5 Steps To Brand Clarity

Creating a brand is very intentional. Branding has a purpose.

Photo: Petra Foster, Branding Consultant; Source: Courtesy Photo
Photo: Petra Foster, Branding Consultant; Source: Courtesy Photo

As an entrepreneur you likely have ideas for days. And at times it’s driving you crazy. You may even be going around in circles with these ideas; still no closer to getting your brand out there.

Now is the time to make a plan. I know you may not like to plan, but to build a recognized presence in your industry you need a plan.

Start to think of yourself as a brand and not a business. Think of the experience you want to give your audience. How can you solve their problems?

 

Intentional Branding

Creating a brand is very intentional. Branding has a purpose. First, let’s think about what a brand experience is, rather than just a brand definition.

When you are shopping for products and services there are an infinite number of choices. So, how do you make the decision where to spend your money? This is where branding begins to inform your decisions.

Branding lets buyers know why you should choose them over competitors. Strong brands connect emotionally with customers. The aim is to become irreplaceable and create lifelong relationships (think consumer electronics brands, like Apple, or your favorite clothing retailer, or grocery chain).

Branding makes a huge impact on your bottom line so you don’t want to take it lightly. People fall in love with brands, so getting brand clarity quickens the process on your end; in ultimate hopes of helping your audience falling in love with you.

 

Crystal Clear Branding

Here are five steps to help you get clarity about your brand:

 

  1. What is your brand about?

    Grab a pen and paper and brain dump. Everything you have in your head about your brand—write it down. The best way to think about this is if you are at a networking event. When you meet someone and they ask you what you do, it’s important to be conversational and very specific. This may not be easy because as an entrepreneur you are passionate about a lot of stuff, but you need to have clarity on this answer. Ask yourself: What can I do for someone? Why should they follow me? What is my purpose?

  2. What do you always talk about?

    Whatever you talk, think and read about consistently is an area you’re passionate about. These are the things that dominate your thoughts, excite and energize you. When you know these three things you can more easily identify what you are passionate about. Now, you can start to craft your message.

  3. What message do you want to convey to your audience?

    Your message is influenced by your brand voice. As Harriet Cummings, the copy editor at Distilled, explains: “A tone of voice is not what you say, but how you say it. This encompasses not only the words you choose, but their order, rhythm and pace. Rather confusingly, when seen in the world of business and marketing, the phrase ‘tone of voice’ refers to written – rather than spoken – words. A company’s tone of voice will inform all of its written copy, including its website, social media messages, emails and packaging.”

    When you know your message (who you are, what you do and why you do it), you can then begin to work on your tone. Are you funny? Or perhaps you are more sarcastic and persuasive? Create a distinguishable voice and style so your audience immediately recognizes you.

 

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