Being Deliberate about your Brand

Whether deliberate or not, you already have a brand – but is it the brand you want? Let’s start with what branding is – the creation of a distinct identity for you/your business. It’s what your target audience/customers think of you/your business. It can include your visual identity elements (logo, colors, images, font, overall look) as well as values, ethics, mission, how you speak/write, messaging, and so on. Ideally it adds a level of credibility to your marketing, and it helps you stand out from your competitors.

Companies like Apple spend considerable time and resources developing/amplifying their brand – from their logo, to their colors, their “tone”/messaging. And it’s consistent whether it’s a TV ad, their website, announcements, etc..

But while most individuals/businesses don’t have the reach/resources of Apple, it’s important to be consciously deliberate about your brand. Here’s some things you can do:

1)      Define your target audience/customers

2)      Define what problems you solve for those customers

3)      Be clear what makes you different, along with your values – be sure to focus on the things that matter to your customers avoiding “givens” eg. honesty, integrity, we care about you. Everyone says that.

4)      Build your messaging, imagery, and presence that amplifies the above.

Then look at your digital/visual assets/footprints (website, social media channels, marketing materials, etc.) and insure they reflect the above.

Often overlooked is to insure your headshot on your LinkedIn profile/business web page reflects your brand in the best way possible. People will check you out by visiting your LinkedIn profile/the About page on your website. When people visit those pages, your image is the first thing they will see  (the eye is immediately drawn to images first), and that image creates an initial impression – in many cases the first experience they have with your brand. You want first experience to reflect the best of you/your brand.

See the example below of Jason and his wife Flavia, founder/owners of TAB Boston West, where they work with local business leaders to elevate their businesses and improve their lives. Jason’s original LinkedIn profile picture is shown, along with his updated one and one of them both. Their brand speaks extensive business experience with businesses ranging from family owned businesses and startups to publicly traded multinational companies, a team approach, the ability to provide structure/planning without smothering the entrepreneurial spirit. Which of the images support/amplify their branding. And if you were to just see his original image, would you have the same initial impression? Probably not.

Branding is becoming increasingly important in today’s media centric world - What does your image say about you/your brand/business?