I see branding as an opportunity to go deeply inside and figure out what we’re about. We begin, sometimes in a rush and superficially, with a quick logo design or a free website only to become aware, as time goes by, of the need to have a consistent message and look, a unitary way of presenting ourselves to our clients and, ultimately, to the world.
Our businesses are defined at their core by who we are. So, in order to define a brand, especially in a service industry, we need to understand why we are choosing to serve in this particular way and whom are we doing it for. It’s a clear-minded and open-hearted look inside ourselves, followed by a journey to summarize and represent the essence of what we find for others to see and understand.
This is not an easy feat, and it continues all through our life—or at least all through our business life.
“A business based on brand is, very simply, a business primed for success.” ~David F. D’Alessandro
What begins somewhat casually continues to iterate and refine, sometimes change course altogether, following inner revelations or in response to shifts in our outer world as we find and define our place and our role in the larger context of people and concepts we interact with.
Some concrete steps to take as you are starting on the journey to branding your business, particularly for a service role which has you at its core. Begin by answering these questions:
Why are you doing this?
Why now?
Who are you directing your brand’s message towards?
Why should they care? What will make them take notice?
What exactly are they paying for?
Think of (and ask people who know you to send their suggestions) three words which describe your approach or your style in your line of work. Collect these pieces of insight, sift them through your own vision and weave them into the words you used to describe your brand.
Imagine your ideal client in thorough detail. Gender? Age? Give them a name, an occupation, hobbies, a family. This step can feel intimidating to a new entrepreneur, as choosing someone so specifically will feel like you are denying all the other type of possible clients, and so are turning down work and revenue. This is not the case.
You are, however, identifying your tribe, your market niche, those people who will most appreciate what you have to offer. Your brand and your marketing efforts should be largely directed to them. There will be other client types as well, and you could devise a multi-tiered set of offerings, but ultimately, the more you can focus and specialize, the greater an impact you will make, the happier you will be, and the more of an expert status you will establish in that area.
Consider and harmonize the meaning (content) and delivery style (design) of each and every contact point in the dialog between you and your clients.
As they get to know you and experience your work, people will look for uniqueness, inspiration and a well-rounded, identifiable experience. A brand is, ultimately, a feeling someone has when working with you. A thought that comes up as soon as your business is mentioned. Your brand is intangible, yet it permeates everything you do. Approach it as honestly as you would any relationship you’d like to foster for a lifetime, and remain open to what you might learn about yourself in the process of trying to explain others what you’re all about.
“Create your own visual style… let it be unique for yourself and yet identifiable for others.” ~Orson Welles
