Branding is a big topic that leaves many entrepreneurs and businesses scratching their heads. How do I go about branding my products and services? Media experts help businesses and companies build their brands. Books have been written about it. But still, businesses can’t outsource this task without knowing themselves what makes their brand unique and different.
Have you found yourself scratching your head by a business’s brand? Trying to figure out what that business is all about?
Before you start creating a website or blog that helps build or strengthen your brand, you need to figure out as a business owner, how you want to be known.
For example, if you’re an author using your book to brand your business as many currently do, you’ll want to ask yourself the following questions around …How do you want to be known?
1.What kinds of writing will you do?
2. What subjects are you an expert in?
3. What stories will you tell to cement your expertise?
4. What themes will you cover in your content marketing?
5. What kinds of clients or customers will you attract?
6. Is your book part of a sequel or series?
Now take a look at your list. Is there a pattern that highlights who you are?
Know how would you like to be known? What’s your brand name?
Case in point: I write a lot about courage and interview people who exhibit courageous living for my podcast series, “Giving Voice to Your Courage,” so I’ve recently started to call myself, “the courage coach.” In fact, I’m now blogging about a present challenge as a “scary” thing I had to do to leap and do things differently now. I’m in a process of shifts. This situation feels uncomfortable, but as I take the next step, I’m blogging my experiences as a way to show my transparency. This transparency, as weird as it feels, is actually the voice of my brand.
Branding can also be around your name alone as long as people know who you are and what kind of writing you stand for.
Get clear on your online persona
Now that you’ve thought a bit about your expertise and authorship and how they give your brand credibility, think about your “online image.” This is the emotional part of branding that cannot be outsourced. For example, when prospects land on your website and notice your logo and design, how do you want them to feel? What will they be drawn to doing? Do you want them to feel more confident in their ability to write? Uplifted? What colors, words, phrases, and images will people associate you with?
Give thought to clear branding
Your business must have a title and a tagline. You also need a URL with your business name (or your name if you’re the name behind the business) so readers and media can easily find you. Do you also have some kind of expert status? For example, by virtue of the themes of my memoir — leaving my mom and New York City to serve in the Israel Defense Forces, I’m now billing myself as “the courage coach.”
Support your online brand with lots of content marketing
Create quality content that serves your target market and builds your business. Quality content includes blogging, email marketing, teleseminars, webinars, speaking events, and so on.
Each time you post to your blog, ask yourself if you’re helping your target audience solve a specific problem. If you’re writing a lot of “fluff,” chances are you aren’t building a business that supports a brand.
To build your brand, you need to strategize content which means educating your audience. When you understand the problems facing your target audience, you can also integrate optimized titles, SEO tags and keywords to help build your rankings in the search engines.
Need more help building a following?
Get your free 6 day free e-course that will help you blog your book and platform at the same time!
Get your first lesson by opting in at the top right hand side bar of this website’s home page.