Guest blog by Erin Toohey Naso, founder of The Hanger Valet

In a time when social media drives the presence of your business it is important to think beyond the mood board in how you will build and reinforce your brand identity.

As the face of the brand, your customers or clients should easily be able to connect you to the widget or service you sell. An overlooked and upscale opportunity for creating brand recognition that goes beyond a logo or website hangs in your closet with the colors of your garments.

Recently I worked with Holly to create a logo and brand guidelines for my business, The Hanger Valet. Prior to launching The Hanger Valet, I was a PR and Marketing consultant for nearly 20 years and had consulted many clients on brand building strategies to generate buzz media and drive sales with consumers.

This background brought a unique perspective in how I answered the design brief that Holly had me complete as we kicked off the logo and brand project. Because I was going to be the face of the brand, I knew I had to feel comfortable and confident in how I presented myself. And one way to achieve that is color.

Color creates confidence

Years ago I invested in a color analysis and style consultation from an image consultant. I was tired of buying things I did not end up wearing because the fit or the color was not flattering. That investment paid dividends in discovering the colors I wore best, cuts that flatter and even hairstyles and eye glass shape that complimented my features.

Based on that consult, I learned navy works best with my eye, hair and skin tone. I also learned that as an inverted triangle (shoulders broader than my hips), I should wear tops and blouses that pull the eye down from my shoulders.

Building a brand identity

Since I would be representing the brand online, in print and on social, I candidly asked Holly to use navy as a primary color in the branding. With this information, she was able to deliver the most beautiful, clean and elegant brand palette that underscores the values of The Hanger Valet.

Blues, pinks, grays and white weave a cohesive look from the logo to the website to the Instagram grid and right into my closet. Planning outfits for professional meetings, events and trips (with the help of The Hanger Valet) is simple and easy because I am working with a color palette that works for me and makes me feel confident.

If you are an entrepreneur or a business owner ready for a brand refresh, take these steps to build a consistent brand identity from your logo to your wardrobe.

If you are unsure of the most flattering colors and cuts, work with an image consultant to learn what colors compliment your eye, hair and skin tone and what silhouettes look best on your body shape.
From that consult - and with the help of a stylist if you need it - create a flattering capsule wardrobe for professional events. (Technically a capsule wardrobe means a 3 month wardrobe of 25 – 50 pieces including shoes and accessories. I am loosely using the term capsule wardrobe to mean a batch of clothes in colors that look best on you and for all seasons.)
Wear and bring elements of your capsule wardrobe to the meeting with your graphic designer. Paint swatches, fabrics and even a Pinterest board helps the designer understand the direction and signature style you are looking to achieve.
Once the brand color palette and logo design is complete, you should receive brand guidelines to use for all print and online marketing.

o This will include PMS, CYMK, RGB and HEX color formulas as well as font names and the logo hierarchy of use in your branding.

o Depending on the designer or if a photographer gets involved, it may even include photo app editing presets to use when taking pictures to add to your social feed.

Use your new brand identity as a guide in your packaging, marketing, Instagram grid, and wardrobe.

Remember, building a brand is a marathon, not a sprint. It takes time, patience, a solid strategy and some calculated risks to go from zero awareness to top of mind recognition.

Getting started on a brand? You’ll also like Why should you invest in your branding? and Mood boarding IRL.

Need guidance on organizing your closet? You’ll also like How to Create an Organized and Functional Closet in 6 Steps and How to Sell, Donate or Recycle Your Old Clothes.