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How to Choose “Brand Words” and How They Help You

Filed in: Business, Tips

March 29, 2017

Branding / Web design / website / photographer website / custom website / website ideas/ website inspiration / Brand board / brand design / custom logo / photographer brand / photographer logo / color palette / logo design / brand tip / how to choose brand words

Branding / Web design / website / photographer website / custom website / website ideas/ website inspiration / Brand board / brand design / custom logo / photographer brand / photographer logo / color palette / logo design / how to choose brand words

When working with all of my full branding creative clients I always have them give me three descriptive words for their new brand before we even have our coaching session. These words give me an initial peek into the inspiration behind their rebrand as I can compare the three words to their current brand and see what new direction my client wants to go in.

Choosing brand words is so important. They provide focus and vision.

You can always come back to your brand words when facing an unclear decision. You can ask yourself questions like…”Does this choice reflect my three brand words? Am I staying focused? Have I strayed from my brand words?”

Your brand words serve as the core foundation for your brand. They can help steer you along your branding and business journey. You want to always be cohesive in your branding and having brand words to rely on and reflect on can keep you cohesive and on track. The whole point of having a good brand is to be consistent because consistency in your image helps people remember you. Your audience will associate certain feelings, colors, thoughts, and words with your brand.

When choosing your brand words consider these points:

  • What is the purpose of my business? Often if you have a mission statement you can find a word or two in there.
  • Why do I love doing what I do? Brainstorm and write a list. You may find a word!
  • What do I want my audience to feel after visiting my website and/or Instagram?
  • What do I NOT want my audience to feel? Often zeroing in on what you don’t want your words to be can help create new ones in opposition to them.

These questions should guide you and help you to choose descriptive brand words that keep you focused on maintaining a consistent brand for your small creative business.


Need help in the branding department? View my full branding process here.

Leave a Comment

  1. Charlie Ranger

    March 29th, 2017 at 11:05 am

    thank you for getting me to think! It can be so hard being “on brand” all the time, but this will help.

  2. Steph | zero to biz

    March 29th, 2017 at 1:09 pm

    Great post! I’m such a words person and always describe out a foundation of a project before getting started. Awesome tips to brainstorm!

  3. Meagan

    April 5th, 2017 at 10:11 am

    Love this! I have 5 brand words.. LOL.. too much? I even have them written pretty on my homepage!

    “Romantic, simplistic, experience-driven, comfortable & Sophisticated.

  4. Emily

    April 5th, 2017 at 10:11 am

    Great thought for today! As a wedding photographer myself, my branding words are “timeless, stylish, romantic.” It always helps me to stay consistent with my imagery and branding when I think back to those words!

  5. Sarah

    April 5th, 2017 at 10:44 am

    I am a huge fan of specific words that I use regularly in my business. These words resonate my core message and are easily spotted by regular readers.

  6. Nicole Saunders

    April 5th, 2017 at 10:48 am

    I needed this today. Thank you! I’m always looking for ways to improve my brand and have been learning how important copy is. Thanks for the tips!

  7. Alexandra Peterson

    April 6th, 2017 at 9:29 am

    I needed this! Thanks for sharing, Katie!

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