Ultimately, you are the guardian of your business’s brand. That’s why I work with business owners to create a brand with them rather than for them. One of the best things about working with other mums in business is that brand is very personal. It’s very often their baby, an idea they’re turning into a reality.
What is your brand?
When you ask someone if their business has a brand they often say ‘Yes’ but what they actually have is a logo. Logo is an important part of brand but so is tone of voice because how you speak to people says an awful lot more about you and your business.
Your brand is in everything you do. Creating the right personality and offers will be what makes you stand out from the crowd. Carefully crafted marketing, websites and PR do matter but the biggest way we connect is personally – meeting up, social media, emails and telephone calls create a dialogue. It doesn’t cost a huge deal in money but doing it well does demand a lot more thinking time. Having a plan and strong brand language for how talk to people and understanding your brand values will shape not just your marketing but how you do business.
Who is your audience?
You can have the best idea ever but if you don’t understand who your audience is and how to reach them how will it work?
Be as specific as you can when imaging who your ideal client or customer is. I always create personas because if you’re talking to everybody, you’re talking to nobody. Know who your audience is and where they hang out. Not everybody is going to love you, but you want to make sure you spend time developing
relationships with people who get your business because it resonances with their own values, tastes and ambitions.
What’s your brand uniform?
Representing your brand and connecting with your audience is a bit like putting on a uniform, you choose what will best help you connect with your audience. I wouldn’t turn up to a business meeting with a new client in my ripped jeans and with unwashed hair but I wouldn’t go to talk to a mums group in my little black LK Bennett dress and six inch heels either (they don’t fit since I had a baby anyway!)
Social media is the same, your business Twitter or Facebook account is not the same as your personal accounts. It isn’t that you aren’t being true to yourself but we all have many different parts of our personality and some we can leave hanging up in the wardrobe for another day. It’s all a question of finding the right fit: I may look longingly in the window at the latest trends from Dior I know my credit card can’t take the hit and it will be so tight I won’t be able to sit down – it’s not the right uniform for me in my business.
Are you a broadcaster or a storyteller?
Take control of your online presence with stories and images that connect emotionally with your audience.
People don’t usually remember statistics but they do remember stories. Use language and design to create marketing that tells a story and makes an emotional connection because you’re communicating with people not robots. Most business owners will tell you it’s delighting their customers that makes it all worthwhile. If you feel like that too, giving you’re brand plenty of TLC will pay dividends for both you and your customers.
Amy Beeson is an Author and Creative Brand Consultant at Wordsby Communications. She’s worked on brands for the NHS, The Royal Navy, O2, New Labour, The National Archives and Cabinet Office. She works one-to-one with clients to share her communications know-how and create brands and campaigns not just for you but with you.
Get in touch with Amy today: http://www.wordsbycommunications.com/