What is a brand?
There are many steps involved to starting a business, but the key around development and growth is making sure that your BRAND is in order and inspires action from your target audience. It is what identifies your business.
I like to tell my individual and organizational coaching clients that when thinking about a brand, you have to think about both “tangibles” things you can look at, touch, feel, taste-such as logos, websites, physical products, videos, pictures, as well as “feelables,” or feelings and action centered around a brand. Examples could include, “this brand makes me feel XYZ,” “this brand makes me do XYZ.”
The most important thing to remember is that your BRAND is really you and what you stand for. I believe that there are 4 core pillars involved in creation of your personal brand.
PILLAR 1: Your Value Statement
Value statements are the laid down principles that guide an organization on its social, moral and business conduct. They are usually in form of selected words, phrases or sentences.
So how do you write it? 2 steps are involved.
- Brainstorm-ask yourself the following questions:
- What does the business (YOU) stand for?
- What is important to those I (we) serve?
- What behaviors do I (we) value?
- What impact do I (we) want to have?
- What are some qualities I (we) admire in other businesses? In other people?
- Narrow down the list.
- Decide how many values you want to include in your statement
- Finalize language
- Come up with 3 final potential value statements
- Gather feedback (either from team, employees, friends, family)
PILLAR 2: Finding and living your “WHY”
Simon Sinek says, “People don’t buy what you do, they buy why you do it.” And I could not agree more. When you share your beliefs and why you do what you do-one of two things happens. People believe what you believe and align with you, or they don’t believe what you believe and walk away. People who align with you will be your most important ambassadors, and that is why finding your why is key to development of your brand.
~Business Game Changer Special Promotion~
In crafting your “why” statement:
- Make it super simple and clear
- It’s free of the tangible things you do
- Think about how it puts you in service of others, or the greater good
- It comes from your heart and inspires you first
Use the following formula:
- To (Your Contribution) so that (Your Desired Impact)
- My example: To (inspire confidence in others) so that (they can believe in themselves).
PILLAR 3: Process and Consistency
Consistency is key in brand development, and you have to create plans and follow through. When I talk process, I’m not necessarily referring to the sales process-but really your daily process. Just a few tips in helping you create a process:
- Time block your calendar starting from the moment you wake up. Include both work routines and personal. For example-6-7 AM work out. 7 AM-8 AM return emails and calls from previous day. 8 AM-9 AM create social media posts for the week. This is something I usually do with my clients in sessions, and it helps tremendously.
PILLAR 4: Marketing Strategy
How will you market your brand? Paid advertising, word of mouth, networking events, and more are all options to create awareness around your brand. Don’t be a “secret” business.
- If social media is a major way you will market, think about creating an organized content calendar for posts. It’ll help keep you on track.
- YouTube Educational Video Series centered around your business
- Get active on LinkedIn and interact with others
- Connect with other individuals or businesses to see how you can help each other
Keep in mind this is just a brief overview into branding strategy. Interested in learning more or creating your own plan for development? Connect with us!
By Mallory Pazder
Author Bio
Mallory Pazder is a former Sales VP turned business, sales, and confidence coach. In creating Be MPowered Coaching, her main focus is on helping her clients to achieve their personal and professional goals. In addition to owning her coaching business, she is also involved in real estate in both NJ and PA. In her free time she enjoys cooking, traveling, and spending time with her 2 year old lovable Bichomo Max.
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