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If there was ever a prime time to focus on building your brand, it’s now. With small businesses everywhere scaling back due to this blip in the economy, now is the perfect time to take it up a notch and sail past competitors with ease. One of the best pieces of business advice I got years ago was to take advantage of times like these; a struggling economy can do wonders for your business as long as you don’t slow down. For this situation in particular, this strategy is especially true if you are an online-based business.
From a blogging perspective, I’m seeing people say they are taking a step back from posting content. This is the exact opposite of what we should be doing as bloggers and business owners. More people are at home, more people are out of work, and more people are online and on social media. Now is your opportunity to build your brand, grow your following, and invest in your business. While it’s important to be sensitive to the current situation, it’s also important to keep your business alive. Start creating content that’s relevant to people working from home for the first time in their lives; create content that shares ideas of at-home date nights, etc.
Take this time to reflect on your brand as a whole and what you’re doing to take it to the next level. It’s the perfect opportunity to emerge from this crisis with a renewed sense of determination. Hone in on your branding, redesign your logo and website for a fresh, new look, and don’t let this thing take your business down. Personally, I just created a new Brand Book and I’ve never felt more excited about my brand. I’m taking this opportunity to increase my ad spend to reach that new audience that is online now more than ever. I can’t wait to keep building my brand!
I absolutely love helping people build their brand by bringing my professional opinion and unique perspective to the table, but if you don’t need the design eye and experience of a professional, here are a few steps you can take to build your brand identity on your own:
1. Write down your mission statement
A mission statement should state your brand’s main goal and purpose. What makes your brand unique? Why are you the best person to run your brand? What experience and credibility do you have?
2. Define your target audience
Use demographics like gender, age, location, household income, etc. to hone in on a target audience. It should be as specific as possible.
3. Decide on your brand’s voice and tone
Does your brand come from a place of knowledge and facts? Is it more casual and friendly? Your brand’s voice and tone is a major component to the overall brand identity – and should have a big impact on the aesthetics of the brand.
4. Revisit your brand aesthetics
Do your brand’s fonts and color scheme align with your mission, target audience, and voice? Do you know what colors and styles your target audience is attracted to? Make sure the visual aspects of your brand appeal to your target audience.
5. Take new brand photos
Based on the information you’ve written down, as well as your new brand aesthetics, create new stylized photos that align with your brand. These images can be used on your website, social media channels, online features, and more. It’s so incredibly important to have original photos to represent your brand.
These are some great steps to get you started on building your brand identity. How you take action during rough economic times can shape the future of your brand. And if you need some branding and design help, I’m always here!
What are you doing to build your brand?
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Photos by Ryan Carpenter.