So you have a business idea, now you need a brand.
Most people think a brand is the shiny logo and colors, the catchy tagline or cool images.
But that is not brand, that is the last thing about a brand you should be thinking about.
If you don’t already know why you need your own brand then let’s recap it quickly here.
Why You Need Your Own Brand
People buy from people who they know, like and trust. So you need to create a brand that will appeal to people in that way. But don’t just fake it or create a brand that you think people will like. It needs to be authentic.
It doesn’t matter what industry you are in, the only thing differentiating you and the million other people who are offering the same service is you, your unique self. So what makes you unique, what is your real story?
Your brand is should be based on you, your story. Whenever possible be honest, be honest with who you are, where you came from and what brought you to what you’re doing now.
Here are 3 Questions to Ask Yourself to Define Your Brand
1. What do you stand for?
What can people expect to hear you advocate for? You don’t have to be an activist but just what do you stand for?
- What’s important to you?
- What are you standing up and saying?
You need to be able to clearly articulate:
“This is what I’m about and this is what I’m going to do for you.”
That’s how you create a brand and a presence.
If you want people to follow you, and to like and trust you, they’ve got to know what you stand for.
If you want them to ultimately become a client and to purchase from you, your customers want to know who they are working with. Just like you would likely ask of someone you might work with and purchase from, you want to know who they are, what are they about, what do they stand for.
Think of what you stand for as the container of your brand.
I like to think about this as the container of my brand. If my container isn’t strong and solid, it doesn’t matter what kind of content is inside, my customers won’t hear it. If your container is wishy-washy and you don’t know what you stand for, then it’s hard for anyone to trust what you say.
These could also be called your values.
I like to think about my brand as having five dimensions or values. (Obviously there’s more than five dimensions but for the sake of simplicity when you’re trying to define your brand just stick to no more than five). This is the container of your brand and what you stand for. I like to use the five dimensions to help me also figure out what type of content I would be posting and sharing with respect to my brand.
Now that you have your values, the next question in defining your brand is about what you do.
2. What is your Ikigai?
A simpler question might be what is your function or sweet spot?
One of my favorite exercises to defining your sweet spot is the Ikigai exercise. You can grab it here in my Freedom Lifestyle Roadmap. This is the little intersection between what you are good at, what you are interested in, what people will pay you for, and what the world needs.
You Ikigai is your unique gift for the world so make sure you uncover it! This exercise actually answer a number of questions.
Once you have your Ikigai you can answer:
- What is your purpose?
- What is your passion?
- What makes you unique?
- What are you good at?
I guess I kinda tricked you there because this second big question is actually a big deal. You’ve done a lot here in defining your personal brand just in answering this second question!
If you haven’t already check out my roadmap workbook where you will find the Ikigai exercise. Grab it here: Freedom Lifestyle Roadmap.
3. Who Do You Serve?
So now you know what you stand for, what your Ikigai is, but who are you talking to?
This is also called your target market. You need to clearly define this because who you are targeting changes how you talk to them, what kind of message you will be saying and how you will appeal to them.
Who is the group you want to work most with who has the problem you are solving for them? I’m sure not everyone who might have the problem you can help with is the group you want to work most with.
By understanding who you are serving you can start to build your map of who they are. What are their problems, what pains, struggles, goals, aspirations do they have? You need to understand their before and after state, before their problem is solved, and after, what do they want to have, do, how do they want to feel? So you can ultimately craft the right targeted messaging.
And there you have it!
- What do you stand for?
- What is your Ikigai?
- Who do you serve?