the market, put your personal brand out there, see what people react to. And then when you understand your market more, then you've got a better idea of how to build your brand moving forward. So what you need to do really, is work with a designer where you can say, “Look, okay, I just wanna test the water with a quick nice and simple logo. And then, later on, I want to develop this further and further, further into a brand.”

Ideally, you don't want to be changing that logo. And that's the big difference. So if you work with someone from Fiverr or 99designs, you'll get a logo. That is it. You'll get a logo. You won't get a brand. Okay? If you work with a designer that you can get to know, you can set your budget and say, “Look I can only really afford an identity, a logo, but in the future, I want to move this on. I want to create a brand that's bigger than this. And I want to come back to you in a year's time when I understand my market more, and work with you on developing that brand.”

So you're not changing the logo, you're building a brand around it. And as a personal brand entrepreneur, it's all about watching the pennies. And we're going to talk about budgeting later this week, but what you've got to understand is that if you buy cheap, you buy twice. Instead, choose a design partner for your brand that understands that branding is a long-term project, it's a long-term thing, all right?

Now, we've got a pile of resources: PodcastSuccessAcademy.com. Go and check those out. I've put a lot of things together for you in there, including avatar worksheets and much more. So until tomorrow guys: never forget the more you expect from yourself, the more you will excel.

About the author, Mark

Mark Asquith is a serial entrepreneur who has built globally successful design, marketing, software and digital businesses since he quit his real job in 2005.

A passionate podcaster, global keynote speaker and helpful bloke, Mark is the co-founder of Podcast Websites and the creator of Excellence Expected. He has a terribly embarrassing beard.

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