Michele Attias Life Coach

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Why It's Important To Unleash Your Brand

Entrepreneurs and business owners make a foundational mistake when they start off in their business, they create a logo, business cards and website without paying careful attention to what they represent and who they serve.  This is where paying close attention to your brand comes in, as this is the bridge that connects you to your audience and the element that will bond you to your ideal client like glue will be shared values.

The American Association defines a brand as 'A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers'.

To kick off your branding and communicate your message you need to have a psychological understanding of your ideal client, how they think and feel, what is important to them and what will give you an emotional connection with them. In this way you can speak to your client at a level they will understand and market to this.  If you observe brands such as Apple and Nike which are iconic brands, notice they speak to the human emotion because essentially people want to be part of something bigger than themselves, they want to belong.

It's important to note that there is a difference between brand and branding:

  • Brand is who you are and what you stand for, it's the essence of your business.
  • Branding is the process of expressing this and all the touch points that you put out that express this.

How to uncover your brand personality

To uncover your brand you need to ask yourself 3 basic questions:

  1. What is authentic about you, not a mask or persona, it needs to be real?
  2. What do you deliver that is unique about you or your company?
  3. How do you help your ideal customer meet their human needs?

What is your unique brand experience?

Do you:

  • Commit to delivering a sense of belonging or pleasure?
  • Go beyond the expectation to deliver the extras?
  • Do you add value and if so, what is it?
  • How do you keep in touch with your clients  and deal with any problems that arise?
  • How do you nurture your business relationships over time?

In addition to this, your brand 'voice' is the verbal part of your brand presentation such as the words you use, the tone your blogs take and the way you communicate via social media.

The key point here is that branding is not only about your logo and business cards, you are essentially a walking and talking brand.

Would you like to Unleash your Brand Personality?

Are you:

  • Personable or corporate?
  • Spontaneous or structured?
  • Modern or traditional?
  • Cutting edge or established?
  • Fun or serious?

Once you establish this, you need to unleash the brand in all your communications consistently.

Create a personalised logo

This communicates your message, be aware of colours, fonts and graphics.

Create business cards

These can integrate your logo with a short message communicating the result you give your clients.

Create a "voice"

This reflects your brand - This voice is used when communicating via status updates on social media, Twitter updates.

Create blogs

This communicates clearly your brand.

Develop a tagline

Write a memorable, meaningful and concise statement that captures the essence of your brand.

Attend Networking events

Use a pitch consistent with your brand, what you deliver, what you stand for and how you solve your clients issues.

Your brand resides within the hearts and minds of clients and prospects and a strong brand is invaluable as the battle for clients intensifies day by day. It's important to spend time defining and building this.

After all, your brand is the source of a promise to your client. Once you identify your unique brand, communicate your brand consistently always showing your unique message and value.

Did you get clarity on your unique brand? How did you establish what was different about what you offer to clients and did this help with your marketing? Would love to find out about your brand, leave a comment to share your experience.

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Brand
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