Lately, I’ve been doing a lot of deep thinking regarding my brand. My beautiful new brand identity (designed by Andrea from Bird & Design… who I have been following for years on Instagram) triggered this process: thinking deeply about what makes my business and service offering distinctive; what do I want to be known for and who do I really want to work with and why. Then the big question – how exactly do I communicate all of this and where…
This is known as brand communications strategy and ideally it should form part of your marketing planning. It’s difficult thinking work. It takes time. It doesn’t happen in an instant (nothing worthwhile does).
Here are some of the questions I’ve been pondering and journaling (starting to answer them will truly put you on the path towards creating a stronger and more distinctive brand):
– What transformation do you help your customers or clients achieve?
– What would a dream testimonial for your business say?
– What are some of the concerns your customers or clients have before buying your products / services?
– What makes you different?
– How do your ideal customers or clients find you and what makes them buy from you and not your competitors?
– What does your brand care about?
– Who do you really want to work with / sell to? Why?
– How could you reach more of those people / connect with them on a deeper and more emotional level?
– What’s the story behind what you do? Why did you start? What keeps you going? Why should people care?
– What sort of impact is your brand having on the world around it?
Building a distinctive brand takes time and effort
But the end result is so worth it… you attract the people you truly want to work with and sell to. You know what to say on social media and on your website. You communicate with confidence and clarity. The transformation is deep and amazing.
I’m currently working on a wonderful marketing plan workbook that incorporates these questions, which I’ll be sending your way as soon as it’s done.