Your brand isn’t just about your logo or you colour palette. It’s about so much more than that. Your brand is a reflection of you. It’s in every word you speak, it’s in all of your copy on your website, newsletters, and social media. It’s your products and services, it’s the message you put out there about your business, it’s your business values and it’s your culture.
Your brand is what your customers and clients relate to, it’s what keeps them coming back and wanting more. Your brand should create emotion and a connection to your business which is why people will love it. Yes of course, the aesthetics is what will catch people’s attention at first but to keep their attention your brand must be strong.
So let me ask you this – when you think of your brand what’s the first thing that comes to your mind? If your answer is related to any of the following then it might be time for a branding makeover.
1. You’re ashamed of your website
An amazing opportunity has come your way and you’re required to give someone who is really important the link to your website and you’re dying inside. I’ve been here before and I know how that feels. Your website is your most important asset when it comes to winning huge opportunities and business deals. It’s your virtual front window display, it’s what draws people in and it should give them just enough to want to come in, say ‘Hi’ and do business with you. If you’re ashamed of any part of your website – the aesthetics, the layout or your copy, then it might be time for a website makeover.
2. You can’t answer the question ‘Why do you do what you do?’
This should be the core of everything you do in your business. It’s your key message and you should repeat it and repeat it and repeat it. But how can you do that if you don’t know why you do what you do? People buy from people because they agree with what they stand for. I do what I do because I want to help bring people in the beauty industry together and help them build not only amazing businesses but amazing brands too. If you go on my website, my Facebook page or my Instagram you’ll see this message everywhere. It’s at the core of everything I do and everything I post and it’s even the reason I’m writing this post today. So ask yourself, ‘Why do you do what you do?’ and write it down. Then get your message across in every way you can. It doesn’t have to be written in those exact words every single time but when you’re creating something for your business or even posting something on social media just ask yourself ‘Does this align with my core message?’ and if it does then it will shine through without even saying the words.
3. Your employees/clients/customers don’t know what your business stands for
Every brand should have values and everyone who is a part of the brand should know what they are. If they don’t then you can’t expect them to work to your standard, whether they’re employees, clients, a business partner or even someone you are collaborating with. Your values are your culture and they’re how you ensure that your employees work to a certain standard but they are also how you ensure that you work with and attract the right clients and customers. Your values set your standards for you employees and your customers so everyone knows what is expected of them. They’re part of your brand as they will create an emotional connection to your clients and customers. If someone holds the same values as you then they will feel like they are valued as a client or customer.
4. You’re not consistent on social media
A lot of people post on social media to either gain likes or advertise and sell. What you should be doing is using social media to build your tribe. You want to use your brand to build a community and social media is where you go to do that. So you’ve got the attention of your clients and customers but they want more, they want to be able to see what’s going on when they’re not buying something from you and they want to know where to go to do this. Choose one social media platform and use it to build your brand. You should post on it consistently and don’t make it all about you or your business, make it about your followers. Ask them questions to get them involved, repost an article that you think they might be interested in, post quotes, run competitions and only put out promotional posts every now and then. There’s nothing worse when you follow an Instagram account and they constantly promote their business. People go on social media to be entertained so entertain and do it consistently.
5. You’re not sure who your target market is
Not knowing your target market is the number one brand killer I’ve come across. Building a brand is all about connecting with your audience and leaving them wanting more. How can you do this if you don’t even know who you’re targeting? I know I’m targeting people in the beauty industry so I write all of my blog posts and social media posts to target that audience. I’ve created my aesthetics to attract the right audience and knowing who I’m targeting frees me up to just be me and not have to think too hard about what I’m saying because I know exactly who I’m talking to. If you’re not sure who you’re target market is then it’s going to be difficult to build a brand. So getting clear on who you’re targeting is the key to building a successful brand. I know a lot of people might think that they are then eliminating so many people but trust me on this, it just gets messy if you don’t have a specific target market. So write down some traits that your target market may have and start from there. You might want to think about their age, gender, where they live and what they’re interested in.
If you think your brand needs a makeover then keep a look out for my Brand New You course launching soon or if you have any questions about branding then feel free to drop me a message and I’ll be happy to help.