There is often a misconception that branding is just about logo design, when in reality it is SO much more than that. Strategic branding dives deeper and will help you to share who you are, what you do, and why you do it. To help break down the deets and unravel that mystery, we decided to write the Brand Building Blocks series. Each post will hone in on one particular aspect of a brand, from the basics of strategy to the different creative pieces.
Why will your people need YOU? What will you offer? What perspective can you give?
The first two posts in our series helped us get familiar with your people and with your purpose. If you haven't read those posts, we'd suggest heading back to give those a look before diving into what is usually the hardest, but most important piece of your brand platform: your unique perspective. Understanding what your unique perspective is will lead your business vision, define your creative expertise, and shape your content – everything you need to build a strong foundation.
Define all the skills in your arson.
As business owners, we all wear a lot of different hats. We have to! Having all these skills is the only reason we could start our own businesses in the first place. So start off by listing out all the skills in your arson.
Be sure to visit your past experiences (personal and professional!) that have helped shape those skills.
Think about ALL the potential offers and products you could give your dream customers.
Using what you know about your audience, your purpose and the skills you've just listed out, what do you have to give them? Go crazy and dream big here! We find getting these ideas on paper or notecards is a great way to get it all out in front of you.
Hone in on that one, special thing.
Rather than jumping straight to three, we like to ask our clients to pour over their brainstorm and focus on just three that excite you. What ideas are making your heart beat a little faster? And more importantly, which ideas best marry your purpose to the struggles of your audience? Detail out what these look like in simple bullet points.
But once you're down to three it's time for a little heart to heart with yourself. Imagine you could only work on ONE of the three products or offerings in front of you. Or even imagine you are famous in your industry now. What is the one thing you want people to remember about you and look up to you for?
This is by far the hardest part. Settling on that one thing can beoverwhelming, because it just may not feel THAT unique to you. Try to ignore those feelings and settle into what feels right for you.
Think about your story.
Your unique perspective is MORE than just what you are specializing in. Settling on that expertise is incredibly important, but this is about infusing what you specialize in with who you are. Everyone has lived through different experiences and sees the world through a different lens. THIS is what will help you find your tribe. YOU are your own "secret ingredient."
So, what parts of your story can you single in on that can help you attract your people? Look backwards at those personal and business experiences that have helped you grow and change. But don't stop with the past. Your story is just as much about where you have been as it is about where you are going! Get dreamy about your future. What are your goals? Are there plans or dreams for your future that set you apart?
Our challenge to you.
On their own, your specialty and your story can feel a little lackluster. But when they're combined, they should be your superpower. Our challenge to you here is similar to our challenge in the purpose building block. Try to narrow this into a single sentence. Where your brand purpose statement will tell people what you do and why you do it, your unique perspective should help them to understand your story and connect with why they should work with you! To help guide you through this, we're including a few fictional examples below that can help you get started.
Sally Walker Nutrition provides nutrition plans and healthy strategies for step by step changes to help young women start feeling comfortable in the kitchen.
When you hire SSL Consulting to handle your business' tax needs, you are gaining back time to work on the parts of your business you are passionate about.
The Creative Collective provides small business owners pursuing their passions with brand strategies and visuals through collaborative exercises and continuing education.
Want to take it one last step further? Download our free worksheet below and begin listing your proof points. If you're struggling to make connections here or are interested in some feedback, send us your filled in worksheet! We'd love to chat.