Figuring out “What your brand is”

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By Loreto Cheyne

Last November I had the pleasure of sharing my thoughts on branding at the WineDown. I’d like to share those thoughts with you, explain what I think a brand is, and why it’s so important to have a “branding statement.”

The internet and social media have changed the face of marketing. These days it’s all about the connection-for EVERY brand, big and small. We are at a stage where as consumers, we’re interested in the STORIES and the way we FEEL about a brand. A perfect example is the #LoveOverBias campaign by Proctor & Gamble for the 2018 Winter Olympics (yes, do look it up!)

Today, all companies-big and small- are busy trying to build relationships their customers. As a business owner, how do YOU connect with your audience? How do YOU share your story? This is where your brand comes in handy. A carefully defined, clearly and briefly stated brand paves the way. Think of your brand as the vehicle to help you connect with your clients/customers: through your visual identity, the images you share, the messages you publish.

If you haven’t figured out “what your brand is” here’s an exercise to help you get clear, get focused, and get started. Take a few minutes, get comfortable, get a piece of paper and a pen and ask yourself: Who is my perfect/ideal client? (write the name or the qualities you’re looking for)
How do I want him/her to think of my business? (ie. what’s the perception you’re trying to create in their minds?)
What am I doing to make them think of me that way? (hint: phrases like “we go the extra mile to deliver spectacular service” do NOT cut it. Something like, “I send clients videos of specific stretches to combat their rotator cuff issues” is much more specific and valuable.)

Branding begins when you start thinking about the questions above. Branding does not begin when you hire me to design your logo. Or with picking out colours. Or creating a Pinterest “mood board.” It begins with being clear about what your business is about and how to communicate that clearly.

I challenge you to spend some time working on your brand is. And keep in mind 2 key things:

Your brand requires AUTHENTICITY.
Your brand lives in the other person’s mind. Therefore, you can only control 50% of it. But you CAN control the other 50%.

My hope is that you will step away and reflect on the kind of experience you’re delivering, and the kind of experience your clients are perceiving. And don’t forget: If you’d like to discuss your brand, I’m always more than happy chat with you. Good luck!

Loreto Cheyne

loreto@loladesign.ca[/fusion_text]

By Cheyne, Loreto | April 10, 2018