You need a brand strategy
Friend, did you know...
YOU NEED A BRAND STRATEGY NOW. TODAY. LIKE, PRONTO!
I talk with female business owners all the time who know branding is so important but they don't know where to begin. They are overwhelmed. They also don't know how much their brand is actually missing. (And if you're stumped, check out my Ultimate Brand Audit to figure out exactly what IS missing!)
You don't know what you don't know, right!? So today we're going to talk a bit about the very basics. These are things you can do yourself! Whether you have not even launched your business yet, or you have been in business for years, you need a clear, confident and consistent brand strategy!
First, let me tell you a secret. I believe that paying buku bucks for a complete branding program should NOT be the very first step you take in starting your business (or even in the first few steps)!!
This investment should be done after you have worked with a few clients and have a little experience under your belt. Because I have found that experience brings clarity. Check out why I say that in this post, but for now, let’s talk about creating a brand strategy (and why you need one)!
WHAT IS A BRAND STRATEGY?
A brand strategy is a well thought out and clearly defined plan that explains what you are selling, why it matters, who needs it most, and how you will reach them.
The best thing is… you don’t need to know all of the details of your business in order to develop a successful brand strategy! In order to know where to strategically focus your time and money, you just need to know the basics.
So put on your business hat and let’s begin.
STEP 1: KNOW WHO YOUR IDEAL CLIENT IS.
If you are trying to reach everyone, you really are reaching no one on a deep and meaningful level. You need to identify your specific ideal client before you begin trying to sell your services so you will know who to target and how to target them.
STEP 2: KNOW WHAT YOU ARE ACTUALLY SELLING THEM.
When you are selling your services, you are not actually selling what it is that you do or how you do it, but you are selling the solution to your ideal client’s pain-point. (i.e. If you are selling an air conditioner, you are not selling the unit itself, but instead you are selling comfort, long-term cost savings, air purification, humidity control, comfortable sleeping conditions, etc.)
STEP 3: KNOW WHY YOUR IDEAL CLIENT NEEDS YOUR SERVICES SPECIFICALLY.
Once you know who your ideal client is, you can begin to think about why your services are important to them. In order to do this, you have to be able to identify their pain points.
STEP 4: KNOW HOW TO REACH YOUR IDEAL CLIENT.
Once you have identified your ideal client, you can begin to try to get into their head a bit to figure out how to reach them. What things do they enjoy? What social media platforms do they frequent, and at what times of the day?
STEP 5: DEVELOP A BRAND PERSONALITY.
Once you know who you are trying to target, you need to think about how you want them to feel when they interact with you. This should be a mixture of who you are and what resonates with your ideal client. As a soloprenuer, it’s so important that this is true to who you are as an individual.
STEP 6: DEVELOP A BRAND IDENTITY.
It’s important to note that your brand personality and your brand identity should not be confused. Your brand personality is the emotional and human side of your brand, while your brand identity is the visual image created and used to relate to your potential customers.
At this point you can begin to think about how you want your business to come across visually to your ideal clients. What colors resonate with you and your ideal client? What are your brand fonts? What types of images do you use?
Want some awesome FREE stock images? Here are 3 of my favorite sites!
If you have been in business and worked with a few clients, let me ask you... WHY have you not invested in strategic branding yet? Why would you want to continue to DIY your brand if you don't need to? Why would you risk a patchwork brand (designing a logo here, a website there, etc.) when there are other (better) options?
Is it time? Is it money? Is it fear of taking the leap? If so, check out this post where we discuss those things and why you should step forward and really invest in your business!
Cheering you on!
Sandra