How to Build a Strong Brand When You Are New in Business

How to Build a Strong Brand When You Are New in Business

Entrepreneurs ask me all of the time, should I pay someone to build my brand and website? The answer I give really depends on where you are in your business. It also depends on what type of business you are in. For the sake of this blog, let’s focus on service based businesses such as coaching, holistic practitioners, healers and intuitives. When you are first starting out in business it can sometimes take quite a bit of time to find your voice inside of your marketing. It’s best to start this process by doing these things yourself until you reach a total point of clarity, have some serious market research, have tested your niche, and have reached profitability. Once you achieve that point and you want to attract a higher end clientele, is when I suggest you make the jump to hire a branding expert and a website designer.

To get you started I have created a list of steps and questions to help you clarify what your brand is and how it should look and feel.

  1. Start with the end in mind. I write my goals out twice a day. One of my goals was worded this way. I feel confident and excited about my brand and website. Write your goal around your brand.
  2. Should I brand my name or my company name? This question all depends on what you plan on doing in the future. If you plan on selling your company, then focus on branding the company. If you focus on branding yourself as the service, then it makes it difficult to sell down the road. (do some research)
  3. What do you want people to feel and experience when they come to your website, read your posts, or read your newsletters?
  4. How do you want them to feel after they have worked with you?
    a. Look for a few images of people who portray how you want your audience to feel.
    ie: If your ideal client is a woman between the ages of 45-55 and you want her to feel free and empowered, then search for an image of a woman in that age range that portrays an empowered woman.
    b. Search Stock Image sites for Royalty Free images and download a few of these to save for later use.  
  5. What is possible for your clients after they have worked with you?
  6. What is important for your ideal clients to know about you?
  7. What do your clients secretly want?
  8. What makes you unique?
  9. Why are your clients attracted to you?
  10. What is the key message you want to communicate about your brand?

Pick Your Colors:

Colors can make a big impact on the whole look and feel of your brand and site. Colors mean everything. To learn more about colors and the psychology behind them read these two sites:

http://www.color-wheel-pro.com/color-meaning.html

http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html

Choose two or three colors that you will use consistently on all branding, identity, and communications. Once you select the main color, do a google search for the hue of the color you would like. Simply type in the color in the google box. For example: Teal. Then click on images and you will see lots of photos of the color teal. Once you pick the hue you desire, you are going to want to find out the exact color number.

To do this, I use google chrome browser. There is an extension called ColorZilla. Download the extension.

https://chrome.google.com/webstore/detail/colorzilla/bhlhnicpbhignbdhedgjhgdocnmhomnp?hl=en

It will sit on the top right of your chrome browser. Click on the button and select page color picker active. Then simply click on the photo you like and it will save the color number. Then click on picked color history. It will then show you the color number.

Repeat this for all of your colors.

Here is a great resource about choosing and applying color combinations.

https://designschool.canva.com/blog/100-color-combinations/

Pick Your Fonts:

It’s a good idea to pick 2 fonts that work well together. You will use the fonts on everything.  Your website, logo, banner, social media images, brochures, business cards, emails, etc.

Here are a few websites to help you make an informed decision.

Web Font Combinations Cheat Sheet

http://www.bigbrandsystem.com/wp-content/uploads/2011/08/BBS-Web-Font-Combinations.pdf

Build Your Brand: How to Choose The Right Fonts

https://designschool.canva.com/blog/canva-for-work-brand-fonts/

https://designschool.canva.com/blog/minimalist-font/

57+ BRAND LOGOS AND THE FREE FONT USED TO MAKE THEM

http://linchpinseo.com/57-brand-logos-and-the-free-font-used-to-make-them

Be consistent and use the same fonts and colors on everything you do.

Make a Logo:

Now that you have already made the decision to brand your company or your name it should be easier to move forward with a logo. This can be as inexpensive or as costly as you want.

You can find a great starting logo on www.fiverr.com for $5. You may have to try a few times before you get the right look and feel. Or you can spend between $300-$1200 on https://99designs.com/ and have multiple people bid on your project and have several to choose from. You will also want to decide if you want to have some type of slogan or message with your brand. You can also do that later and just move forward with a simple logo. Be sure to submit your color numbers and font styles to the person creating your logo.

Here is a great resource for all things branding related:

https://designschool.canva.com/blog/your-brand-needs-a-visual-style-guide/

Develop Your Voice

The voice of your brand is the heart and how you communicate with your audience.  It includes the phrases you use the most, the messaging, the tone, the feeling, and the soul of your brand. When you are writing and building your brand always speak to one person. Build a client avatar and give it a specific name. My client avatar is Deborah and she is a 45-year old entrepreneur who is working on building a 6 figure coaching business. She is a risk taker, she is coachable, and she has a dream to travel all over the world and work from the most beautiful places on the planet. All because her business gives her the freedom to work from anywhere. She loves to workout, do yoga, camp, and do anything outdoors.

Now go back to the questions you answered in the beginning of this blog post and get clear on your answers.

How do you want people to feel when they read or see your content?

What experiences do you want to help them go through?

What experience do you want them to have once they have worked with you?

Start implementing all of these answers into your blogs, content, pictures, quotes, etc. Be consistent and clear. Write to your client avatar.

Develop Your Tagline

When building a tagline, there are a few rules of thumb you should follow. I found these great questions in a Forbes article on how to create a tagline for your business.

What is the ultimate benefit I want my customer to gain?

How will my product make my customer’s life better?

Why is my business better than my competition’s?

http://www.forbes.com/sites/theyec/2014/06/18/how-to-craft-a-powerful-tagline-for-your-business/#64db41e41d86

It should attract attention as well as be short and sweet. It is your chance for people to know what you do and be powerful at the same time. Look to see what slogans your competitors have. How do they portray their brand and image? How could you make it better and more innovative?

Here is a great free tool to help generate a slogan. https://www.shopify.com/tools/slogan-maker

Marketing Materials

Be sure to use the same logos, colors, fonts, and placements for all of your marketing materials. You should also create a consistent look with any of the photos you use for your social media or blogs. Use the same types of photos and fliers. Be sure to place your logos in the same place and use the same borders. Be sure to use something that will stand out but be clean and clear all at the same time.

Be sure to be consistent. Once you sit down and workout everything in this article, you want to carry it all the way through your materials. Being consistent for a long period of time is the key.  This will help you stand out from everyone else and people can rely on your consistency. You have reached success in your brand if they can identify what you do, they know what you write about, and they can easily identify your brand because they have seen it be consistent.


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