Well, it’s true just think about when you first meet somebody new, you take one look and the person has not even opened his mouth yet but you already have formed an opinion.
One of the most important things when it comes to branding your business is to be your true, authentic self. This will set you apart from all the others in your industry because there is ONLY ONE you, everybody else is already taken (Oscar Wilde).
Think of your brand as an extension of you and let your personality shine through. People buy from those who they like and trust and they can sense if something is not genuine. So here are few important things to consider:
First you need to be clear on your brand’s core message. Here is how you get there.
• Start with your BIG WHY. Why did you start your business in the first place?
• Who are you serving? Who is your target market?
• What are your target market’s pain points, frustrations and needs?
• How do your products/services provide solutions for them?
Once you ponder these questions, you can craft your core brand message, a short and concise statement that is a reflection of the above and describes what you stand for.
The more concise and brief you can be, the better, because it will stick in people’s minds, like in these examples,
L’Oréal Paris – Because you are worth it
Nike – Just Do it
McDonald’s – I’m lovin’ it
Next it is time to think about how you present yourself.
Your brand is an extension of yourself and you get to decide how you show up in the world.
Here is where the fun part comes in. You get to pick colors and images and let your personality shine through. I always tell my clients to think of a brand as if they were to describe a person using adjectives. Let’s use a fashion example: Is your brand
• Bold, edgy, hip and cutting-edge (are you Alexander McQueen ot Vivienne Westwood?)
• Feminine, classic, elegant ( more like Donna Karan and Carolina Herrera?)
• Bohemian, chic, easy-going (or free-spirited like Etro, Free People, Anthropologie?)
Pick colors, images and themes that truly represent you and then use them consistently across all your marketing (web site, ads, brochures, business cards, flyers…) so when people see your materials they immediately know it’s you. Think about some of the world’s most iconic brands (Apple, McDonald’s Starbucks,…)
Lastly it is about creating an experience for your audience that evokes emotions.
Don’t you love getting the Anthropologie catalog every month? What does it make you think of? Travel, luscious, exotic locations, living a free-spirited life are a few things that come to mind.
How about Virgin America? This is not your average airline. They have created an experience for their customers that is modern, hip and almost make you feel that you are jet-setting at affordable prices in coach.
To make a great first impression with your brand develop a strong core message that resonates, infuse it with your personal style and create an emotional experience for your audience.
Much love,
