The conversation is always the same. When I meet with potential clients, I always ask the question: How do you currently feel about your brand? Without fail, some version of "My brand is fine" comes next. In truth, most of the time they don't have a brand at all. Do they show up on video? Yes. Post regularly on social media? Yup! However, while these are important factors, they DO NOT make a brand.
Understanding What it takes to Build Your Personal Brand
A brand is more than just your logo, your color palette, your presence on social media or the frequency of your posts. It is the essence of who you are. It represents what you stand for, and how you are perceived by your audience. Even more, it's the story you share and the way you make your audience or customers feel. Your brand includes your voice, your values, and your unique promise to your customers.
When working with my clients, first we work together to define their brand.
Your brand is NOT:
- Marketing your product or service with a sale, tutorial or special offer.
- Pre-made purchased or curated templates from a company or brand other than you.
- Assets that are overly designed based on your favorite colors and the most trendy font you can find.
- Blanket messaging that is all-inclusive to every person on the planet.
- Messaging that is copied from AI.
Your brand IS:
- A strategic plan created by researching and evaluating the audience you want to work with.
- Visual images that are in line with your mood board to connect authentically.
- Specific and tailored messaging that communicates your core values, mission and purpose with ease.
- All of your marketing assets presented in a cohesive and consistent way.
- Creating an emotion for your audience that builds organic know-like-trust.
All of this is why it’s SO important to invest in building a brand that aligns with who you are. Here are a few things clients have said after their VIP strategy session:
"This session delivered a clear strategy for my brand refresh- more than I could have imagined. What an incredible value. Now I know exactly how to communicate to my narrow niche audience.”
“Now I have not only the words and terminology to share and introduce my new income stream to prospects, but I also have the confidence. I do have a lot to offer and it is valuable. Now I know how to explain it with the right messaging."
So what does it mean to work with a brand strategist? Let’s chat about a few steps I will walk you through.
Step 1: Define Your Core Values
Your brand should be a reflection of your core values. These are the principles that guide your decisions and actions. They tell your audience what you stand for and act as a compass for your brand journey. It should guide your story, actions, behaviors and the decisions you make.
As a business owner, it’s important to take some time to identify what truly matters to you and how you want to be seen. Are you passionate about sustainability? Innovation? Customer service? Your core values will serve as the foundation of your brand and should be clear before moving on to the next step.
Step 2: Craft Your Brand Story
Every great brand has a compelling story. This story should communicate who you are, why you do what you do, and what makes you unique. It should be authentic and resonate with your target audience. By creating a powerful brand story, you will increase the perceived value of your product or service. You can also deepen the loyalty of your audience through storytelling.
Share your journey, your challenges, and your successes. Let people connect with the human side of your business. They want to KNOW you!
Step 3: Develop Your Visual Identity
Your visual identity includes your logo, color palette, typography, and imagery. It should be consistent across all your platforms and materials. A strong visual identity helps create a memorable impression and reinforces your brand message. Irene Au said “Good design is like a refrigerator – when it works, no one notices, but when it doesn’t, it sure stinks.” This is a great way to explain how a visual identity for a brand works.
We often associate certain visual components with different brands. Think of big brand names like Apple, T-Mobile or Nike. All of them likely bring certain colors or pictures to mind. Developing a strong visual identity for your brand will do the same and will help set you apart from your competition. You can work with a designer if necessary to ensure that your visuals align with your brand values and story.
Step 4: Establish Your Voice and Tone
Your voice and tone are how your brand communicates with the world. And this way you communicate is a critical component of your brand. It affects every single interaction between you and your audience and should be included in your website, social media channels, marketing, videos and live interactions.
When establishing your voice and tone, it should be consistent and reflect the personality and values we established in the previous steps. Whether you're writing blog posts, social media updates, or customer emails, your tone should be appropriate for your audience and consistent with your brand foundation.
Step 5: Engage with Your Audience
Building a brand is not a one-way street. Engage with your audience regularly. Consider ways you can be useful to them. Do you bring value to their daily lives? This type of content will encourage engagement and build trust for your brand.
It’s also important to remember to respond to comments, participate in conversations, and show appreciation for your customers. Building relationships and fostering a sense of community will strengthen your brand and create loyal followers.
Step 6: Be Consistent
Consistency is key in branding. Ensure that your messaging, visuals, and interactions all align with your brand values and story. This helps create clarity and grow trust with your customers and audience. Consistency also builds recognition which are essential for a strong brand. When your audience sees you regularly interacting with them on a regular basis with a consistent voice, you will build loyalty for your brand.
Let’s Connect to Build Your Personal Brand
Building a personal brand is a journey that goes beyond just showing up on video or posting regularly on social media. It requires intentionality, authenticity, and consistency. By defining your core values, crafting your brand story, developing your visual identity, establishing your voice, engaging with your audience, and being consistent, you can create a powerful personal brand that truly resonates.
If you’re ready to move away from a “fine” brand and embrace the extraordinary, let’s chat! You can book your own VIP session here. You can also join my Brand Builders Academy to build a clear brand roadmap, gain confidence and walk boldly in your brand, all while being in a community of like-minded women who understand where you’re headed!
I love helping my clients discover and develop their brand! So let’s connect so I can help you, too.
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