If you’re feeling overwhelmed or confused about the world of visual authority, today I want to share something I’ve been working on. It will create some clarity: the four essential elements behind a solopreneur brand. Welcome, and let’s dig in...

Is a solopreneur brand personal or business?

First, let’s agree that a brand for a solopreneur is different from a big business brand. We don’t have the goals — or the resources — for building a brand like Coca-Cola, Nike, or Apple.

However, we can learn much from them and adapt their lessons to our purposes.

Let’s also agree that the idea of constructing a “personal brand” often doesn’t seem that, um, personal.

Yes, we are the face and identity behind our solo business. But many times we don’t want to turn ourselves into a brand.

There are big benefits to this approach, both operationally and psychologically. It focuses on the value you deliver, not you under a microscope.

Four pillars, one vision

So what are the cornerstones of a solopreneur brand?

From many years of working solo, and developing more than half a dozen brands for my ventures, I’ve found four key elements of a solopreneur brand.

Inside secret: I could, of course, turn this acronym into CATS. (But then again, I’m a dog person.) The fact remains, their order is not as important as having all four of them present.

Let’s take a look.

C: Color

​Research shows that color is a key element of visual communication, especially for brands. Color can trigger various associations, and specific colors carry cultural meanings.

Your choice of color can also boost brand recognition — by one account, up to 80%.

With color playing such an important role, solopreneurs must choose their brand color wisely. (This is a big topic, and one I’ll be returning to in a future newsletter.)

For now, recognize that using your favorite sweater as your brand color is fine — but understand that it comes with visual associations you may not have considered.

A: Art

In the context of solo brands, I consider art to be any visuals you may use in promoting your solo business. Most people automatically think of logos. But these could also be images generated by AI or created by you, and might include a range of image types, from cartoon drawings or fine art to photos, videos, and of course, visual frameworks.

Now, you likely won’t have this all figured out at once. So expect your taste in visuals to change as your company grows and your brand develops.

S: Story

This brand pillar encompasses all the words you use as part of your brand. That includes the name of your business, your personal story, and your strapline (the short catchy phrase that accompanies your brand and describes your company). Even the copy on your website and sales pages contributes to your brand.

It all comes under the umbrella of voice, the personality you project in your brand in terms of style, tone, and messaging. As with visuals, you want your voice and messaging to be consistent and recognizable.

T: Type

Our fourth pillar is type, specifically the typeface you select to represent your company. Type has personality, and you want to use it strategically to support your communications.

Do you want to use the serifs of Times Roman or Bodoni to express a strong tradition? Or would you prefer the more modern feel of a sans-serif font such as Helvetica or Futura?

There are hundreds of typefaces, and each has a distinct visual vibe. It’s up to you (and/or your designer) to decide which ones enhance your brand and showcase your company.

Together, they form the backbone of a brand that resonates and endures.

Constructing your solo brand

To think of this in another way, imagine your solo brand as an emerging structure. At first, you might find yourself facing an empty lot — a space filled with potential but awaiting development.

This is where your brand begins: a plot prepared for construction, ready to evolve from concept to constructed dwelling.

The color palette, visuals, and typographic elements of your brand are the foundational bricks and beams — they set the initial tone and structure of your building. These choices dictate the overall aesthetic and stability of your brand, much like the foundation and framework define a building’s form and strength.

Then there's your brand’s story and voice. They add depth, texture, and personality, transforming a basic structure into a relatable, inviting space. These elements build a connection with your audience, much like the right finishes and details turn a house into a home.

And at the risk of getting too corny with this metaphor, I’ll add one more thing.

Like building a home, constructing a brand requires a substantial investment of time and resources. Yet the deliberate crafting of your brand — your company’s place in the minds of your audience — will bring long-lasting value and distinction.

My favorite visual delights ❤️

Here are a few visual gems from around the Web this week:

🎨 Canva's Visual Economy Report 2023​​
I came across this only recently, but I wanted to share it with you for several reasons. First, Canva is an app that is outperforming Adobe’s offerings because of its simplicity and price point (a generous free option, and a Pro plan is $120US/year). Second, while the stats are a bit stale here in early 2024, 85% of the 1,600 global business leaders surveyed said communicating visually carries more authority. Plus, you can take a look at what an annual research report looks like from a visually dominant company. I'll be keeping an eye out for their 2024 report.

🍿 Favorite snacks by state​​
This infographic could be more elegantly executed, but I found it a fun visual. And who knew that Texas and California would ever have anything in common? See how your snacking preference lines up with other geographies.

🔤 New Microsoft default typeface​
After 17 years, Microsoft Office products have adopted a new typeface. Calibri is out and Aptos is in, although sans serif remains the default. Aptos was specifically designed to complement the Office suite: Word, Excel, PowerPoint, and Outlook. I’m not sure what is more surprising — that it took nearly two decades to change, or that the New York Times ran a story with detailed color graphics. See if you agree that this new piece of Microsoft’s trademarked intellectual property (IP) is “a little more quirky and whimsical,” as their leaders attest. (The link above provides free access to the paywalled article.)

If you have a suggestion for this section, let me know. I'm always looking for fun and inspiring items to share.

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Thanks again for being a SOLO reader and coming along on this journey of visual exploration,