Monday June 3, 2019
New brand, who dis?
One of the most frustrating (and sometimes unanswerable) questions in business and in life is, “Who are you?” Unfortunately, it’s also one of the most important.
Knowing who you are in business (and in life) makes it a lot easier for others to understand what you’re all about. And people want to do business with people that they like, right? So, knowing WHO YOU ARE is also why potential customers might choose to do business with you instead of the next guy.
If you stammer and sputter every time someone asks you why you do what you do, keep reading. I’m going to talk about why business standards are important and how to determine your brand’s personality. By the time we’re done, you’ll be elevator pitching like a pro.
What are brand standards?
Brand standards are a set of guidelines for the colors, fonts, photography, graphics, written content, and more that you use in your business. They ensure that your collateral always looks the same, no matter who creates it on your behalf. This is sooooo important when it comes to contracting out your marketing. If you give your marketing person your guidelines up front, you don’t have to worry about random colors or fonts being used in your images or posting about something you secretly hate. They are the glue that holds your brand together. Bonus: your marketing person will love you for this because it makes their lives much easier as well!
But how do you determine your brand standards? Through a lot of thought and consideration. Ask yourself this: if my business had a soul, what would it look like? Would it be serene blue or fiery red? Bouncing around and full of energy, or totally chill? What kind of language would it use? Is there a phrase that stands out? (hint: that’ll be your tag line!)
Once you have the overall vibe figured out, it will provide the foundation for your standards.
You and your brand walk into a bar
You know what they say about all work and no play. Well, guess what? Business doesn’t have to be so damn serious all the time. If you want to create a connection with your audience, you have to show them who you are.
It’s kind of like how when I blog, I use the same language I’d use in everyday life. My audience appreciates that about me, and it makes me seem more “real.” Not like some businessperson trying to put on a front to make sales.
Think about how you can add some of your personality into your brand. Do you love dogs? Pancakes? Knock-Knock jokes? Share your quirks with your audience and build that “know, like, and trust” factor. You never know who is going to have the same quirky interests as you!
Determining your brand’s personality
If your brand standards and your quirky love of pigmy mountain goats had a love child, that would be your brand personality. It’s a little bit business and a little bit fun and it’s 100% unique. It’s what makes your business stand out from the crowd.
So, step back and take a look: If your brand was a person, would you be friends with it? What kind of vibe is it putting out there? Is it too much business and not enough you? Maybe the other way around?
Your brand’s personality is pivotal in finding the right clients, partners, and maybe even friends, for your business.
Trust me, nothing is better than working with people who just get you.