What Really is a BRAND? (And why most small business women get this wrong).
/Small Business Women — if you are starting, growing, rebranding, or pivoting your online business…
…understanding the true value of your BRAND needs to be at the top of your list!
As an entrepreneur for 15+ years, and one who’s changed industries and started multiple small enterprises, I can’t tell you the power of elevating your brand enough. (And I had to learn the hard way… even with a background in marketing!)
So… what really is a BRAND? That word often feels elusive at best, right?
And quite honestly, most small business women get this wrong.
But getting it right could COMPLETELY TRANSFORM your small business, especially as you grow your brand online. 💙
Yep, you heard me right: completely transform your business.
So let’s talk about where we all go wrong, what a brand REALLY is, and how it can totally transform you small business, OK?
Why do most women get this wrong?
This is the hard truth: we’re so busy rushing into the latest & greatest marketing strategies or sales closing principles or online fads that we often fail completely to step backward and grow the strong roots of a brand story — when, quite honestly, taking the time to do this might just be the magic bullet (mind you, not always the speediest bullet) that you’ve been looking for.
OR we think our brand is just our logo and a few visuals… so we get them created, throw them on our website like a magical sticker, and think the work of “branding” our business is done.
I get it… this makes sense, when you don’t know what you don’t know.
Let’s take time to get you a BRAND that will draw exactly the right clients with ease, grow trust, help your confidence soar, and help you know exactly what to say on social media every single time.
Now: what do I really mean by a BRAND?
A brand ISN'T your logo, your graphics, or all those cute visuals. Sure, those are part of your brand identity or brand visuals. And sure, they matter. But they aren't the first step or even the most important.
Your brand is (ready for this?) — the IMPRESSION your business gives off.
It's what other people say about your company when you're not in the room. It's what people FEEL about your business, even if they don't define it.💙
It’s all of the factors of your messaging, visuals, and the experience your clients have with you combined — so they can make the decision — should they stay or should they go? Better yet: should they invest? With YOU.
So yes, it is a little elusive after all. Can you even control it then?
Absolutely, my Small Business Friend. By being intentional.
How do you cultivate a brand that actually works?
That's why we work backward…
We work through the brand story process in 3 phases…
In phase 1, pinpointing your target audience, defining your core values, your mission, your brand topics, the emotional connection your clients need to make... (this takes some reflecting & strategizing!)
And then in phase 2, determining how you want to communicate that brand both VISUALLY & in your MESSAGING. (this sometimes takes a little honing in + trial & error!)
And in phase 3, the RESULTS. Realizing our new clients are our dream clients. Noticing that while we don’t need a huge following or lots of likes on social for it to be successful (so true, Friends) that those that are interacting are the right audience. (this takes a little time, as your new audience warms up to the new messaging they begin to see on repeat…. BUT… it works!!)
Unfortunately, if you start with the visuals or even with the words or the shiny object marketing techniques (which, let’s face it, most people do!!)... you're missing out; big time. And your business will suffer for it.
You’re missing out on the DEEP ROOTS your brand needs to truly magnetize your audience; to draw people in with EASE; to compel the right people to experience the JOY of your product or service!
Does it take time to define your brand? MmmHmm.
Is it helpful to have someone guide you through the process? In all honesty, yes. Because it's a little more strategic than most people think.
Here's the thing: If you don’t define your brand story, someone else will do it for you. (Your consumers, that is). And they might not get it right. And if they are getting the wrong impression Beautiful Friend, well, then you’re getting the wrong clients, or no clients, or a struggling business (that leads to discouragement in real life) at best.
How a deeply-rooted brand story can transform your small business:
When you're struggling to get the right clients, raise your prices, find your confidence, or know what to say on social... not defining your brand story is at the root of it all.
I know… that’s a big statement, but I can say it honestly — I’ve found it to be true.
Once you do nail down your brand story (& cultivate the messaging to bring it to life) it’s so very FREEING!!
And once you start seeing the results… it’s like a breath of fresh air, taking pressure off of you in all sorts of areas you didn’t even know you were feeling pressure.
Suddenly:
You know exactly what to post on social media
It’s easy to write your own messaging
Clients start coming to you with ease (& surprise: they’re your favorite kind of people to work with!)
You begin to draw collaborators or next-level opportunities
It all starts with your BRAND.
