Brand Identity – Your Brand Message to the World

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If you’re a creator aspiring to build a business around your work don’t fret over not having your brand identity all sorted out before you start. You don’t need to make branding a big deal. It will evolve as you do.

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Purpose is usually a “why”, not a “what”. The ‘why’ is the soul of what we do.
The ‘why’ is what moves through us compelling us to create.
The ‘what’ is the creation.
~LeAura Alderson,


Audio Article: Brand Identity

The Who, the What and the Why

Thought leader and author, Simon Sinek, is often quoted for his book and speeches titled: Start with Why.  Sinek recommends that approach for brand building and it makes a lot of sense.1)

The ‘what’ changes more often. The ‘why’ can drive many vehicles of expression to reach its destination. If you’re not clear on your “why”… your purpose, then you might reverse it for now:


  1. WHAT you stand for: what motivated you to create this?
  2. WHO will be drawn to that… that’s the audience you will serve
  3. WHY they will be drawn, (and why you must create it).

Coming up with the answers to these simple concepts helps to identify a slogan as well. However, if you have a hard time identifying these, then again, don’t worry. Your purpose will become more clear over time if it isn’t already evident.

“Life is never made unbearable by circumstances, but only by lack of meaning and purpose.”  ~Viktor Frankl, Austrian neurologist, psychiatrist, Holocaust survivor, author, 1905-1997

Brand Identity

Slogans – iCreateDaily has 3 Slogans(!) 🤔

Yes.. perhaps it’s too much. We’re still refining, because we’re in the journey. See what you think.

We’re using the first slogan more for the podcast and social communities.  The second one is more for this website, and the third tagline is our internal mantra. However, these slogans are naturally interchangeable, because ultimately, it’s the same brand, just different aspects of the one brand.

Here’s the current breakdown on the iCreateDaily branding and slogans, should it help you to see our example.

The iCreateDaily ‘What’ and ‘Who’

1. A movement for creators serious about their work.

Movement = Our what
Creators = Our who


The iCreateDaily ‘How’

2. The day is the way.™

Daily = Our how – it is our message, our mantra and our practice.
Our “daily” theme is strongly stated in our name and supported by all that we do. We publish daily content between our website, podcast, and to our email list, as well as on our social pages.


The iCreateDaily ‘Why’, aka Purpose

3. Create… Connect… Contribute.™

= Our why
Our purpose that drives us is our desire to connect with—and contribute to—others through our own daily creating and creations.

  1. What & Who: a community… a movement for creators serious about their work
  2. Why: to create, connect and contribute
  3. How: through consistent daily effort

So… 3 slogans can be a bit awkward. Like, “Hey… couldn’t you make up your mind?!”

We did have four, now it’s three. The fourth one which we’re using less often is: ‘Start. Sustain. Succeed.‘ We still use it in communications and somewhat in our podcast interview structure, but lessening because it’s basically summed up in the “create daily” concept.

We may yet refine these over time. Some companies would call some of these Vision and Mission type phraseology.

Don’t Force Your Brand Identity

There’s often confusion over the differences of vision and mission. Some find the ‘Who’, ‘What’, ‘Why’ and ‘How’, to be more straightforward toward honing in on specifics. For others, it’s just as unclear.

We’ve gone through a number of approaches over the years and there’s no one best way for everybody. So go with whatever approach resonates most with you.

Don’t try to force a slogan or fit into an existing mission, vision or purpose mold.  If you’re spending more time laboring over how to choose your brand identity, let it go for now. Let it simmer on the back burner while you focus on what’s cooking now in your business.

For more on slogans, you may enjoy this slogan makers article.

Your brand identity will become increasingly clear over time. You don’t have to know it to start it.
~LeAura Alderson,

KISS – Keep it Super Simple

IMPORTANT: Again… It’s super important to keep it simple—especially at first—and not spend too much time identifying the “perfect” brand name or slogan.

Chances are, the perfect slogan doesn’t exist. Or, what’s perfect today, may not be perfect for your company a year from now. The perfect plan, doesn’t exist because it always changes in the field, and—like us—it evolves over time.

Do not waste precious time in theory.

As you begin working your plan, then can you better continue to plan your work. Dive into daily doing. It is there that your vision becomes more clear. Come up for air, reassess your direction and dive in again.

If it’s too confusing for now for you to assess your why, what, who and how, then start with whichever one is easiest for you to connect with at first.

Ask Yourself: “What am I compelled to do above all else?”

Start there.

It’s in the journey that the way becomes more clear.
~LeAura Alderson,

Creative Introverts

Many of the most prolific artists and authors are actually introverts. It makes sense because the nature of the creator’s craft requires many long hours working alone day after day.

The creative process is between the writer and his page… the painter and her canvas… the potter and his wheel… the composer and her piano. Even entrepreneurs spend many hours alone in their journey of building a business.

Introverted artists would rather create than converse… would rather retreat than socialize.

The act of creating is a generally solitary act of wresting the internal cacophony into existence.
~LeAura Alderson,

But Creators Need Fans

The serious creator would create even if none were to enjoy her creation. She can’t but create. It is who she is. However, what is an actor without an audience; an author without a reader; an artist without a patron?

Creators need fans. And fans need the creator to reveal beauty and inspire creativity. Artists elevate, entertain and inspire. A fan enjoying a creation returns joy to the creator.

Connect with and listen to your audience. There, purpose may be revealed to you.

A creator needs an audience to be complete, as the flower needs the bee.

Brand building is a conversation, a caring and a sharing of yourself. Create, share, serve, repeat.
~LeAura Alderson,

If you’d like to immerse in more branding concepts, you may also enjoy this article on creative branding or this one on personal branding for artists.

There’s Another Way

Creators just want to create. Taking time to learn all the branding and marketing strategies is not what you want to do. If that’s true for you, there are definitely ways to short circuit the process by following proven models that work for other artists.

If your bottom line goal is how to sell your art online, you may benefit first and foremost by taking courses from those who help artists do just that.

Create the life you want to live, one day at a time.

The Day is the Way.


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