A month or so ago, when I started the process of re-designing my website, the designer I chose was suggesting layouts and themes. One of his suggestions was to have an arc across the screen – in a wide smile – a bit like the element on the Amazon logo. The argument was that this would provide the user with an uplifting experience when engaging on my website, because of the unconscious effect of a smile.

I totally agree that design elements can have such effects. And who wouldn’t want their website visitors to feel inspired and happy? However, it wasn’t for me; curved lines just don’t represent me. I’m a logical, techie tomboy at heart. I vehemently dislike fancy, fussy and girlie. I prefer clean, straight, symmetrical and organised.

So, because it doesn’t fit my personality, it therefore doesn’t fit my company’s personality. My company is me. Just me. I need to ensure that I portray my company in a way that matches and reflects my own personality. That way, potential clients can get an immediate feel for whether they might like to deal with me. And all my external communications – whether on my website, or via social media, my business cards or email newsletters – need to reflect that branding.

Corporate branding comes through in many ways. Not just through visual imagery and design. There’s colour, language, tone of voice, logo, strapline.  And it all has to reflect what a business stands for, what its core values are, how it wants people to feel about it and react to it.

So, when it comes to my own marketing, I have to ensure that all elements are consistent with each other, and also with my own personality, so that the people I come into contact with develop a good sense of who I am and what they can expect from me.

As I said to my designer, it’s all about marrying brand and personality!