Whether you’re a solo creative or launching a small business, you need a brand and a portfolio to stand out and succeed. It’s not a case of choosing one over the other. They work hand-in-hand to build trust, showcase your value, and attract the right audience.
When some people hear the term ‘brand’, they think of a company logo. It might be tempting to reduce a brand to this element, but the concept goes so much deeper.
While a logo is an important aspect of brand identity, your brand should encompass your company’s personality and values, what you’re promising your employees and your audience, and the trust it instills in them. It’s the face you present to your audience, your guiding principles, and what sets you apart from the crowd.
“The purpose of your brand is to represent your purpose.”— Michael Kouly
An impactful brand comprises various elements. These include:
Visual Identity: Your brand’s visual identity is a key aspect of its appearance and includes elements such as the color palette, typography, and logo. Two great examples of this are the iconic Coca-Cola ribbon and the Disney font. Put careful thought into your brand’s visual identity, as customers will associate it with your quality, values, and promise, as well as with some of their own memories.
Verbal Identity: This is all about what you say and how you say it. Your verbal identity includes your slogans, style, tone, and voice that establish an emotional connection between you and your audience. These elements also help make your brand memorable and relatable. Use them consistently to strengthen your brand identity and your connection with your audience.
Brand Positioning and Values: Positioning highlights the attributes and benefits that distinguish your brand from your competitors in a way that your audience understands. Your brand values are what it stands for. Guiding your behavior and decisions, your brand values should be evident in every aspect of your business.
Brand Archetypes: This element of your brand influences its personality. Brand archetypes are universal characters with specific characteristics that your brand embodies, providing a foundation for creating a powerful identity and influencing how your audience understands it.
For example, by promoting creativity, imagination, and the joy of building, Lego embodies the Creator archetype, encouraging people to bring their ideas to life and celebrate limitless possibilities.
Competitive Advantage: Your brand’s competitive advantage highlights what makes it unique and the reasons why your audience would choose it over your competitors. Analyze your competitors regularly to identify what makes them unique, as this can help you identify what makes yours unique or to beat your competitors at their own game.
Customer Interactions: How you interact with customers in person and online also forms part of your brand. If the interactions are positive, they can increase customer satisfaction and trust in your brand. If they’re negative, they’ll damage your brand reputation and send your customers running to your competitors.
A portfolio is a collection of your best and most representative work that highlights your skills, style, and creativity. Whether you’re a photographer showcasing your artistic vision, a graphic designer presenting brand identities you’ve created, a consultant demonstrating successful client projects, or a software developer highlighting apps and tools you’ve built, your portfolio gives potential employers or customers an idea of what your brand is capable of.
Unlike your brand, which requires consistency, your portfolio should also include an ever-growing, ever-changing body of work. By continually updating your portfolio, you demonstrate your growth, stay relevant to industry trends, and show that you're actively honing your skills.
“Portfolios are everything, promises are nothing.” — Chase Jarvis
A comprehensive portfolio includes more than photographs or samples. Rather, it should contain the following elements:
Your Resume: If you’re self-employed, your portfolio should include a resume with your contact details and a summary of your work experience and education.
A List of Your Skills: Include a list of your skills in your portfolio, if applicable. You can categorize these as hard, soft, and self-taught skills.
Proof of Certifications, Licenses, and/or Degrees: If applicable, include copies of certificates, licenses, professional development seminars, and educational transcripts in your portfolio. This can help establish your credibility among your audience.
Samples of Your Work: Regardless of what your brand offers, whether products or services, your portfolio should include examples of your best work. You can use photos, text, images, project or product summaries, and reports.
Reviews, Testimonials, or Letters of Recommendation: Include customer feedback like reviews, testimonials, or letters of recommendation in your portfolio.
Community Service: If your brand has been involved in social responsibility efforts or other forms of community service, include summaries and proof of this (such as photos or letters of recognition or thanks) in your portfolio. This is a good demonstration of your brand values beyond the call of duty.
Awards and Accomplishments: Include any awards, recognitions, or accomplishments your brand has received in your portfolio as a further demonstration of quality.
Biographical Information/Your Brand Story: Include some biographical information or your brand story, explaining how you founded your company, what its values are, and how it has evolved in your portfolio.
There may be big differences between a brand and a portfolio, but they go together like milk and cookies.
Having a strong brand is vital in business, as it influences customer perceptions and their behaviors. Your brand can build loyalty, trust, and emotional connections with your audience. It’s one of the reasons why existing customers return and potential customers convert. HubSpot research found that 71% of consumers, especially those in Gen Z, are more likely to buy from brands they trust.
That said, your brand is only part of the story.
Potential customers might find your brand logo visually attractive and appreciate your brand voice and values. But at the end of the day, they want proof that your brand does what it says before they spend their hard-earned dollars. This is where your portfolio comes in. It shows that your brand walks the talk.
A well-defined brand and a comprehensive portfolio are two of the most powerful tools for creating a unique presence and setting yourself apart from your competitors.
Building them doesn’t happen overnight, but the tips above will put you on the road to creating a brand and a portfolio that make a real impact.