This blog series is called “6 steps to bring your brand to life,” but before we get started, I think it’s important to lay a foundation. To create an outline for you, describing what branding is to me, and to build a framework for the rest of this series.
So, let’s start by answering the following three questions…
What is branding?
Why is it so important?
And what can you do to build a brand that moves the needle in your business?
In essence, branding is how you want people to see your business. It’s a little art, with a bit of science thrown in. But it’s mostly about combining your experience, why you do what you do, and your determination to see it through. Effectively combining these elements is what this series is all about, and I believe these three questions are the best way to frame it…
What is branding?
People are way more interested in why you are doing what you are doing. They are not as interested in what you do. Yes, of course they need your products and/or services but the real reason they work with you is often based on your why.
So, when it comes to branding there is tremendous value in “why?”
It’s where you start to uncover your brand DNA, leaving no question in anyone’s mind about who you are, what you do, and of course, why you do it.
This becomes the foundation to developing and telling the story that best represents you and your business.
Cracking the genetic code of your business starts with why. If you don’t believe me, check out this video from Simon Sinek.
So, when you think about how you want potential customers to see your brand, don’t just think about your products or services. Think about why you are different than that other guy. I like to answer two whys…
a. Why do you do what you do, and…
b. Why should someone hire you? Buy from you?
How are you going to convey your why message? And how will you combine it with “what you do?”
This is where you develop a crystal clear vision of your brand, and begin to zero in on your uniqueness, target audience, market position, and competition.
It’s also where you work on a strategic direction to express the unique identity that will become a living, breathing, part of your brand.
Image, words, tone, and strategy.
Who are your ideal customers? What’s the best way to reach them? What kind of message will resonate? What do you offer that makes your business special?
It’s where you create a laser-focused outline for delivering your brand. A plan that will help you find the right customers, lead them to you, and inspire them to action when they arrive.
Your HOW is where you assemble your “genetic map.”
This is where plans meet production, so you can produce the most effective marketing to establish, refine, and grow your brand presence.
It’s where you spark your brand to life.
Why is branding so important?
Because, if you’re in business, it’s your number one asset.
It’s how you get people to like, know, and trust you.
What can you do to build a brand that moves the needle in your business?
Be clear. A clear message that speaks to the right audience.
Be consistent. From colors to copy, there should be a consistent look and tone whenever you present your brand to the world.
Show a bit of emotion. Proudly telling those who will come to like, know and trust you your “why.”
Bring some love. Yes, love. You have a ton of work to do, so you have to be fully invested and actually like… no, love what you’re doing and why you are doing it.
That’s it for now.
My next post in the “6 steps to bring your brand to life” series is coming soon. Stay tuned!
Do you want to bring your brand to life? Taking a few minutes to complete our brand audit will help you think about your current marketing efforts and what might need to change. It will also help me suggest several ways to improve your branding and marketing now: Brand audit.
After you complete the form, we’ll contact you to schedule a time to go over the results and see how we can help.
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