Building a Brand Others Can Believe In
People come to me all the time with questions about branding, image and marketing. Branding is more than your logo, color scheme, website and marketing materials. It begins with the very essence of who you are at the core. If you are unclear about your passions, mission and values, your brand will be unclear. As a Christian woman in the marketplace, the very core of my brand is my faith. Each day I’m living out my existence here on by earth reflecting my belief system. Does your brand effectively reflect your mission, purpose and passion?
Now, I can hear some of you saying, “But, my company has nothing to do with people – we make widgets!” No fear my skeptical sisters, because even a widget company can reflect a clear brand. You see, branding is also about the causes, issues and values you associate yourself with. If the owner of XYZ Widget Company is truly self-aware, their brand will reflect that in their “about us” section or in the causes they sponsor and support. They will champion the ideals they believe in through their social efforts.
A great way to create a solid connection to your brand is through story. Most entrepreneurs have a back story of how they got started. Perhaps your story begins with a job loss, major illness or economic downturn. If so, you can use it to share how you made it through the tough times. It is the most powerful tool you can use to gain supportive, loyal customers. It is also helpful to identify a set of core values which drives your business. The words you use to convey your core values ought to line up with the way you think, act and move in the world. Your clients and customers will sense when your walk and your talk don’t match. Be wary of selling them an image which reflects one thing but delivers another. Bad press and poor reviews from customers and clients who feel like they’ve been wronged can damage your brand. This ultimately costs you money in the long run. Take your time and do your research so your brand is clear, concise and profitable.
I hope these tips lead you to create a successful brand that connects with your customers and provides satisfaction through your efforts.
Do you have more questions for Paula about building your brand? Find more information on her website.
