Why your branding sucks: Part 1



Why your branding sucks: Part 1

So maybe your branding sucks, maybe it doesn’t. But, I do know if you don’t understand your brand, no one will be able to tell where your channel is progressing to. When you create your presence on any social media platform, it’s important to know how to present yourself. When your first start you may just be testing the waters with some “stand-in” imagery. For example, a photo of your dog on a green background. But, before you know it that’s how your followers will know you, as green_dog34. Taking precautionary steps to future proof your branding efforts will prevent a lot of confusion down the road. This way you won’t have to reintroduce yourself when the time comes. Now, a lot of people think your logo and branding are the same thing. They aren’t. A logo is a small part of your overall brand. A brand’s identity is the overall look of its communications. It uses a specific set of images, show hosts, fonts and colors to convey a specific look to its viewers. At the core of these branding efforts is your logo. Before you have effectively established your visual branding you should know who you are. Here are some questions to think about to establish a strong brand on YouTube.

Vision Statement:

  • What is the content you’re producing?
  • What products and/or services are you promoting?
  • Where do you want your channel to be in 5 years?
  • How do you want to be perceived to your audience/community?

Mission Statement:

  • What market is your channel in? (Beauty? Geek? Auto? Vlog?)
  • Who could you collaborate with in your niche? (These are people in the same audience range as you: subscribers, views and videos produced)
  • Why do people watch your videos? Are they funny? Do you learn from watching them?
  • What are the guiding principles?


  • What emotions are experienced with your viewers? (Example: Disneyland is Magical)
  • If your Channel is personality oriented, can you describe your host’s personality?


  • Are you down to earth?
  • Are you light hearted?
  • Are you sporadic and funny?
  • Are you all business and informative?

Position or value proposition:

  • Who are you speaking to?
  • Which market segment does your product speak to?
  • What does your brand promise?
  • Why is your channel different from others in your niche? What REALLY sets you apart from similar channels?

Next week we will discuss what goes into a successful YouTube brand.

Article Written by Eugene Capon, Art Director Press Play | CaponDesignTV and ComicShopTV