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Did you know that your branding can either draw in or push away potential customers? If you feel like your marketing may not be resonating with the right audience, you are in the right place. Today I am diving into the power of intentional branding and how it can help you attract your ideal customers online.
As a bonus resource, I’ve curated a comprehensive branding checklist to complement this episode, providing you with actionable steps to elevate your brand, so you can attract your ideal online audience.
What is branding
I like to refer to branding as a vibe you create around your business. It either resonates with our ideal customers. Or not. It either helps them to imagine how it would be to own our product or purchase our service, or it doesn’t resonate with them, and they ignore it.
Branding is no it’s not just about how it looks, but it’s also about how it feels. And that connects with certain people. If done right, it should connect with your ideal customers.
One of my favourite quotes about branding is from David Breyer: “Branding is the art of differentiation. Brands exist because people exist.“
Think about it, all of us humans are unique. We have different preferences, different style needs, values, the budget, and all of that affects our purchasing decisions. Our job as business owners is to create the vibe and present our brand in a way that attracts people who are the best fit for what we sell compared to trying to market to the masses.
When we are intentional about how we are showing up and presenting our business online – that’s how we start attracting potential customers online. That is how our business stands out in a sea of similar businesses.
Defining your brand values is crucial for establishing a strong brand online. Brand values represent the core principles and beliefs that your business upholds. They serve as a compass, guiding your decisions, actions, and interactions with customers.
For instance, if sustainability is a key value for your brand, you can prioritize eco-friendly practices, such as using recyclable materials, reducing waste, and supporting ethical sourcing. By incorporating these values into your branding, you attract environmentally conscious customers who appreciate your commitment to sustainable practices.
Your brand personality is like your brand’s character. It includes how your brand sounds, looks, and feels, which helps people understand what your brand is like.
Think about how you want people to see your brand. Do you want them to think it’s friendly, funny, professional, luxurious, serious, sarcastic, or approachable? Each of these traits will influence how you talk to your customers and communicate in your marketing messages.
Brand voice & tone
Your brand voice and tone are very closely connected to your brand personality, but it comes down to little details, such as specific words and phrases you use and phrases you don’t use in your business.
For example, if your target customer is a romantic bride that obsesses over thoughtful little details, you’d want to use those specific phrases in your marketing materials.
Mission & vision statement
Your mission and vision statements provide a clear sense of purpose and direction for your brand.
Your mission statement captures what your brand does and how it accomplishes its goals. On the other hand, your vision statement paints a vivid picture of your long-term aspirations and goals for your business. It describes the future impact you aim to make and the values you strive to uphold. Both of these statements inspire and guide your brand with the choices you make for your business, ensuring that all your activities and strategies align with your mission and vision, leading to consistent growth and success.
Mission statement Small Biz Babes Community is:
Our mission is to be a safe, empowering, and creatively inspiring place where women come to build an online business that makes their dream life a reality. We are achieving this through experience-based educational resources and an online community.
Knowing what our mission is, we can make sure that everything we do – whether it is that podcast, social media space, or resources we create- aligns with our mission.
I chose to put this one in the end because it is usually the only part that small business owners focus on. Yet you can see after everything we talked about that there is so much more to your branding than just your brand visuals.
All the branding pieces play together to create a cohesive brand and help you connect with the right people. Your brand’s aesthetics, just as your brand voice and vocabulary should be intentional and reflect your brand personality if you are hoping to your target audience.