Brand identity is the foundation of any business. Many entrepreneurs make the mistake of not nurturing their brand like a well-tended garden. Soon they discover the fruit of their labors or lack thereof, has perished. In building this business, I was just as a guilty of improper brand development. I had a concept and the desire to build a platform for my entrepreneurial spirit, but my excitement overruled logical decision making and patience.
I want to build an online platform that will showcase my technical skills and help other women in technology network within this digital space.
This journey to brand awareness started in 2015, with the concept of building a website. This required a domain name, hosting service, designer, brand colors, logo, and tagline.These were my initial thoughts on building my brand.
The domain name was easy because I already had a name for my new business: girlygeek. Since 2015, the word case and font style have changed at least four different times, and I’ve published those sporadic decisions each time. I also quickly discovered that the name girlygeek in various forms was very popular especially as a domain name. Fortunately, www.girlygeek.biz wasn’t already taken.
The fact that my new business name was just as common as ice cream didn’t deter me.
I had a dream and I refused to let the dream defer like a raisin in the sun. So, I persevered with my newly purchased domain name and hosting services from GoDaddy.
I was feeling pretty special because I also knew what tagline I wanted to use: a woman’s work is never done. This tagline has recently been reconsidered for a catchier phrase: a woman’s work. Although you will see the shorter phrase on this site, the original version remains as the official tagline.
Brand colors were also easily defined with a shade of dark pink and dark gray being the primary colors. After checking out a Color Scheme Generator site, I matched my primary colors with other secondary colors.
At first, choosing the web designer seemed easier than any of the steps in this brand discovery process because I had worked with this designer on a previous project. But three years later, and I’ve become my own web designer because of my need for rapid development and optimum performance. It’s not perfection that I seek, but reliability and productivity. We will discuss later in a future blog how this web design experience was a foreshadowing of an important lesson to learn.
The design or selection of a logo did cause some heartburn for this entrepreneur. Well, let me be honest. Each time I decided on both the logo name and icon, I was certain they were the best choice. Then, I later realized another better choice actually existed. The more I discovered about myself and the business, the more I realized that the logo of choice wasn’t the right fit for this business.
My desire for instant gratification led me down many paths of visual design choices.
Finally, I landed on the version of logo name and icon that you see today. But these various false starts have required a lot of cleanup work along the way. What I’ve learned thus far is that there is no end. As you and your business grow there will always be change.
Your foundation must be strong to uphold your brand through these changes because the very existence of your business relies on your brand.
As I walk through my own journey, I have discovered other entrepreneurs along the way who are starting on the same path and have the same need to build a strong brand. As a content creator for established businesses, I have witnessed their challenges with protecting their brand. Brand knowledge and preservation is not based on how large a company is or how long the company has been in business.
Branding is a discipline, an art, a dedication that you must have no matter what stage you are in within your business.
The first step in building your brand and protecting your business is knowing what you don’t know, and obtaining what you must know. This blog article is the beginning of a four-part series that will take you through the journey of building your brand, as we continue to build ours here at girlygeek.biz.
Brand is our business and without it, your dreams, success, foundation are threatened. Aren’t you glad there’s girlygeek.biz? We’re here to give you the tools you need to maintain your brand and your business.