Why Branding Yourself is Important

Hey there, UX design folks. A quick question: have you seen my Ugly Unicorns Foundation Design Kit yet? If you struggle with visual design you are going to LOVE this. It’s not going to magically turn you into a UI designer, but it’s a great kickstart, a way to get your butt cheeks in gear and moving in the right direction.

Other exciting things coming soon? I’m going to be updating my website and offering a membership soon. It’s going to include exclusive and curated content, things you can only get at Ugly Unicorns. I’m thinking exclusive training, audio and video content, things that could help you on your UX journey. Maybe even discounted items from my shop! So stay tuned for more on that in the coming months.

Talking Branding

Okay, it’s time to talk branding. (And don’t worry: I promise this is relevant to UX design.)

What do I mean by “branding?”

I’m talking about branding yourself as a designer. As a creative. As a business owner. Whatever you want to be known for. No matter what it is that you want to do, branding is very, VERY important out here in these streets.

You might think I’m joking, but this is no joke. The last thing you want to be is forgettable. Branding is how you make an impact that people remember.

Putting a Face to the Name

In my high school there were two girls with the same name in the same grade. Shout out to Ashley Harris! To both of y'all, obviously.

When you meet someone, you know how you try to remember them, to put a face to their name? It really helps if they have something unusual or memorable about them, doesn’t it. Because you can meet 100 Steves, Stacys, or Ashleys, but you’re always going to remember that one who wore a purple top-hat, or brought a trained pet chicken.

I used to work as a graphic designer, but I’ve also done a lot of other jobs: sales, videography and photography, marketing… all sorts of things. My superpower is that I could figure new things out pretty quickly. If I didn’t know something, I’d research it and figure it out as best I could. It wasn’t always pretty, but I got the job done.

In other words, I was an Ugly Unicorn!

But at the back of my mind, I wanted to represent myself, to start my own business. I wanted to invest in my own potential. I wanted it so much that I set myself up for exhaustion.

The Ugly Unicorn Story

See, I started my Ugly Unicorn website as a place where people could pay a monthly fee for unlimited graphic design services. Flyers, logos, animations, unlimited revisions if you signed up for my top tier! What the hell was I thinking?

The struggle was real. I earned money, but my big grandiose plan about being my own boss was not ready for primetime. It was too much, and I was ready, so that’s why I no longer offer those services.

So why do I still use the name Ugly Unicorns? Well, there are a lot of reasons.

First of all, it’s simpler to have one brand name. I can always add to the titles if I need to, such as “Ugly Unicorns Consultant Agency.” But having a memorable name, that isn’t just my name? That’s very important to me. It also makes things easier for bookkeeping, legal considerations, and more. Yet it’s only a piece of the puzzle.

Logo vs. Brand

Say it with me: logo does not equal brand. Again, logo does not equal brand.

Your logo is a visual representation, like a mascot, of your brand. But your brand isn’t just your name or your logo. It’s the tone that represents your business style. It’s how you position yourself in your niche. It’s all the little intentional details that smart business owners tie into each other, to have a bigger impact than any one little detail on its own.

In my case? My brand is Ugly Unicorns, which includes not just my awesome (if I do say so myself) logo and artwork, my name, and my chosen fonts and colors. It’s also my bubbly personality, my zest for life and my love for jiu-jitsu. It’s what I’ve designed, and how I communicate. Everything from my Ugly Unicords shirts and hats to the way I introduce myself on each podcast episode.

So when you see the purples and pinks from my website header, or you see me on social media, you see something that has been planned for continuity. And it's all associated with my name and my face. 

Should You Brand Yourself?

A lot of people who are new to design don’t seem to understand that if you run your own business, you have to be your own brand. Even if you don’t try… that’s your brand. Not trying. Yikes!

The way you carry yourself and present yourself to the world. The design choices you make and the way you choose to communicate. Even the clothes you wear! The fact that you’re the only person who is really you. That is all a part of your personal brand. 

Every person in between you and a paycheck is your competition. That might sound harsh, but you have to actively think about what puts you ahead of others when you’re looking for a job or trying to grow your business.

Benefits of Branding

There’s an article in Forbes that has a lot to say about this. But let’s do a quick breakdown of why you should embrace personal branding now.

Connect Faster

If you are a more personal brand, you’re naturally going to connect faster with other people and brands. Big soulless corporations can feel like they have no personality. You, as an individual? You can really lean into your personality and make your brand more appealing.

Evolve and Adapt

If you’re a small brand, you can make a lot of changes with a lot less risk or blowback. For example, I started Ugly Unicorns as a graphic design site but it’s my own personal brand now. But did I mention that this was also my clothing brand in between? Yep! Evolution is part of growth.

You are Your Best Asset

As the head of your own personal brand, the power is in your hands. You’re allowed to pivot where you need to, and I believe that being your own personal brand will help you stay flexible and creative.

Personal Branding is Empowering

As long as you keep embracing growth, no one can take away your brand from you. You can represent yourself and retain as much creative control over your image and reputation as possible. Personally, I want to be known as a UX thought leader. So I work towards that and I make branding choices that support my goal.

Independence

Personal brands don’t need anybody else! This one is awesome, because as your own brand you don’t need other people to invent you, create you, or follow you to keep your brand alive. You’re still there at the end of the day, whether or not you have a big marketing team.

Stay Open-Minded

You’re a person, and people can grow and change. Your brand can grow and change with you, which means you can keep reading, keep listening to podcasts, keep talking to experts, and make moves that make sense for your brand anytime.

Get Specialized

As you develop expertise, you can really lean into specialization. It’s important to have some general skills, but if you keep working on your portfolio or growing in your niche, you’ll reach the point where you’re an expert. Having specialized knowledge is so valuable and you can represent that and emphasize that value with personalized branding.

Be Everywhere

You can be your own brand ambassador, which means everywhere you go, your brand goes! That’s especially true now that the online world never sleeps. You can build engagement as an individual, much more easily than a corporation or big company can. And you can focus on quality engagement, which is powerful stuff.

Sharing Knowledge

When you are the brand, the knowledge you share builds social proof for your brand. Every time you help someone or create resources they can use, you are showing the value that your brand holds. It’s a win-win situation, because when you engage and teach you will keep learning, too.

Keep it a Two-Way Street

There’s nothing worse than a snob, so stay humble and approachable. You never want to be like those celebrities that can’t be questioned or engage with people like a normal human being! So don’t build a one-way channel: stay open to connecting and learning, even if you already have a lot of knowledge and skill.

Personal Branding IS Important

There’s just no denying that how you brand yourself matters. So remember:

• Connect fast by keeping things personal

• Evolve and adapt

• Remember that you’re your own best asset

• Empower yourself with your branding choices

• Embrace your independence

• Stay open-minded

• Get specialized

• Be everywhere

• Share your knowledge

• Keep it a two-way street

Whether you’re an Ugly Unicorn like me, or have a completely different image, these keys still hold up! So go forth and build an awesome brand.