Savvy business owners and entrepreneurs are intentional about the brand they create and how they maintain their brand – or at least they should be.
Each business has a brand whether it’s consciously created or happens organically. And yes, if you’re a solopreneur both you and your personality are part of your brand because like it or not, you and your business are perceived as one.
When someone talks about branding, they are usually discussing a name or identity, a design, symbol or logo, colors, fonts, and other style elements not only associated with a specific business, but also distinguish this business from others selling similar goods and services.
In the professional speaking and coaching industry, coaches and speakers are generally known for what they do, and the types of presentations and workshops they give. Their name and works become synonymous for specific things—all part of their brand. Many coaches and speakers use their name as part of their brand and even purchase their name as their website URL.What comes to mind when your ideal client thinks of your business?
You’ve probably noticed a similarity with celebrities known by only by their first names such as: Oprah, Cher, Adele, Reba, and Elvis. Mention each of these names and instantly an image or feeling comes to mind. In the online world, the same holds true when you think of who is known for product launches, sales funnels, or teaching others how to rock at blog content marketing.
Now, think about those in your own business industry who are industry leaders. The person who is known for “X.” When you think of this individual you form an image of:
- The person themselves.
- Perhaps their logo or a web page.
- Specific colors or a symbol you associate with them.
- You may have remembered a tagline or slogan associated with their business.
- You may associate this business with knowledge, skills, and expertise in specific areas.
- If you’ve listened to this person via podcast, you think of how they make you feel as they interact with guests on their show.
- If you’ve taken a webinar or course with someone, you think of how you feel learning from this person.
These associated thoughts are how branding works and are the marketing gold businesses strive to achieve. The caveat comes when the elements being associated with the business are inconsistent and/or sending mixed-messages. The mishmash happens when a business hasn’t given much thought to their branding and may have completely overlooked its two very different sides.
Side One: Visual Elements of Branding
For many, visual elements are what someone thinks of first when they hear the word branding. The following visual elements are seen on a website and used in marketing materials:
- Your logo.
- Font styles.
- Color choices.
- Graphics and images.
Side Two: Perceived Elements of Branding
The genuine, deeper branding magic comes from perceived elements. How does this business make their customers and clients feel? What immediately comes to mind when they think of this business? These are things such as:
- The business message is clear and understandable so at the first introduction to this business, you could explain it plainly and accurately to someone else.
- The business shares the same topics (in varying ways) across all their marketing materials.
- The business understands what it does and who it serves.
- Trustworthy and dependable. The business stands behind their products and services with guarantees and business longevity.
- Understanding and being relatable. The business is accessible to meet customers where they are, plus demonstrates they understand their customer’s issues and growth plans.
As you evaluate and review your brand, consider these perceived elements, because they can make an impact you may have overlooked. The visual side of branding is most commonly considered and strategized but there are really two sides. Branding has a yin and yang, and to work most effectively for any business both sides should be strategically planned.
Branding is a part of the overall marketing process … which is what we do! Consider your brand as a customer or client, and not the business owner. Does it need work? If it does, or you want to know more about how you can incorporate some of the elements you may have missed, let me know. I’m happy to chat about how we can help!
In business since 1991, Terry Green is the founder/CEO/President of BizEase Support Solutions, an American-based, online marketing support company comprised of a team of talented professionals from around North America. BizEase excels at providing speakers and business coaches worldwide with seamless online marketing solutions, from setting up ecommerce solutions, membership sites, web design and maintenance, to writing blog posts and managing Social Media and PR campaigns. BizEase clients (who span five continents) take great joy in allowing the BizEase team to take care of the details so they can get back to doing what they do best! Click here to get our bi-weekly tips ezine delivered to your inbox every other Friday, with tips on plugins, apps, and tools to make you more productive today!