Building a brand is an ongoing process. Your brand is an entity, and will eventually have a force of its own. It will evolve if you push through your awkward phase (we ALL go through it, it is vital) and learn from adolescent mistakes and move into maturity, where it will hopefully gain strength and vitality, and maintain a strong structure for years to come. Remaining open-minded and refining and repeating what works creates great brands.
There are parts of the structure that often go unnoticed, or unsupported, and are given no attention, which can lead to a distorted message to your clients. Strengthening these loose ends can give you the foundation you need to finally start to build that killer brand.
Your personality will shine through, especially the more content you provide, and obviously in a video audio format. How do you use your language, are you lackadaisical, laid back, and quieter, are you all business, cut-to-the-chase, clear-cut? Do you use a lot of slang or modern lingo, or do you strive to maintain a professional, and demure tone?
However you want to be perceived, it is the way you “write” yourself again and again that builds your voice.
Social Media: Do you often argue with others in comment sections, have an edge that can be inappropriate at times? Do you tend to wear your heart on your sleeve, allowing your feelings to lead the way? Or do you come from a neutral place of no opinions and no judgement? How “strong” you appear to be can have an effect on your brand, while of course it is good to be human, there is overkill, and leading with emotions isn’t always the best way to build a trustworthy voice.
Some genres of brands need a certain amount of vulnerability and personal preference, sports bloggers and writers can often use their emotional appeal as building points of their voice, but more times than not, too much emotion spoils a good brand.
Where you stand on social issues may not be something you advertise freely in your business, and depending on your niche, can be a no-no, but it can shine through in ways you may not realize. What pages you like from your own page, content you post, your YouTube video history, and other things you choose to make known may affect how your clientele views you and your brand. Your values will be perceived by the amount of personal things you let out , it is usually best to use discretion in how personal you get if it is unrelated to your niche, but some can be more personal while others are almost anonymous. What amount of your beliefs are you going to allow to air, and what does it do to benefit your brand?
If you supporting one side of a specific controversial topic benefits your brand, then stand your ground, get your facts together and don’t smart. If your personal belief is irrelevant to your genre and field, it’s usually best to stay neutral, and leave people wondering which side you would actually be on. Neutrality is an aspect of a brand, believe it or not. Your personal beliefs are not what create a defined target audience, you are useful and have important information to people who don’t agree with you on certain things. Don’t cheat yourself because of an irrelevant issue, or something you need not disclose an opinion on. I promise you, your opinion is not as important as it may seem to you.
Who dat?? You are who you hang with. Associating and interacting with other entrepreneurs and even brands that uphold the same values as you strengthens your presence and viability. If you hang with unstructured, willy-nilly, uncertain bloggers or businesses, maybe it is time to sit at a different table, and find out how to gain stronger connections and get rid of what isn’t working for you.
Engaging with those that you see as successful, and are where you want to be, can allow your brand to slowly be associated with a caliber of brand that will help you mingle professionally. Join some Pinterest boards, and groups who you see your heroes hangin’ out at! Invite someone you look up to to YOUR group or board, put yourself out there and associate yourself with professionals you want to be seen with.
Overall, if you are depending on colors and a logo completely to represent you adequately and efficiently, you might be shocked when other aspects of your brand you weren’t aware were aspects of your brand do the talking for you. Your brand is everything associated with you and your business, so making sure all of those things are reliable and if not established, are on their way to becoming structured and reputable.
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