By far, the hardest creative work I’ve ever done as a designer has been for myself. As a creative, opportunities for expression are limitless- and I love that! Creativity is what keeps us growing and thriving. It also happens to be one of my favorite parts of doing conceptual brand work. I get to bring in my own restless, frenetic energy and focus it intently over a matter of weeks into creating ONE shiny, new concept.

After the dust settles, however, and you’re able to look around and really take in the work that’s been done, you may find yourself asking how to keep it all consistent. If you stick to the visual rules laid out in your Brand Identity board, it’s easy because you are working with ONE concept. If you’re a creative type though, this can sometimes be challenging.

Let me remind you- Your Brand is not so much a system of restraints, but rather your creative vehicle for expression (within certain parameters, of course). The reward for staying consistently faithful to your vehicle is Clarity. Staying consistently clear requires one, important attribute, and that is commitment to FOCUS.

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Answering the following questions will give your brand the laser focus you require to communicate with your audience clearly.

1. Who is your target audience?
2. What is your unique, selling proposition?
3. How do you stand out from the competition?

Have you answered these questions for your business? If so, I’d love to hear how they have helped you gain clarity. Tell me about it in the comments!