3 Areas to Focus on to Build a Brand You Love
As a small business owner or creative entrepreneur, you have a vision or a dream of what you want to share with the world -- whether it’s a new product, service, area of expertise, or even building your personal brand.
You want to build a brand that you love and that others love, too.
A brand that feels distinctly “you” and that reflects your unique vision.
A brand that is a go-to in your industry.
A brand that is talked about by your dream customers.
But the path to get there can feel very overwhelming, especially when you’re working solo, or on a small team.
Whatever it is, the way you tell your story online can make all the difference.
This is our specialty: working alongside solopreneurs or co-founders to help them grow their small business or creative passion project into a thriving brand. We do this time and time again through our proven Method, an integrated approach to PR, brand strategy, and social media.
While every small business owner and creative entrepreneur has their own unique journey, the growth strategies and mindset needed to build a lasting brand are the same.
Here are 3 areas you can start focusing on now to build a brand you love:
Figure out what you want your brand to be known for
You have an exciting opportunity to build a brand that is different from any other and that feels authentic to you and your vision.
Reflect on your “why.” Why did you start this business? What is unique about your journey? What are your areas of expertise? What are your values?
The answers to these questions give you a viewpoint and help you develop a brand identity that is different from anyone else. You might feel like there are dozens if not hundreds of brands similar to yours, but your story and your brand identity will set you apart.
2. Share your “why”
Sharing your unique story, values, and vision with your dream customers allows you to connect with them in an authentic way and sets you apart from other brands in your industry. You can share your vision through your website copy, social media posts, influencer partnerships, press opportunities, and more.
Here’s an example: We worked with the founder of a children’s clothing line who was inspired to create a collection of clothing for all of life’s celebrations: birthdays, holidays, sports events, etc. She wanted the collection to be perfect for capturing photos but at a price point where ice cream spills were not the end of the world. Celebrating was very important to her family growing up, and through her business she is able to help busy families celebrate life’s special moments in photo-ready clothing. This point of view immediately helps her brand stand out from other children’s clothing companies and helps her relate to her dream customers: busy parents who want photo-ready outfits that are also kid-friendly.
3. Consider your aesthetic
In today’s digital age, brands are being discovered online. Chances are many of your customers find you through Instagram or your website. Because of this, it’s more important than ever that your website, photography, social posts, and branding reflect your unique vision. Are the visuals you are putting out there reflective of your “why,” your unique point of view, the quality of your product/service, and what you want to be known for?
Continuing from the previous example, we worked with the founder of the children’s clothing line to think about her visuals in a new way that supports her unique POV. Instead of posed photos of children sitting in a chair or in the front yard, she now prioritizes photos showing kids in action: at parties, eating cake, being licked by a dog, getting a little messy. This shift in her visuals helps her articulate what she wants to be known for and connects her with her dream customers in an authentic way.
