Chapter 1
IN THIS LESSON
Now that you’ve picked your business idea, it’s time to build your brand—this is where your business starts to take shape! A strong brand isn’t just a logo; it’s the vibe, message, and personality of your business. In this lesson, we’ll cover how to create a brand that feels authentic to you and attracts the right customers.
Lesson Goals
By the end of this lesson, you will:
Define your business identity (mission, values, and personality).
Understand the basics of branding (logo, colors, tone).
Create a brand message that tells people who you are and what you do.
Identify your ideal customers and learn how to appeal to them.
Part 1: What’s Your Brand Identity?
Your brand identity is the personality of your business. It’s what makes your business stand out and helps people connect with it emotionally. Think of it like this: If your business were a person, what would they be like?
To get started, answer these questions:
What’s the mission of your business?
(What problem are you solving, or what difference are you making?)What values do you want your business to represent?
(Honesty, creativity, sustainability, kindness, etc.)How do you want people to feel when they interact with your business?
(Inspired, confident, relaxed, empowered, etc.)
Activity:
Write 2-3 sentences describing the mission and values of your business. Keep it simple and straight from the heart.
Part 2: Crafting a Brand Message
Now that you know your business’s identity, let’s create a brand message. This message should tell people three things:
Who you are
What you do
Why it matters
Example:
“We create handmade tote bags to spread creativity and kindness. Our products are made with love, and every purchase helps support children in need.”
Your message doesn’t need to be perfect right now—just make it simple and true to your mission. It’s okay if it evolves over time.
Activity:
Write your own brand message. Try to keep it under 3-4 sentences. If you get stuck, just focus on who you are and why your business matters.
Part 3: Creating the Look & Feel of Your Brand
This is the fun part—creating the visual identity of your brand! This includes your logo, colors, fonts, and overall aesthetic. Think about the vibe you want your business to have. Is it playful? Minimalist? Bold?
Branding Basics:
Logo: Keep it simple. You can always make a better one later.
Colors: Pick 2-3 colors that match the vibe of your business.
Fonts: Choose one font for headlines and another for body text.
Tone of Voice: Will your brand sound casual or formal? Funny or serious?
Activity:
Make a mood board on Pinterest or Google Docs with colors, fonts, images, or anything that inspires your brand. If you feel creative, try sketching some logo ideas!
Part 4: Identifying Your Ideal Customer
Knowing who your customers are will help you build a brand that connects with them. Think about the people most likely to need or want what you’re selling.
Who are they? (Age, interests, hobbies, lifestyle)
Where do they hang out online? (Instagram, TikTok, Pinterest, etc.)
What do they care about? (Trends, sustainability, convenience, etc.)
Once you know your ideal customer, you can design your brand and marketing strategies to attract them.
Activity:
Create a simple customer profile. Write down a few key details about your ideal customer. Give them a name if you want—this will help you visualize who you’re talking to!
Wrap-Up & Key Takeaways
Your brand is more than just a logo—it’s the identity and personality of your business.
Your mission, values, and message define what your brand stands for.
Visual elements like colors, fonts, and logos help people recognize and connect with your brand.
Knowing your ideal customer will help you create a brand they love.
Homework:
Finalize your brand message. Keep it short and clear.
Create a simple mood board for your brand’s look and feel.
Write a brief description of your ideal customer.
In the next lesson, we’ll dive into planning and budgeting—because every business needs a plan (even if it’s a simple one). Don’t worry, we’ll keep it straightforward and manageable! You're already making big moves, and with a strong brand, you're well on your way to success!
