What do you think of when you hear the word branding? Too many people branding is just the colors, fonts, patterns, and logos that you choose to use for your business. While these visual components do makeup part of your overall brand they’re not the only (or most important!) components to focus on. In this post, I’ll go over branding basics that you can’t afford to miss!
If you want to be known for your killer branding, you need to go beyond the visuals of your brand. While the design aspect of your brand is important you need to nail your voice, your mission, and your consistency.
Finding Your Voice
Having a tone of voice in your copywriting is key if you want to attract your ideal clients/readers and get them to read your content/work with you. Nothing is better than having someone who you would consider an ideal client contact you after stumbling upon your website and have them say something like “I feel like you are my business BFF I never knew I needed, and I am dying to learn more about working with you!” It is always a good feeling to know that you are attracting the right kind of people.
When the people you’re trying to appeal to stalk you on social media or browse your blog, are they getting a good idea of what you’re all about? Is your brand’s voice in line with the personality you’re trying to get across?
Think about your ideal clients and consider what kind of copywriting would captivate them. Should you sound super professional and intellectual? Swear like a sailor? Come across as budget minded? What kind of style would the people you want to appeal to relate to?
Whatever voice you decide is best, stick with it! When you confuse people you lose them so be sure you’re not bouncing around and using conflicting voices in different blog posts and pages.
Your Mission Statement
What is the cornerstone of your business/blog? Think about how you want people interacting with your brand to feel. What thoughts do you want going through the heads of everyone you interact with?
When it comes to my business, Living as Elise, I want everyone I talk with to feel understood, empowered, and safe. Take out all the fluff, and my business boils down to making women feel confident and capable of achieving their business dreams. I want them to see me as their business BFF. Someone they know, like, and trust. So I do everything in my power to ensure I’m consistently providing service that is centered around those feelings. I respond thoughtfully to emails and social media comments. I also happily chat with women who will probably never become clients; I always want business owners who interact with me on any level to feel warm, fuzzy, and valued.
Write down a mission statement that touches upon what your values and goals are and detail how you want people to feel. Once you’ve laid out your mission, list ways you can bring on the wow factor! How can you make your target audience feel special? In what ways could you go the extra mile? Perhaps you work with clients, send them old-fashioned thank you notes! If you’re a blogger, what can you do to excite your readers? Perhaps you create a freebie they’d go crazy over.
Regardless of what your business is all about, simply taking the time to interact with people who reach out to you is HUGE. It always amazes me how often I read a blog post and notice awesome comments but no responses from the author. If you’re a smaller business, take the time to communicate on a personal level with your readers! Same goes for social media, if someone takes the time to show you love, you should reciprocate!
Aim to always keep your mission at the center, and don’t rest until you’re making everyone you interact with feel exactly the way you want them to!
Consistency is Key
If you’re going for a flirty fun vibe, it won’t make much sense to have a black website with dark purple text. If you’re going for ultra-professional, sequins and glitter everywhere just won’t work. Nothing is more confusing to your clients/readers than inconsistent branding. People should be able to recognize your brand in every aspect of your business.
Remember, your branding is about your target audience! But keep in mind that even though you may love camo print, it doesn’t mean you should put it all over your website. You should like what you put out there, but the preferences of the people you want to attract is key!
Not sure where to start? Do a check and make sure your branding is consistent across all of these areas:
- Graphics (for social media, your website, blog posts, etc.)
- Images (stock images, headshots, etc.)
- Marketing Materials (newsletter, business cards, ads, etc.)
- Website Theme
- Mission Statement
- Social Media Presence
- Email Signature
Have you been factoring all of these points into your branding vision? How well do you think your target audience connects to your brand based on what you’re currently putting out there? Let me know in the comments below!