Way back, I started a series on Branding Strategies, the importance of online branding and how to brand yourself. In the last of this series, let's talk about "How to Find your Brand".
For me, this is the junction where Mindset meets Marketing because understanding your brand is all about understanding your true Passion and your true Purpose. Why is it you do what you do and what is it about you that is different, unique and drives right to the heart of everything you are and everything you stand for?
Online Branding Strategies – How to Find your Brand
Essentially, understanding your Brand is all about three things:
- Integrity &
Your Brand is not about publicity. Your brand is not about boosting sales. (Although ultimately, a strong, highly identifiable brand will enable you to do both these things). Your brand is about understanding who you are and what you stand for and then finding a way to convey that to the world in a way that is both believable, real and creates rapport and trust with your audience. The goal of your brand is to enable people to identify with you and decide whether or not they are 'like' you. The by-product of that process is that people will come to know, like and trust you and this rapport will ultimately help you to win sales.
Online Branding is not about 'inventing' a facade, it is about revealing the characteristics of 'You' that are relevant to what you do in a way that enables people to relate to you and really 'connect' with you. Brands build relationships and relationships build businesses.
So how do you Find your Brand?
For me, it starts by really uncovering and understanding the core of who you are. When you understand that, you can begin to understand the core of what your Brand is.
The easiest way to really uncover that is to begin by asking yourself questions such as:
- How do others describe me?
- What is the common theme that runs through everything I have ever done in my life?
- What am I most passionate about?
- What three words or qualities best describe 'me'?
- What is the one value that is more important to me than any other?
Then uncover how other people see you by asking someone you trust to give you honest answers to questions such as:
- What is is about me that is different or unique?
- What is it about me that is quirky or makes me stand out?
- What three words would you use to describe me?
- What do you think is my 'unique gift' to the world?
- Why do you think people relate to me?
The key is then to find the common ground. The areas where your answers match. And if there is a mismatch, dig a little deeper to find out the reasons why.
An end word of caution: Truly 'finding' your brand, understanding exactly what is unique to you and the world out there, is likely to be anything but 'Easy'. For me, understanding my 'Brand' was the hardest thing I ever had to do in my business. It seriously took me about two years to 'get it'. But I promise you, understanding your Brand, and more importantly, learning how to convey it, will be truly the most important thing you can ever do for your business and your marketing online.
Easy? Hard? Important? Not? I would love to hear your thoughts -or questions- on Online Branding. Drop them into the comments box below, I'll reply, I promise!
In the meantime, let me leave you with this quote:
“Your USP is without any doubt whatsoever, the most valuable business asset you will ever possess! And once you discover it, your business will improve dramatically.” – Joe Robson
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