Building a brand has become top priority for basically everyone these days–from billionaire entrepreneurs to mommy bloggers. And the first thing that takes priority within those brands? The visuals.

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Of course they do, they’re the most fun! But, it is crucial to recognize that there are aspects far more important than what are, essentially, superficial attributes (if you know me, you’ll think I’ve flipped my lid). The truth is, to truly create a successful and purposeful brand, you have to delve deeper into understanding the core foundations that drive your business.

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As much as this actually does hurt my soul, here are five essential elements that deserve more attention than your visual aesthetics.

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Your Target: It Can’t Be All About the Money

While financial success is undoubtedly important, a purposeful brand should be driven by a deeper motivation. Ask yourself, "Why do I do what I do beyond the money?" Understanding the underlying purpose and passion behind your business will not only inspire you but also resonate with your audience. Authenticity and genuine connection creates a powerful bond that goes beyond transactional relationships.

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Additionally, it is crucial to know your target audience intimately. Who are they? What are their inner wants, needs, and desires? By developing a 360 degree understanding of your target audience, you’ll be better able to tailor your brand messaging, products, and services to effectively meet their needs.

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Your Goals: Forseeing the Future

You have to be future-oriented with a clear vision. Otherwise, why are you in business? Take the time to define your long-term goals. What do you want to achieve in 1, 3, or 5 years? Setting specific, measurable, achievable, relevant, and time-bound (SMART) goals will provide a roadmap for your brand's growth and development. These goals should align with your purpose and reflect the impact you want to make in your industry or community.

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Your Plan: Roadmapping Your Business

Having clear goals is just one piece. To make your goals a reality, you need a plan. Consider the strategies, tactics, and actions necessary to accomplish your goals. A detailed roadmap will guide you through the various stages of your brand's journey and help you make informed decisions along the way. And this isn’t set it and forget it. You have to regularly evaluate and adjust your plan as things change to ensure your business stays on track.

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Your Stance: Have an Opinion or Don’t Bother

Opinions are like…well you know what they’re like. The point is, everyone has one, and consumers know when you aren’t being truthful about yours. Really think about what you believe in. How do you see your brand's role in the wider world? Understanding your values and the larger conversations in your industry or society allows you to position your brand as a thought leader and catalyst for positive change. By actively engaging in these conversations, you can build credibility and attract like-minded individuals who resonate with your brand's purpose instead of just jumping on the bandwagon everytime Pride rolls around.

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While logos, colors and brand visuals do play a huge role in brand recognition, they are merely the tip of the iceberg. To create a brand that truly resonates with your audience and drives meaningful impact, you have to focus on these core components. Investing time and effort into these foundational aspects will ultimately lead to a brand that goes beyond aesthetics (again, my soul is sobbing) to create a lasting connection with your audience.