The distinctive qualities of a company, product or person are the attributes of a brand. These are the foundational fragments for positioning a brand and the groundwork for crafting messages that are specific to your target audience.
Branding is about communicating what makes you different, then capitalizing on those differences to guide all your business decisions. I call this your Brand Analyzer. Once you are clear about who you are, what your brand stands for and your purpose, you are better equipped to handle the opportunities that are presented to you.
Having a solid brand foundation allows you to easily communicate your brand message, determine the most appropriate marketing tools , create an effective marketing strategy, and ultimately, attract your ideal clients with less effort.
After gaining a clear understanding of the unique attributes your brand possesses, such as your strengths, skills, passions and values, you can utilize them to differentiate yourself and stand out in what is usually a crowded marketplace. Having a memorable personal brand becomes the boundary that shapes your business strategy. A solid brand foundation will give you the focus and direction needed to keep your business on course.
Do you know which words best describe the essence of your brand? If a friend or business associate were to describe you in three words, what would those words be? These descriptive words are the heart of your brand and should be exuded in everything you do. Have you been labeled as fashionable, poised and fancy? What about visionary, outspoken and mainstream? The more clarity you, the more distinct your brand will be.
Authentic branding is required in order to be successful. By identifying and expressing your strengths, skills, values and passions on a consistent basis, allows you to differentiate yourself from others. With the popularity of online and mobile communication and the ease of connecting with with people across various networks, the personal component of branding is more important than ever.
Nobody wants to be sold, but instead they are looking to make personal connections and build relationships. More often than not, people basing their purchasing decisions on emotions rather than logic. The product or service doesn’t tip the scale for clients as much as a series of emotional attributes people associate with your brand in determining whether or not they purchase from you.
When you authentically highlight your brand attributes in all your marketing efforts – from your newsletter and business cards, to your website, blog, and social media sites, you are considerably more likely to build your “know, like & trust” factor and attract more of your ideal clients.
Success Action Plan:
Make a list of at least five attributes you feel best describe you. Next ask at least 10 friends, family, business associates etc. to do create a list for you. Summarize the results and pick the top five attributes in order. Ask yourself if you agree with the results and if this the way you want to be perceived in your market?
YOU are the driver. You get to decide which brand attributes you want to stand for and exhibit. Remember, successful brands are genuine and authentic in their approach and the attributes you choose must accurately represent who you are.
Once you’ve identified your distinct attributes, you should use them in all your collateral marketing materials, brand messaging and communications.
To make it easier, the next page has a list of general attributes to get you started – feel free to send this list to friends and associates to complete the exercise for you.
If you are a female entrepreneur, author, coach or consultant and would like a list of general attributes to get you started in creating a unique brand that displays your authentic personality, attracts your ideal clients, and positions you for more success, send an email to Tomesia@TomesiaIngram.com with “Brand Attributes List” in the subject.
For more information or to schedule a complimentary 15 minute strategy session please email Tomesia at Tomesia@TomesiaIngram.com.