No matter how fancy your logo is, how much you spent on web design, or how slick the functionality is on your website, at the end of the day, YOU are your brand. When people visit your site, read your blog posts, or your latest article, what kind of experience do you want them to have? What sentiment do you want to convey? Do you want visitors to feel like they’re visiting an old, trusted friend? Or do you want them to be swept off their feet with visual inspiration?
Your brand should reflect your personality and authenticity. Think about certain stores that you like to shop in, certain restaurants that you like to visit, or hotels you love to stay in. What type of experience makes you want to come back for more? What little things make those brands signature? What would disappoint you if it was no longer offered?
Your brand should be the same way. It should evoke a feeling. It should convey a message. It should be consistent and engage your audience, offering them something to do when they visit, or something to think about, or even a little message of inspiration to carry them throughout their day. In other words, your brand should have a STYLE.
For example, your brand can be:
- A Guilty Pleasure: Your brand can be something that your audience looks forward to curling up with after a long day; it can feel like an indulgence, a treat, a reward after a long trying day that’s just for them. It may include: recipes, stories, books to read, or places to visit.
- A Must Have: Your brand can be trendy, modern, and sexy…something that has your readers eagerly awaiting your next post like a person waiting by the mailbox for the next issue of their favorite magazine. For instance your visitors might be anticipating: fashion trends, new products, beauty finds, celebrity gossip or stylish pieces.
- A Lifestyle Brand: Your brand can encourage people to adapt a certain way of life for instance: Clean Eating, Minimalist, Savvy & Sexy, Stylish & Graceful. What type of life is your perfect client trying to live? What values or qualities does she seek to incorporate into her daily life? Make sure your brand exudes those qualities in your color scheme, typography, web design, and social media/blog posts.
- A DIY Brand: Are you creative in the kitchen? Do you make beautiful gifts and treats? Are you good at paper crafting, home décor, or organization? If so, you can engage your audience by showing them tips, tricks, and techniques to apply at home.
- A Powerhouse Brand: Do you spell confidence with the letters in your first name? Are you unapologetic about your success and have a platform, program, or message that will motivate, inspire, transform, or bring iron clad results? Then channel your inner-Olivia Pope and make your audience believe that you are the one to make their dreams possible! Write strong copy that will grab their attention and make them want to open up their wallets and invest in your offerings.
Brand styling is a critical piece of the marketing puzzle. If you’re not sure what your clients want, ASK THEM. A one to three question survey is a great way to find out what your audience is craving, what resonates with them, and how you can build a loyal following that will keep coming back for more.
Brand strategist, Dr. Shanté Bishop, helps diverse women find the courage, clarity, confidence and conviction to pursue their passion, build multiple revenues, and increase their visibility by launching a successful brand. Get access to Shanté's FREE Brand Builder checklist and other free resources at http://www.designherlabel.com