It’s only me – why do I need a brand?

For those of us that are running a one (wo)man business, the idea of having a brand strategy can sound a bit grand. Because branding is about flash expensive logos and it’s only really for big, global businesses, right? Wrong! Even if you’re just starting out and you don’t have a logo and visual identity yet, you’re still already creating a brand. Let me explain why.

We’ve tended to associate branding with logos and big business, it is often what we think of first but your brand is about so much more than a picture. Your brand is about every single experience your customers or potential customers have with your business.

We all have a favourite brand

Take a moment to think about your favourite brand. Think broadly, not of the obvious big players. It could be your favourite independent clothes shop, a coffee shop or a company you always trust to book your holidays. What is it that makes you visit them and buy from them time and again? Why do you make that special effort to seek them out, even if they’re a bit further away or a bit more expensive? It’s not because of their logo. Their logo helps you identify and remember them. But what makes you love them is how they make you feel, the quality of their products, the way they remember that you like a one-shot, skinny, extra-hot latte and have it ready before you get to the front of the queue. And the way your special drink always tastes just right, whichever barista makes it for you.

Successful branding is all about providing a consistent, recognisable experience that stands out, builds trust from customers and sets you apart from your competitors. It’s every bit as important for people like us running businesses on our own as it is for the big boys.

When was the last time you took a look at branding across your business?

Branding is something we tend to think of when we’re setting up in business, designing a logo, some business cards and a website, then we forget about it. So what are the elements you need to keep a constant eye on?

• Your products and services are a vital part of your brand. Do they deliver value, do they live up to the promises that you make about them in your marketing?

• What is your customer service like? Do you pick up the phone promptly, do you reply to voicemails and emails, do you make people feel valued when you’re speaking to them. Do you do something extra from time to time to help your customers feel really special?

• How consistent does your business look online? If someone visits your website, your social media pages and your blog do they all look like they’re from the same business or do they use different fonts, colours, pictures and layouts? This is easy to fix by yourself with just a bit of attention to detail and discipline.

• And offline? If someone sees an ad in the paper or gets a flyer through their door is it instantly recognisable as from you? Try laying out all your printed materials on a table and check whether they look consistent.

• What does your business sound like? Be consistent with your language. Define what your style is and stick to it: is it friendly or formal? Serious or fun? Down to earth or highbrow? If you speak one way, make sure your writing mirrors that style.

So your logo is almost the least important part of your brand experience. It’s really about putting yourself in your customer’s shoes about making sure every single bit of their experience is fabulous, consistent and sets you clearly apart from every other similar business – every single time. Once they get to know and love you, your devoted customers will keep coming back. And of course if you do happen to have a snappy name and snazzy logo, then that will help them remember you too!

 

 

 

 

Why it’s more than ok to be yourself at work

Most of us spend at least five days a week working. That’s a pretty big chunk of our lives so we deserve to be as happy as we can be during that time. Being happy and fulfilled means being able to be ourselves and use the full extent of our strengths – not having to leave our personality at the door. But it’s not always that easy.

When you work for someone else, there are rules and processes to be followed and dress codes to be observed. So how do you keep the boss happy and keep your identity?

When I was employed in the corporate world, I always dressed smartly and appropriately but I chose never to wear a suit. Suits just aren’t me and to wear one would have left me feeling constrained and constricted and I believe if you feel like this your thoughts and ideas are restricted too. And I never used the corporate supply of stationery and notebooks. Although I had to invest some of my cold hard cash in bright, shiny notepads they added a bit of colour and sparkle to my desk and put a smile on my face at the beginning of each day.

For me, these were little things but they reminded me to be myself and they got me in the right frame of mind to work to the best of my ability and deliver work that I was proud of. We all have so much to give to the world through our strengths and skills and they need to be given as much space as possible to shine. You can be professional and still express your personality.

If you’re running your own business, especially one that is based on consultancy, trust and personal service, being yourself is even more crucial. You are what makes your business unique and what helps you to stand out from the crowd. You are what your customers are choosing to buy. They want to know that they can trust you and that they’ll get on with you, before they take the big step of signing up to work with you. So it pays to take a little time to work out what your personal values are and how these align with your business.

What are you doing to bring a little bit of YOU to your work? If you’re running your own business, how are you using your personality to make you stand out from your competitors? I’d love to know, so do share your thoughts below. It takes a little confidence to be yourself but life is short and precious so we owe it to ourselves to be happy and true to ourselves.

Love and respect.

 

 

 

Read more about Lucy on the Contributors page, or check out her business, Blue Penguin Communications.