Creating a Branding System

“Habits scientists say, emerge because the brain is constantly looking for ways to save effort. Left to its own devices, the brain will try almost any routine into a habit, because habits allow our minds to ramp down more often. This effort-saving instinct is a huge advantage.”

Charles Duhigg: The Power of HabitThe Power of Habit: Why We Do What We Do in Life and Business

When it comes to branding, the systems you put in place are vital to achieving your goals (tweet this!).

Think of any activity that you repeat day after day and identify the steps or actions required to get it done. The system you’ve created has the potential to help you streamline processes to be more effective, and even better, save time.

Branding can be achieved in the same way. By identifying the graphic elements, tone and voice, we are systematizing the different ways our brand is represented.

This allows you to establish brand guidelines and maintain them along all mediums and contexts. It also allows you to raise brand awareness and avoid anxiety when you share anything. This concept has been used by creatives and corporations for a long time, (also known as corporate/brand/visual guidelines), but I want to encourage you to avoid looking at it as a manual that ends up in the bottom of a drawer. It should be an easy way to remember and share a set of instructions or steps that will allow you to seamlessly replicate your brand voice and essence.

As a designer, I’ve created my own templates for blog posts, social media status formats, email templates and marketing materials. Similarly, I also created a system for my brand’s behavior, which includes how I approach and communicate with my clients, how my business maintains its brand presence when coexisting with others, how I sound on social media or during a workshop and how my customers find me.

These elements are all streamlined into simple steps that have helped me focus on delivering content and resources to my audience. I’ve automated how to share and speak like my business, and this is something you can start doing right now. Because of this, I have also been able to welcome new members to the Candelita team (!!!) and have shared these insights with them so that they can rightfully live and breathe this business experience.


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